Word-of-mouth (Word of Mouth) from the communications, marketing and was widely used. In the end be counted as a word-of-mouth marketing? The answer is yes.
Google is now a legend of the Internet, Google is What is the basis for development of the? Spread the word that I want to say is the word of mouth marketing, word-of-mouth marketing is that the people have the characteristics of a product or service on the feelings of good feelings in their own products and services to communicate to a third party, so that other people understand the products or services.
As word-of-mouth marketing is the use of mutual communication between people, and basically through friends, colleagues, relatives, classmates and other dissemination and exchange of a very high credibility Therefore, the word-of-mouth marketing is the biggest feature of the high credibility, if Network marketing staff if I believe that the use of Internet marketing is word-of-mouth marketing their main choice of one of the ways.
I give word-of-mouth marketing is defined as "word-of-mouth marketing is that enterprises in the survey market demand, the need for consumers to provide their products and services, while promoting the development of certain reputation plans to give consumers automatic transmission products and services of good evaluation, so that people understand the product through word-of-mouth, a brand and market awareness, and ultimately achieving enterprise product sales and service objectives.
China's Internet network marketing experts Houtingnu: disabilities in the "On the advantages of word-of-mouth marketing, as well as its limitations," the article: word-of-mouth marketing by the industry as "viral marketing" because its spread of the influence of the big. Many entrepreneurs will find that the product has a good reputation, will produce even greater profits value. In foreign countries, there are also many marketing staff for their research. Marketing experts Emanual Rosen United States that "the so-called word-of-mouth on a brand all about, and the corresponding time on a certain things (including products, services, companies, etc.) people-to-people exchanges between the sum of all."
The so-called word-of-mouth marketing by the producers and sellers outside individuals, express or implied, by the way, do not deal with third-party processing, transmission on a particular product, brand, manufacturers, sales, as well as to make people think of the above target Any organization or individual information, thereby enabling access to information are the nominees, to change attitudes and even affect the purchase of a two-way interactive communication behavior. Can be simply interpreted as "to buyers through word of mouth in the way that goods purchased conveying this message to the family, friends and contacts in the life and work of the people, thereby contributing to the formation of their decision-making to buy a marketing way." All that is a way to spread the word-of-mouth marketing can be called word-of-mouth marketing.
Word-of-mouth is to meet customer needs and win customer satisfaction and customer loyalty, access to positive word-of-mouth, and their customers, as well as to establish good relations with their enterprises and brand image as the goal. To achieve this goal, in word-of-mouth marketing in the enterprise before, we should have a full and clear strategic plan. Word-of-mouth is in the development of strategic objectives and positioning, it needs to consider prior to the heterogeneity of customers and the impact of risk, taking into account positive and negative word-of-mouth reputation arising from the difference between the value of customers, taking into account long-term, medium-term and short-term mix of word-of-mouth marketing strategies, taking into account channel members, opinion leaders, the media, competitors, customers, and other factors. Customers with the roles were reversed, an executable form, can be controlled, measurable and easily understood a word-of-mouth customer marketing channels.
Through word-of-mouth marketing, help enterprises to increase sales, lower cost access to new customers, maintain relations costs and the costs to increase corporate profits. As a result, word-of-mouth and word-of-mouth communication and word-of-mouth marketing these three concepts are connections and differences between them, can not be equated use, can not be transplanted, according to different needs of the purpose of use in a targeted manner to use and the need to accurately on word-of-mouth marketing the key to effective customer identification and strengthening management.
2008年3月25日星期二
Brand
Brand definition
1. Brand refers to the provision of goods and services or integrated logo.
There are two kinds of brand definition is a general sense of the definition: a brand name, terminology, symbols or designs, or combinations of them, the aim is to identify a seller or a particular group of the sales of products or services, and the competitors of the same products and services to distinguish. Brand means that products and origin, and of similar products with different words, names, symbols, or a combination of designs.
Another is the development of brand strategy as a definition: Brand is more than these elements through a series of market activities and the results demonstrated by the formation of an image recognition, I feel, quality awareness, as well as through out the performance of these and customer loyalty, the whole it is a form of intangible assets. Therefore, this time a brand is emerging as an intangible asset. 2. Brand contains a trademark, attribute, name, packaging, pricing, history, reputation, advertising, public relations - public relations style, and other factors, enterprises and their implication the quality of goods or services and reputation. Consumer brand value depends on its perceptual knowledge (impression and experience).
3. Brand is not only the quality of business-to-consumer and business commitments received by the consumer confidence level.
Brand Mistakes
Now the community are talking about brands, enterprises want to do with their own brands, the brand, national policy has also given a lot of support, the media also carried various brand concept. However, the current concept of our brand there are many errors, a lot of people's awareness of the brand is not clear, resulting in shaping its brand of vague, arbitrary, the result of natural brand is not satisfactory.
The value of products, brand brand value.
Enterprises do product, the value of products; do brand, brand also has brand value. Selling products, brands can also sell to consumers to buy a product, access to the products in the interests of consumers to buy and if there is something brand value, it will be the interests of brand value. If Brand can not bring benefits to consumers, it will not be able to brand trafficking, trafficking in the things we can not shape it also Why? Sell more products to the interests of the products. Therefore, since we are to build brand, the brand must have a separate value, the value of its individual products to meet and satisfy is not the same as the products to satisfy the interests of the consumers is the need or demand; and brands to meet demand though, but more of the sexual desire.
Desire is to satisfy the soul, the soul of the consumer in order to meet their own consumption will pay, this meet is the brand to consumers. Brand to consumers is a spiritual needs of sentimental value, this value is interest.
In fact, the concept of brand products to dock emotional crowd
We must clarify brand concepts: the concept of brand products is the corresponding consumer groups emotional needs. Enterprises should create brand products is the consumer products corresponding value of the specific expression of emotion. For example, young girls are like "super show" in Li Yuchun, it is that Li Yuchun this "product" shown by the temperament, habits, behavior, and other brand elements with these girls mind the emotional needs, which raises value, the value is the corresponding Li Yuchun groups emotional needs rather than her own needs. So brand products that meet consumer sentiment corresponding value of things rather than the trademark product, the packaging of their products or concepts. Now many people are there in this regard misunderstanding. Misunderstandings can understand enterprises exist because China's enterprises has just begun in pondering how to shape their own brand names. However, some experts have arisen on the question of Tabuyinggai, these experts do is to guide enterprise brand, is also not ambiguous.
