Ask a few questions about advertising planning

1, indicating the application of market segmentation standards.

Answer:

Du Fu, a great poet in the Tang Dynasty, said: "Not for tailoring, but for elegance." Metaphor uses creativity and innovates style independently. ? In product marketing competition, operators should proceed from reality, choose appropriate market objectives, draw up the best marketing combination means to enter the market, design products different from competitors, meet the needs of various markets and customers, and strive to obtain the maximum sales effect at the lowest cost, thus breaking the deadlock and taking a step forward. ? The essence of this strategy is to achieve the market goal of seeking common ground while reserving differences through market segmentation when the competition between enterprises is in the "zero difference" stage. Through analysis, we can find those blank markets and potential markets that have not been occupied by competitors, seek new market opportunities for enterprises, and adopt effective competitive strategies and marketing means, so as to defeat competitors and achieve better results. The competition case between Morinaga Fruit Company and Meiji Fruit Company, two large candy factories in Japan, vividly reflects the actual combat effect of this strategy. ? At the beginning, the strength of the two companies was roughly equal, and they were both producing chocolate candy chips with the same specifications, with similar performance. ? Later, Morinaga Fruit Company was ingenious and launched a large piece of "Gaoguan" chocolate product at 70 yen each for the adult market. Because it is very suitable for the tastes and consumption needs of adults, the sales volume has increased greatly, and it was once leading. ? Seeing that its competitors are far ahead, Meiji Fruit Company is not to be outdone, further subdividing the customer market, and cleverly designing two kinds of chocolate (ingredients), one is called "Alpha", one is priced at 60 yen/piece, the other is priced at 40 yen/piece, and the combined price is 100 yen/piece. ? In this way, on the one hand, it can compete with Morinaga Fruit Company in price, and at the same time, it can be subdivided into three markets: each chocolate with 40 yen is sold to junior high school students aged 13 and 14; ? Each 60 yen chocolate is sold to high school students aged seventeen or eighteen; ? The combination of two kinds of chocolates is only one serving, and adult customers can also eat it. This greatly broadens the market coverage, and makes the enterprise benefit surge and surpass each other quickly. ? This strategy lies in the word "independence". Morinaga Fruit Company has found another way to carry out creative marketing, so it has become a market winner. This management method is really worth learning from many enterprises. ? 1999 during the spring festival, the sales war in the liquor market tends to be heated up, and the gods of all walks of life are really beautiful. Among them, there is a kind of "two in one Jianzhuang" wine, which is very popular. Wuliangye Winery changed its previous practice of bottling large capacity and introduced "two-two-pack" Jianzhuang wine, which became a hot product in the southern market. ? Why are consumers interested in "two-in-one and two-in-one" jianzhuang? As far as alcoholic products are concerned, this small package seems to reduce the price, which is obviously more popular with low-and middle-income people when they are consumed at one time. Moreover, small packages packed in twos and threes are easy to carry, and are more easily welcomed by young people with a wide range of activities and frequent activities. Obviously, this ingenious small package caters to the psychology of consumers. ? Therefore, loading Jianzhuang liquor in pairs has become one of the best strategies for Wuliangye Winery to surpass other competitors. ? "Don't cut for the body" focuses on "don't cut", that is, we should discover new competitive strategies through market segmentation. In today's market competition from "mass marketing" to product differentiation marketing, and then to highly personalized "target marketing", innovation is more important. ? Because people's needs and desires are different and their personalities are flamboyant, every consumer may form an independent market. Therefore, highlighting "individuality" has become one of the best strategies for "originality". ? For example, in order to emphasize that their products are highly personalized, large companies like Boeing only serve a few large airlines and customize different products for them. ? In order to find the blank market more effectively and establish their own target market, merchants can classify the target consumers. There are many criteria for classification, such as? According to age, it can be divided into infancy, adolescence, adolescence, middle age and old age. ? According to gender, it can be divided into men and women. ? According to the income level, it can be divided into poverty, food and clothing, well-off society and prosperity. ? In addition, it can be classified according to religious belief, education level and hobbies. ? For each kind of consumers, we can provide corresponding products or services in an ingenious way, thus winning more market share. ? For example, the toy market can be subdivided by age and gender. ? From the age point of view, infants under 1 like brightly colored and movable toys. Children aged 3-4 prefer intellectual toys with certain challenges. ? From the perspective of gender, male dolls are more interested in toy cars and toy guns, while female dolls are more interested in toys such as dolls and kittens. ? For another example, in the cosmetics market, we can also use the method of market segmentation to "be unique" and find out the market gap. ? Japan Shiseido Company made an in-depth investigation on the Japanese women's cosmetics market, which was divided into the following four categories according to their age: category I, women aged 15 ~ 17. They are in the flower season, pay attention to dressing up, pursue fashion, have a strong sense of demand for cosmetics, but often buy a single cosmetic. ? The second category is 18 ~ 24 years old women. They are also very concerned about cosmetics and actively consume them, and as long as they take a fancy to their favorite products, even if they are expensive. ? The third category, women aged 25 ~ 34. Most of them are married, and using cosmetics has become a daily habit. ? The fourth category, women over 34 years old. Their demand for cosmetics is simple and simple. ? According to the results of this subdivision, Shiseido has launched different products in a targeted manner. As a result, the market benefit greatly exceeds that of peers. ? Indeed, in today's increasingly fierce market competition, the phenomenon of product homogenization is becoming more and more serious, and only "ingenuity" is the way to win.

