“向内求”营销的启示

1、“向内求”营销的启示when it comes to "marketing", a well-known marketing authority many people immediately think of the name of kotler, many foreign advanced marketing concepts have also been translated into widespread in the high streets and back lanes as for the development of the current market e

2、conomy, it has also played a catalytic role relative to these popular theories in the mba lecture hall, the idea of the chinese mainland can only be buried deeply, even when we mention the merchants and shanxi merchants who once moved the world today, few people are familiar with it. fortunately, a

3、popular joe courtyard，z, so many people and to keep in the market economy under the china by businessmen, for restraining the background, china marketing already exist, but never in the school teaching, therefore also gradually to light but, perhaps let leave a noun 一一 confucian peoplewhat is the co

4、nfucian, also cannot make an accurate definition, because our knowledge is never enough to cover thousands of years of accumulation. but in the near future, a businessman contacted by the author has given me the flash of a brainwave like this what is inward seeking? some people explained that the in

5、ward request is to change themselves, and hope to improve their ability to solve problems by dealing with the problems around them. the result is that they are constantly improving and their abilities are getting stronger and stronger on the contrary, external demand is the dependence on the outside

6、 world, and the external force to reverse the situation. so, what is inward looking marketing?case description: mr. li is hebei city in shijiazhuang province, a wine shop owner moutai designed a moutai liquor dealer's growth experience, he began to set foot in contact with wine hydrosphere five

7、years ago, a few years later he began to set up his own company, shijiazhuang became the four moutai liquor monopoly one, and is one of the pilot unit three national ''national moutai club moutai's position in the wine industry is self-evident, and lee，s influence in the wine industry is

8、 also rising the author is in contact with mr. li, the management of their own ideas, and the analysis of the results directly lead to the author was born in the z，inward looking for marketing，z rhetoricin the management of mr. li daily, he rarely talked to other operators, study the current popular

9、 marketing concept, we explore the successful model of certain marketing, and he is completely in accordance with their own theory to run. in the author's summary, it can be divided into two points: first, marketing is grasping itself; two, management is inward seeking.mr. li of non marketing ma

10、jors in college, so his marketing ideas basically, along the development of local businessmen china route in the usual business, he doesn，t want to a few of the marketing books in the bookstore to buy a lot of people like to find out on the road, the two is hands-on, start from their own sidemr. li,

11、 for example, is very particular about environmental sanitation. he believes that wine as a special food, first of all, to the visual sense of beauty, taste after eating only know, so li efforts to catch hygiene store by cleaning company regularly cleaning, shop staff will be cleaned every day, afte

12、r normal business, when the store guests less or no people, will be clean at any time but sanitation is one,he realized his difference with others consumers feel comfortable in the store, you can also realize that other stores or stores do not have the consumer environment, so that consumers are imp

13、ressed, and gradually become repeat customersin the after-sales service, mr. li also has its own unique features he believes that the beverage after-sales service and durable consumer goods are different, after the completion of consumption, after-sales service period will be over. this process is s

14、hort, but how to do it, but can play a different effect when consumers in the consumption process, doubt the authenticity of the wine, as businesses can not use the phrase we are the stores may not sell counterfeit rhetoric to give consumers the answer so his employees, even after work, even take a

15、taxi and rush to the scene for the first time, giving the guest a reasonable explanation at the same time, also understand the environment and drinking methods, and so on, to explain the reasons for the difference in taste through such services, so that consumers recognized the after-sales service a

16、nd enterprise brandsmr. li also tells about a customer who only sells two bottles of moutai a year before the spring festiva 1. but as long as he buys it, he goes to the "flying shop" to buy it. when lee found this phenomenon, told the staff, so that consumers should pay attention to the s

17、tability of their own consumption, although the amouni is very small, but once when he recognized our brand, he will spread through word of mouth to the surrounding, or relatives or friends, and even children that will be the impact to our customers or potential customers in the face of consumers, l

18、i xiansheng never to sell their products blunt, but in a small link to win recognition of consumers as a result of the details, the consumer psychology has been fully grasped, so mr. li has trained a number of stable customerson marketing innovation,血、.lee also tells the story of a place in the stor

19、e example: before 2002, moutai liquor sales in hebei is not very high, the store was established, only on the head of the "national wine moutai" four words at that time, shijiazhuang hotel name cigarettes were also very much, some stores more directly to moutai, the wuliangye logo printed

