Keywords: China network marketing brand marketing human resources brand building
Preface
When you see "China: ye maozhong help you soar?" in the title, I think 80% of the people I have just started thinking — ye maozhong necessarily help China fast growth, rapidly rising. Since, by virtue of China's financial and ye maozhong intelligence, bilateral cooperation will be a tremendous force, eventually forming a 1 + 1-> 2 effect of cooperation.
I believe this is China spends sign ye maozhong marketing planning agencies in the first place, because ye maozhong though is the first time to do the whole course of the enterprise network marketing, but their marketing and traditional fast energy sector to obtain the proud achievements, no one can be the enemy, especially its rapidly in a short time to help clients develop the capacity of the national market is the sheer professionalism. Such as help yake V9 for five days to open the national market, dealers onsite agency 2 billion, return 6 million, this series of numbers is so enticing.
But unfortunately, looking back at the China 2006 marketing expansion of the road, Thunder and rain, the expansion into the 7 great marketing. Although the cost of one billion advertising expenses, apart from visibility has improved, do not see any signs off China. Moreover, popularity is not equal to reputation, more does not mean that loyalty and sales force. Especially at the beginning of 2007, China based on strong regional pressure zhongguorencairexian, gradually fade out the Shenzhen market, breaking the fly.
Review the 2006 China network through the marketing road, is in fact a way into the traditional marketing, this is China cannot take off the crux of the matter.
Myth 1: the national well-known brand must prevail over the regional brand
In 2006, China is typical from the top down brand communication strategy, and also in the country formed a high brand visibility, this is the typical traditional fast energy industry's marketing practices. In traditional trades, this kind of brand communication strategy has indeed proven. Such as Coca-Cola, mengniu, farmer, mountain spring, gree and other brand, it does smooth flow in the national market, some regional small brands on their structure does not make any market pressure.
But network recruitment on the contrary, China while in a high visibility across the country, but in any regional market is difficult. Shanghai enemy but no worries, Guangzhou beat South network, eg in Shenzhen, the Shenzhen market by zhongguorencairexian extrusion.
And carefree appears to be the national leader, the first online recruitment brand, but in each city's survival is based on the famous via local media influence and visibility to develop regional markets, force exerting force to all cities of point into line, to form the surface of the country.
Zhongguorencairexian relatively more pragmatic marketing, a base area, Shenzhen firmly stood still, and gradually formed a monopoly advantage, then gradually to Guangzhou, Dongguan, cities such as Shanghai, steadily expanding outreach national market.
From career carefree zhongguorencairexian and two successful cases can be seen, the network recruitment brand characteristics and not from the top down force propagation, but by point and line and then spread the formation of a bottom-up approach. Because as long as you add each point stronger after the formation of a national brand is a winner.
Myth 2: ignore network recruitment market "inelastic demand"
China one-sided view sales increase, performance improves as it increases market inputs. In fact, this is just a market representation, ignoring the inherent characteristics of Internet recruiting, inelastic demand, is the enterprise does not increase with your input, and increase the number of staff recruitment, job-seekers nor as China invests more frequently to find a job and move on. Just like traditional industries like food salt, no matter how you promote, the consumer will not be fried vegetables, salt, drop point.
China marketing practices more suitable for some flexibility demands of the industry or product. Like most consumers only day started to drink a bottle of milk, but by product launches and advertising, now not only morning drink milk, but also to drink milk before bed. Milk beverage out, consumers also thirsty to drink milk.
While network recruitment is in the opposite direction. In fact, the networks recruit more is the alternative requirements. The first alternative is the network recruiting alternative scene and newspaper recruitment; the second alternative is the recruitment site among alternative. The entire recruitment market is constant, regardless of the business or job-seekers are not as input into any Web site increases, the greater the number of recruitment or increase the frequency of changing jobs.
So China's huge market inputs is a waste of resources, and ultimately can only be input-output balance, and loss management, difficult. In fact, for this constant market, the most effective way of operating is surpassing that gradually eroded than competitors offer more competitive products and pricing, not take aircraft cannons indiscriminate bombing spree.
Myth 3: single-pole brand constraining facet expansion
Special offer:
The enterprise operations management text book free download job interview skills in job hopping and résumé encyclopedia career people pay skills highlights enterprise performance management and appraisal text book Oxford manage comments workplace stories
No comments:
Post a Comment