2. The basis of product positioning and positioning strategy

Anyone who has read the history of China's revolution must remember the names of "Red Revolutionary Hatred Areas" in different historical periods of the China Revolution, such as "Jinggangshan, Hunan, Hubei, Jiangxi, Yan 'an and Shaanxi-Gansu-Ningxia". With these "base areas", the people of China, led by Comrade Mao Zedong, not only preserved the revolutionary kindling, but also strengthened the revolutionary power. Like a single spark, the base areas "burned" all over China, realizing the great victory of Comrade Mao Zedong's strategic thought of "encircling the city with the countryside and finally seizing the city". This is a shining example of the revolutionary forces winning more with less, and winning the strong with weakness, and it is one of the magic weapons for the success of the China revolution.

China's revolution is so successful, so is the market competition.

As far as its essential characteristics are concerned, the market has both similarities and differences, and as far as its spatial distribution is concerned, it is divided into overall market and regional market. If the "red revolutionary base area" is compared to the regional market, then the development theory of "creating local advantages where there is no overall advantage" in the base area can be interpreted as the strategy for modern enterprises to win regional market competition: instead of fighting against powerful competitors in the overall market, it is better to create advantages in the regional market; Instead of occupying a very small market share in the vast market, it is better to increase the market share in a few regional markets-especially large enterprises and small and medium-sized enterprises!

However, not every enterprise can understand this principle or consciously use it in marketing practice. The author analyzes and studies the causes of marketing failure of many small and medium-sized enterprises (especially consumer goods manufacturers), and finds that most enterprises have not established a clear and stable regional market and have to expand the overall market (that is, the national market). Its market expansion activities have no clear ideas and strategies, no concrete and feasible measures and methods, and are very random and blind. There are two tendencies in product sales: one is "guerrilla warfare" in the form of "skimming water"-sell wherever you can, and sell as much as you can; Secondly, the "all-round war" in the form of "spreading pepper noodles"-spreading nets and sowing seeds everywhere, striving for "wide planting and bumper harvest". The above practice may achieve certain sales to a certain extent, but its disadvantages are also obvious: there is no clear regional market goal, which is tantamount to sailing in the sea without a course, and it is difficult to achieve various business indicators of enterprises; Second, without a stable market foundation and strong market support, it is difficult to form a competitive advantage, which will eventually lead to a "Huang Chao-Shi Dakai style" outcome. This is an irrational marketing behavior, which is extremely harmful to the long-term development of enterprises.

