The IT industry covers a wide range, including IT hardware equipment, software development, IT related industries such as: online marketing, e -commerce, graphic design, etc. The current IT industry is developing rapidly, and the potential of the IT market is endless.
Faced with the advent of the segmentation era, how can my country's IT companies establish brand and product advantages in the customer market and focus marketing to find the key points for companies to win market competition in the future? How to break through in the marketing of IT companies in my country?
The core concept of Focus Marketing is to formulate strategies for a specific, clear -oriented crowd, and this crowd is exactly the main or severe consumer group of certain products and brands. Through the public marketing and changing the popular marketing methods in the past, companies only use the most acceptable terms, information acceptance channels, advertising communication methods, and product development and promotion models that are the most acceptable to the target group. Therefore, to achieve a stable growth of sales. This is the significance of Focus Marketing.
The core points of focus marketing are "precise", "subdivision", "practical effects". It does not try to occupy all target consumer groups; do not try to produce all products that consumers need; do not try to enter all traditional product channels; do not try to formulate the price that targets cannot afford; The way of spreading promotion let everyone know.
This product cutting market cake
Marketing segmentation is not made by manufacturers according to their product varieties and product series, but from consumer needs, motivation, purchase behavior Divide the diversity and differences. Taking desktop PC as an example, commercial PCs are mainly subdivided in accordance with the industry, application fields, users, and work nature. Segment the market from different perspectives, and win the favor of specific target consumption groups through this subdivided market strategy.
In 2005, TCL's "SHE" female computer, Founder's children's mouse rice computer, Tsinghua Tongfang's Naruto game computer, Great Wall's T50 game notebook. Qixi also released a media center computer for female users -the S series of Golden Eyes, and so on. They all followed the segmented roads, and they all worked hard on the market. These segmented products not only earned eyeballs, but also achieved good sales performance. There are many examples in other industries.
The no matter what the way and the purpose of the purpose, grasping the needs of consumers' continuous changes is the first, and at the same time, it is necessary to avoid confusion in the positioning of the product. It should be said that the judgment of whether IT companies match their expertise and market opportunities is a prerequisite for market segmentation. The market segmentation must do something, and if there is something, IT companies can use limited resources to the best state and develop healthily. As part of the group of electronic information staff, IT personnel serve the promotion of electronic products and their people, investigating and research, providing information, and writing manuscripts. This is the main responsibility of IT staff. As a modern IT personnel, if there is no high writing theoretical cultivation and professional writing ability, it can be said that it is difficult to take the glory mission of the Internet in the new era.
It today when the profit is continuously decreasing, my country's IT market seems to be no longer so important through the traditional reduction of operating costs and international procurement. The profit value has been favored by most domestic IT manufacturers. Highly segment IT products are the development trend of the IT market and channels in the future, and it is also another IT company in my country.
Channel refinement
The traditional multi -level distribution channel system compared to the large -scale network and spreading goods, obviously high prices, specific functions, requirements, requirements, requirements The precisely promoted IT products are obviously inappropriate. Therefore, the popular IT channels must accurately subdivide target consumers and channels, and enter the channels under the publicity in order to find channels that are most consistent with target consumers.
The channels of accurately opening up the popularization are the so -called channel refinement, which refers to the enterprise in a specific regional market, through integrating marketing methods, fully tap market potential, cultivate and support distributors, improve the outlets The coverage rate and penetration rate, strengthen the vivid management of the outlets, and use advertising publicity and promotional activities to drive the market, thereby increasing market share and brand influence, and increasing sales of corporate products. Technically, hard Dongxi is always sufficient, but often focuses on technology, forget to pay attention to what the target readers want to see. To write an article that looks great, the target reader must point to the combination of IT and business: CIO/CTO or something. Things that these people are interested will eventually become the focus of technical workers. So what information will be touched by these readers in the binding part? The answer is: pressure and changes from the business world. When pressure from IT forces IT to make changes, it is when IT practitioners need help most.
In you have to ask: But I am not familiar with these industries. How do I know what their business pressure is? This is the key point (also the point that makes the article looks great): Looking at the industry from the perspective of the general trend and the macroeconomic, in fact, there are not so many so -called "industry characteristics" in many industries, because software is software, and software has its own rules. For example, what is the current trend? In the past year, I have spoken and write a few different themes. The first thing I talk about is the same general trend: the consumer Internet. Smart mobile phones allow consumers to be online at any time, so all companies have the possibility of immediately connecting consumers, so all companies need to face the digital channels of consumers. With this trend, scan, communication, finance, tourism, real estate, manufacturing, education, and medical care all challenged their respective IT, is it? So the first part of the article, do you know how to write it? : Speaking of macro trends, and macro trends, it is launched in the industry.
has caught a macro trend. Next, the request that the macro trend puts on the industry -what the customer wants is what CEO wants to give, that is, CIO/CTO is forced to do. Now this world is more and more obvious in the direction of lean.