Brand is not made out of its own
I can see that there are many media have opened up a brand columns, go to some entrepreneurs and experts to talk brands, the results Shui bends. Moderator brands do not understand the media, finally Then we have to speak became a big brand, as we like to manufacture atomic bombs like to create a brand. In actual fact, their own brand is not able to do so, it must be recognized by consumers. Such is the value of being recognized by the combination of many elements, it takes time, because this is not a simple recognition of the value of the interests, through public relations - public relations and other means of shaping the emotions of others is the value of recognition.
Simple interest is not recognized brand value
Not a consumer brand companies said their emotions only response will be to the value of consumption, and the value of goodwill is a part of emotion, but also accumulated more sentimental value, to reach the overall brand identity. The interests of identity is a simple value, the product is a consumer interests. The brand is in the interests of the social environment in the emotional needs and desires demand. All of these enterprises should think how to do it, if simply say that the brand is a trip to the internationalization of the express train, take this car corporate brands will be how how kind, which is the superficial. This is fundamentally different issues. So the concept of brand is not clear the entire China market generally faced with a phenomenon.
Brand Support
Brands, the majority of enterprises and consumers of a product's excellent product quality, and improve after-sales service, a good product image, a beautiful cultural values, outstanding management, and so on results ┉ formed by an evaluation and understanding of the enterprise operators and managers input enormous human, material, or even long-term hard work of several generations of people built up with a kind of trust between consumers ......
Quality is the brand essence, is fundamental to the lives of brands;
Service is an important support brand is an integral part of commodities, is the focus of competition in the market;
Brand image is in the market, consumers have shown themselves to the hearts of the personality characteristics, reflect the evaluation of consumers and the brand awareness;
Cultural values is the connotation of brand is the spirit of social and material shape and form of reunification is the consumer mentality of modern society and the integration of cultural values;
Excellent management is the guarantee of success depend on, rely on the success of brand management of all creation, development, innovation, brands can be the basis of the healthy growth ...
Network Brand
Network Brand (net brand), the network brand up to now do not have a scientific explanation, I talk about their own personal understanding of the network brand. Brand said in the network before I talk about what the brand is used to identify a particular brand or a particular group sales of the sales of products or services, and make it with a competitor's product or service to distinguish between the business name and logo, normally text, markers, symbols, patterns and colors, and other factors, or a combination of those elements pose.
This is the American Marketing Association's explanation. From here we can see the "brand" is a company's products or services of the impact on people, the traditional understanding of brand marketing for the company's products or services of the people of the values of the people affected. Network brand and the brand is in the traditional developed on the basis of the traditional brands for enterprises, corporate brands in the minds of consumers establish image.
A good brand of customers affected is the people, on the basis of its brand extension to the network products such as site name, the name of the domain site, such as LOGO these things in the eyes of netizens network is the image of a brand, this definition is "narrowly the definition of "a broad network brand definition is:" a enterprises, and individuals or organizations in the establishment of networks of all good products or services in people's minds is the image of a network brand, which is personal understanding, if any comments or Please contact me with the proposal.
Brand marketing in the network before that we have to figure out what is the concept of such a network marketing? Personal understanding that "individuals or enterprises to use the Internet to provide online marketing means to the various corporate products and services to achieve their own propaganda out on the value of network marketing is called." We understand the "network marketing" with "brand" to the concept of integrating the two networks can be on brand marketing, and here I would like to combine the two to talk about their understanding of the network brand marketing: "enterprises or individuals or organizations use the Internet as a medium, using a variety of network marketing means for the promotion of products or services, in the minds of consumers, a good brand image, and ultimately enterprises to promote the product or service out at the same time meet the consumption demand of enterprises The value of their own brand called network marketing. "
Brand Agency (unofficial)
At present there are two brands of civil academic, activities, forums, Fabang the authority of organizations:
1, Institute of Chinese brands
China Brand Institute is the recognized authority of the domestic brand value rating agencies China, as well as the most important brand-building ideas communications platform. China Brand Institute is an independent academic character and values, do not rely on any power agencies and interest groups, the industry enjoyed a good reputation and credibility.
Construction of the Institute of Chinese brands "goodwill value of five common evaluation system", "Chinese symbol of brand evaluation system", "Chinese personal brand value evaluation system", "Chinese enterprises brand reputation rating system" in a series of professional assessment tool , originality, forward-looking, science known, and is regarded as China's leader on brand and industrial policy-making departments in charge of an important reference.
China has always been committed to the China Brand Institute on brand building, brand building on China's Theory and Practice of active exploration. China Brand Institute has dedicated web site, irregular release of the top corporate brand building, publishing and pictorial album.
To promote the brand on the Chinese market to help Chinese enterprises to better build our own brands, Chinese brand Institute research center established brand, the brand for the Chinese market elite of the study provide a platform for exchanges and cooperation mechanisms.
Survey Institute of China's domestic brands more than 200 leading experts, these experts mainly by the branding expert, assessment experts, financial experts, accounting experts, these experts mainly distributed in four fronts: First, the institutions renowned professors and teachers, 2 a variety of industry executives, and the third is consulting company Summit, the four financial media is a senior reporter.
Chinese brands are deployed annually Institute of 3-5 months to complete an important task. In addition, in the "help enterprises enhance brand competitiveness," the purpose of China Institute for brand enterprises in China to provide brand diagnosis, brand positioning, brand planning, brand assessment, the evaluation of brand value personalized service.
2, Brand China Industry Alliance
Brand Union: Brand China Industry Alliance is to promote "brand of Chinese industries, the industrialization of China brand" illegal, activities, academic civil Union.
Union by the National Federation of Industry and Commerce and Education Department, the China Economic Research Center of Beijing University, China's public (private) business Economic Research, the China International Public Relations Association, and other relevant departments and national industry associations, Sina Net, "Chinese entrepreneurs" magazine, the Xinhua She "China's famous magazines, more than 140 domestic mainstream financial media, more than 200 top brands of domestic experts, scholars, co-sponsored.