As we all know, the market economy is essentially a competitive economy. As the main body of the market, enterprises, especially small and medium-sized enterprises with weak comprehensive strength, must first establish a clear and stable regional market if they want to achieve steady development in the competition of strong homogeneous products. "Survival first, development second". This is a market strategy aimed at creating local advantages in a limited space, winning a larger market share, thus effectively resisting the competitive offensive, preserving and expanding itself, and is a sharp weapon for enterprises to win in the competition. Therefore, for those enterprises that are still in the marketing war of "scattering troops and dispersing courage", it is wise to quickly change the "guerrilla warfare" and "all-out combat" in sales and establish a clear and stable regional market for development, and enterprises should make efforts.

So how can enterprises (especially small and medium-sized enterprises) establish a clear and stable regional market?

The author believes that in order to successfully establish a clear and stable regional market, we must "think before moving" and make a good marketing plan in advance, that is, the following six aspects of decision-making:

First, correctly understand and divide the regional market.

Why can't some enterprises establish a clear and stable regional market? One of the reasons is the lack of basic understanding and correct understanding of the regional market.

Regional market, in short, refers to the regional scope of commodity marketing. Due to the interaction of its constituent factors, its market characteristics are both similar and different, so its market characteristics have different performances.

First of all, it shows the difference of regional span. There are differences between east and west, north and south, coastal and inland, inter-regional and intra-regional, local and foreign. Will be reflected in the difference in market size. Big, it can be as big as a province, a region, a country, or a top city with a population of one million or ten million; Small, it can be as small as a district of a city or a town with a population of several hundred thousand. Third, the performance is different in market characteristics. Due to the differences in economic, political, cultural and natural market environment in different regions, each region has its own marketability, just as the food culture in China presents the characteristics of "sweet in the east and salty in the west, sour in the north and spicy in the south". Fourth, it is different in consumption characteristics. Due to the differences in consumption conditions such as population distribution, consumption level and consumption patterns in different regions, different regional consumption characteristics, such as urban consumption patterns and rural consumption patterns, will inevitably be formed, and the degree of final commodity marketing will be different. It is precisely because of the differences in market environment, consumption situation, product characteristics and enterprise marketing strategies in different regions that even the same product has different sales potential in different regions. For example, double drum washing machines have a large sales volume in cities and a small sales volume in rural areas.

Understanding the above characteristics of the regional market will help enterprises to establish the following understanding:

L Not all regional markets are bases suitable for the survival and development of enterprises;

2. Not all regional markets can enter at will or need to enter immediately or need to enter in an all-round way;

3. Different regional markets have different sizes, so there is a question of whether the marketing resources of enterprises can adapt;

4. Regional markets have different market characteristics and consumption characteristics, so they have different marketing methods and strategies.

Understand the above truth, enterprises can at least know to choose the regional market target that suits their current actual situation. However, there are various regional markets. What are the suitable targets for enterprises? It is necessary to classify the whole market, find out its differences, summarize its similarities, and provide correct and reliable basis for the final choice. The division method is as follows:

1. It can be divided into:

Local market: the market area centered on the province (city) where the enterprise is located;

Foreign market: the market area outside the province (city) where the enterprise is located;

2. According to the similar or similar market characteristics, it can be divided into:

Northeast market (Heilongjiang, Jilin, Liaoning and Inner Mongolia), Southwest market (Yunnan, Guizhou, Sichuan and Chongqing), East market (Jiangsu, Zhejiang, Anhui and Shanghai) and South market (Guangdong, Hainan, Fujian and Guangxi).

According to the size of the city, it can be divided into:

Primary market (such as top cities Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, etc. );

Secondary market (such as Zhengzhou, Jinan, Nanjing, Kunming, Shenzhen, etc.). );

Tertiary markets (such as Baoding, Luoyang, Wenzhou, Foshan, etc.). );

Four markets (such as Shunyi County, Feng Run County, tangyin county, etc.). ).

Second, make clear the choice and positioning of regional markets.

Why can't some enterprises establish a stable regional market? The second reason is that you don't know where your regional market goal is. A clear regional market goal is the key to the success or failure of an enterprise to expand its market, so enterprise marketing decision makers should choose carefully.

Defining the regional market target is actually a question of accurately selecting and positioning the regional market, and it is also a question of whether the existing marketing resources of an enterprise can adapt to the specific regional market conditions.

So, what kind of regional market is the market goal that is more suitable for enterprises at present?

