How to design a suitable strategy for the enterprise

In this big era of ups and downs, how do we design a suitable strategy for our own enterprise? In the design process to pay attention to what elements? I'll tell you all about it below!

A core

A core is, to the target customer value experience as the core.

We used to always say ? Customer-centric?

However, in the era of big brands, we can not do so. We should take the customer from? God? of the altar to pull down, transformed into? fans? and make them? to follow us. us. And, for them we have to? have to do something about it.

Here, there are three key points that need to be interpreted in depth:

First, the customer is not God. We can not be held by the customer's nose, should let us hold the customer's nose.

Second, there are so-called something not to do. Divided into two aspects: on the one hand, in the choice of customers, we must have the concept of segmentation, only serve the target customers, not all customers; on the other hand, even if the target customers to provide products and services, but also to have a focus on the concept of providing what should be provided, not to provide should not be provided.

Third, win loyalty. Put? God? into? Fans? What is the prerequisite? Customer loyalty to your brand. Without brand loyalty, you can't talk about? Followers? Without brand loyalty, you can't talk about followers, and you can't talk about fans. Fans?

These key points are understood.

Once these key points are understood, we know where the core of our strategic design lies. It is undoubtedly the value experience of the target customer.

Because a brand to conquer the target customer, must win a series of good experience, these experiences include the following four: cognitive experience, purchase experience, use experience and value experience. Among them, the key link to win brand loyalty is to win the value experience of target customers. That is to say, only in the target customer? value experience? You can conquer them, they will be truly loyal to you, otherwise it is all empty talk.

The era of big brands, to put it bluntly, is? The age of the big brand, to put it bluntly, is to play with loyalty. The era, you must cultivate and have a large number of loyal customers to be in this era? The first thing you need to do is to get a good deal on your own.

The branding era is, quite frankly, the era of loyalty.

Why has Apple been the top 100 global brand for three years in a row? There are certainly a lot of elements that have contributed to this status. But we have to mention that it's directly related to their strategy.

Apple never does research, but it is extremely focused on the value experience of its target customers. Their strategy is designed around this core. It's like hunting, when all the hunters aim at a target and attack it, the prey will be in the bag.

So, what is the value experience that Apple gives to its target customers? It can be summarized in four words: greatness, innovation, passion, and perfection. It seems that there are more words, but the value experience is convergent, that is: the ultimate perfect product design.

Apple does not appeal to low cost, nor does it appeal to a single function, it balances the gains and losses, and pursues an impeccable perfection. Therefore, every time Apple launches a product, one is not a large number, and the second is a longer cycle. They are never like Nokia, which launches a phone every other day.

It is because of this ? extreme perfection? value experience has conquered countless Apple fans, and whenever an Apple product comes out, people scramble to grab it, thus speculating the price of a phone all the way up to $10,000 or more. What is even more incomprehensible is that in order to buy an iPhone, some people actually dare to sell their kidneys.

The customer is in the end? God? or? Fans? The answer will be revealed naturally!

Three key elements

Strategic design in the era of big brands, in addition to clear? The value of the target customer experience? This core, but also need to pay attention to the strengthening of the following three elements:

1. Category strategy

In the era of big brands, a category is like a big tree, each branch is full of world-class brands. And, more importantly, the tree is still growing new branches, providing opportunities for new world-class brands to be born.

Therefore, in the era of big brands, in order to quickly create a brand, we must make great efforts in category innovation, and find our own place in the tree that is constantly growing new branches.

Many entrepreneurs, and even a lot of marketers can't tell the difference between a new category and a new product. We all think that the development of new products is to start a new category. This is the wrong understanding.

Apple's launch of the iPhone6 is a new product, or a new category? Take this example, everyone will understand.

Apple's launch of iPhone6 is a new product, not a new category. Because, iPhone6 is nothing more than Apple leading the ? Smartphone? This category in the process of upgrading the product only. It's a new product, but it's not a new category.

If you are a brand in the cell phone field, then your best way out is not to follow Apple to develop a similar product, but to develop a new product in the ? Smartphone? This big tree to grow a new branch. For example, like Vertu (Vertu) phone, to develop a luxury level of high-end smartphones.

