Strategy is important, but strategy execution is the top priority. Ren Lijun, chief expert of Beijing Lijun Century Marketing Planning Agency, pointed out that the implementation of marketing strategy is a kind of tiring and happy work. Serving customers is like looking for a girlfriend. You should not only have love, but also learn to pay for love and do what you should do. Everything, do it right, do it well.
Marketing strategy execution is one of the most important marketing concepts in the era of Marketing Revolution 3.0. The so-called marketing strategy execution power refers to a series of marketing activities that need to be completed from marketing strategy to marketing execution, fully realize marketing value, and quickly meet consumer demand. In this article, we will discuss the issues related to marketing execution, including the core elements of marketing execution, the implementation method of core elements, and the evaluation of the realization of channel value and consumption value.
The Core Elements Affecting the Execution of Marketing Strategy
The dynamics of marketing execution determines that its core influencing factors are also dynamic. Based on the new marketing situation in the era of marketing revolution 3.0, we discuss the core elements that affect the execution of marketing strategies.
Many people ignore the contemporary characteristics of marketing. The so-called characteristics of the era of marketing refer to the fact that marketing is completely operated in a specific natural, political, economic, cultural and other background.
For example, before the popularity of e-commerce, the vast majority of enterprises have done a good job of offline channels, and they can declare that the channel construction has been completed. Today, any company or brand that ignores Latest Mailing Database online e-commerce channels will be punished, from losing market share at best, or being eliminated from the market at worst. At this time, enterprises must enhance the skills of online e-commerce channel construction.
Then, in the new marketing era of the 21st century, facing the new generation of consumers born in the 80s and 90s, what are the core elements that affect the execution of marketing strategies? Many people like to study this issue from the spiritual level. The research content includes people's sense of mission, sense of responsibility, hard-working spirit, power source, and professional quality. In fact, through in-depth research, we will find that the main reason for the above-mentioned spiritual problems is still at the level of mechanism, system, and norms. Therefore, the implementation of marketing strategy should take a different approach, focus on the level of mechanism, system, and norms, and strive to explore deeply. The deep-level influencing factors of marketing strategy execution can help marketers fundamentally solve the problem of marketing strategy execution.
Core element 1: The marketing strategy path is vague
Most companies have not established a clear marketing strategy path, which is very common in the Chinese market, and a large number of companies have vague marketing strategies. This is the first of the important core elements that affect the execution of marketing strategies.
Marketing strategy path selection:
Marketing strategy path one: consumer demand-oriented marketing strategy path
Marketing strategy path architecture setting: consumer demand insight - product (service) creation - marketing channel architecture - communication channel architecture - meeting consumer demand
Typical brands: Gree Electric Appliances, Panpan Foods, Xiangpiao Piao Milk Tea, etc.
Point 1: Accurate consumer demand insight and precise market positioning. Businesses always have to be traced back to the source. Enterprises that adopt a consumer demand-oriented marketing strategy path structure model have a very open mind to do marketing strategies, which requires enterprises to grasp the pulse of the market, and through STP strategy, to segment the market. , target market and market positioning for scientific analysis, so as to obtain the basis of the marketing strategy path structure.
Point 2: Create a product or service for demand. In layman's terms, what do consumers want? What price do you want to get the product or service at? What are consumers' perceptions and understandings of the use value and value of products and services? And so on, the need for enterprises to achieve through the means of the market and technology. The reason why it is the creation of products or services is to require enterprises to clarify that products and services are not just simple manufacturing. The important factors to meet the broader consumer needs of consumers are innovation, creativity, taste, dignity, etc., and these are both products. The other is attached to the product.
Point three: the structure of marketing channels and communication channels. How do the products or services created by the enterprise realize the value transfer of logistics, business flow and information flow? The main thing is to establish the most suitable marketing channels and communication channels.
Point four: quickly meet consumer demand. In the era of Marketing 3.0, to meet consumer demand, we must pay great attention to consumption experience, consumption concept, consumption habits, consumption convenience and many other factors. Through the construction of marketing channels and communication channels, consumer demand will be quickly met. Enterprises must do a good job of connecting terminals and consumers in the strategic path framework.