Union on December 18, 2005 in the Great Hall of the formal establishment of the Ninth CPPCC National Committee Vice-Chairman Wang Wenyuan attended Union and the establishment of the General Assembly of the Union flag. Haier Group, Mengniu Group, TCL Group, the China International Aviation, Inc., Geely Group, Focus Media, and so more than 400 of the country's most famous brands of domestic enterprises and more than 100 well-known brands planning to promote the organization to become the first member of Union .
Union by the first President of China, deputy director of brand promotion committee, "Economic Daily News" editor-in-chief of China's earliest advocates of the brand-name strategy, China's famous theory greatest Members Ai Feng Professor; alliance strategy consultants from "Chinese entrepreneurs," the magazine's Mr. Chang Dong-Hua Liu; by the Secretary-General of All-China Youth Federation, served as member of Wang Yong.
1. Brand refers to the provision of goods and services or integrated logo.
There are two kinds of brand definition is a general sense of the definition: a brand name, terminology, symbols or designs, or combinations of them, the aim is to identify a seller or a particular group of the sales of products or services, and the competitors of the same products and services to distinguish. Brand means that products and origin, and of similar products with different words, names, symbols, or a combination of designs.
Another is the development of brand strategy as a definition: Brand is more than these elements through a series of market activities and the results demonstrated by the formation of an image recognition, I feel, quality awareness, as well as through out the performance of these and customer loyalty, the whole it is a form of intangible assets. Therefore, this time a brand is emerging as an intangible asset. 2. Brand contains a trademark, attribute, name, packaging, pricing, history, reputation, advertising, public relations - public relations style, and other factors, enterprises and their implication the quality of goods or services and reputation. Consumer brand value depends on its perceptual knowledge (impression and experience).
3. Brand is not only the quality of business-to-consumer and business commitments received by the consumer confidence level.
Brand Mistakes
Now the community are talking about brands, enterprises want to do with their own brands, the brand, national policy has also given a lot of support, the media also carried various brand concept. However, the current concept of our brand there are many errors, a lot of people's awareness of the brand is not clear, resulting in shaping its brand of vague, arbitrary, the result of natural brand is not satisfactory.
The value of products, brand brand value.
Enterprises do product, the value of products; do brand, brand also has brand value. Selling products, brands can also sell to consumers to buy a product, access to the products in the interests of consumers to buy and if there is something brand value, it will be the interests of brand value. If Brand can not bring benefits to consumers, it will not be able to brand trafficking, trafficking in the things we can not shape it also Why? Sell more products to the interests of the products. Therefore, since we are to build brand, the brand must have a separate value, the value of its individual products to meet and satisfy is not the same as the products to satisfy the interests of the consumers is the need or demand; and brands to meet demand though, but more of the sexual desire.
Desire is to satisfy the soul, the soul of the consumer in order to meet their own consumption will pay, this meet is the brand to consumers. Brand to consumers is a spiritual needs of sentimental value, this value is interest.
In fact, the concept of brand products to dock emotional crowd
We must clarify brand concepts: the concept of brand products is the corresponding consumer groups emotional needs. Enterprises should create brand products is the consumer products corresponding value of the specific expression of emotion. For example, young girls are like "super show" in Li Yuchun, it is that Li Yuchun this "product" shown by the temperament, habits, behavior, and other brand elements with these girls mind the emotional needs, which raises value, the value is the corresponding Li Yuchun groups emotional needs rather than her own needs. So brand products that meet consumer sentiment corresponding value of things rather than the trademark product, the packaging of their products or concepts. Now many people are there in this regard misunderstanding. Misunderstandings can understand enterprises exist because China's enterprises has just begun in pondering how to shape their own brand names. However, some experts have arisen on the question of Tabuyinggai, these experts do is to guide enterprise brand, is also not ambiguous.
Brand is not made out of its own
I can see that there are many media have opened up a brand columns, go to some entrepreneurs and experts to talk brands, the results Shui bends. Moderator brands do not understand the media, finally Then we have to speak became a big brand, as we like to manufacture atomic bombs like to create a brand. In actual fact, their own brand is not able to do so, it must be recognized by consumers. Such is the value of being recognized by the combination of many elements, it takes time, because this is not a simple recognition of the value of the interests, through public relations - public relations and other means of shaping the emotions of others is the value of recognition.
Simple interest is not recognized brand value
Not a consumer brand companies said their emotions only response will be to the value of consumption, and the value of goodwill is a part of emotion, but also accumulated more sentimental value, to reach the overall brand identity. The interests of identity is a simple value, the product is a consumer interests. The brand is in the interests of the social environment in the emotional needs and desires demand. All of these enterprises should think how to do it, if simply say that the brand is a trip to the internationalization of the express train, take this car corporate brands will be how how kind, which is the superficial. This is fundamentally different issues. So the concept of brand is not clear the entire China market generally faced with a phenomenon.
Brand Support
Brands, the majority of enterprises and consumers of a product's excellent product quality, and improve after-sales service, a good product image, a beautiful cultural values, outstanding management, and so on results ┉ formed by an evaluation and understanding of the enterprise operators and managers input enormous human, material, or even long-term hard work of several generations of people built up with a kind of trust between consumers ......
Quality is the brand essence, is fundamental to the lives of brands;
Service is an important support brand is an integral part of commodities, is the focus of competition in the market;
Brand image is in the market, consumers have shown themselves to the hearts of the personality characteristics, reflect the evaluation of consumers and the brand awareness;
Cultural values is the connotation of brand is the spirit of social and material shape and form of reunification is the consumer mentality of modern society and the integration of cultural values;
Excellent management is the guarantee of success depend on, rely on the success of brand management of all creation, development, innovation, brands can be the basis of the healthy growth ...
Network Brand
Network Brand (net brand), the network brand up to now do not have a scientific explanation, I talk about their own personal understanding of the network brand. Brand said in the network before I talk about what the brand is used to identify a particular brand or a particular group sales of the sales of products or services, and make it with a competitor's product or service to distinguish between the business name and logo, normally text, markers, symbols, patterns and colors, and other factors, or a combination of those elements pose.
This is the American Marketing Association's explanation. From here we can see the "brand" is a company's products or services of the impact on people, the traditional understanding of brand marketing for the company's products or services of the people of the values of the people affected. Network brand and the brand is in the traditional developed on the basis of the traditional brands for enterprises, corporate brands in the minds of consumers establish image.
