What should China marketing planners do?

The planning market is changing rapidly. ▼ Competition promotes development and incubates the abnormal consciousness of enterprises. There are many brands in the market, which is an inevitable situation caused by the development of commodity economy. Because of the nature of endless pursuit of profits, more enterprises have created classic brands with their brains, and today's shopping malls have become a battlefield for brain competition. Every industry that makes money will have bloody scenes, and the environment will affect a person's growth. Similarly, the market is also cultivating the personality of entrepreneurs, living in a life-and-death market mechanism, and seeking * * * to win has become the desire of many market subjects. But competition is inevitable, because the evolution of human history has educated human beings, and social development needs to follow the natural law of survival of the fittest. Therefore, China entrepreneurs, who are no longer naive, have all grown up in fierce competition. As enterprises become stronger from weak, their own experiences have made the referees in shopping malls become domineering and eager for success. China's natural entrepreneurial nature makes entrepreneurs eager to see the results and pursue success after deciding to implement a major decision, and will have subconscious fear of the threat of competition. Therefore, in reality, it will unconsciously bring pressure to the time urgency of project implementation and bring difficulties to the rational allocation of project implementation time. At the same time, because senior managers are at a loss under this mechanism, they can only copy advanced foreign marketing theories, such as strictly following the product life cycle theory to arrange market operation time to meet the psychological needs of entrepreneurs. However, foreign theories are actually based on foreign markets, which may not be suitable for China, because China's cultural traditions and worldly wisdom sometimes have a fundamental impact on the market. Under the guidance of this chaotic thinking mode, strategy may be taken for granted by business operators, rather than the actual information of the market. ▼ Planners are involved in the market as independent entities. "the authorities are fascinated, and the onlookers are clear." As an outsider of the enterprise, China's planning group can examine the operation of the market with the mentality of "nothing to do", overcome the anxiety of entrepreneurs to some extent, and have time to concentrate on information collection and analysis, making up for the defects of the enterprise. Therefore, the reality of China has created a powerful planning group. From focusing on design to popularizing FA, the advertising industry in China has made great progress. Many enterprises begin to respect the existence value of the advertising industry, and many enterprises spend huge sums of money to regard planning institutions as their own operation centers. With several successful cases, planners will attract countless eyes of enterprises, and the annual selection of the top ten planners will attract much attention. Once upon a time, people woke up one night only to find that an office building was full of advertising companies. Specialized planners and ingenious groups set foot in the industrial field and form consortia with industrial capitalists to gain market benefits. Explain that they are no longer migrant workers who succumb to industrialists. This situation is formed because this group of people have their own capital to win, that is, to make up for the blind spot of industrialists' vision and provide the most available information support for the operation of enterprises. Because of the quantification of information, obtaining useful things from countless information is tantamount to looking for a needle in a haystack, and the industry is unable to concentrate on extracting information, which will inevitably lead to a vacuum of thinking. With the advent of the information age, intellectuals have gained great vitality. ▼ The industry is imperfect, leading to misunderstandings in planning. At the same time, a hundred flowers blossom, people discuss, and marketing theory has achieved unprecedented development. Among them, the most concerned is the opinions and comments on the marketing strategy of brand building. When this idea is successful in a certain brand, it will be reviewed a lot, and the comments on unified marketing methods, strategies and techniques even exaggerate the contribution value of planners to brand building. This kind of environment affects the enterprise, so that in an enterprise, the planning department similar to the marketing department is often considered to have the greatest contribution to brand generation. Compared with other departments, market planners are also the best, because they think that market planning determines the success or failure of competition, and facts tell enterprises that the success of a truly brand-oriented enterprise comes from the planner's integrated planning of the whole enterprise. In general, all successful departments of enterprises operate in an orderly manner, which is the same as the emergence of brands. As planners, we must understand that the formation of a brand is completed by all departments of an enterprise, including technicians, production personnel, internal management personnel, warehousing and other departments. More notably, as creators of knowledge wealth, many market planners failed to shoulder their