You do small business marketing

Big enterprise marketing, we care about is the overall planning and a marketing campaign focused on the direction rather than the method. Because there are so many resources there, as long as not radically wrong, method is always able to find, and will not bad result.
but in big enterprises marketing to attract eyeball behind, there are many small and medium-sized enterprises, they are short of money, lack of people, lack of social resources, it looks like the bottle cap space is small, they don't even have a chance to care about the direction of right and wrong, just have a headache how to find a suitable way to achieve their marketing strategy, will own the product marketing. Did they are concerned about the market, the concern is how to live, then live better.
so, we have to admit that the big big trouble, have a little sad. For small and medium-sized enterprises, the classic marketing theory, marketing classic case, to make them learn very little. Why is that? Is because the truth is very correct, objective conditions are not allowed to, can't implement, finally ended up deals, empty envy.
however, those big companies are born? In fact, in addition to the formidable formed through resource integration, many large enterprises are of great brand vitality by small and medium-sized enterprises grow up step by step. It is a long process of accumulation of resources, including some realized the leap of enterprises, but many more are all experienced a small business marketing stage, the enterprise leaders have done & other; Bricks without straw & throughout; 。 To summarize their & other; Do small & throughout; When experience, is helpful for those small and medium-sized enterprises, this kind of experience than those far-fetched, praises for the big enterprise of the theory, method is much more useful.
in 1991, Grant, first proposed the resource-based theory ( RBT) Pays too much attention to, and points out that the strategy analysis of the past with the organization and the environment, while ignoring the resource and strategy of the connection. Resource-based theory is that enterprises have different tangible and intangible resources, these resources can be turned into the unique ability; Resources between enterprises is not to flow, and difficult to reproduce; These unique resources and capabilities is the enterprise lasting competitive advantage. Resource-based theory under the premise of thinking based on two assumptions, one of the assumptions: in the same industry or strategy group, each enterprise is different from the control of strategic resources, and these different resources leads to the differences between enterprises; Assumptions are corrupted, these differences will because these strategic resources are not easily imitated by other enterprises and continue down.
in my opinion, the value of the resources in a sense is not have, but in the use and revitalize. Don't use products are dead resources. This is also a lot of seemingly bright big corporate & other Wears a building to collapse & throughout; The fundamental reasons: low resource utilization. As a result, small businesses opportunity also lies in natural resources.
small business is not to say that no resources, only that resources are scarce. Today's society there are a lot of idle resources can use, plus network era of the Internet as a marketing tool can make up for the lack of resources, small businesses can also play a very beautiful marketing campaign, small businesses must be more than just their brains, not lazy to simple use ready-made method.
nanjing long ago, there is a very famous later healthcare companies began to do market insufficient funds, limited resources. Once, head of the enterprise to raise money everywhere, want to through the big hit advertising open market, this was the practice of health care products companies & ndash; “ Left hand, right hand market & throughout; A law is health care products market development. However, because of money raising, the health care products companies had to move around on their own features, several measures were taken, just in advertising spending a few cases, took out of the market.
they first think of the authority of the endorsement and spin. They invited old experts into residential area in jiangsu province medical association to preach and free clinic for health, and then pick the launch its own brand. Though this technique has now spread and are often criticized, but at the time, expert services community combined with brand promotion is undoubtedly an initiative, help them to quickly open the market. Then, they sent more than 20 unit, into the potential consumer groups more universities for health promotion. Then, through free tissue in old people swam forest park, factory and other activities, for a lot of the old man to be their obligation to advocate, product reputation rapidly ascend.
visible, small business marketing is all about a & other; Qiao & throughout; Words. This & other; Qiao & throughout; Is not opportunistic, but clever. Found in the products under the premise of solid, what is the most easy to consumer perception, what is the easiest for consumer acceptance, and then focus on the limited resources ably, rapid breakthrough. In the case of limited resources, marketing must concentrate, single point of breakthrough, play shall not gaudy things. Small businesses must clever use of resources, in exchange for the opportunity to communicate with consumer, communicate with customers sincerely, have the consumer's mind.
, for example, in the capital of haidilao, can stand out from the numerous food and beverage brands, is not that its resources are more abundant, but lies in its marketing attentively, focusing on service details, investment is not big, but to get customer satisfaction is very high.
corporate marketing is worthy of appreciation, learning, and small business marketing is more worth, aftertaste.