A good brand of customers affected is the people, on the basis of its brand extension to the network products such as site name, the name of the domain site, such as LOGO these things in the eyes of netizens network is the image of a brand, this definition is "narrowly the definition of "a broad network brand definition is:" a enterprises, and individuals or organizations in the establishment of networks of all good products or services in people's minds is the image of a network brand, which is personal understanding, if any comments or Please contact me with the proposal.
Brand marketing in the network before that we have to figure out what is the concept of such a network marketing? Personal understanding that "individuals or enterprises to use the Internet to provide online marketing means to the various corporate products and services to achieve their own propaganda out on the value of network marketing is called." We understand the "network marketing" with "brand" to the concept of integrating the two networks can be on brand marketing, and here I would like to combine the two to talk about their understanding of the network brand marketing: "enterprises or individuals or organizations use the Internet as a medium, using a variety of network marketing means for the promotion of products or services, in the minds of consumers, a good brand image, and ultimately enterprises to promote the product or service out at the same time meet the consumption demand of enterprises The value of their own brand called network marketing. "
Brand Agency (unofficial)
At present there are two brands of civil academic, activities, forums, Fabang the authority of organizations:
1, Institute of Chinese brands
China Brand Institute is the recognized authority of the domestic brand value rating agencies China, as well as the most important brand-building ideas communications platform. China Brand Institute is an independent academic character and values, do not rely on any power agencies and interest groups, the industry enjoyed a good reputation and credibility.
Construction of the Institute of Chinese brands "goodwill value of five common evaluation system", "Chinese symbol of brand evaluation system", "Chinese personal brand value evaluation system", "Chinese enterprises brand reputation rating system" in a series of professional assessment tool , originality, forward-looking, science known, and is regarded as China's leader on brand and industrial policy-making departments in charge of an important reference.
China has always been committed to the China Brand Institute on brand building, brand building on China's Theory and Practice of active exploration. China Brand Institute has dedicated web site, irregular release of the top corporate brand building, publishing and pictorial album.
To promote the brand on the Chinese market to help Chinese enterprises to better build our own brands, Chinese brand Institute research center established brand, the brand for the Chinese market elite of the study provide a platform for exchanges and cooperation mechanisms.
Survey Institute of China's domestic brands more than 200 leading experts, these experts mainly by the branding expert, assessment experts, financial experts, accounting experts, these experts mainly distributed in four fronts: First, the institutions renowned professors and teachers, 2 a variety of industry executives, and the third is consulting company Summit, the four financial media is a senior reporter.
Chinese brands are deployed annually Institute of 3-5 months to complete an important task. In addition, in the "help enterprises enhance brand competitiveness," the purpose of China Institute for brand enterprises in China to provide brand diagnosis, brand positioning, brand planning, brand assessment, the evaluation of brand value personalized service.
2, Brand China Industry Alliance
Brand Union: Brand China Industry Alliance is to promote "brand of Chinese industries, the industrialization of China brand" illegal, activities, academic civil Union.
Union by the National Federation of Industry and Commerce and Education Department, the China Economic Research Center of Beijing University, China's public (private) business Economic Research, the China International Public Relations Association, and other relevant departments and national industry associations, Sina Net, "Chinese entrepreneurs" magazine, the Xinhua She "China's famous magazines, more than 140 domestic mainstream financial media, more than 200 top brands of domestic experts, scholars, co-sponsored.
Union on December 18, 2005 in the Great Hall of the formal establishment of the Ninth CPPCC National Committee Vice-Chairman Wang Wenyuan attended Union and the establishment of the General Assembly of the Union flag. Haier Group, Mengniu Group, TCL Group, the China International Aviation, Inc., Geely Group, Focus Media, and so more than 400 of the country's most famous brands of domestic enterprises and more than 100 well-known brands planning to promote the organization to become the first member of Union .
Union by the first President of China, deputy director of brand promotion committee, "Economic Daily News" editor-in-chief of China's earliest advocates of the brand-name strategy, China's famous theory greatest Members Ai Feng Professor; alliance strategy consultants from "Chinese entrepreneurs," the magazine's Mr. Chang Dong-Hua Liu; by the Secretary-General of All-China Youth Federation, served as member of Wang Yong.
Marketing Planning
Marketing Planning
• What is a marketing plan?
Marketing planning is a strategy for the use of wisdom and marketing activities and rational behavior, marketing, business planning is to change the status quo, to achieve the desired objectives, using scientific methods and innovative thinking, analysis of innovative design and develop marketing programmes rational thinking.
• The marketing plan is a fixed format?
I am in favour of the planning criteria for the use format. In this way, executives can more easily compare different planning, but also provided them with an orderly way to judge the effectiveness of marketing. Marketing planning should be Scenario Analysis (Situational Analysis).
Marketing plan includes six steps: Scenario Analysis, objectives, strategies, tactics, budget and control.
Scenario analysis:
Enterprises must first clear which of the various macro-environment forces (economic, political / legal, social / cultural, technical) and an insider - enterprises, competitors, distributors and suppliers. Enterprises can SWOT analysis (Strengths advantages, disadvantages Weaknesses, Opportunities opportunities, threats, Threats). However, such analysis should be done some changes, the revised become TOWS analysis (threat Threats, opportunities Opportunities, Weaknesses disadvantages, advantages Strengths), is to analyse the reasons for the order should be thinking from outside, rather than from within the outside. SWOT analysis method may be given undue importance of internal factors, mislead enterprises according to their own understanding of the selective advantage to external threats and opportunities. This step should also include the company the main problems facing the sector.
Goals:
Analysis of the scenarios identified in the best of those opportunities, and businesses need to be sort, and then Proceeding from this, the definition of the target market, the establishment of objectives and timetable for completion. Enterprises also need to stakeholders, the corporate reputation, technology and other interested parties to establish goals.
Strategy:
There are many goals any way to reach the strategic task is to select the most effective means of action to complete the goal.
Tactics:
Strategy launched into full details, including four P and the timetable for the various departments and tasks.
Budget:
To achieve its corporate goals of the planned activities and acts of the cost.
Control:
Enterprises must set up the time and measures, timely completion of that plan. If progress lagging, enterprises must corrections objectives, strategies or acts to correct this situation.
