How To Build The Most Suitable Regional Market For You
Why do some enterprises fail to establish clear and stable regional markets after years of painstaking efforts? One of the reasons is that enterprises do not have a minimum understanding and correct understanding of the regional market. The regional market, in short, refers to the area of commodity marketing. Because of the interaction effect of its constituent factors, market characteristics with similarities and differences are formed, so their market characteristics are different.
Others have failed to establish a stable regional market. The two reason is that it is not clear where the regional market target is, and the clear regional market target is the key to the success or failure of the enterprise. Therefore, the decision makers of the enterprise should carefully choose it. In fact, how to define the regional market target is the question of accurately selecting and positioning the regional market, and is also the question of whether the marketing resources of the enterprise can be adapted to the specific regional market conditions.
Some enterprises, when there is not a reasonable deployment of the overall market, rush to develop regional markets, and lack of coordination between regions, resulting in the construction and instability of regional markets. In fact, the regional market is wide and narrow, and once it is determined, enterprises should establish the strategic thinking of "one board game".
Throughout the market, many products have been listed for a long time and do not start, still breathing there. That is because enterprise products lack strategy and tactics either in the way or from the opportunity when they enter the market. The entry of regional market is actually related to the choice of entry mode, timing of entry and the charging of strategy.
For example, if the entry of the prefecture level market and key markets is strong, if the enterprises are strong enough, they can choose to "operate independently and build their own networks". This is an independent and self reliant market building. The advantage is that they can establish their own access network, hold the initiative of the market, and react positively to any market energy.
If it is the entry of the foreign market, the difficulty of developing the market is greater and the strength of the enterprises is not timely, the enterprises can choose the distributors who have the strength and reputation to distribute (or sell the agents), one can use their distribution network to rapidly cover the market, and the other can reduce investment and reduce the cost of sales.
At the same time, there is another way that is more suitable for the entry of the foreign market. That is to adopt "integration and integration, coexistence and common prosperity", that is to say, establish an integrated marketing partner system. In this way, on the one hand, enterprises choose the distributors with good reputation and strong strength as exclusive marketing agents on the one hand. On the one hand, they deploy reliable and reliable business representatives to use them, and jointly develop the market under the guidance of the manufacturers to form a "partnership" of shared interests and risks. This means that the market and competition dynamics can be reliably mastered, and the distributor's distribution network can be utilized, that is, the risk degree is reduced, and the pparency of marketing is increased.
For the entry of local market or key market, we can adopt "walking on two legs, driving together and driving". This way combines the advantages of direct selling and distribution, mainly through direct selling, which can not only make use of distributor's distribution network, but also grasp the initiative of marketing, but handle the relationship between them well. We should pay special attention to the interests of dealers, otherwise, there will be a "chaotic market" situation.
The marketing people who spend all their lives in marketing battlefields know that "the city is easy to attack, the city is difficult to defend", and the establishment of the district market is also the same. After a company's attack on a regional market, its market followers will follow suit. Enterprises must adopt strong and effective means to protect the market. It is one of the most effective ways to consolidate the market to carry out penetration without leakage. Namely:
First, network penetration. By making profits to the majority of middlemen, we should increase advertising promotion efforts and increase the sales volume of middlemen.
Two, product penetration. Expand product usage, increase product variety, expand product utility, and improve product quality.
Three, demand penetration. According to the different needs of different customers, develop new products to meet different levels of needs.
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