Flexible marketing wins by change（弹性营销以变制胜）.docVIP

Flexible marketing wins by change（弹性营销以变制胜） Kezhouqiujian story known to every family, maybe it sounds ridiculous, but similar stubborn behavior is not rare in todays marketing practice. The author puts forward the concept of flexible marketing, that is, trying to avoid the modern marketing officers and men to repeat the same mistakes. First, what is flexible marketing? Before defining this concept, first refer to the introspection of two famous private entrepreneurs: Jiang Wei: Shenyang dragon born treasure liquid to enter the market after the success of the model (one is advertising bombardment, two sea battle) by the president as a universal standard mode, mistakenly later developed new products with the same pattern in the large area. Different products, different performance, consumer groups are different, but there is no distinctive promotional tactics...... Three strains of Wu Bingxin: in 1997 compared with 1996, the market environment has changed a lot, but we still adopt the marketing strategy and tactics of the past, such as promoting the rural market, the lack of development of city market; the input-output ratio of stressed enough, still adhere to the large-scale investment, resulting in a serious waste of invalid input and advertising fee. In marketing tactics, it is still the three magic weapon, a leaflet, topics and activities, in general, little innovation...... The introspection of the two presidents invariably reflects the same fact: in spite of the changes in the objective situation, the successful model is expanded like a clone, and at last it leads to the outcome of the first win and the last defeat. Two former all-powerful boss in the wind, proud of, are less a flexible marketing string. So, what is the elasticity of marketing? It refers to the formulation and implementation of marketing strategy and tactics, the enterprise must according to the change of the whole enterprise resources, competitors and consumers as well as the macroeconomic env