Answer:

Du Fu, a great poet of the Tang Dynasty, wrote: "The style of a different genre is close to the style of elegance." It is a metaphor for using creativity to create a new style uniquely.? In the product marketing competition, the operator should start from the practical point of view, choose the appropriate market target, and formulate the best marketing mix means to enter the market, design products that are very different from the competitors', to meet the needs of various markets, various types of customers, in order to differentiate themselves from each other's sales strategy, with the lowest cost, for the greatest sales effect, so as to break the situation of stalemate, more than the rivals to leap forward one step.? The essence of this strategy is in the competition between enterprises in the "zero-difference" stage, through the segmentation of the market, to achieve the same difference in the market objectives. Through the analysis, you can find those who have not yet been occupied by the competitors of the blank market and potential market, for enterprises to seek new market opportunities, to take effective competition strategy and marketing means, so as to overcome the competitors, and achieve better results. Japan's two larger confectionery factory: Morinaga fruit company and Meiji fruit company, the competition between their cases, very vividly reflect the effect of this strategy. At first, the two companies were roughly equal in strength, both producing the same size chocolate chips, with similar performance. Later, Morinaga Fruit Co. introduced the "High Main Crown" chocolate product priced at 70 yen per piece for the adult market, and sales increased dramatically because it was suitable for adult tastes and consumption needs, taking the lead for a while. Seeing that its rivals were leading the way, Meiji Seika Corporation, not to be outdone, further segmented the customer market and cleverly designed two sizes (ingredients) of chocolate called "Alpha", pricing one at 60 yen per piece and the other at 40 yen per piece, with a combined price of 100 yen per piece. In this way, the company was able to compete with Morinaga in terms of price, and at the same time segmented three markets: "Sales of the 40 yen chocolate block" and "sales of the 40 yen chocolate block". The 40 yen per bar chocolate is targeted at junior high school students aged 13 or 14;? The 60 yen chocolate was aimed at 17 and 18 year old high school students. The two chocolates are combined into a single portion, which can be consumed by adult customers. This greatly broadened the market coverage, and the company's profitability soared, quickly surpassing that of the other company. This strategy is valuable in the "customized" two words, Morinaga system fruit company to take a different approach to creative marketing, so in the market has become a winner, this business practices are worth many enterprises to learn from. During the Spring Festival in 1999, the liquor market sales war tends to white-hot, a variety of gods and goddesses fighting each other, it is very good to see. Among them, there is a kind of "two two loads of sharp Zhuang" wine, is very popular. Wuliangye Winery changed the previous practice of bottling a large amount of alcohol, the launch of the "two two loaded" pointed Zhuang liquor, so, in the southern market has become a hot commodity. Why would consumers be interested in the "two-two" Jianzhuang? In terms of alcoholic beverages, this small package seems to make the price lower, in a one-time consumption, obviously more popular with low and middle-income people. Moreover, two-two small package and easy to carry, more likely to be welcomed by those who have a large range of activities, frequent activities of young people. Obviously, this innovative small package is quite catered to the consumer psychology. As a result, the two-tael pack of Jianzhuang liquor has become one of the best strategies for Wuliangye Distillery to outperform its competitors. The main point of the "differentiation for the body" is "differentiation", i.e., to discover new competitive strategies through market segmentation. In the market competition from the "mass marketing" into the product differentiation marketing, and then into the highly personalized "target marketing" today, new ideas will become more important. Because people's needs and desires are different, and individuality, each consumer may constitute an independent market, so highlighting the "personalized" has become "unique" one of the best strategies. For example, in order to emphasize that their products are highly personalized, a large company like Boeing only serves a few major airlines, customizing different products for each of them. In order to more effectively identify gaps in the market and establish their target market, businesses can categorize their target consumers. There are many criteria for categorization, such as:? According to age, they can be categorized as young children, teenagers, young adults, middle-aged, and elderly people. According to gender, they can be categorized as men and women. According to the income level, they can be divided into poor, subsistence, well-off and rich.? In addition, they can be categorized according to their religious beliefs, education level, hobbies and interests, etc.? For each category of consumers, it is possible to "customize" the products or services to win more market share. For example, the toy market can be segmented by age and gender. In terms of age, infants under one year old prefer brightly colored toys that move around, while children between the ages of three and four prefer intellectual toys that are challenging. From a gender perspective, male dolls are more interested in toy cars and guns, while female dolls are more interested in toys like rag dolls and kittens.? Another example is in the cosmetics market, you can also use the market segmentation method to "original", to find out the market gap. Shiseido Japan has made an in-depth investigation of the Japanese women's cosmetics market, according to the age of them into the following four categories: the first category, 15 to 17 years old women. They are in their flower season, dress up, the pursuit of fashion, the demand for cosmetics awareness is relatively strong, but often buy a single cosmetic. The second category is women aged 18 to 24. They are also very concerned about cosmetics, and are active consumers, even if the price is high, as long as they like the product they see. The third group is women between the ages of 25 and 34. Most of them are married, and the use of cosmetics has become a daily habit. The fourth category is women over 34 years old. Their needs for cosmetics are plainer and more homogenous.? Based on the results of such segmentation, Shiseido Company then launched different products in a targeted manner. As a result, the market efficiency greatly exceeded that of its peers.? In fact, this is true, in the market competition is increasingly white-hot today, product homogenization is increasingly serious, the only "original", is the way to win.