However, I would like to tell you that creating a new category is not necessarily an instant success, and it requires a long period of market cultivation and persistence. If you can't stand the loneliness, or don't invest enough resources, a good new category is likely to die in the womb.

Trout China did strategic marketing planning for Xibei Oat Village, helping them create a new category: Northwest Cuisine. However, Xibei failed to stay the course in promoting this new category, and compromised in the face of operational pressures to return to ? Oat Village? Thus, a new category that can be compared to the eight major Chinese cuisines just died.

This is a great pity.

2. Business model

In the era of big brands, there is another phenomenon that stands out: business robbery, said to come. If you're not careful, a brand you don't know will come over to rob your business and seize your turf.

The monopoly of the country's Xinhua Bookstore was robbed by Dangdang, but do not know how to transform;

The two major appliance hypermarkets were robbed by Jingdong, but just awakened;

The three major carriers of the text messaging business was robbed by WeChat, but do not know how to deal with it;

The four major commercial banks of the deposit business is also the balance of the treasure robbery, but do not know how to innovate;

The four major commercial banks of the deposit business is also robbed by the balance of the treasure, but do not know how to innovate;

?

This kind of robbery will continue in the future, and more and more intense. For example, Ma Yun is ready to enter the automotive industry, will certainly rob the business of traditional car brands; Wang Jianlin is ready to enter the field of e-commerce, but also will certainly cause extraordinary.

So, in such a ? Robbery? Times, how exactly do you respond to the war? Can't be like what the CEO of Nokia said? We did not make any mistakes, but we lost? Right?

Therefore, I suggest to business model breakthrough.

The business model is the DNA of an enterprise, the way of life of an enterprise. Including: the way to provide value, the way to integrate resources and the way to achieve profitability.

You want to avoid being someone else? robbed? , you have to re-plan on these three ways, and even subvert the current business model to explore a new model out. Otherwise, there is only one way to die.

Nokia, as the global cell phone boss, why was finally acquired by Microsoft? The problem lies in the business model.

People Apple has made the phone into a?

Apple has made the phone into a platform.

Apple has made the cell phone a platform, and Nokia continues to sell it. The phone is a cell phone, and it's not a cell phone.

The smartphone battle is a battle of the smartphones.

The smartphone competition is not entirely about the box, but more importantly about the software installed in that box.

Nokia is stuck with Symbian, and there's no new software for a year and a half, so who's going to keep buying Nokia?

In addition, Apple made the phone into a?

Also, Apple has made the phone a platform. The company's first step was to make the phone a success.

This is the mode of difference. Nokia is not lost in product quality, not lost in technological innovation, not lost in the sales network, but lost in the business model change.

Therefore, in order to make a difference in the era of big brands, we must re-examine the commercial bio-chain in which we live, and optimize, innovate, or subvert the business model.

3. Emotional Marketing

The era of big brands is also the era of emotional consumption. In this era, people's consumer behavior and decision-making is often swayed by feelings or emotions, a good product if the emotional anger of consumers, the same encounter? Sell out? The embarrassment. Therefore, how to communicate effectively with the target customer emotional communication will appear to be critical.

The author has always insisted on a point of view: the market is driven by the right brain. In the customer's consumer behavior, often pleasure-driven function, emotional drive rational. And, the more you buy low-risk products, the more prominent this phenomenon.

In my contact with too many customers, suffering in the hands of a good product but can not sell customers abound. When they are sad to get their own products in front of me, I know that his products certainly do not sell. The reason is very simple, even the packaging is miserable, a look is 100 years ago the design concept, how can conquer the current consumers?

So, I give the enterprise to provide advice, in addition to helping customers develop new categories and new positioning, but also to help design a new VI system, new product packaging, and even to help them plan how to communicate with consumers emotionally in a series of activities. The purpose is to cause emotional **** in the customer's right brain, so as to drive the positioning and function of the product.

The famous French market research company IPSOS also found this truth in years of research. They have been working on ? Function? ,? Appearance? and? interest in purchasing. The relationship between function, appearance, and interest in purchasing has been tested many times and concluded as follows: ? Extraordinary functionality + mediocre appearance = low purchase interest? while? mediocre functionality + good looks = high purchase interest.