20、on his head, which makes many consumers don，t know is that moutai stores therefore, the "flying stores" in each product price tag on the paste is engraved with the "logo wine moutai store" brand, from the visual enhancement of all consumers into the store. this method has also be

21、en widely promoted by other moutai stores in china, and has achieved good resultsin the team building, he believes that a team must have a tacit understanding, a team is not a few backbone members can think of, and must be all employees in consciousness together when it comes to this awareness, peop

22、le will take work as their own business rather than consider some of their immediate gains, instead of measuring their pay through their own rewards mr. li's company also has a system of management system, but the feeling is not to restrain employees, but more like employees consciously to maint

23、ain the integrity of the systemin 血、.li s view, marketing management innovation is actually very simple when you have an idea, do it, even if it is a very small part, you should go and accumulate it slowly. when these little things accumulate more, there will be a qualitative change, the opportunity

24、 to form a whole marketing innovation, will become a systema win for the fundamental inward reserved for mr li s business, we peep know the picture, he is chinese graduated from the institution, after the resignation of his own, but for five years, why just five years actually had a prominent figure

25、 after the author，s own thinking, we come to such a conclusion that mr. li is a little bit closer to his guiding ideology, and that the key is to "seek the fundamental within, and to win within the graspz，one of the basic principles of inward thinking is to deal with the problems around you by

26、changing yourself and by continually improving your ability to solve problems can be said that the initial period of an enterprise, is often difficult, usually we first thought, is the introduction of funds, expand their scale, relieve internal pressure by high throughput the core idea of this opera

27、tion is the introduction of outside force to change their situation, they take is not the way to solve the problem fundamentally, it is more like with borrowed power swiftly through eight extrameridians this process is short, like the operation in western medicine, the effect is immediate, but the s

28、equelae can not be avoided because, after forcing the operation of the enterprise, the business ownerj s desire is good, and the future is unpredictable, after all, uncertain factors too muchand the idea of inward seeking is more like chinese medicine, and the emphasis is on the inside out through t

29、he needle stone method, the problems in each link are gradually opened up, although the speed is slow, but the foundation is solid due to their own problems through their own efforts to change, when re encountered difficulties in the development process, the enterprise leader first will find their o

30、wn shortcomings, to seek their own changes to deal with the problem. to be sure, there are eleven step-by-step processes for inward marketing, and firms that follow this path may exhibit s1ow growth in competition. however, a line said, "every time i grab a straw, as a life-saving chip, despera

31、tely trying to hold on. when countless times after the persistent, and then look back, i did not expect to have hugged the towering treesthe idea of "inward seeking" is such a seemingly stupid method to seize every link of its own problems and change it persistently, starting from every bi

32、t of change when every bit has been perfect, the grass has grown into a towering treethe inward seeking" marketing idea can build a modern enterprise of traditional chinese medicine compared to western medicine, has now become the decline of many, but china contrast marketing has long been popu

33、lar in the confucian concept in foreign studies also is dim and dark, even in the mall a few people with confucian itself, but also may not be able to "business city in confucianism thought" and，zinward seeking" marketing concept is an absolute chinese style of management thinking,the

34、 author believes that in the modern market environment, the ，zinward seeking" marketing for the development of enterprises, enhance the brand strength, increase sales, and even the entire business progress can play a unique role in promotingthe inward seeking can promote the construction of mod

35、ern enterprise team, an unavoidable problem in the process of development, is the lack of talent team construction in a disastrous state, most of the enterprises are continuously recruited new employees, while the continuous loss of older employees, the same staff f1ow back and forth in different en

36、terprises why is this such a situation? the main reason is that the modern enterprise system is usually linked with economic performance in the advanced capitalist countries, because of differences in ideology, in order to income by many employees will create surplus value, while in the country is o

37、n the contrary, the number of employees is to measure their own consciousness should pay according to their income especially in small and medium enterprises, this point of view is more obvious moreover, under normal circumstances, even if the employee's pay has exceeded the income, often can no

38、t even more surplus value can not be reflected in a timely mannerin a non rational environment, enterprise staff，s ideas are to "seek out" ideas to guide their behavior, rather than look at yourself, change yourself, the two sides tried to the way of development, are constantly through the

39、 "outward" to seek new opportunities to meet its own demand cycle so go on, is a direct result of the first team building into trouble.if the enterprise once to，zinward seeking" train of thought to guide the work, first of all, the enterprise's internal self-examination, through c