responsibilities. Sometimes, they are divorced from reality, blindly copying strategies and complicated evolutionary arguments. Many articles talk about strategy, and many decision makers apply it mechanically. Although some of them are successful by chance, many of them are "unintentional". Even if they achieved temporary results, they only hit the nail on the head. They forget the intensive cultivation of information, and enterprises need a set of rules and regulations for orderly operation. However, the current situation is that the market operation is complex and the brand management is chaotic, and many enterprises have entered a strategic misunderstanding. So what kind of plan is really practical for China? ▼ Intensive information cultivation is the basic requirement of China market planning. The information that can really shape the brand must be based on reality. Many market planners and practitioners have found that the first argument for the brand operation mode that best caters to the reality of China is the intensive cultivation of information. Intensive information brand is an integral part of corporate culture and the soul of market operation from beginning to end. The variability of the market makes the information collection and in-depth analysis of each stage of the brand very important, including: market analysis, brand concept refining, media promotion, terminal operation, macro planning and so on. Intensive cultivation of pre-brand information-down-to-earth, careful collection and careful analysis. It is essential to develop a brand or product into a new field and find the market foundation for brand building, which involves intensive cultivation of information. Only by understanding the macro and micro situation of a market can we take the first step. Many enterprises did not realize the necessity of preliminary work and naturally entered a new market. When the brand swarms in front of people, the impression of the brand is gradually formed, but the sales report is disheartening. The reason is that the failure is only due to a small detail, which may be regional customs, consumption habits, and consumer psychology created by the competitive atmosphere. All these possibilities can be completely solved by a simple market adjustment without much time and money. The planner was unwilling to do it at first. At this time, dealers and consumers have lost confidence in the brand, which eventually led to serious consequences. Enterprises have paid a painful price for their rash entry into the market and regret it. However, we also admit that some products have made a good start, although basic information has not been collected. Before a certain brand of red wine entered the Zhejiang market, it did not undergo careful market adjustment. After developing a flagship product, the original intention is to sacrifice the brand and create profits for other series. As a result, the product has a unique selling point, which caters to the recognition of the most extensive consumers and forms a new concept of wine tasting. The market has received miraculous results. After listing for half a year, it immediately became the market leader and gained huge market benefits, which surprised the company unexpectedly. This brand is not uncommon, but it is accidental after all. From these brand planners, we will find that this has not weakened the importance of intensive information, because when they take the first step, they will gradually realize that it is extremely lucky to have a good situation, because the original marketing plan just avoided a serious mistake and hit the nail on the head, which is exactly what the above sentence said, "inadvertently planted willows into the shade", and they couldn't help it afterwards. This has become the secret of many successful people. Before entering the market, planners of many international companies will put a lot of energy and financial resources into the process of information and market brewing, strive to be in place and carefully take every step. This careful preparation has created conditions for the smooth promotion of these brands in China. At present, the musical "Elvis Presley" is being staged in China, and the scene is hot, which has become the focus of media attention. In fact, this success is not a fluke. Before the crew enters China, the planners of the drama should first consider whether the audience in China are interested in this musical and whether they will be interested in such a stage play with a long history that has been somewhat boring in the west. As a result, they first sought advice from a series of small-scale musicals in China, an unknown market, and finally gained valuable first-hand resources, which made them a great success. Opera is like this, and brands are even more so. Well-known brands such as KFC and Procter & Gamble have to spend a lot of material and human resources to plan when they enter the China market. A large part of their success comes from the planner's intensive cultivation of information, which leads to information guidance. Therefore, they also saw the important role of the planning team, which also became the realistic background of the continuous specialization of professional planning groups and the growing strength of entities, and created professional consulting institutions such as McKinsey and Ogilvy. Their intensive cultivation of information is often manifested in the survival of subtlety, and their core competitiveness includes their extreme picky about details. However, domestic enterprises pay insufficient attention to information intensive