2. The basis of product positioning and positioning strategy

Read the "History of the Chinese Revolution" people must remember "Jinggangshan, Xiang'egan, Yan'an, Shaanxi-Gansu-Ning," and other Chinese revolution in different historical periods, "the red revolution hates the name of the base. The Chinese ****producers, led by Comrade Mao Zedong, not only preserved the spark of revolution, but also strengthened the power of revolution by virtue of these "base areas". The "base areas" were like the spark of a star that spread throughout China, realizing the great victory of Comrade Mao's strategic idea of "encircling the city with the countryside and finally seizing the city". This is a shining example of how revolutionary forces can win the battle against reactionary forces with the few, and how the weak can win over the strong, and it is one of the treasures of the success of the Chinese revolution.

The way of success of the Chinese revolution is like this, and the way of winning the market competition is no different!

The market in terms of its essential characteristics of similarity and difference, in terms of its spatial distribution of the overall market and regional markets. If a "red revolutionary base" is compared to a piece of regional market, then the base of this "no advantage in the whole place to create local advantages" of the development of the rationale can be interpreted as a modern enterprise to win the regional market competition: rather than in the overall market with the competition strong hand-to-hand, it is better to create an advantage in the regional market; rather than in the vast market scope of a very small market share, it is better to increase the market share of the regional market. Instead of having a very small market share in a wide range of markets, it is better to increase the market share in a few regional markets - this is true for large enterprises, especially for small and medium-sized enterprises!

However, not every enterprise can understand this reason, or consciously use this reason for marketing practice. I have a number of small and medium-sized enterprises (especially consumer goods manufacturers) marketing failure of the reasons for analysis and research, found that most companies have not yet established a business base for survival - a clear and stable regional market, to expand the overall market (i.e., the national market). Its market expansion activities are neither clear ideas, strategies, and no specific and feasible measures and methods, arbitrariness, blindness is very strong. There are two kinds of tendencies in product sales: First, the "dragon's fingers in the water" type of "guerrilla warfare" - where to sell where to sell, how many can sell how much; Second, "pepper" type of "full-strike war" - a wide range of nets, seeding all over the world, and strive to "wide seed thick income". The above practices may be able to achieve a certain amount of sales to some extent, but the drawbacks are obvious: no clear regional market goals, is like a ship at sea without a course, it is difficult to achieve the business targets; two no stable market base, the lack of strong market dependence, it is difficult to form a competitive advantage, and ultimately lead to the "yellow nest, Shi Dakai type" of the end. This is a kind of quick success or greedy irrational marketing behavior, extremely harmful to the medium and long-term development of enterprises.

As we all know, the market economy is essentially a competitive economy. As the main body of the market enterprise, especially the comprehensive strength of the weaker small and medium-sized enterprises, in order to be in the strong hands like forests of homogeneous products in the market competition in order to seek steady development, we must first establish the survival of the base - a clear and stable regional markets. Survival first, development second". This is a limited space to create local advantages, win a larger market share, so as to effectively resist the competition offensive, save and grow their own market strategy, is the enterprise to win a sharp weapon. Therefore, for those who are still in the "guerrilla" type of marketing operations, rapid change in sales on the "guerrilla warfare", "all-strike war", the establishment of a clear and stable regional market, in order to achieve development, is not a wise move, the enterprise should strive for.

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

The author believes that in order to successfully establish a clear and stable regional market, we must "first plan and then move", do a good job of marketing planning in advance, that is, the following six aspects of decision-making:

One of the correct understanding of the regional market and the division of the regional market

Why are some enterprises failed to establish a clear and stable regional market? One of the reasons is the enterprise to stop the regional market lack of minimum understanding and correct understanding.

Regional market, in short, refers to the area in which goods are marketed. Because of the interaction of its constituent factors and the formation of market characteristics with similarity and difference, so its market characteristics have different performance.