• What is a good marketing plan like?
My experience tells me most of the marketing plan are not well developed. These marketing plan or rife with outdated figures, as well as advertising, a lack of strategic guidance, or tactics and strategy is not related or unrealistic goals, or marketing budget planning requirements too much, or not enough feedback and control plans to amend.
I have employed an IBM company to audit its current marketing plan. In general, these schemes have not done well, but I have many of them in the assumptions and data raised doubts, these plans were made to revise marketing departments.
No marketing plan to guarantee the smooth operation, but not the marketing plan certainly not smooth implementation.
• business plan and marketing plan What is the difference?
For these companies the use of terms varies. Some enterprises develop marketing plan initially, when it changed its business plan. Business plans to inventory planning, production plans, and so include the financing plan. Companies often mix these two terms.
I tend said comprehensive plan for "battlefield plan." This plan should ensure that you in the first game, before the battle started on the whole has won the war. If you can not introduce better, newer, faster or cheaper product, you should not enter this market. Battlefield plan should begin in the first battle constantly changed - you must learn to re-design the side while flying aircraft.
• Some people say that after the completion of marketing planning obsolete, because market conditions are constantly changing.
Changes in conditions, the enterprises do not need to change the marketing plan objectives. The first line of defense is to change tactics and budget, if it was not enough, then also need to amend the strategic marketing planning. All these failures, is necessary to amend the marketing objectives.
The most important thing is to constantly update your plan, Eisenhower (Eisenhower) said: "The preparations for a battle, I found that the plan is useless, and continuously updated plan is the key." Continuously updated plan calls for in-depth plans were, advance to conduct more systematic thinking.
A positioning analysis:
Site Analysis: Anatomy of a Web site's own analysis, to find the website of the foundation where the problem lies;
E-commerce positioning: enterprise e-commerce Web site positioning, the location of specific site;
E-commerce model analysis: analysis of the e-commerce website model, research and e-commerce Web site matching mode;
Analysis of industry competition: competition in the industry, the comprehensive analysis of industry website;
Site Development Plan Analysis: e-commerce site with short-term planning and long-term development strategy for the implementation of feedback analysis.
Second, the website of:
Site diagnosis: Site structure is reasonable, whether efficient, are convenient, with the habit of user access;
Web site pages diagnosis: whether to streamline code pages, the page is clear, pages capacity is appropriate, whether it is appropriate color pages;
Diagnosis of documents and the file name: document formats, such as the file name;
Access System: statistical system installation, Lailu analysis, regional analysis, visitor analysis, keyword analysis;
Promotion Strategy diagnosis: Website promotion strategy is effective, whether backward, and whether to adopt the composite promotional strategies.
• What is a marketing plan?
Marketing planning is a strategy for the use of wisdom and marketing activities and rational behavior, marketing, business planning is to change the status quo, to achieve the desired objectives, using scientific methods and innovative thinking, analysis of innovative design and develop marketing programmes rational thinking.
• The marketing plan is a fixed format?
I am in favour of the planning criteria for the use format. In this way, executives can more easily compare different planning, but also provided them with an orderly way to judge the effectiveness of marketing. Marketing planning should be Scenario Analysis (Situational Analysis).
Marketing plan includes six steps: Scenario Analysis, objectives, strategies, tactics, budget and control.
Scenario analysis:
Enterprises must first clear which of the various macro-environment forces (economic, political / legal, social / cultural, technical) and an insider - enterprises, competitors, distributors and suppliers. Enterprises can SWOT analysis (Strengths advantages, disadvantages Weaknesses, Opportunities opportunities, threats, Threats). However, such analysis should be done some changes, the revised become TOWS analysis (threat Threats, opportunities Opportunities, Weaknesses disadvantages, advantages Strengths), is to analyse the reasons for the order should be thinking from outside, rather than from within the outside. SWOT analysis method may be given undue importance of internal factors, mislead enterprises according to their own understanding of the selective advantage to external threats and opportunities. This step should also include the company the main problems facing the sector.
Goals:
Analysis of the scenarios identified in the best of those opportunities, and businesses need to be sort, and then Proceeding from this, the definition of the target market, the establishment of objectives and timetable for completion. Enterprises also need to stakeholders, the corporate reputation, technology and other interested parties to establish goals.
Strategy:
There are many goals any way to reach the strategic task is to select the most effective means of action to complete the goal.
Tactics:
Strategy launched into full details, including four P and the timetable for the various departments and tasks.
Budget:
To achieve its corporate goals of the planned activities and acts of the cost.
Control:
Enterprises must set up the time and measures, timely completion of that plan. If progress lagging, enterprises must corrections objectives, strategies or acts to correct this situation.
• What is a good marketing plan like?
My experience tells me most of the marketing plan are not well developed. These marketing plan or rife with outdated figures, as well as advertising, a lack of strategic guidance, or tactics and strategy is not related or unrealistic goals, or marketing budget planning requirements too much, or not enough feedback and control plans to amend.
I have employed an IBM company to audit its current marketing plan. In general, these schemes have not done well, but I have many of them in the assumptions and data raised doubts, these plans were made to revise marketing departments.
No marketing plan to guarantee the smooth operation, but not the marketing plan certainly not smooth implementation.
• business plan and marketing plan What is the difference?
For these companies the use of terms varies. Some enterprises develop marketing plan initially, when it changed its business plan. Business plans to inventory planning, production plans, and so include the financing plan. Companies often mix these two terms.
I tend said comprehensive plan for "battlefield plan." This plan should ensure that you in the first game, before the battle started on the whole has won the war. If you can not introduce better, newer, faster or cheaper product, you should not enter this market. Battlefield plan should begin in the first battle constantly changed - you must learn to re-design the side while flying aircraft.
• Some people say that after the completion of marketing planning obsolete, because market conditions are constantly changing.
Changes in conditions, the enterprises do not need to change the marketing plan objectives. The first line of defense is to change tactics and budget, if it was not enough, then also need to amend the strategic marketing planning. All these failures, is necessary to amend the marketing objectives.
The most important thing is to constantly update your plan, Eisenhower (Eisenhower) said: "The preparations for a battle, I found that the plan is useless, and continuously updated plan is the key." Continuously updated plan calls for in-depth plans were, advance to conduct more systematic thinking.
