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常听说,独联体生意难做,细观察,亏损企业的确很多。但有一些企业系因自身“功夫”、“基础”差,在强手如林的商场,最终导致失败。战场离不开大炮,商场要依靠广告。市场之争是品牌之争,名企业之争。商家通过广告,宣传自己的产品,宣传企业的形象。可你看,有多少外贸企业,有开拓市场的系列广告计划?人家做什么,跟着做什么。今天销砂糖,明天卖啤酒。听说酒精利润高,急急匆匆备货忙。企业无自己的目标市场,自己的主攻商品,自然就不需要广告了。注重眼前利润,对“虚”的企业形象,自然就不重视了。最根本原因在于企业没有开拓市场的战略计划,没有练好企业“内功”。企业要取得胜利,一定要从自身找问题。认真分析企业所处环境,制订战略计划,真正建立起现代企业经营机制,建设好自己的队伍,增强市场竞争能力,企业方可在商战中立于不败之地。
It is often said that the business of the Commonwealth of Independent States is difficult to do. Observing carefully, there are indeed many loss-making companies. However, some companies are poor because of their own “Kung Fu” and “base”. The battlefield can not be separated from artillery, shopping malls rely on advertising. The competition in the market is a battle of brands and the struggle of famous enterprises. Businesses advertise their products and promote their image through advertising. Can you see, how many foreign trade companies, there are series of advertising plans to open up the market? What do people do, follow what to do. Sell sugar today and sell beer tomorrow. I heard that the profits of alcohol were high and I was in a hurry to prepare goods. Without its own target market, its own main product, the company naturally does not need advertising. Focusing on immediate profits, the corporate image of “virtuality” is naturally not valued. The most fundamental reason is that the company has not developed a strategic plan for the market, and has not developed the enterprise’s internal strength. In order for enterprises to win, they must find problems from themselves. Carefully analyze the environment in which the company is located, formulate a strategic plan, truly establish a modern enterprise operation mechanism, build its own team, and enhance market competitiveness. The company can remain invincible in the business war.