It is first manifested in the geographical span of the different. There are east and west, north and south, coastal and inland, inter-regional and intra-regional, local and foreign differences. Its will be manifested in the difference in market size. Large, can be as large as a province or a region or a country, or a top city of millions and millions of people; small, can be as small as a slice of a city, or a town of hundreds of thousands of people below. Third, manifested in different market characteristics. Due to the differences in the economic, political, cultural, natural and other market environments in each region, each region has its own market, as shown in the Chinese food culture, "sweet and salty in the East and West, sour and spicy in the North and South," as well. Fourth, the performance of the different characteristics of consumption. Because of the differences in population distribution, consumption level, consumption patterns and other consumption conditions in various regions, and thus also inevitably form different regional consumption characteristics, such as urban and rural consumption patterns, and finally manifested in the degree of marketing of commodities is different. Because of the regional market environment, consumption conditions and enterprise product characteristics, marketing strategy differences, even if the same product in different areas also have different sales potential. Such as double-barrel washing machine in the city sales, while rural sales are small.

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

l. Not all regional markets are suitable for the survival and development of the enterprise's base;

2. Not any regional market can be entered at will or the need to enter immediately or need to enter the full force of the;

3. Regional markets are the size of the difference, there is a marketing enterprise marketing resources can be adapted to the problem. Regional markets have different market characteristics and consumer characteristics, there are different marketing methods and marketing strategies.

Understanding the above reasoning, the enterprise can at least know: should be targeted to choose its current actual conditions suitable for the regional market objectives. However, the regional market is very different, all kinds of, which is the enterprise appropriate target? It is necessary to divide the overall market categorization, to identify the differences, summarize the similarities for the final choice to provide a correct and reliable basis. Divided as follows:

1. To the proximity of the location of the enterprise can be divided on the basis of:

Local market: that is, the enterprise is located in the province (city) as the center of the market area;

Foreign market: that is, the enterprise is located in the province (city) outside of the market area;

2. To the market characteristics of the region can be divided on the basis of similarity or similarity to:

Northeast market (black, black, black and blue), the market can be divided into:

The market for the northeast (black, black and white), the market for the northeast, the market for the northeast (black, black, black), the market for the northeast (black, black)

2. Based on the similarity or similarity of market characteristics, it can be divided into:

Northeast China market (Black, Ji, Liao, East China), Southwest China market (Yun, Gui, Chuan, Chongqing), East China market (Suzhou, Zhejiang, Anhui, Shanghai), South China market (Guangdong, Qiong, Min, Gui), etc.

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4.

3. Based on the size of the city can be divided into:

The first level of the market (such as the top cities of Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, etc.);

Second level of the market (such as provincial cities of Zhengzhou, Jinan, Nanjing, Kunming, Shenzhen, etc.);

Third level of the market (such as the regional cities of Baoding, Luoyang, Wenzhou, Foshan, etc.);

Fourth-tier markets (such as county townships Shunyi County, Fengrun County, Tangyin County, etc.).

Two, a clear choice and positioning of the regional market

Why some companies failed to establish a stable regional market? Reason two is not clear where its regional market objectives, and clear regional market objectives is the key to the success or failure of the enterprise to expand the market, so the enterprise marketing decision makers should be carefully selected.

Clear regional market objectives is actually the accurate selection and positioning of the regional market, but also the enterprise's current marketing resources can be adapted to the specific regional market conditions.

So, what kind of regional market is the enterprise's current more suitable market target?

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

1. Market capacity and potential (large population, high purchasing power, high demand, etc.);

2. Location advantage is more obvious (complete economic infrastructure, sound market development);

3. Competitive situation is clearer (competitive products, competitive environment). Good environment for competition, etc.).

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

1. Maximize market share, that is, the selected region can make the enterprise's inputs and outputs are proportional to the premise of objective and subjective conditions to achieve the maximum market share, resulting in better economic and social benefits.

2. Equalization of marketing resources, that is, the enterprise should take into full account its current reality (product characteristics, financial reserves, personnel quality, etc.), the amount of all, can be for; the number of target areas should not be too much, the geographical span should not be too large, the scope should not be too wide.

In accordance with the above conditions and requirements, the regional market can be selected according to the following ideas:

1. Select the product may be marketable region. The so-called marketability refers to the product characteristics to meet the material and spiritual needs of the majority of target customers, distribution channels to achieve a high degree of smooth. This requires companies to start from their product characteristics, looking for regional targets. For example, "China Power Liquor" because of its product characteristics to adapt to the Southeast Asia and the southeast coastal areas of the target customers of a certain consumer demand, so it is the first to expand the market preferred to enter the Guangdong market cut and a great success.