40、ontinuous improvement work environment and atmosphere, to attract creative ability of talents and employees in this environment, will gradually find their own value, and its understanding will gradually from looking for opportunities to create opportunities if the ，zinward looking" guiding ideo

41、logy can take root in the enterprise, i believe that this ideal team building will also come the inward seeking" can promote the establishment of enterprise culture mentioned in the lee case, although his company was established not long, but for the industry already has a strong influence but

42、he is recognized as the enterprise culture has not yet formed, in his view of enterprise culture is relying on the accumulated and formed after a considerable period of time, even for a boss, for enterprise employees, the enterprise spirit still exists indeed, the majority of business owners, also s

43、aw the importance of corporate culture, so the requirements at work artificially all sorts of ''corporate culture，z, tries to take various forms to create a thriving situation. however, the results can be imagined the staff or mechanically repeat some metaphysical things, or is the boss blan

44、kly shouted some empty slogans, in the course of time, building up settle a matter by leaving it unsettled, is a pseudo culture, when the boss has been brainwashed and the interests of employees together, enterprise culture will become blank in the people are hurrying to and fro.if the owners can &q

45、uot;inward" idea of the construction of its own corporate culture, from the work of every little bit accumulate slowly, even if it is saved from a printed paper, or in the morning a greeting, or every time cleaning,when all the little things can be accumulated, the real enterprise culture will

46、continue to grow. when you look back, you have already stood at a new height, but you don't know it yourself such an enterprise culture is the real culturethe inward core competitiveness for" can enhance the enterprise market competition ability of the enterprise is in the enterprise throug

47、h the integration of knowledge and skills, under normal circumstances, the core competitiveness of enterprises is a source of sustainable competitive advantage, but the core competence itself is not automatically converted into a competitive advantage, if there is no corresponding mechanism and cond

48、itions to support the core competitiveness of the nothing is right., worthless therefore, enterprises need to expand the core competitiveness of enterprises to all aspects of enterprises, including various functional systems the core competitiveness of the enterprise should not only have a strong ro

49、d as the main business, and all aspects need to be strong branches, plays a strong competitive advantage so as to realize the whole enterprise in market competitionunder this requirement, the enterprise only from the outside to draw energy, armed with advanced technology and advanced theory, the res

50、ult can only be to own weak branches to solid armor, looks very bluffing, but also can beat strength competitors however, once involved in more fierce competition, have stronger opponent, can only be said of an aged person outwardly strong but inwardly weakin this case, "inward" can allevi

51、ate the problem to a large extent based on the external forces, ''seeking inward" requires strengthen themselves from within, with more advanced technology to master the advanced technical staff, with advanced theory more advanced implementation, in the competition can be more periphera

52、l these advantages into combat soldiers because of the inherent improvement and reinforcement, and then with the advantages of other than in order to show a real competitive advantageinward looking" can improve enterprise management ability in the movie lines, you can often hear such a dialogue

53、: you can destroy me, but can not conquer me. why is there such a situation? the reason is simple the one who has been destroyed has his own idea, and even if it has been destroyed, the idea has not changed as the management of enterprise, it is also a process of conquest and conquest the enterprise

54、 management system can restrain the employees, but can not let employees to maintain, so the management is passive, the staff is as far as possible not to be bound to the system for the management of attitude, to escape to escape such a system can play what kind of role, but the more stringent requi

55、rements, the more loopholeswhat managers need to do is actually a conscious conquest of the governed when the importance of the staff of the enterprise management to fully understand, after will control their own gain and loss associated with enterprise management system, has become the general comm

56、 on maintenance staff, this is the system does not need high hung in a conspicuous place to realize such a realm, we need the guidance of inward seeking" thoughtfirst of all, the system makers and supervisors start from themselves,the reasonable formulation and strict compliance with the enterp

57、rise management system, is the management to promote the enterprise to enhance the help, but is not the tool which constrains the staff the management system is likely to become a popular code of conductsecondly, for employees, when the work environment has always been a kind of introspection and se

58、lf environment, even if it is in violation of the regulations, even if no one noticed, as employees will gradually have the consciousness of self-discipline, to avoid mistakes happen again in the consciousness of employees, management can be a flower, or a minefield, and then the weak flowers, if you care, will thrive, on the contrary, there is always a dangerous way to avoid the minefieldsfor the mana