Generally speaking, the selected regional market target should meet the following conditions:

1. Large market capacity and great potential (large population, high purchasing power and great demand);

2. The location advantage is obvious (complete economic infrastructure and sound market development);

3. The competitive situation is relatively clear (products are competitive and the competitive environment is good, etc.). ).

At the same time, the selected regional market target should also meet the following requirements:

1. Maximize market share, that is, the selected area can make the input and output of enterprises directly proportional, and strive to maximize market share under the premise of adapting to subjective and objective conditions, resulting in better economic and social benefits.

2. Equivalence of marketing resources, that is, enterprises should fully consider their current reality (product characteristics, capital reserves, personnel quality, etc.). ) and do your best; The number of target areas should not be too large, the geographical span should not be too large, and the scope should not be too wide.

According to the above conditions and requirements, the choice of regional market can be carried out according to the following ideas:

1. Select the sales area of the product. The so-called marketable means that the product features can meet the material and spiritual needs of the vast number of target customers, and the distribution channels can be highly unblocked. This requires enterprises to find regional goals from the characteristics of products. For example, "China Jin Jiu" was chosen as the first choice to enter the Guangdong market at the beginning of market expansion, because its product characteristics adapted to a certain consumption demand of target customers in Southeast Asia and southeast coastal areas.

2. Choose areas with similar market conditions. The so-called similar market conditions mean that the regional external environment and internal constraints are basically similar due to different geographical spans. Similar market conditions help enterprises to find the target market of products and may implement successful marketing experience. For example, Red Bull Functional Beverage has chosen large and medium-sized cities with accelerated life pace and advanced lifestyle as the target area, and established the position of "market leader" among similar products.

3. Choose a convenient area. Nearby, as the name implies, is convenient. The local market and its surrounding markets were first promoted in nearby areas. Because it occupies the advantages of "favorable weather, favorable geographical position and harmonious people", many enterprises regard it as a "base area" at the beginning of expanding the market and focus on development.

After the regional market target is selected, it needs to be accurately positioned according to the position and function of its main area, so as to clarify their respective market positioning and prioritize:

1. Locate the area where the product may have a market as the final candidate access distribution domain; Some may choose, some may be selected, or even not selected;

2. Positioning the regions and cities where the existing marketing ability of the enterprise can set foot as the first choice for market access;

3. Positioning the areas that may create local advantages in the preferred market as key markets, and enterprises should fully explore them;

4. Key markets can play a leading role. As a central market, enterprises should give full play to their advantages and strive to develop;

5. Positioning the area outside the above-mentioned market as the secondary market, enterprises do not need to fully explore at present, and can cultivate the market and select customers in a targeted manner.

Finally, on the basis of the above selection and positioning, a clear regional marketing strategy is formed to guide marketing practice. "Based on local conditions, focusing on XX, proceeding from the inside out, from point to surface, grasping at both ends (terminal and access), both hands should be hard (promotion and management), slowly but surely, step by step".

Third, rationally deploy and allocate regional markets.

Why are the regional markets of some enterprises unstable? One of the reasons is the lack of coordination among regions.

Regardless of the scope and scale of the regional market, once determined, enterprises should establish the strategic idea of "playing a game as a whole", proceed from the overall situation and rationally "seek the layout".

Macros (global) can be used to:

1. "Break the whole into parts" method: divide a regional market into several interrelated "war zones", and each "war zone" is further divided into several echoing "war points", and each "war point" can be connected into several closely connected "fronts", with the purpose of clarifying the market context, highlighting key points, grasping key points and driving the overall situation.

For example, the East China market can be divided into three major war zones;

① Yangtze River Delta War Zone (plane distribution)

Battle point-front line; Zhenjiang-Changzhou-Wuxi-Suzhou (along the railway); Yangzhou-Jingjiang-Zhangjiagang-Nantong (along the expressway)

② Hangjiahu Theatre (triangular layout)

Battle point-ahead: Hangzhou-Jiaxing Huzhou (along the highway).

③ The war zone in the lower reaches of the Yangtze River (banded layout)

Battle point-front line; Anqing-Maanshan-Tongling-Wuhu (along the main stream of the Yangtze River).

