R n: Analysis of the basic status quo of the Chinese jewelry industry
three: Jewelry enterprise regional market development and planning six steps
: How to operate regional markets
5: Case Appreciation -The successful enlightenment of Chaohongji's jewelry
6: The paper summarizes and thank you resignation
4. "Integration and penetration, coexistence and honor"-Marketing partnership
This method is that on the one hand, companies choose a good reputation and strong dealer on the one hand as the exclusive marketing agent, on the one hand, they are stationed in The reliable business representatives are used with them, and the market is developed together under the guidance of the manufacturer to form a "partnership relationship" with sharing and risks. , That is, reduce risk and increase marketing transparency. This side is more suitable for the entry of the foreign market.
The abandonment of the above method, it is necessary to determine the best choice of enterprises and the market.
Secondly, the entry of the regional market should also choose the right time. The appropriate timing is:
1. Before the peak sales season;
2. When major events come or important festivals;
3. When the total market demand increases;
4. When there is a vacancies in the market or when the file is disconnected.
The entry of the regional market should also pay attention to the use of strategies, such as:
a. Fresh season marketing, peak season sales
The division. The peak season is often when the advertising and promotion war of homogeneous products are in full swing, while many companies in the off -season are doing nothing and their business is cold. How to do something in the off -season and make it strong, this is a question that the company is worth exploring. Enterprises can use the off -season to go deep into the market, investigate and research, or choose new customers to consolidate old relationships, strengthen the construction of distribution channels to facilitate the opening of the next peak season. You can also drive the market in the off -season (to start consumption with exciting themes, novel and unique ways, and seductive selling points), so that the offspring is strong. It can also be ahead of the off -season advertisement and publicity activities with distinctive themes to pave the way for the peak season sales.
B. Touch the fish in muddy water, take the virtual into
The market environment of any regional market environment is uncontrollable. Strong brands or rivals will inevitably encounter or appear or appear or appear like this Such a trapped and mistake, even a chaos. At this time, if the company takes the opportunity to enter to attack its weakness, hurt its sharpness, and seize its share, it will be able to live in the latecomers.
6 Comprehensive consolidation and maintenance of the regional market
Why do some companies have worked hard to establish regional markets for the latecomers? This is because companies have not comprehensively consolidated and maintained. As the saying goes; "It is easy to hit the country, it is difficult to keep the country." The establishment of the district city market is also the same. After the enterprise captures a regional market, its market followers will follow the dust. Enterprises must adopt strong and effective means to keep the market.
one of the most effective means of consolidating the market is to penetrate the market, that is, comprehensive infiltration of existing markets.
L. Network penetration. By making benefits to the majority of middlemen, increase advertising promotion efforts and improve intermediate business sales.
2. Product penetration. Expand the scope of product use (such as the instant noodles of Master Kang, from external food to home food type) to increase product variety (increased braised beef noodles and Manhan big meals) to expand product utility (dry food for dry food), and improve product quality.
3. Customer penetration. According to the different needs of different customers, develop new products (such as convenience rice, convenient porridge, microwave food, etc.) to meet the needs of different levels.
The second most effective means of consolidating the market are to maintain the market, that is, comprehensively maintain the existing market.
above, the author explains the basic ideas and methods of district market planning, but these are also frameworks and need to be combined with specific market conditions for planning to have strong operability. May the establishment of the district market in the company, especially the small and medium -sized enterprises in this article are beneficial.
3. Product positioning product awareness the necessity of planning for modern advertising, importance
The market in our country is now in a fierce "Warring States Period". The continuous emergence of many brands, especially the differences between products, are getting smaller and smaller, and their homogeneity is getting higher and higher, which has made the market compete for increasing difficulties. At the same time, consumers are increasingly not easy to choose in the "ocean of the ocean" of the product, and it seems unsuccessful in the face of more and more brands, so that many companies have made many companies even more burnt because they cannot win the joy of "God". How can we stand out in the competition and succeed?
The answer to this question should be explored from consumers. In the face of these thousands of people, consumers do not work to identify them one by one, and often only choose those brands that occupy a certain position in their hearts. From a strategic point of view, Gao Ming's strategy is "attacking the heart, siege as the bottom." To stand out, you must hit the consumer's heart and occupy the position in his heart. The question is-
On how can we hit the consumer's heart?
The award -winning photo can be given to us Hundreds of beef shapes are extremely similar. Only one of them introduced notes. When other cattle bowed their heads and foraged, it looked up and looked at the photography shot curiously. cute. Everyone who sees this photo is attracted to the cow's eyes and leaves an impressive impression on it, and it is difficult to leave memories of other cows. This illustrates the truth: there are differences, and different things are easy to attract attention. Similarly, to make your brand attract consumers without being drowned by the products that are not smoky, you must try your best to cause differences and pursue different people, so that consumers can easily distinguish them from other brands and then be in There is a certain position in your mind. This work is called positioning in marketing theory.
