对标,非一线品牌的超越之道（Benchmarking, non line brands beyond the road）

1、对标,非一线品牌的超越之道（Benchmarking, non line brands beyond the road）Changan, Xiali has not been accepted by the market, and a non - parent - born, no one optimistic about the Chery, but in 05 years to break through the 200 thousand vehicles doomsday, 06 years have exceeded 300 thousand, becoming the first b

2、rand of domestic carsWhy boil war years of Tsingtao beer, beer Yan, bead beer has been unable to become a national brand, and a new industry believes that Huarun does not know completely into the snow, but in just a few years to become Tsingtao Brewerys biggest rival, 05 annual output reached 5 mill

3、ion tons, sales reached 8 billion yuan, a single brand sales exceeded 1 million 500 thousand tons, has become the leading brand in the industry?.This is a typical slow loss, weak death, bad death era. The stronger Heng Qiang, the weaker the weaker. As the leader of the game rule maker, all the non l

4、ine brands are always squeezed and knocked down by various means.Challenge? Or decline?As a non line brand, is it a challenger or a downfall?This is the biggest contradiction that all non line brands have to think about and solve.The heart of the question is: who are you? Who do you want to be? Diff

5、erent enterprises, because of different industries, because of different market position, strategic planning, growth path, the means to achieve goals must be different.Is it constantly self transcending, then Superman? Or more than the first-line brand to meet consumer demand and win?No one line bra

6、nd is too powerful to compete.Not even a first-line brand strong to no blind spots.The advantages often lie behind the disadvantages, and the other side of the extreme advantage is the fatal disadvantage.Five grams, is unripe, long enough is short!Challenger, because he grabbed the opponents short a

7、nd Yangs own long; and the decline must have not found the opponents short, but also did not find their own length and short. Therefore, in a sense, being a challenger or a downfall is entirely the result of the enterprises own choice!Grow in your own wayChinas modern one hundred or two hundred year

8、s of revolutionary war history, with the blood and tears of the cost and facts tell us, marketing From EMKT. Com. Cn, such as revolution, is the most effective and effective solution based on individualized solutions!Here comes Welch. Many business people have gone.But what can really be achieved is

9、 always a small minority, and the number of people who welcome it is only a small minority. The vast majority of entrepreneurs, finally often lamented, Welch, who tricks are merely mediocre. Our business development is still stalled, so many managers still seem more confused, so can do, is constantl

10、y trying to find the last straw and cure!Potter is here too, and many business people have gone!But I still confused, companies are now waiting to eat, but also what the strategic planning?.What is the strategy?Some people say that strategy is the direction and method of making money.Some people say

11、 that strategy is focused, differentiated and total cost leadership.In fact, the strategy is not so complicated.Strategy is to look at the future, now, how to change the future into the present, and how to make the future now!Potter told us that fact is not a strategy, but the realization of the str

12、ategic three general tactical ideas and methods, the real business strategy should be buried in each of our entrepreneurs and enterprises in the mind, is to make the future goal now!This time, PHILPS Kotler is coming. This is a world-class marketing guru.The crowd gathered. But the old man didnt giv

13、e all the participants a standard answer to everyone and every question.The part of the Analects to rule the world.Modern people say that a marketing management broke into the world.There is only one edition of the Analects, and the marketing management is out of the twelve edition.Different people

14、read different things from books. Chinese marketing history has pushed for 20 years, but many enterprises found that Mo suddenly found that he did not read but did not learn of marketing management, not even learn 4P, just use Chinese own 4P: Decision racking our brains, guarantee offerings, error p

15、at thigh when you leave, spank!In fact, marketing is very simple, that is, Science + Art + craft three complex, in plain words is to sell the goods, the money back!.Blind worship, like chicken feathers lianjian.The mistake is not in the master. There is nothing wrong with masters theories, but they

16、are applied, or rather, those who blindly apply them. Because all theories, and good theories, will have scope of application,Even better, it must be combined with reality.The effective and sustainable way to compete is to grow in your own way! Fourth strategy: BenchmarkingGrow in your own way?Whats

17、 the way? How to grow up?Manufacturers lamented, now the competition is too fierce, the enterprise more difficult, the more difficult to do, I just can not find their own way of growth.!Businesses are now more and more consumers sigh, thanks to money, more and more difficult to earn, my model is cer