When I saw this conclusion, I was further convinced that I was right: the market, is driven by the right brain. That's why? Whoever wins the hearts and minds of the people wins the world? The reason for this is that it is the right brain that drives the market.

Guangzhou Pharmaceuticals and Gadobao in ? Wanglaoji? brand battle, I think Gadobao is the winner. Even if they still end up losing? Wanglaoji? This own brand, but most of the market share is still grabbed into their own hands. In this process, what is at work? In my opinion, it is the emotional marketing at work.

At that time, although a good brand was suddenly awarded by the law to Guangzhou Pharmaceuticals, the public's emotions and feelings are inclined to sympathize with ? Gadobao?

We still remember the Gadobao that was circulating on Weibo?

We still remember the Gadobao ads that were going viral on Weibo. The first is a series of advertisements. Gadobao through? I'm sorry, we are incompetent, the sale of herbal tea can be, the lawsuit can not? and other series of advertisements almost let the people's emotions pulled together overnight, let them sympathize with Gadobao, support Gadobao.

Lastly, Gadobao has been able to get the public to sympathize with Gadobao through a series of advertisements such as "Sorry, we can't sell herbal tea" and "No lawsuit? The Voice of China? and many other promotional strategies, the market share of herbal tea to stay firmly in their own hands, so that Canton Pharmaceuticals into? The brand but lost the hearts of the people? The company has a lot of people who are interested in the brand, but they are also interested in the brand.

So, in the era of big brands, to keep a good mountain, we must be in the target customer? Right brain? On more articles, to treat your target customers, not only in the products and services to meet their needs, conquer their experience, but also in the emotional level to become their friends, relatives, and even lovers, every now and then to give them a heartfelt warmth and touch.

Three, four major support points

Through the above? A core? three elements? , the big brand era of the big strategic pattern is basically out, you can go? The war? Now. However, in order to make the strategy landing become better, faster, more secure, but also need to pay attention to the following four support points.

1. Innovation-driven

For any enterprise, innovation is not a strategy. However, any enterprise needs innovation. Innovation drive is an important source of marketing upgrade and management upgrade for an enterprise.

Innovation can be categorized into strategic innovation, technological innovation and methodological innovation. Among them, strategic innovation is the most important innovation, once the innovation has been practiced, it will bring about a transformational change to the enterprise.

However, the author would like to emphasize technical and methodological innovation. Because, the biggest problem of Chinese enterprises in innovation is not ? big innovations? The most important thing is how to implement these big innovations. The most important thing is how to implement these innovations. Big Ideas of these big innovations, big ideas, and big ideas. Small innovations.

Whether in marketing behavior, or in management behavior, it is always the details determine success or failure, innovation determines good or bad, a detail of the innovation, can change the fate of a company.

I have a customer is doing flour, has the best organic wheat base in Inner Mongolia Hetao area, he also wants to do the best flour in China. This is a ? big idea?

However, there is a problem in the processing of flour: how to process good wheat into good flour? Because, high-speed, high-temperature operation of the industrialized processing of the flour fresh and fragrant to the grinding out, people buy his flour, can not find that kind of childhood to eat the flavor of the stone rolling flour.

A do organic flour business, the results because of processing problems, but in the product quality on a discount, it is too much of a loss. This is what they need? A little innovation?

But okay. This customer is very smart, they through a number of studies and experiments, the stone rolling and motor fusion together, developed through the machine rotation of the stone rolling processing equipment, through the low-speed, low-temperature processing of the way to retain the flour 's' that kind of freshness and fragrance.

Do not underestimate this is a small innovation, it has been proved, precisely this small innovation to bring them the difference, not only to the organic flour? Freshness?

Therefore, I suggest that our Chinese enterprises, in the era of big brands, not only to focus on strategic innovation, but also focus on technological innovation and methodological innovation, in terms of innovation to ? The spirit of killing the chicken with a bull's-eye?

2. Capital Operation

If product management is crawling, then capital operation is flying. In this era when everything is speeding up, to accelerate for the enterprise, it is necessary to plug in the enterprise? capital? The wings of capital.

An efficient capital operation can take other people's money over for their own use, can take the intangible money over to become tangible to use, but also can take the future of the money over to use now.

Therefore, in this era, the operation without debt is not a wise operation, and the enterprise without capital operation is not a smart enterprise.