A positioning analysis:
Site Analysis: Anatomy of a Web site's own analysis, to find the website of the foundation where the problem lies;
E-commerce positioning: enterprise e-commerce Web site positioning, the location of specific site;
E-commerce model analysis: analysis of the e-commerce website model, research and e-commerce Web site matching mode;
Analysis of industry competition: competition in the industry, the comprehensive analysis of industry website;
Site Development Plan Analysis: e-commerce site with short-term planning and long-term development strategy for the implementation of feedback analysis.
Second, the website of:
Site diagnosis: Site structure is reasonable, whether efficient, are convenient, with the habit of user access;
Web site pages diagnosis: whether to streamline code pages, the page is clear, pages capacity is appropriate, whether it is appropriate color pages;
Diagnosis of documents and the file name: document formats, such as the file name;
Access System: statistical system installation, Lailu analysis, regional analysis, visitor analysis, keyword analysis;
Promotion Strategy diagnosis: Website promotion strategy is effective, whether backward, and whether to adopt the composite promotional strategies.
Securities market
What is the securities market
SEC also said that the securities market circulation market, the secondary market (security secondary market), the secondary market is that the issue has been the sale of securities, transfer and circulation of the market. In the secondary market sales income securities belonging to sell securities investors, and not to distribute the securities company.
Securities and Exchange market in two forms
In some developed countries abroad, the Securities and Exchange market transactions at the market and the OTC market in two forms.
1, the transactions of the exchange market at the trading market 'refers to the organization by the Stock Exchange on trading markets, the transactions have a fixed place and time transactions, in most countries it is the only place of securities transactions, it is the most important, most concentrated securities market. Stock Exchange for acceptance and compliance with the relevant provisions of the Act listed for trading securities, investors through the Stock Exchange of Securities Dealers for securities trading.
Stock Exchange is not only buyers and sellers of publicly traded places, and provide a wide range of services for investors, the Stock Exchange to keep the investors listed on the Stock Exchange of securities transactions, such as transaction price, quantity, etc.; securities issued to provide financial enterprises announced , for investors. Stock Exchange to develop rules to participate in the transaction brokers and dealers strict management, supervision of securities trading activities to prevent market manipulation, insider trading, fraud, and other illegal and criminal activities. Stock Exchange to continuously improve the systems and facilities to ensure that normal trading activity continued, and efficient manner.
2, OTC market known as OTC market transactions or store counter trading market, the means of the Securities Exchange buyers and sellers face-to-face bargaining contract market, it did not have fixed places, the main use of the telephone transaction, the Securities and Exchange not listed in the securities based, in certain circumstances also listed on the Stock Exchange in OTC securities. OTC market in the securities of Securities Dealers both dealers and agents of double identity. As dealers, he can sell his holdings of securities customers or clients to buy the securities, and to make a bid; as agents, can be an agent, the identity of other dealers to buy securities sold . In recent years, some foreign OTC market has undergone significant changes, they used a large number of advanced electronic trading technology to enable the market to more extensive coverage, market efficiency has greatly improved. This regard, the United States and the Nasdaq market as typical examples.
The characteristics of the securities trading market
1, the securities to investors in securities trading places as the main participants, it is mainly holders of securities and the currency to buy the securities holders. In addition, the issuance of securities and securities intermediaries are also participants in the securities trading market, but its mandate is to support investors and the completion of the transaction, rather than an independent securities trading activities participants. As an exception, securities intermediaries may also act as investors.
2, the securities market has mainly taken the form of physical market, there are also a small number of invisible market.
Stock Exchange is a typical physical market, it has a fixed sites, facilities, equipment and professionals; other trading venues such as counter trading market, often in the form of a decentralized transactions, but in general securities companies must also rely on the counter and trading network to complete. this is the physical market is generalized. In accordance with the composition of the securities trading market and the existing form of securities trading, the market can be subdivided into Stock Exchange and the OTC market.
3, securities market and the issuance of securities market interdependence.
Securities market on the issuance of securities market-dependent, first of all, because the securities trading market for securities issued to trading partners, the Securities and Exchange market trading partners have been outstanding securities, but not yet issued securities. In this sense, the issuance of securities market is the premise of the securities trading market. On the other hand, China's current public offering of shares by the majority of the Stock Exchange's trading network, to "online distribution", which makes the issuer of the securities market also rely on market transactions. Issuance of securities markets and the relationship between the abnormal trading market complex, whether it is the types of securities issued by the price, quantity and size and other factors, are to a certain extent subject to the Securities and Exchange market conditions. China "Securities Act" allows the issuance of securities and the securities companies consultations pricing, resulting in the distribution market prices and trading market prices gradually aligned with the rest of the link between the two markets become more closely. It can be said that the issuance of securities markets and exchange markets between interactive role.
The functions of the securities trading market
First, to provide holders of the securities will be realisable securities place;
Second, the new investors investment opportunities. The market opened by the Stock Exchange and the Stock Exchange market securities companies set up by the OTC market. Various types of securities in the secondary market for the smooth flow is conducive to the formation of a fair and reasonable price, and the realization of monetary capital securities capital conversion.
SEC also said that the securities market circulation market, the secondary market (security secondary market), the secondary market is that the issue has been the sale of securities, transfer and circulation of the market. In the secondary market sales income securities belonging to sell securities investors, and not to distribute the securities company.
Securities and Exchange market in two forms
In some developed countries abroad, the Securities and Exchange market transactions at the market and the OTC market in two forms.
1, the transactions of the exchange market at the trading market 'refers to the organization by the Stock Exchange on trading markets, the transactions have a fixed place and time transactions, in most countries it is the only place of securities transactions, it is the most important, most concentrated securities market. Stock Exchange for acceptance and compliance with the relevant provisions of the Act listed for trading securities, investors through the Stock Exchange of Securities Dealers for securities trading.
Stock Exchange is not only buyers and sellers of publicly traded places, and provide a wide range of services for investors, the Stock Exchange to keep the investors listed on the Stock Exchange of securities transactions, such as transaction price, quantity, etc.; securities issued to provide financial enterprises announced , for investors. Stock Exchange to develop rules to participate in the transaction brokers and dealers strict management, supervision of securities trading activities to prevent market manipulation, insider trading, fraud, and other illegal and criminal activities. Stock Exchange to continuously improve the systems and facilities to ensure that normal trading activity continued, and efficient manner.