2. "Point-to-surface echo" method: The distribution of each war zone should be centered on a central city in a certain urban agglomeration (belt) as far as possible, and the distance of logistics customers in one day should be used as the radius to integrate point and surface to form a radial, concentric, fan-shaped or triangular market structure.

For example, the western theater of Hubei market can be centered on Jingsha, connecting Jingmen in the north, Xiangbei in the south, Xiantao and Qianjiang in the east, Yichang, Jingsha and Jingmen in the west, and echoing Xiantao, Tianmen and Qianjiang in the east and west.

3. The method of "threading beads with thread"; Taking the railway trunk lines, highway trunk lines and water trunk lines in the war zone or war zone as the main lines, the transportation hub cities will be connected into lines, forming a criss-crossing network pattern.

For example, the Central Plains market can take Zhengzhou as the center, Beijing-Guangzhou Line and Longhai Line as the vertical and horizontal axes, connect Xinxiang and Anyang in the north, Xuchang, Luohe and Xinyang in the south, Xi and Luoyang in the west, and Kaifeng and Xuzhou in the east, forming a cross-shaped market structure.

Micro (action) can be used to:

Length "Go Puckilo" method: When a city's war zone adopts the marketing method of "direct selling or direct selling+distribution", enterprises can simulate the playing method of Go and implement the strategy of "zoning encirclement and zoning contracting", and divide the city into several districts according to natural features (such as mountains, rivers, railways, bridges, landmark buildings, etc.), and then divide the districts into several districts according to administrative divisions; First, select a certain area as the breakthrough point, and gradually expand the management and marketing operations, "block by block" until the whole city is occupied. For example, the shop market in Wuhan can be divided into Wuchang, Hankou and Hanyang with the Yangtze River and Hanjiang River as the boundary, and Qiaokou District is chosen as the key breakthrough point, and it is divided into dry residential areas by street, and breakthroughs are made one by one by groups or detachments.

2. "Gouge-shaped or Bow-shaped Distribution Method": When laying a market on a specific marketing operation surface, you can choose a certain business district to choose a horizontal (=) distribution point (retail point), and then a vertical (||) distribution point, or choose a distribution point every l0-20m according to the "bow" to stimulate the competitive psychology of retailers, promote them to enter the market, and make products spread rapidly.

Fourth, effectively enter and radiate regional markets.

Why are some products listed for a long time but not started? One of the reasons is that the way and timing of enterprise products entering are not good.

The entry of regional market is actually the choice of entry mode, opportunity and strategy.

First of all, we should choose the appropriate access mode:

1. "Independent operation, self-built network"-direct assistance (excluding pyramid schemes)

This is an independent way to establish the market by relying on the enterprise's own ability. Its advantages are: it can establish its own access network, grasp the initiative of the market and make a positive response to any market. Its disadvantages are: large investment in marketing expenses, high requirements for the quality of marketing personnel, and low success rate in expanding the market on its own. If the enterprise is strong, it can choose this way, which is suitable for the entry of local markets and key markets.

2. "Rely on middlemen"-distribution (or agency)

If it is difficult to open up the market and the strength of the enterprise is not timely, the enterprise can choose a dealer with strength and good reputation to distribute (or sell as an agent). First, it can use its distribution network to quickly cover the market; First, it can reduce investment and sales costs. Its disadvantages are: once the distributor obtains the distribution right, the enterprise can hardly control the market; Lack of market information feedback loop. If the relationship between the enterprise and it is not handled properly or personnel changes are likely to lead to inconsistent dealer fees, the loan cannot be recovered in time. This requires enterprises to have smart: "riders" and "control" dealers. This method is suitable for the entry of foreign markets.

3. "Walk on two legs and keep pace"-direct selling+distribution

This method combines the advantages of direct selling and distribution, focusing on direct selling, which can not only use the distributor's distribution network to grasp the initiative of marketing, but also handle the relationship between them, especially paying attention to the interests of distributors, otherwise there will be a "market chaos" situation. This way is more suitable for entering the local market or key markets.