18、tainly a problem, the scale bigger, how it will be more and more do not make money?Consumers sigh, everywhere products, everywhere in the discount, but how is it that I do not want products?The core of the problem lies in the enterprise itself, and the key is: who are you? Who do you want to be? Dif

19、ferent enterprises, because of different industries, because of different market position, strategic planning, growth path, the means to achieve goals must be different.Is it constantly self transcending, then Superman? Or more than the first-line brand to meet consumer demand and win?No one line br

20、and is too powerful to compete.Not even a first-line brand strong to no blind spots.The market for multi latitude grading, you will find that each China industry has not much been occupied market gaps in the market; after the product, you will find that the ignored market has become the cradle of ac

21、hievement emerging market leader; breakdown of the consumer, you also found that consumers purchase motivation will become your dialysis found gaps in the market the best springboard and fulcrum; Benchmarking on the opponent, you will find that the standing on the shoulders of the opponent that over

22、looks the more blue ocean.Why did the Home Inn surpass the JinJiang Inn in one fell swoop, and when many stars and hotels frequently lost money, could they all over the country and become the first share of overseas hotels?Is my medicine? What is it? What is its brand? Why are they selling so well?D

23、o you drink beer? Do you believe it is possible to shut Tsingtao Brewery out in some regional markets?.This is the market opportunity!Under the new commercial environment, the challengers competition and the way to win are to surpass by means of benchmarking.This is the fourth strategy under the new

24、 business environment - Benchmarking strategy.The total cost is different from Potters leadership, differentiation and focus strategy, with the underlying way beyond, and is the first to find the benchmark brand, first benchmark brand the most deadly strong, first break, in the opposite of the estab

25、lishment of advantages, which go beyond the opponent in subversion, get the explosive growth!Break the opponents strength, the middle of the weak, and his short, long - this is the non line brand beyond the road!Why benchmarking?Why benchmarking?Benchmarking can certainly find their own way of growi

26、ng it? Isnt there a more convenient way to go?In the new business environment, whether novice or veteran, some factors of hand Chinese, make enterprises not only failed to make the total cost leading, because too many uncontrollable factors; is unlikely to be truly effective focus, because of too mu

27、ch temptation; more is not to make the difference, because of who want to pick up off the shelf.On the other hand, the reality is that.:1, meet consumers as competitors. Consumer demand is unlimited, multidimensional, and competition is hierarchical, classification, and then a strong opponent is alw

28、ays a gap in meeting the demand of consumers, there are always loopholes, there is always a blind spot, this is the challenger opportunity. Hit a chance to invent a new wheel, to create a blue ocean, as an occasion to stand on the shoulders of giants, and leaped into the air and took off his peaches

29、.2, surpass oneself is better than rival. There is nothing wrong with going in and innovating constantly. The key is to see what is based on it Self transcendence based on the enterprise foundation often increases more management costs and pressures, and the final result is the formation of more ine

30、fficient and ineffective and even negative marketing and management results. At the same time, self transcendence is easily limited by leaders, and without external impetus and pressure, self transcendence is easily surpassed by transcendence. With opponents as the benchmark, we can really keep pace

31、 with the times, surpass our competitors and surpass ourselves.Therefore, for enterprises, especially non line brands, the most effective way to grow and surpass is benchmarking strategy.What is the benchmark? Not what?1, not to learn, but to discard and exceed standards. Learning and then know the

32、lack of knowledge, lack of knowledge and backward. Benchmarking, not blindly follow the opponent to learn, but not the overall use of doctrine. Learning is for use,In order to discard the dross of the opponents and retain the reasonable ingredients of the opponents, the elements that inherit the ess

33、ence while overcoming the shortcomings are to exceed the benchmark. And opponents do the same, the most is only a tie, and opponents have first mover advantage, learn not super, forever can only be followers, and can not be challenger, but also impossible to become a leader.2, not imitation, but sub

34、version and reconstruction. Clever imitation is not a plagiarism in the traditional sense, but a subversive thinking and a new rule reconstruction. Thinking on subversion, imitation in the reconstruction of the new rules, requirements of enterprises based on Benchmarking competitors, aiming to estab

35、lish a new, truly subversive things, the formation of differentiated products and market competitiveness. The new business environment, growing up of new weak brand, is to bring order out of chaos and subversion in their own way to achieve growth.3, not a senior, but short. The opponents strengths, after years of accumulatio