2, OTC market known as OTC market transactions or store counter trading market, the means of the Securities Exchange buyers and sellers face-to-face bargaining contract market, it did not have fixed places, the main use of the telephone transaction, the Securities and Exchange not listed in the securities based, in certain circumstances also listed on the Stock Exchange in OTC securities. OTC market in the securities of Securities Dealers both dealers and agents of double identity. As dealers, he can sell his holdings of securities customers or clients to buy the securities, and to make a bid; as agents, can be an agent, the identity of other dealers to buy securities sold . In recent years, some foreign OTC market has undergone significant changes, they used a large number of advanced electronic trading technology to enable the market to more extensive coverage, market efficiency has greatly improved. This regard, the United States and the Nasdaq market as typical examples.
The characteristics of the securities trading market
1, the securities to investors in securities trading places as the main participants, it is mainly holders of securities and the currency to buy the securities holders. In addition, the issuance of securities and securities intermediaries are also participants in the securities trading market, but its mandate is to support investors and the completion of the transaction, rather than an independent securities trading activities participants. As an exception, securities intermediaries may also act as investors.
2, the securities market has mainly taken the form of physical market, there are also a small number of invisible market.
Stock Exchange is a typical physical market, it has a fixed sites, facilities, equipment and professionals; other trading venues such as counter trading market, often in the form of a decentralized transactions, but in general securities companies must also rely on the counter and trading network to complete. this is the physical market is generalized. In accordance with the composition of the securities trading market and the existing form of securities trading, the market can be subdivided into Stock Exchange and the OTC market.
3, securities market and the issuance of securities market interdependence.
Securities market on the issuance of securities market-dependent, first of all, because the securities trading market for securities issued to trading partners, the Securities and Exchange market trading partners have been outstanding securities, but not yet issued securities. In this sense, the issuance of securities market is the premise of the securities trading market. On the other hand, China's current public offering of shares by the majority of the Stock Exchange's trading network, to "online distribution", which makes the issuer of the securities market also rely on market transactions. Issuance of securities markets and the relationship between the abnormal trading market complex, whether it is the types of securities issued by the price, quantity and size and other factors, are to a certain extent subject to the Securities and Exchange market conditions. China "Securities Act" allows the issuance of securities and the securities companies consultations pricing, resulting in the distribution market prices and trading market prices gradually aligned with the rest of the link between the two markets become more closely. It can be said that the issuance of securities markets and exchange markets between interactive role.
The functions of the securities trading market
First, to provide holders of the securities will be realisable securities place;
Second, the new investors investment opportunities. The market opened by the Stock Exchange and the Stock Exchange market securities companies set up by the OTC market. Various types of securities in the secondary market for the smooth flow is conducive to the formation of a fair and reasonable price, and the realization of monetary capital securities capital conversion.
Shareholders
What is the shareholders?
Shares of the company shareholders are investors or called investors. Shareholders are joint-stock companies or limited liability companies holding shares, the shareholders have the right to attend the General Assembly and have the right to vote, they also refer to the other joint venture business investors.
Existing shareholders of a company is based on the company's core elements; no shareholders, there will be no company. From the general sense, is that the shareholders holding shares in the company or the investor. According to the "Company Law", after the establishment of limited liability companies, investors should be issued certificates to shareholders, shareholders and maintain lists of the names of shareholders or record the name and residence, the capital of the shareholders, investors certificate # and so on. "Company Law" At the same time, limited liability company's shareholders to transfer their funding in accordance with the law, will be the company name or the name of the assignee, shelter and the transferee's contribution recorded in the register. Accordingly, in accordance with the above provisions for non-transfer procedures, the transfer of the company does not legally binding. Thus, the limited liability company to company shareholders should be funded, and their names registered in the list of shareholders to the company.
As Ltd., China's "Company Law," allowing both issued bearer shares, allowing issued bearer shares issued bearer shares of the company, shareholders should maintain the roster and that the transfer of the bearer shares, the company will be the name of the assignee or names and home records in the list of shareholders. This should be understood as, Inc., the holders of bearer shares shall be shareholders of the Company, the holders of bearer shares, at the same time should be the name and home records in the list of shareholders, the shareholders of the company.
The legal status of shareholders
1, the shareholders have the right to shareholders. Refers to shares held by shareholders according to the enjoyment of the rights and obligations. Based on its own investor shareholders or holders of the shares, the company committed to the enjoyment of the rights.
2, the shareholders should be equal. Based on its shareholders eligible shareholders, the shares held by the nature, amount to equal treatment.
Shares of the company shareholders are investors or called investors. Shareholders are joint-stock companies or limited liability companies holding shares, the shareholders have the right to attend the General Assembly and have the right to vote, they also refer to the other joint venture business investors.
Existing shareholders of a company is based on the company's core elements; no shareholders, there will be no company. From the general sense, is that the shareholders holding shares in the company or the investor. According to the "Company Law", after the establishment of limited liability companies, investors should be issued certificates to shareholders, shareholders and maintain lists of the names of shareholders or record the name and residence, the capital of the shareholders, investors certificate # and so on. "Company Law" At the same time, limited liability company's shareholders to transfer their funding in accordance with the law, will be the company name or the name of the assignee, shelter and the transferee's contribution recorded in the register. Accordingly, in accordance with the above provisions for non-transfer procedures, the transfer of the company does not legally binding. Thus, the limited liability company to company shareholders should be funded, and their names registered in the list of shareholders to the company.
As Ltd., China's "Company Law," allowing both issued bearer shares, allowing issued bearer shares issued bearer shares of the company, shareholders should maintain the roster and that the transfer of the bearer shares, the company will be the name of the assignee or names and home records in the list of shareholders. This should be understood as, Inc., the holders of bearer shares shall be shareholders of the Company, the holders of bearer shares, at the same time should be the name and home records in the list of shareholders, the shareholders of the company.
The legal status of shareholders
1, the shareholders have the right to shareholders. Refers to shares held by shareholders according to the enjoyment of the rights and obligations. Based on its own investor shareholders or holders of the shares, the company committed to the enjoyment of the rights.