4. "Integration, Coexistence and Common Prosperity"-Market Partner System

In this way, on the one hand, enterprises choose dealers with good reputation and strong strength as exclusive marketing agents in the target market, on the other hand, they send effective and reliable business representatives to jointly develop the market under the guidance of manufacturers, forming a "cooperative partnership" with shared interests and risks, so that they can reliably grasp the market conditions and competitive trends and make use of the distribution network of dealers, which not only reduces risks, but also increases the transparency of marketing. This is more suitable for the entry of foreign markets.

Which of the above methods should be abandoned or used depends on the actual choice of enterprises and markets.

Secondly, we should also choose the right time to enter the regional market. The right time is:

1. Before the arrival of the sales season;

2 major events or important festivals come;

3. When the total market demand increases;

4. When there is a vacancy or a broken file in the market.

The entry of regional markets should also pay attention to the use of strategies, such as:

A. Off-season marketing and peak season sales

Most products are divided into off-season and peak season. In the peak season, the advertising promotion war of homogenized products is in full swing, while in the off-season, many enterprises seem to have nothing to do and their business is deserted. How to do something in the off-season and prosper in the light is a problem worthy of discussion for enterprises. Enterprises can use the off-season to go deep into the market, investigate and study, or choose new customers to consolidate old relationships and strengthen the construction of distribution channels, so as to make a good start for the next peak season. You can also shake the market in the off-season (start consumption with exciting themes, novel and unique ways and attractive selling points), so that prosperity can flourish in the light. You can also launch advertisements and publicity activities with distinctive themes in advance in the off-season to pave the way for sales in the peak season.

B. fish in troubled waters and take advantage of it

In any regional market environment, there are uncontrollable factors in enterprise marketing. Strong brands or competitors will inevitably encounter or encounter difficulties and mistakes of one kind or another, and even confusion. At this time, when enterprises take the opportunity to enter, they will attack their weakness, hurt their spirit and grab their share, and they will certainly catch up with others.

Five, rational marketing, to incite the regional market

Why do some enterprises start the regional market but don't move, but the construction doesn't stand? One of the reasons is that the marketing concept of the enterprise has fallen into a misunderstanding and the marketing skills are lacking.

The establishment of regional market is a purposeful and planned long-term activity, not a short-term behavior. The whole marketing process must be carried out under the illumination of rational marketing concept.

Rational marketing means proceeding from reality, specific market, specific analysis and specific treatment.

The basis of rational marketing is market research. Without on-the-spot investigation and study, there will be no correct decision. As far as specific regional marketing is concerned, enterprises must conduct scientific and effective market research at the beginning of entering any regional market in order to understand the market, customers and themselves.

Understanding the market is to find out the total population, total target customers, market capacity and potential of the selected city; Market purchasing power, consumption level and consumption behavior; Distribution channel mode, market competition status and economic infrastructure; Analyze the demand degree of similar products and the market acceptability of new products; Forecast the market share, consumption and sales trend of this product.

2. Understanding customers means understanding the consumption demand, consumption psychology, consumption preference and consumption ability of target customers in the selected area.

3. Knowing yourself means knowing the advantages and disadvantages of the enterprise through investigation.

Then based on the above research results, accurate market segmentation and positioning are carried out.

1. Identify customers: select the target consumer groups whose products are marketable;

2. Identify the selling points: seize the interest points that can best meet the needs of target consumers;

3. Reasonable pricing: take the acceptability of consumers as the goal, take into account the interests of enterprises and middlemen and the needs of competition, and adopt flexible and diverse pricing strategies and methods.

4. Effective distribution: reverse thinking method is adopted. According to the bottom-up idea of "consumer-retailer-middleman-manufacturer", design distribution channels and choose middlemen. The distribution channel model should conform to the market reality, so as to facilitate the in-depth distribution of the market.

5. Integrated marketing: it can create marketing events, integrate advertising, public relations, promotion and sales management, bombard the market in all directions, and strive to start the market in a short time.

As far as the marketing of each district and city is concerned, rational marketing is also manifested in the application of tactics and strategies in the process of market establishment:

A. concentrate your strengths and split in two. At the initial stage of the establishment of regional market, enterprises should concentrate all resources, give full play to their overall advantages, go all out, decompose one by one, avoid "putting an egg in ten baskets", make a decisive decision and do their best in the first world war, and never engage in "miscellaneous meals".