1. Regional positioning
In marketing planning, we should establish a prospect market area for the product. Essence Finding your market will make your marketing plan successfully. Otherwise, you may fail.
2. Occupational positioning
Career positioning is to consider what career to sell products or labor services. The feed is sold to farmers and farmers. The stationery is sold to students. This is very obvious, and those who can really produce marketing benefits are often those who are not obvious and are not easily detected. Therefore, when you are positioning the market, you must have a pair of eyes that are inspected, and timely discover the visual blind spots of competitors, so that you can get huge gains in the positioning field.
The bed in the hotel, but for business tourists -large and small managers, in addition to bed, he also needs a decent office, and the hotel rooms that meet these requirements will become These people's primary choices. There is a small hotel in Nanjing West Road, Shanghai, and cleverly occupied this market by professional positioning. During the day you walk into the "office" of these foreign managers, and you can't see what are the same: telephone, sofa, writing desk ... and at night, press the mechanism gently, and the dark wall will slowly extend the two dreamer bed beds. The office became a standard room. For the managers, it does not need to pay more rent nor the identity. It costs money in the standard room and enjoyed the convenience of the suite. How can the hotel's occupancy rate not improve?
3. Class positioning
E each society has many social classes. Different classes have different consumption characteristics and consumer needs. This is what you should consider carefully when making a marketing plan.
In different standards, different classes in society can be divided into different classes. High -paying class, mid -salary class and low salary class; divided by different positions, can also be divided into leadership class and staff class. The positioning of the class is to firmly grasp the characteristics of the needs of a certain level to meet their needs from all levels of marketing.
4. Personality positioning
PMS positioning is to consider how to sell their products to those with special personality. Everyone has their own personality. One product cannot meet the requirements of all people, especially some personal consumer goods. At this time, select a part of people with the same personality as their own positioning goals, and implement marketing strategies for their hobbies to achieve the best marketing effect. For example, the fourth Beijing leather factory is a company that specializes in leather clothes. In the process of production of leather clothes, many residual materials are inevitable. Can you make full use of these waste and produce a kind of personality? After market analysis, they found that there are some young people in the society who seek stimulus, not satisfying traditions, and love to chase trendy. If these residues are made into "beggar bags" for sale, they will definitely be welcomed by these people. Soon the "beggar bag" was available, and it turned out to be unexpected.
Subject: Jewelry Enterprise Regional Marketing
User: 3 laugh
Contents:
Jewelry enterprise regional marketing
n jewelry enterprise regional market market Marketing
Thesis topics- "Jewelry Enterprise Regional Marketing"
Outline:
R n: Analysis of the basic status quo of the Chinese jewelry industry
three: Jewelry enterprise regional market development and planning six steps
: How to operate regional markets
5: Case Appreciation -The successful enlightenment of Chaohongji's jewelry
6: The paper summarizes and thank you resignation
4. "Integration and penetration, coexistence and honor"-Marketing partnership
This method is that on the one hand, companies choose a good reputation and strong dealer on the one hand as the exclusive marketing agent, on the one hand, they are stationed in The reliable business representatives are used with them, and the market is developed together under the guidance of the manufacturer to form a "partnership relationship" with sharing and risks. , That is, reduce risk and increase marketing transparency. This side is more suitable for the entry of the foreign market.
The abandonment of the above method, it is necessary to determine the best choice of enterprises and the market.
Secondly, the entry of the regional market should also choose the right time. The appropriate timing is:
1. Before the peak sales season;
2. When major events come or important festivals;
3. When the total market demand increases;
4. When there is a vacancies in the market or when the file is disconnected.
The entry of the regional market should also pay attention to the use of strategies, such as:
a. Fresh season marketing, peak season sales
The division. The peak season is often when the advertising and promotion war of homogeneous products are in full swing, while many companies in the off -season are doing nothing and their business is cold. How to do something in the off -season and make it strong, this is a question that the company is worth exploring. Enterprises can use the off -season to go deep into the market, investigate and research, or choose new customers to consolidate old relationships, strengthen the construction of distribution channels to facilitate the opening of the next peak season. You can also drive the market in the off -season (to start consumption with exciting themes, novel and unique ways, and seductive selling points), so that the offspring is strong. It can also be ahead of the off -season advertisement and publicity activities with distinctive themes to pave the way for the peak season sales.
B. Touch the fish in muddy water, take the virtual into
The market environment of any regional market environment is uncontrollable. Strong brands or rivals will inevitably encounter or appear or appear or appear like this Such a trapped and mistake, even a chaos. At this time, if the company takes the opportunity to enter to attack its weakness, hurt its sharpness, and seize its share, it will be able to live in the latecomers.
6 Comprehensive consolidation and maintenance of the regional market
Why do some companies have worked hard to establish regional markets for the latecomers? This is because companies have not comprehensively consolidated and maintained. As the saying goes; "It is easy to hit the country, it is difficult to keep the country." The establishment of the district city market is also the same. After the enterprise captures a regional market, its market followers will follow the dust. Enterprises must adopt strong and effective means to keep the market.
one of the most effective means of consolidating the market is to penetrate the market, that is, comprehensive infiltration of existing markets.