2, the shareholders should be equal. Based on its shareholders eligible shareholders, the shares held by the nature, amount to equal treatment.
Retail
Interpretation
Narrow: that retail investors in the stock market, those funds into the stock market of smaller individual investors.
Generalized: retail is relative and the institutions, individual investors (regardless of the number of funds) can be referred to as retail investors. This is mainly because no matter how much personal funds in the capital market and a small number of all before. In the 1990s, a large number of retail transactions concentrated in a layer of the main hall, known as the "retail Hall" with a number of independent commissioned independent trading system.
At present retail situation
In recent years, China's stock market in the global context of the stock market rose because of the issue of integrity, regulatory issues, such as structural problems and decreased year after year, in such a market, retail investors are the most disadvantaged in Game location, and many have suffered a loss. Solve the structural problems of the above, the game will retail in the market greater opportunities. Many retail investors because of the previous investment losses in the psychological shadow existence, but also the appreciation of the renminbi and other opportunities to the retail investors a lot of opportunities.
The main components of retail
The main component of retail in time students, the salaried class, laid-off workers, retirees, and so on.
The main features of retail
Retail is not, as often as envisaged by the performance of a low professional standards in their understanding of the often to be on the state's macroeconomic policies, trade policies, the listed companies to financial situation, the senior-specific speech on the informative personal view of some particularly dedicated individual skills in addition to observe and learn from Reuters, or even fly to listed companies do field research, work style characteristics quite similar to the investment institutions researcher.
Makers and retail
Makers are doing a stock, for a long time on the stock to the detailed investigation, research, analysis, and developed a detailed plan, such as adjustment of the indicators in place, slowly into practice; retail looking at computer screens, March 5 minute decision sale.
Makers use Jiganyi, 10 Jiganyi do a stock, with hundreds of thousands of small investors, and hundreds of thousands of doing dozen stocks. Makers stock as a year or a few years, retail stock as a few weeks or even days. Makers year to 12 stocks, retail stocks a year to dozens, or even hundreds of stocks.
Makers like to concentrate our funds battle of annihilation; more than retail investors like to buy stocks for investment diversification, and some earned, some lose, and ultimately did not make the number. Makers like some of the more unpopular stocks, from its cold sizzling make money like some popular retail stocks, its cold grip from heat loss.
Makers Although capital, information, and many other advantages, but still not on the technical theory lightly, the Dow Jones theory, trends theory, Jiangen rules, and other basic theory, Lanshu the chest; retail K line theory failed to good grasp and began to promote On the technology useless.
Makers attaches great importance to retail investors, to retail investors in the capital to listen to their views and understanding of their movements, to the Suns, and humbly say that the retail increasingly clever; Makers of the retail operations and changes dismissive, and often said that the small Zhuang, the weak-chong, Zhuang this stupid!
Makers leave after completing a stock that busy for such a long time, but also let the rest of the money breaks; retail stocks finished a suspicion not earn the amount tirelessly continue to do so, never rest.
Narrow: that retail investors in the stock market, those funds into the stock market of smaller individual investors.
Generalized: retail is relative and the institutions, individual investors (regardless of the number of funds) can be referred to as retail investors. This is mainly because no matter how much personal funds in the capital market and a small number of all before. In the 1990s, a large number of retail transactions concentrated in a layer of the main hall, known as the "retail Hall" with a number of independent commissioned independent trading system.
At present retail situation
In recent years, China's stock market in the global context of the stock market rose because of the issue of integrity, regulatory issues, such as structural problems and decreased year after year, in such a market, retail investors are the most disadvantaged in Game location, and many have suffered a loss. Solve the structural problems of the above, the game will retail in the market greater opportunities. Many retail investors because of the previous investment losses in the psychological shadow existence, but also the appreciation of the renminbi and other opportunities to the retail investors a lot of opportunities.
The main components of retail
The main component of retail in time students, the salaried class, laid-off workers, retirees, and so on.
The main features of retail
Retail is not, as often as envisaged by the performance of a low professional standards in their understanding of the often to be on the state's macroeconomic policies, trade policies, the listed companies to financial situation, the senior-specific speech on the informative personal view of some particularly dedicated individual skills in addition to observe and learn from Reuters, or even fly to listed companies do field research, work style characteristics quite similar to the investment institutions researcher.
Makers and retail
Makers are doing a stock, for a long time on the stock to the detailed investigation, research, analysis, and developed a detailed plan, such as adjustment of the indicators in place, slowly into practice; retail looking at computer screens, March 5 minute decision sale.
Makers use Jiganyi, 10 Jiganyi do a stock, with hundreds of thousands of small investors, and hundreds of thousands of doing dozen stocks. Makers stock as a year or a few years, retail stock as a few weeks or even days. Makers year to 12 stocks, retail stocks a year to dozens, or even hundreds of stocks.
Makers like to concentrate our funds battle of annihilation; more than retail investors like to buy stocks for investment diversification, and some earned, some lose, and ultimately did not make the number. Makers like some of the more unpopular stocks, from its cold sizzling make money like some popular retail stocks, its cold grip from heat loss.
Makers Although capital, information, and many other advantages, but still not on the technical theory lightly, the Dow Jones theory, trends theory, Jiangen rules, and other basic theory, Lanshu the chest; retail K line theory failed to good grasp and began to promote On the technology useless.
Makers attaches great importance to retail investors, to retail investors in the capital to listen to their views and understanding of their movements, to the Suns, and humbly say that the retail increasingly clever; Makers of the retail operations and changes dismissive, and often said that the small Zhuang, the weak-chong, Zhuang this stupid!
Makers leave after completing a stock that busy for such a long time, but also let the rest of the money breaks; retail stocks finished a suspicion not earn the amount tirelessly continue to do so, never rest.
Nasdaq Stock Market
-- NASDAQ is the initials "NASDAQ" a transliteration of the name name is the United States, "National Association of Securities Dealers Automated Quotations system." It was built in 1971, was the world's first electronic stock market. It uses modern computer technology, the United States will be more than 6,000 dealer outlets connected together to form a unified national over-the-counter secondary market. 1975 passed legislation to define this system in the securities market in the two legal status. Nasdaq development and the growth of high-tech industry in the United States are complementary, were regarded as "the cradle of the United States the new economy."
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