Generally speaking, the marketing strategy of an enterprise includes product strategy, price strategy, promotion strategy and channel strategy.
1. product strategy
Product strategy mainly refers to product packaging, design, color, style, trademark and so on. It mainly studies new product development, product life cycle and brand strategy. It is the basis of price strategy, promotion strategy and distribution strategy. Only by endowing products with characteristics can we leave a deep impression on consumers.
2. Promotion strategy
Promotion strategy mainly means that enterprises use certain promotion means to promote products and increase sales, and its means mainly include discount, cash back, lottery, free experience and so on. The forms of promotion include advertising, public relations (PR), promotion (SP), personnel sales (PS) and word-of-mouth operation. Through promotion, enterprises let consumers know, understand and love, and then buy products. Whether the strength of promotion and its planning are appropriate can affect or manipulate the popularity, image and sales volume of products, and even the brand image of enterprises. With the promotion, consumers can know what benefits the product provides, how much it costs, where to buy it and how to buy it, and the response of these consumers will further help to promote the revision and adjustment of other marketing combinations (products, prices and channels).
3. Price strategy
Price strategy mainly refers to the pricing of products, mainly considering cost, market and competition. Mainly study product pricing, price adjustment and other marketing tools.
4. Channel strategy
Channel strategy refers to the channel that enterprises choose to make products circulate to customers. It represents a comprehensive system of trade relations, cost sharing and benefit distribution between enterprises (institutions) and various distributors before delivering products to final consumers. Distributors here include wholesalers, retailers and even logistics distributors, or the company's business personnel sell directly to consumers, as well as direct sales-or the direct sales personnel of multi-level MLM companies and their organizational structure. The purpose of making the distribution policy is to make the products reach customers more smoothly, not only to ensure the low distribution cost, but also to ensure the customer's requirements for delivery time, delivery volume, assembly service, difficult consultation and so on.
With more and more products, it may be more and more difficult to formulate distribution policies, because distributors are scarce compared with the surplus of products and brands, so the latter has great bargaining power and tries to obtain a greater share of benefits from manufacturers or upstream enterprises.
The performance of retailers in recent years 10 is particularly remarkable. They are not only engaged in retailing, but also begin to intervene in the upstream production process of products, using their own store names or original names as the brands of new products they produce, that is, their own brands/labels, or store brands/labels. This further threatens the profit space of pure manufacturing enterprises, and of course greatly increases the difficulty of the latter in formulating distribution strategies.
Marketing strategies include [2]
Abstract: Under the condition of market economy, enterprises are facing many opportunities and risks. Market is the product of social division of labor and the development of commodity economy. Every enterprise exists in a certain market environment. Marketing is the active participation of enterprises in the market. Choose the appropriate marketing strategy, so as to effectively guide consumers' desires, influence consumers' behaviors, and obtain the maximum marketing effect at the lowest cost. This paper mainly introduces the concept, development, purpose, influencing factors and how enterprises carry out marketing strategy. Marketing strategy includes price strategy, product strategy, channel strategy and promotion strategy, which is suitable for China's marketing strategy [M]. Keywords: market; Products; Marketing strategy; Marketing effect
Marketing strategy has an extremely important influence on the survival and development of small and medium-sized enterprises in China, and marketing is the key for small and medium-sized enterprises to get rid of the current predicament. When choosing a target marketing strategy, an enterprise must comprehensively consider the subjective and objective conditions, fully consider the advantages and disadvantages, and make a wise choice. Therefore, this paper analyzes the marketing environment of small and medium-sized enterprises under marketing, further points out the influence of marketing on consumers' psychology and buying behavior, and finally puts forward the marketing strategies that small and medium-sized enterprises should choose according to the present situation.
The concept of marketing strategy
Marketing strategy is a process in which an enterprise takes the customer's demand as the starting point, obtains the customer's demand and purchasing power information and the expectations of the business community according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy [M].
Second, the development of marketing strategy
Today, mankind has entered the 2 1 century. Due to the rapid development of information science and technology, the consumption pattern has undergone tremendous changes, the modern market situation is more complicated and the market competition is extremely fierce. If any enterprise wants to successfully enter, occupy, consolidate and expand the market, it is particularly important to adopt correct marketing strategies. With the development of marketing theory research, 6Ps, 10Ps, 1 1Ps are all extensions of 4Ps marketing strategy, and its core is still 4Ps. For more than 40 years, every marketing manager has basically considered the problem from the perspective of 4Ps theory when planning marketing activities. 1990, Lauterpen, an American scholar, proposed for the first time to replace the traditional 4Ps with 4Cs, which provided a new idea for marketing strategy research. Comparatively speaking, 4Cs pays more attention to consumer demand. Compared with the market-oriented 4Ps, 4Cs has made great progress and development in concept. However, judging from the development trend of enterprises and markets, 4Cs inhibits the initiative and creativity of enterprises. In the mid-1990s, the 4Rs put forward by American scholar Schultz expounded four new elements of a brand-new marketing strategy. 4Rs is competition-oriented, and summarizes a new marketing framework at a new philosophical level. It raises the marketing activities of enterprises to the macro and social level, and puts forward that enterprises, customers and other stakeholders should establish the same body of career and destiny, establish, consolidate and develop long-term cooperative relations, and emphasize relationship management rather than market transactions. The 4Vs marketing strategy put forward at the end of 1990s aims at cultivating and constructing the core competitiveness of enterprises, which is the new focus of modern enterprise marketing [J].