Which are the most suitable channels for IT products under Focus Marketing?
It is to start with the total seller system. The general dealer should be a Class A in the ABC class, that is, only the provincial capital A -level dealers are selected to maintain some special, key, and high -end IT products to promote the position, and it can also avoid the occurrence of price -priced behaviors.
It is to choose a large chain terminal store as the general agent. It is the future direction of channel segmentation. With its partnership, it is exempt from entry fees and comprehensively spread goods.
three is to start with the optimization terminal promotion exhibition. IT products, especially the sales terminals of electronics and home appliances, eliminating large stores, professional stores or specialty stores, as well as more important and more segmented display and communication terminals, such as high -end real estate sales centers, community clubs, high -end entertainment venues, high -end high -end Business and business places, and these terminals can further subdivide into multi -level layer -to -term communication terminals according to factors such as the urban level, surrounding environment, and purchasing power. Opportunity.
The optimal combination of channel forms, that is, realize the diversification and segmentation of the channel, and build a multi -level and grade channel alliance mode, such as IBM, HP, Hongji, Heqiang and other well -known IT In accordance with the special characteristics and conditions of the industry, companies have established a variety of channels such as general agents, core agents, marketing service agents, industry partners, OEM partners, and direct sales, to flexibly and rapidly grow the national market.
The narrow public communication
The target consumers have different differences in advertising and promotion at all levels. If traditional advertising medium forms The phenomenon of "thunder and heavy rain points" and "poor effects", because traditional media's role in IT companies, especially software companies, is more limited, and the audience is becoming more and more discerning to the communication media body, so we must choose the target to choose the goal, so you must choose the goal. Consumers are most likely to be exposed to media communication methods for narrow product dissemination. Due to local teaching, they are adaptable to people, and they concentrate their strength to capture the target consumer groups.
The price of people
TO many IT companies are always trying to occupy all the products of all target market consumer groups, and develop all products that consumers need. As soon as the launch of a product is the full series of high, medium and low -grade products, and attacks high and low, regardless of the advantages and competitiveness. As a result, it is difficult to form a concentrated advantage and comparative advantage, and eventually break through.
The IT products, no matter how good quality and function, are good, to have good sales prospects, the first thing is that the target consumer group of this product must be affordable. Otherwise, even the best products can only sleep in the company's warehouse. Therefore, in order to carry out the public marketing, the actual purchasing power of the target consumer group must be developed to formulate a differential price, so that every dealer target consumers can buy and afford it, and must not be out of the actual high.
The dream of a laptop is how many Chinese people dream, but it is always discouraged by seven or eight thousand yuan. Since the establishment of Shenzhou Computer, it has faced the siege of "there is a wolf behind the wolf and behind the tiger". How to kill the siege is the primary of Shenzhou Computer. After many demonstrations, Shenzhou decided to use "letting each country have a computer" as the demand point, locking the civilians as the target consumer group, and raised the "civilian" price strategy to fight the Quartet. As a result, the Shenzhou Computer actually "promoted the third level" in a year and jumped to the top five household computers in our country, especially the 3999 yuan laptop launched in 2005, which made Shenzhou "soar all the way" and caused the industry to fall below the industry. Glasses. The industry believes that this should be attributed to the unique layer of low -cost strategies of Shenzhou. It is precisely because of this "killer." Now it is an information society. The fastest development is IT companies. If the work is engaged in traditional industries, of course, the development is slow, and the national average GDP increases by 9 % per year, which is very high (according to the number of the National Bureau of Statistics, every increase of 1 At a percentage point, nearly 100,000 people are laid off). The IT industry has increased by more than 40 % each year. In recent years, it has exceeded 45 %, and its development is very fast. Such a high -speed development will inevitably bring scarcity of technical personnel. Therefore, as long as you master the actual skills, it is relatively easy to enter this industry. Moreover, the IT industry is a knowledge -intensive enterprise, and its development rely on the increase in the number of personnel. For example, like our company's business grows 100 % per year, that is, on the basis of the previous year, the personnel increased by doubled, and then the increase is increased. The posts must be managed, and these positions come from their own old employees. In this industry, you can't have a chance to become managers. Therefore, there are many young bosses, general managers, and managers in this industry.
