Coming only two possible choices: first, the integration of resources to make enterprise operation platform; the second is to brand to drive enterprise resources and marketing resources to their own business.
In the enterprise marketing activity chain, the most profitable segment remains in brand management, brand more and become able to live in the lush fountain of life from a successful enterprise and operator of the footprint, we can see in China was a tough journey, is "the world is a gigantic". The author of that troubled brand success: marketing is nothing more than the existence of the following ten bane. In this one a decryption:
First the bane: Handan toddlers
People are easy to jealousy, the enterprise also see industry giants like! go brand line was so moist, very is envied, but also difficult to accept that it was more a few brand? I can do. Thus yihongershang overnight dream of becoming the "industry leaders", seemingly scenery infinite, as everyone knows, but it ended up being lost for dyspepsia and stay alive.
The second weakest point: short
Most bosses say their business tomorrow, their own experience, personal imagination dominate enterprise, imitate, without innovation, no discrimination. Mind without a clear brand strategy planning concepts, policies, and only know one step see step and touched the Stones River, also self-imposed fancy wrappings called "down-to-Earth." Appears to be stable, but there is always the danger of falling into the trap, maybe tomorrow your business would be GA however only.
3rd bane: addressing
Always think outside of the monk can pray, hired "Airborne". Of course the brand enterprises generally have the strength of the excellent professional managers to control branding and market operations. But also individual occupational moral poor "professional manager" on the lack of discernment in boss frequently use the "triple time" Kung Fu, just in time "racking our brains" – boast sea, boasting how powerful, can be brought to light by the enterprise; and then the "clap chest" — adults to the boss, completed or under guarantee exceeding goals, ensure that enterprise earned a silver full basin; and finally "shoot ass" – toss about, boss of the duzi also fast bare, let alone? take tha chant! left boss only swallow bitter tears!
Fourth bane: on paper
Think pounded on the ads, you can quickly create a brand. Thus the same, new commercials that appear on the consumer front, appears to be a Zoo, but don't know how many can really impressed in the consumer mind! showbiz ads very easily into a never-ending cycle of ads bombing, wasting large amounts of advertising resources, but difficult to immediate miracle occurred. In fact, this is too hard for the gambler.
The fifth bane: sitting bull
Development, production, marketing and financial operations of the four elements of brand marketing, links break, Almanac, no system is a good take off a malformation of the baby. Or put a paragraph or two meritorious service product as the protective gods, enterprises rely on a new eat, hold on the old product dust in the wind, as a result the narrower market is done until the alley, the atrophy of the dead and the dead.
The sixth bane: stream
Do not know their own strengths? always can't find their own core competencies, let alone differential competitive and competitive thinking, just as if the crowd echoed to swarm, brand, product, marketing, and so no individuality, the passage was relentlessly flooded out.
Indulge in the seventh bane:
Each boss laments lack of talent, the need for talent. Why the lack of available?, why need? what stage of the enterprise need talent? in what post you need to configure what kind of quality structure of talent? ... Ask three I do not know. Blind in Mongolia?, confusion, out to dig, misuse! end thawing, blood type, hard to only seems like constantly changed the Windmill, but also simply complained: "people are hard to find!"
8 the bane: fragile
Many enterprises have the leadership, but no real sense of management, no decision-making teams, often made by the boss personally say, emotional freedom, has become a veritable firefighting units long, instead of the standard management. To enter the market just blindly participate in advertising, price war. Actually these are the foundation of a solid foundation built on top of the hypocrisy of the brand. There is a sign of the market, trembling, thinking that the world is about to come.
Ninth bane: rut
A considerable part of the enterprise is a family business that started from a family workshop, the initial size is very small, husband, wife tube pipe factory, two-pronged approach to money, the husband and wife are loess into gold had indeed very moist. But with the development of enterprises, the dishes, the market has changed, family management limitations revealed. How to solve? only way is to reform, decentralization, and several boss dare decisive reform, real decentralization?
Tenth bane: Asians
Some enterprises dedicated to the agent when the statues, to what to do, will channel the power to fully charge entrusted to agents. Results agents spoiled, temper, shelf or large, slightly wrong manufacturers, intimidation, create difficulties for the enterprise angry not outspoken, mercy, Florida to handheld unit.
Any one market competition will consist of "warlordism" and "the warring States period seven male", then to the "three kingdoms" and finally "' left ' is the King!" to any one enterprise in the market all the way to death while in the "three kingdoms" come down "left" in life, you must be a little above the bane, otherwise it will become a brand into a stumbling block to the market. Hereby reminded that look you go!
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