With the trend of the Internet +, in recent years, the lighting industry in the marketing strategy and tactics, can be summarized into the following five main aspects of the problem (because it is standing in the industry, the height of these issues, so, not all enterprises have these problems, just said, these problems in the lighting industry is more representative):
A, export-oriented economy, export oriented enterprises in the Transition Crisis
The decline in external demand, enterprises are facing the pressure of reduced orders, while customers for the supply price and payment cycle more sensitive;
Domestic marketing costs continue to increase, the limited profit margins compressed to a profit or even negative profit level. Nature has brought a big crisis of survival for enterprises;
The concept and system of the natural gene, which is the export oriented enterprise, limits the transformation and upgrading of enterprises. Due to the different domestic and foreign marketing mode under the concept obstacle, system obstacle, the most beginner export-oriented enterprises playing with toys.
Two, the production of manufacturing enterprises "high energy consumption, high pollution, low wages, low protection" of the defects can not adapt to the people-oriented market environment
China's rapid economic development over the years, the company is facing a structural shortage of human resources and the cost of rising double pressure;
After 87, 90 only child of employment, human resource costs in the short term increase of the relatively large;
Lighting for low barriers to entry, making some companies cut corners and drive down labor costs, to maintain the market short-term "competitiveness".
Three, R & D investment and product innovation
Traditional industries of traditional enterprises, to a greater extent, continue the low cost advantage, the lack of independent original R & D capability;
Simple price war led to some companies almost no bottom line competition;
The business environment, the lack of protection of intellectual property rights and mechanisms;
This has caused the entire industry to copy and imitate each other in a constant. Lighting lamps, many enterprises are imitation or even copy the brand lighting products design;
Intelligent products far behind other industries.
Four, the management concept of outdated and obsolete
The mutual learning and communication between peers is less;
Some companies are a continuation of a number of years ago, marketing methods. Lack of innovation, breakthrough thinking and action of the marketing model;
Mechanism of old: still continue the original management. But today, the rapid development of the Internet, the traditional system has become an obstacle to sustainable development. Based on the Internet thinking system, to encourage innovation and personalization;
Lacking marketing brain: China marketing planning, consulting, advertising, PR company buildings, claiming the world of marketing is ideas king, planning master of people everywhere, but the master plan what can bring what kind of result for the enterprise marketing it is difficult to define. In fact enterprises really need what kind of marketing "brain", how to cooperate with the "brain", many enterprises do not understand that.
Five, the Internet + era, marketing model innovation
Lighting lighting of the Internet and the promotion of the Internet is still lagging behind the times;
Lighting lighting of the Internet sales and channels behind the times;
With the help of the Internet + supply chain solution is still in the initial stage of trial, far behind the building materials home in particular, custom home industry;
Lack of integration of resources in the field of home building materials;
The top-level design people-oriented lack of courage: for example, equity incentive, incentive marketing, incentive innovation, partner system etc..
From the concept to the mode: lighting lighting enterprise marketing strategy and tactics to break through
Above we have mentioned the lighting industry is more representative of the five aspects of the problem. So how to break the board, please look at our broken board strategy: from concept to model.
First, the lighting of the business concept of the update and upgrade.
Lighting industry bosses, not lack of innovative spirit, but the lack of innovation power. So, despite the reason of the environment, or their own content with the conservative ideology for pet.
The concept of the update and upgrade, it requires the bosses have a strong learning ability. Lighting lighting industry bosses for natural business acumen and smell, homeopathy and fish got your life first bucket of gold, however, enterprises become bigger and stronger and not by the owner of a talent and intuition. It must be by our perseverance learning ability and innovation ability. Only in this way, in order to protect the business philosophy of the boss timely, keep pace with the times.
Two, abandon the family, in order to "the world" to take "the wealth of the world". Change "man" to "rule of law", "family management" to "talent management".
Small and medium private enterprises to develop, need a stable and reliable and loyal core management team. For the team members to fully reflect their own value. Each person has different needs, entrepreneurs need to study the needs of team members, correctly guide, meet, to be able to live in the network, but also to retain talent, enterprises can form a complete management transformation and enterprise development team. Not only is dear to arrange their own laws, leading to their own business.
Three, from low-end to high-end, from OEM to brand promotion.
In order to improve product margins and enhance the industry's voice, the enterprise can from the low value-added products and services to high value-added products and services, from the industrial chain to high-end industrial chain upgrade. But the traditional OEM enterprise, if does not have the advantage of scale or core technology advantages, its anti risk ability is relatively
Internet + era, lighting, lighting, small and medium enterprise marketing strategy and tactics
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