The IT industry covers a wide range, including IT hardware equipment, software development, IT related industries such as: online marketing, e -commerce, graphic design, etc. The current IT industry is developing rapidly, and the potential of the IT market is endless.
Faced with the advent of the segmentation era, how can my country's IT companies establish brand and product advantages in the customer market and focus marketing to find the key points for companies to win market competition in the future? How to break through in the marketing of IT companies in my country?
The core concept of Focus Marketing is to formulate strategies for a specific, clear -oriented crowd, and this crowd is exactly the main or severe consumer group of certain products and brands. Through the public marketing and changing the popular marketing methods in the past, companies only use the most acceptable terms, information acceptance channels, advertising communication methods, and product development and promotion models that are the most acceptable to the target group. Therefore, to achieve a stable growth of sales. This is the significance of Focus Marketing.
The core points of focus marketing are "precise", "subdivision", "practical effects". It does not try to occupy all target consumer groups; do not try to produce all products that consumers need; do not try to enter all traditional product channels; do not try to formulate the price that targets cannot afford; The way of spreading promotion let everyone know.
This product cutting market cake
Marketing segmentation is not made by manufacturers according to their product varieties and product series, but from consumer needs, motivation, purchase behavior Divide the diversity and differences. Taking desktop PC as an example, commercial PCs are mainly subdivided in accordance with the industry, application fields, users, and work nature. Segment the market from different perspectives, and win the favor of specific target consumption groups through this subdivided market strategy.
In 2005, TCL's "SHE" female computer, Founder's children's mouse rice computer, Tsinghua Tongfang's Naruto game computer, Great Wall's T50 game notebook. Qixi also released a media center computer for female users -the S series of Golden Eyes, and so on. They all followed the segmented roads, and they all worked hard on the market. These segmented products not only earned eyeballs, but also achieved good sales performance. There are many examples in other industries.
The no matter what the way and the purpose of the purpose, grasping the needs of consumers' continuous changes is the first, and at the same time, it is necessary to avoid confusion in the positioning of the product. It should be said that the judgment of whether IT companies match their expertise and market opportunities is a prerequisite for market segmentation. The market segmentation must do something, and if there is something, IT companies can use limited resources to the best state and develop healthily. As part of the group of electronic information staff, IT personnel serve the promotion of electronic products and their people, investigating and research, providing information, and writing manuscripts. This is the main responsibility of IT staff. As a modern IT personnel, if there is no high writing theoretical cultivation and professional writing ability, it can be said that it is difficult to take the glory mission of the Internet in the new era.
It today when the profit is continuously decreasing, my country's IT market seems to be no longer so important through the traditional reduction of operating costs and international procurement. The profit value has been favored by most domestic IT manufacturers. Highly segment IT products are the development trend of the IT market and channels in the future, and it is also another IT company in my country.
Channel refinement
The traditional multi -level distribution channel system compared to the large -scale network and spreading goods, obviously high prices, specific functions, requirements, requirements, requirements The precisely promoted IT products are obviously inappropriate. Therefore, the popular IT channels must accurately subdivide target consumers and channels, and enter the channels under the publicity in order to find channels that are most consistent with target consumers.
The channels of accurately opening up the popularization are the so -called channel refinement, which refers to the enterprise in a specific regional market, through integrating marketing methods, fully tap market potential, cultivate and support distributors, improve the outlets The coverage rate and penetration rate, strengthen the vivid management of the outlets, and use advertising publicity and promotional activities to drive the market, thereby increasing market share and brand influence, and increasing sales of corporate products. Technically, hard Dongxi is always sufficient, but often focuses on technology, forget to pay attention to what the target readers want to see. To write an article that looks great, the target reader must point to the combination of IT and business: CIO/CTO or something. Things that these people are interested will eventually become the focus of technical workers. So what information will be touched by these readers in the binding part? The answer is: pressure and changes from the business world. When pressure from IT forces IT to make changes, it is when IT practitioners need help most.
In you have to ask: But I am not familiar with these industries. How do I know what their business pressure is? This is the key point (also the point that makes the article looks great): Looking at the industry from the perspective of the general trend and the macroeconomic, in fact, there are not so many so -called "industry characteristics" in many industries, because software is software, and software has its own rules. For example, what is the current trend? In the past year, I have spoken and write a few different themes. The first thing I talk about is the same general trend: the consumer Internet. Smart mobile phones allow consumers to be online at any time, so all companies have the possibility of immediately connecting consumers, so all companies need to face the digital channels of consumers. With this trend, scan, communication, finance, tourism, real estate, manufacturing, education, and medical care all challenged their respective IT, is it? So the first part of the article, do you know how to write it? : Speaking of macro trends, and macro trends, it is launched in the industry.
has caught a macro trend. Next, the request that the macro trend puts on the industry -what the customer wants is what CEO wants to give, that is, CIO/CTO is forced to do. Now this world is more and more obvious in the direction of lean.