With Alibaba's IPO, Jack Ma jumped to become China's richest man overnight, thanks to capital operations, not product operations.

However, the author needs to remind everyone that while we need to plug the enterprise? capital? The wings of the enterprise to promote the rapid development of enterprises, but must pay attention to the solidity of the real economy. In the absence of a solution to the premise of product operation, can not easily involved in capital operation, otherwise, even if you fly up, you will fall down, and fall more miserable. Therefore, the author is strongly opposed to the so-called ? Packaging listing? The practice.

3. Resource synergy

Recently, ? Crowdfunding crowdsourcing? This concept is very popular, and there are many companies are brave enough to practice this method, and tasted the sweetness.

Crowdfunding crowdsourcing, whether it is suspected of illegal fund-raising, can not be concluded. However, this practice can give us an inspiration: integration of resources, synergy.

The era of big brands must be the era of interconnection, the era of synergy, the era of integration. We must know how to work with others, integrate all the resources that can be integrated for my use.

Therefore, to design your strategy in this era, you can not just consider? What do I have now? but rather what can I have? What can I have? A good strategy must be a good resource plan. And your resources must be ? all available resources?

So, getting more? accessible resources? The best way is to rely on platforms, by constantly reaching out to new platforms and entering new ? The best way to get more accessible resources is to rely on platforms, by constantly reaching out to new platforms, and constantly entering new circles. Because, the interconnection in this era is the interconnection of platforms and platforms, and the integration of circles and circles.

The reason for the rapid development of the Wanda Group is not the ability of Wang Jianlin alone, but the Wanda Plaza as the core of more than 1,000 international and domestic first-class merchants of the alliance; Taobao development is so fast, is not the ability of Jack Ma alone, but the thousands of merchants and end-customer groups to create Taobao. Also, we are very familiar with Ctrip, 360, WeChat and Balance, are? Resource synergy? The beneficiaries.

Worth learning from!

4. Happiness Enterprise

Writing here, all of the above is basically skewed towards marketing, skewed towards operations, and skewed towards strategic design. However, in this section, I want to tell you: when we design a good strategy at the same time do not forget the people who implement your strategy, is your employees and partners.

The era of big brands is also the era of the pursuit of happiness, and everyone who works in an organization is pursuing their own happiness, not just for money.

In particular, when the post-80s and post-90s gradually become the main body of the enterprise staff, how to effectively motivate them, cohesion, has become a problem that all of our enterprises need to study.

An enterprise, in order to stand out in this era, in addition to creating a forward-looking strategic system, but also treat their own employees, treat their partners well, to do? Let partners happy? Otherwise, everything is empty talk.

Then, in the end, how to build a happy enterprise? This topic is a sentence or two can not be said, here I only talk about a point of view: the law of love and the law of affinity in parallel.

A lot of companies in the employment, tend to use? The law of love? This is especially true of Western companies. This aspect of the typical person, may be no more than Jack? Welch. He has a famous harsh words: let those who do not have the ability and passion to get out.

However, the author does not quite agree with this approach. Because, this approach is unpopular in this era. If you use the ? The law of love? recruiting and employing people, only allow them to have advantages, but not allow them to have disadvantages, the trouble comes. For one thing, you may not be able to find such ? perfect person? ; two, when you do, the employee can only give you ? Icing on the cake? They won't be able to give you any help. The first is that when you do this, your employees will only be able to give you the icing on the cake.

Particularly, in China such as?

Particularly, in a country like China? The country is a big country, and the simple? The law of love? is not able to build a happy enterprise, much less ensure the sustainable development of the enterprise.

Therefore, a good and more humane approach is: the law of love and the law of affection go hand in hand. That is: love its strong, pity its weak.

We, like Jack? Welch, appreciate and reuse capable and passionate employees. At the same time, but also for those who are not strong enough, passion is not high enough employees, to provide a growth opportunity and space to help them *** with progress.

Happiness enterprise, not ? Let some people get rich first?

The happy enterprise is not about letting some people get rich first, but rather? *** with the rich, *** with the development? That is to say, the happy enterprise does not advocate individual heroism, but advocate? We are always greater than me?

This is the first time that I've ever seen a company like this one, and I've never seen one like this one.

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