cultivation. On the one hand, because of the subjectivity in the development of many new products, they quickly put the products on the market as soon as the season arrives, without even making basic market adjustments, or ignoring the regional differences of brands, thinking that if they are done well in a certain market, other regions can do well as long as they operate well, not to mention the necessary trial marketing process before entering the market; On the other hand, many brands operate through distributors, giving distributors more rights to operate the market independently. Although dealers have a certain understanding of the market, the brand has little to do with dealers, and the business philosophy is different from the original brand. Therefore, dealers choose brands when they see the high price difference, which will inevitably lead to the disorder of brand management. Because the domestic advertising industry is mostly workshop-style, the ability to carry out intensive information cultivation is limited, and many planners lack practice. Judging from the current situation, although they will do this job, they still stay in writing more. Therefore, from the industry as a whole, they can't reach the height of refinement. Therefore, to solve the problem of information-intensive market, enterprises must solve the relationship between short-term interests and long-term interests, do a good job in long-term brand planning, and free up one hand for market adjustment. If enterprises have no energy, they can choose a truly reliable market regulator because they have two hands to do things. Sun Tzu said, "Know yourself and yourself, and you will never be defeated." . The so-called intensive cultivation of information must be a cliche to understand all the data and situations that should be known. Brand concept refining and brand promotion-comprehensive evaluation of media, brand and consumer psychology, and special time planning. Brand concept refining and brand promotion pay attention to the accuracy of object positioning and the effectiveness of communication. Different industries and different brand positioning will often affect the process of brand promotion and the expected results. There used to be a brand of fruit juice products, and the target group of the brand was young people aged 65,438+08-35 who were caught with fashion. This product has made a comprehensive survey of the market, made a comprehensive plan for the brand's lead-in period through long-term analysis, made a secret media promotion plan, implemented effective channel incentives and distribution policies, and provided them to some cities through distribution incentives, sufficient profits and the second batch. It helps to consolidate and expand the network and greatly increases the enthusiasm of dealers in the early stage. However, after the first payment, more products were overstocked in the dealer's warehouse. After a year's listing operation, the brand awareness has been improved to a certain extent, but the market response is cold, and there is no expected hot buying scene, which makes the decision-makers very helpless. Through the analysis of the brand from beginning to end, from the perspective of channel strategy, there are not only great problems, but also some bright spots, but from the perspective of brand generation and media operation, we have found the main reasons. According to the market positioning of brand juice, brand building should pay attention to collecting popular elements and enhance the conceptual value of products. However, products not only failed to make efforts in brand prayer, but also unilaterally pursued effective brand recognition. As long as it involves a wide range and makes decisions based solely on the input cost, it will lead to insufficient contact with the target group, and the media materials produced will not convey the due prayers to the audience. It is conceivable that these promotional expenses are not only in vain, but also detrimental to the brand image. The problems encountered by this brand are also common problems of many enterprises, including some large enterprises. For such a problem, we must first sort out the prayers of the brand. Brand building lies not in the diversification of functions, but in accuracy, and there must be brand ideas and promotion information to the point. This kind of idea and information can be expressed by simple design or by simple and familiar advertisements. For example, Jay Chou's TV advertisement in the M-Zone "My site, listen to me" is more in line with the current young people's mentality, and they should be careful to pay for health, self-confidence or other things. For this brand, we must sit down, spend more time investigating the consumer psychology of the target group, and spend more intelligence on information analysis. Brainstorming team decisions often produce some classic sentences and become fashionable. The combination of media and products is like clothes and beautiful women. Only appropriate, can reflect the temperament and enchanting line beauty. Imagine that dressing an elderly man in a bright red and fashionable colored leather coat is not in line with modern aesthetics. Therefore, after product positioning, it is necessary to selectively launch according to the interests of the target group, and before launching, analyze the comprehensive situation of the media, preview the possible impact on the brand after launching, and then make an accurate choice. The market value of the media is not the actual price brought by the media to a specific brand, it can be