L. Network penetration. By making benefits to the majority of middlemen, increase advertising promotion efforts and improve intermediate business sales.
2. Product penetration. Expand the scope of product use (such as the instant noodles of Master Kang, from external food to home food type) to increase product variety (increased braised beef noodles and Manhan big meals) to expand product utility (dry food for dry food), and improve product quality.
3. Customer penetration. According to the different needs of different customers, develop new products (such as convenience rice, convenient porridge, microwave food, etc.) to meet the needs of different levels.
The second most effective means of consolidating the market are to maintain the market, that is, comprehensively maintain the existing market.
above, the author explains the basic ideas and methods of district market planning, but these are also frameworks and need to be combined with specific market conditions for planning to have strong operability. May the establishment of the district market in the company, especially the small and medium -sized enterprises in this article are beneficial.
3. Product positioning product awareness the necessity of planning for modern advertising, importance
The market in our country is now in a fierce "Warring States Period". The continuous emergence of many brands, especially the differences between products, are getting smaller and smaller, and their homogeneity is getting higher and higher, which has made the market compete for increasing difficulties. At the same time, consumers are increasingly not easy to choose in the "ocean of the ocean" of the product, and it seems unsuccessful in the face of more and more brands, so that many companies have made many companies even more burnt because they cannot win the joy of "God". How can we stand out in the competition and succeed?
The answer to this question should be explored from consumers. In the face of these thousands of people, consumers do not work to identify them one by one, and often only choose those brands that occupy a certain position in their hearts. From a strategic point of view, Gao Ming's strategy is "attacking the heart, siege as the bottom." To stand out, you must hit the consumer's heart and occupy the position in his heart. The question is-
On how can we hit the consumer's heart?
The award -winning photo can be given to us Hundreds of beef shapes are extremely similar. Only one of them introduced notes. When other cattle bowed their heads and foraged, it looked up and looked at the photography shot curiously. cute. Everyone who sees this photo is attracted to the cow's eyes and leaves an impressive impression on it, and it is difficult to leave memories of other cows. This illustrates the truth: there are differences, and different things are easy to attract attention. Similarly, to make your brand attract consumers without being drowned by the products that are not smoky, you must try your best to cause differences and pursue different people, so that consumers can easily distinguish them from other brands and then be in There is a certain position in your mind. This work is called positioning in marketing theory.
1. Regional positioning
In marketing planning, we should establish a prospect market area for the product. Essence Finding your market will make your marketing plan successfully. Otherwise, you may fail.
2. Occupational positioning
Career positioning is to consider what career to sell products or labor services. The feed is sold to farmers and farmers. The stationery is sold to students. This is very obvious, and those who can really produce marketing benefits are often those who are not obvious and are not easily detected. Therefore, when you are positioning the market, you must have a pair of eyes that are inspected, and timely discover the visual blind spots of competitors, so that you can get huge gains in the positioning field.
The bed in the hotel, but for business tourists -large and small managers, in addition to bed, he also needs a decent office, and the hotel rooms that meet these requirements will become These people's primary choices. There is a small hotel in Nanjing West Road, Shanghai, and cleverly occupied this market by professional positioning. During the day you walk into the "office" of these foreign managers, and you can't see what are the same: telephone, sofa, writing desk ... and at night, press the mechanism gently, and the dark wall will slowly extend the two dreamer bed beds. The office became a standard room. For the managers, it does not need to pay more rent nor the identity. It costs money in the standard room and enjoyed the convenience of the suite. How can the hotel's occupancy rate not improve?
3. Class positioning
E each society has many social classes. Different classes have different consumption characteristics and consumer needs. This is what you should consider carefully when making a marketing plan.
In different standards, different classes in society can be divided into different classes. High -paying class, mid -salary class and low salary class; divided by different positions, can also be divided into leadership class and staff class. The positioning of the class is to firmly grasp the characteristics of the needs of a certain level to meet their needs from all levels of marketing.
4. Personality positioning
PMS positioning is to consider how to sell their products to those with special personality. Everyone has their own personality. One product cannot meet the requirements of all people, especially some personal consumer goods. At this time, select a part of people with the same personality as their own positioning goals, and implement marketing strategies for their hobbies to achieve the best marketing effect. For example, the fourth Beijing leather factory is a company that specializes in leather clothes. In the process of production of leather clothes, many residual materials are inevitable. Can you make full use of these waste and produce a kind of personality? After market analysis, they found that there are some young people in the society who seek stimulus, not satisfying traditions, and love to chase trendy. If these residues are made into "beggar bags" for sale, they will definitely be welcomed by these people. Soon the "beggar bag" was available, and it turned out to be unexpected.
Jewelry sales case
Successful case of jewelry sales