B. avoid reality and be empty, and attack it unprepared. Enterprises should fully consider the competitive situation of the selected regional market, assess the situation and wait for the opportunity. If the largest share of the market area has been occupied by competitors, either give up the area and open up new areas, or look for market segments or marketing weaknesses ignored by competitors and approach them step by step until they win a place and a certain share.

C. stick to the local land and intensively cultivate. We can eat "grass beside the nest" at the beginning of expanding the market, and intensively cultivate this acre of land in the local market for a certain period of time to make it full, strong and colorful, and then find opportunities to expand abroad after the comprehensive strength is enhanced.

D. flowers bloom inside the wall and bear fruit outside the wall. With this market phenomenon, some local products are difficult to market in the local market, but they are very popular in foreign markets. The main reason is that local consumers have some prejudice or misunderstanding about local products, and always feel that "the fragrance is far away and the taste is near". In this regard, enterprises may wish to have a "curve marketing", starting with foreign markets, and then "returning home with clothes" after the products have a certain popularity and reputation.

Six, comprehensively consolidate and maintain the regional market

Why are the regional markets that some enterprises have worked so hard to establish for the sake of latecomers? This is because the enterprise has not fully integrated and maintained it.

As the saying goes; It's easier to fight a mountain than to defend one. So is the establishment of regional markets. After an enterprise occupies a regional market, its market followers will follow suit and invade. If enterprises want to keep the market, they must take effective measures.

One of the most effective means to consolidate the market is to penetrate the market, that is, to fully penetrate the existing market.

Length network penetration. By giving profits to the majority of middlemen, we will increase advertising promotion and increase the sales of middlemen.

2. Product penetration. Expand the application range of products (such as Master Kong instant noodles, from eating out to eating at home), increase the variety of products (increase braised beef noodles and Manchu banquet), expand the utility of products (crisp noodles), and improve the quality of products.

3. Customer penetration rate. Develop new products (such as instant rice, instant porridge, microwave food, etc.) according to the different needs of different customers. ) to meet the needs of different levels.

The second most effective means to consolidate the market is to maintain the market, that is, to fully maintain the existing market.

Above, the author expounds the basic ideas and methods of regional market planning, but these are still framed and need to be planned in combination with specific market conditions to be more operational. I hope that the thinking in this paper can be beneficial to enterprises, especially small and medium-sized enterprises, to establish regional markets.

3. product positioning, product awareness, the necessity and importance of modern advertising planning

Today, the China market is in an unprecedented fierce "Warring States Period". Many brands are constantly emerging, especially the differences between products are getting smaller and smaller, the homogenization is getting higher and higher, and the market competition is becoming more and more difficult. At the same time, it is more and more difficult for consumers to choose among the "Wang Yang Sea" of commodities, and they are at a loss in front of more and more brands, which makes many enterprises even more at a loss and unable to win the favor of "God". What the hell-

How can we stand out from the competition and succeed?

The answer to this question should be explored from the perspective of consumers. Faced with these products, consumers have no time to identify them one by one, and often only choose those brands that occupy a certain position in their hearts. From a strategic point of view, a clever competitive strategy is "attacking the heart for the top and attacking the city for the bottom". To stand out, it is necessary to hit the hearts of consumers and occupy a place in the hearts of consumers. The problem is-

How can we hit the hearts of consumers?

There is an award-winning photo that can inspire us: the whole photo is full of cows. These hundreds of cows are very similar in appearance, but only one is very eye-catching. When all the other cows were looking for food, it turned around and stared at the camera curiously. It's so cute. Everyone who saw this photo was attracted by this cow and left an indelible impression on it, while it was difficult to leave a memory on other cows. This shows a truth: it is those things that are different and different that are easy to attract people's attention. Similarly, if you want your brand to attract consumers and not be overwhelmed by the ocean of goods, you should try your best to be different and pursue uniqueness, so that consumers can easily distinguish themselves from other brands and occupy a certain position in their minds. This work is called positioning in marketing theory. Positioning is communication.