weakened or effectively amplified. Macro-strategy-from the conception of the overall composition and the handling of every detail. The intensive cultivation of strategic brands and information on the macro-level also played an important role. The existing market access, the channel resources of competing products, the scale and personality of specific dealers, the combination essentials of series products, the appropriate resource matching, and the communication rules with the government are all detailed information about the operation and deployment. Market operation is forbidden to be blind and isolated. Many enterprises, especially some small and medium-sized enterprises, are the most disorganized in market strategy and their way of thinking is still relatively backward. They believe that products with good quality can sell well if they have a good market, and they will not promote the series products in market portfolio from the perspective of the overall profit of enterprises. According to different products, such as fruit juice, sugar and wine, according to their different prices and the positioning of target groups, we should go to big shopping malls and hotels instead of food stalls and lovers' shops. Should be through circulation or group purchase, but also through appropriate channels. In different periods, different brands have different emphases, which will also make brand operation diversified. For example, a liquor brand we have served is positioned in the middle and high grade. In the early days of Zhejiang market, it wantonly distributed goods to class C small restaurants. Obviously, consumers of such restaurants will not consume liquor with higher prices under certain circumstances. It is conceivable that the sales of liquor in these stores are not good. However, the purpose of brand marketing is not for temporary sales, but for the management of brand awareness and reputation. Through the formation of good wine, the formulation of this strategy needs to fully consider the information and market position of competing products, so as to avoid risks in details, which can not escape the deep cultivation of information. From the combination of series products, according to the main competing products and market atmosphere in different regions, different items in the series products are selected to form a combination of combat products and profitable products, and then competitive market support policies are implemented to make overall profits. And the information in this link will be repeatedly scrutinized. If in the case of horse racing in Tian Ji, opponents of different grades are also adjusting their horses, Tian Ji will be smarter. If you want to win two races, you must also analyze your opponents' actual strategies, because all enterprises in the market have their own marketing strategies, and the best policy is to be careful. In China, there are some non-brand factors that can't be ignored, and the most important one is personal connections. The value of China planners lies in their profound understanding of this. We say that marketers with actual combat experience may not pay attention to the intensive cultivation of the media, but they definitely pay attention to the collection of hidden information in the world. This is a precious tradition left by the traditional thought of asking for help. Many foreign companies used advanced planning to operate the market in China, but they all failed in the end, largely because they didn't understand the traditional culture of China. China people are smart people, which can best reflect this. They like to plot with their thoughts. This is true in officialdom and shopping malls. For example, foreign businessmen are extremely dissatisfied with the rent-seeking phenomenon in China. However, because domestic planners are too focused on this, a large part of the lifeline of the product is rooted in people, not the product itself, and the abnormal cost of the market will increase indefinitely, and the mistakes of abnormal links will also subvert the foundation of the enterprise. Therefore, by paying attention to the intensive cultivation of information, the interpersonal cost will be controlled within the reasonable expenditure of enterprises, and the contacts will be straightened out to make the market operate in a direction conducive to brand operation. Terminal market-deepen to all points and refine to "take the left foot or the right foot first". Intensive cultivation of terminal market information is the most practical and the basis of brand decision. This mainly depends on the continuous work of front-line business personnel. Do a good job of terminal maintenance and information collection by making reasonable reports and terminal manuals. The terminal should be meticulous, and the workload is quite large. In order to make the terminal work effectively, it is necessary to make the time arrangement efficient, not only to refine whether to take the left foot or the right foot first, but also to find the key people and do the key things. Where do you get the basic resources of the terminal? Who should I talk to for sales? How to be a good guest? How to control promotion? To deepen the information, many planners agree that as long as all the things to be done are done at the terminal, the product can make money. To put it bluntly, this also emphasizes the deep cultivation of terminal information. In a word, the most important thing for planners to carry forward the advantages of planning is to pursue information attentively and conceive rules and regulations with information.