Which are the most suitable channels for IT products under Focus Marketing?
It is to start with the total seller system. The general dealer should be a Class A in the ABC class, that is, only the provincial capital A -level dealers are selected to maintain some special, key, and high -end IT products to promote the position, and it can also avoid the occurrence of price -priced behaviors.
It is to choose a large chain terminal store as the general agent. It is the future direction of channel segmentation. With its partnership, it is exempt from entry fees and comprehensively spread goods.
three is to start with the optimization terminal promotion exhibition. IT products, especially the sales terminals of electronics and home appliances, eliminating large stores, professional stores or specialty stores, as well as more important and more segmented display and communication terminals, such as high -end real estate sales centers, community clubs, high -end entertainment venues, high -end high -end Business and business places, and these terminals can further subdivide into multi -level layer -to -term communication terminals according to factors such as the urban level, surrounding environment, and purchasing power. Opportunity.
The optimal combination of channel forms, that is, realize the diversification and segmentation of the channel, and build a multi -level and grade channel alliance mode, such as IBM, HP, Hongji, Heqiang and other well -known IT In accordance with the special characteristics and conditions of the industry, companies have established a variety of channels such as general agents, core agents, marketing service agents, industry partners, OEM partners, and direct sales, to flexibly and rapidly grow the national market.
The narrow public communication
The target consumers have different differences in advertising and promotion at all levels. If traditional advertising medium forms The phenomenon of "thunder and heavy rain points" and "poor effects", because traditional media's role in IT companies, especially software companies, is more limited, and the audience is becoming more and more discerning to the communication media body, so we must choose the target to choose the goal, so you must choose the goal. Consumers are most likely to be exposed to media communication methods for narrow product dissemination. Due to local teaching, they are adaptable to people, and they concentrate their strength to capture the target consumer groups.
The price of people
TO many IT companies are always trying to occupy all the products of all target market consumer groups, and develop all products that consumers need. As soon as the launch of a product is the full series of high, medium and low -grade products, and attacks high and low, regardless of the advantages and competitiveness. As a result, it is difficult to form a concentrated advantage and comparative advantage, and eventually break through.
The IT products, no matter how good quality and function, are good, to have good sales prospects, the first thing is that the target consumer group of this product must be affordable. Otherwise, even the best products can only sleep in the company's warehouse. Therefore, in order to carry out the public marketing, the actual purchasing power of the target consumer group must be developed to formulate a differential price, so that every dealer target consumers can buy and afford it, and must not be out of the actual high.
The dream of a laptop is how many Chinese people dream, but it is always discouraged by seven or eight thousand yuan. Since the establishment of Shenzhou Computer, it has faced the siege of "there is a wolf behind the wolf and behind the tiger". How to kill the siege is the primary of Shenzhou Computer. After many demonstrations, Shenzhou decided to use "letting each country have a computer" as the demand point, locking the civilians as the target consumer group, and raised the "civilian" price strategy to fight the Quartet. As a result, the Shenzhou Computer actually "promoted the third level" in a year and jumped to the top five household computers in our country, especially the 3999 yuan laptop launched in 2005, which made Shenzhou "soar all the way" and caused the industry to fall below the industry. Glasses. The industry believes that this should be attributed to the unique layer of low -cost strategies of Shenzhou. It is precisely because of this "killer." Now it is an information society. The fastest development is IT companies. If the work is engaged in traditional industries, of course, the development is slow, and the national average GDP increases by 9 % per year, which is very high (according to the number of the National Bureau of Statistics, every increase of 1 At a percentage point, nearly 100,000 people are laid off). The IT industry has increased by more than 40 % each year. In recent years, it has exceeded 45 %, and its development is very fast. Such a high -speed development will inevitably bring scarcity of technical personnel. Therefore, as long as you master the actual skills, it is relatively easy to enter this industry. Moreover, the IT industry is a knowledge -intensive enterprise, and its development rely on the increase in the number of personnel. For example, like our company's business grows 100 % per year, that is, on the basis of the previous year, the personnel increased by doubled, and then the increase is increased. The posts must be managed, and these positions come from their own old employees. In this industry, you can't have a chance to become managers. Therefore, there are many young bosses, general managers, and managers in this industry.