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我们许多企业人士对市场的了解是表面的。他会说,他知道市场上的价格是多少、竞争品牌有几个、销售的淡旺季是什么时候、一般行业竟争者都会采用什么样的促销方式。再细致一点他会告诉你,他了解消费者购买心理等。如果是企业的销售人员,他尚可以津津乐道,谈论销售行为、未端理货、消费者反馈、通路形态……但作为企业决策者及企业的市场人员则应该了解更深层次的市场内涵,这样才能有目的、有准备地去规范市场,设计出完全符合自已企业在这个市场中可运作的行为规范、市场策略。在笔者接触的企业中,有以下几方面可以说明上述问题。
Many of our business people understand the market is superficial. He would say he knows what the market prices are, how many competing brands are, when the sales season is off, and what types of promotions the industry competitors use. He will tell you more carefully, he understands the psychology of consumers to buy. If it is the sales staff of enterprises, he can still talk about sales behavior, unrealized terminal delivery, consumer feedback, access modalities, etc. However, as business decision-makers and corporate market personnel should understand the deeper market connotation, Only in this way can we purposely and purposely regulate the market and devise a code of conduct and a marketing strategy that fully complies with the operational practices of our own enterprises in this market. In my contact with the business, the following aspects can illustrate the above issues.