2. Choose a region with similar market conditions. The so-called similar market conditions refers to the geographical span of different but regional external environment, internal constraints are basically similar. Similar market conditions help companies find the target market for their products and may implement marketing experiences that have been successful. For example, the Red Bull functional drink has chosen to accelerate the pace of life, lifestyle ahead of the large and medium-sized cities as the target area, in similar products to establish a "market leader" position.

3. Choose a region that is close and convenient. The name of the company means that it is conveniently located in the vicinity. The local market and its neighboring markets are the most important areas of proximity and convenience. Because it accounts for all the "timing, location, people and" the first opportunity, so many companies to expand the market at the beginning of the "base" and focus on the development of the.

Regional market objectives selected, but also need to be based on the status of its body region, the role of accurate positioning, in order to clarify their respective market position, to distinguish between primary and secondary:

1. The product may be marketable regional positioning for access to the cloth field, as a candidate for the final selection; some may be selected, some may be elected, or even not selected;

2. In the enterprise's current marketing capabilities can be involved in the district of the city is positioned as the preferred market:

3. the preferred market may create local advantages in the region is positioned as a key market, the enterprise should be fully developed;

4. the key market can play a role in the radiation driven by the region is positioned as the central market, the enterprise should give full play to its advantages and efforts to develop;

5. The above market outside the region is positioned as a secondary market, the enterprise does not need to develop, but can be targeted to cultivate the market, select customers.

Finally, on the basis of the above selection and positioning, the formation of a clear strategic approach to regional marketing to guide marketing practice." Based on the local, the main focus on XX, first inside and then outside, from point to point, grasp the two ends (terminal, access), two hard hands (promotion, management), steady and steady, step by step".

Three, reasonable deployment and configuration of the regional market

Why is the regional market of some enterprises built but not stable? One of the reasons is the lack of coordination between its regional echo.

Regional market, regardless of the scope of narrow, large and small, once determined, the enterprise should establish a "whole disk chess" strategic thinking, from the overall situation, reasonable "planning layout".

Macro (as a whole) can be used:

1. "Zero" method: a regional market is divided into a number of interrelated "war zones", each "war zone" and then divided into a number of mutually responsive "war point", each "war point" can be connected to a number of closely linked "battle lines", the purpose is to sort out the market veins, highlighting the key points, seize the key, and drive the overall situation.

Such as the East China market can be divided into three major war zones;

①Yangtze River Delta war zone (flat distribution)

War point - front; Zhenjiang - Changzhou - Wuxi - Suzhou (along the railroad); Yangzhou - Jingjiang - Zhangjiagang - Nantong (highway)

②Hangzhou-Jiaxing-Huzhou war zone (in a triangular layout)

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

3 Lower Yangtze River Theater (in a strip layout)

Battle Points - Battle Lines;Anqing - Maanshan - Tongling - Wuhu (along the main stream of the Yangtze River).

2. "Points and faces echo" method: the battlefield points as far as possible to a city group (belt) in a central city as the center, to logistics within a day within the distance to reach the customer as the radius of the integration of points and faces, so that the formation of radial, concentric circles, fan-shaped or triangular market pattern.

Like the Hubei market, the western front of the war zone can be Jingsha as the center, north of Jingmen, south of Xiangbei, east of Xiantao, Qianjiang, west of Yichang, Jingsha, Jingmen and Xiantao, Tianmen, Qianjiang, west and east of a large and small echo of the two triangular pattern.

3. "line through the pearl" method; to the war zone or between the railroad trunk line, highway trunk line, water transport trunk line as the main line, the transportation hub city through the line, forming a vertical and horizontal network pattern.

Such as the Central Plains market can be Zhengzhou as the center, to the Beijing-Guangzhou line, Longhai line for the vertical and horizontal coordinate axis, north of Xinxiang, Anyang, south of Xuchang, Luohe, Xinyang, west of Xi'an, Luoyang, east of Kaifeng, Xuzhou, the formation of a "cross-shaped" connectivity of the market pattern.

Microscopic (action) can be used:

l. "Go Buzi" method: specific to a city theater of operations, enterprises such as the use of "direct marketing or direct marketing + distribution" marketing approach, you can simulate the method of Go to implement the "sub-districts surrounded by a piece of the dry" strategy, according to the natural characteristics (eg, mountains, rivers, railroads, bridges, landmarks) will be divided into a number of urban areas, will be divided into a number of administrative districts, the district will be divided into a number of neighborhoods. Area according to the administrative district is divided into a number of small districts; preferred a district as a breakthrough, and gradually expand the management of sales operations wide, "block nibble, one by one," until the occupation of the entire city. Such as Wuhan City, Wuhan City can be laid on the Yangtze River, Han River as the boundary, Wuhan is divided into Wuchang, Hankou, Hanyang, three large areas, and then choose the Bridge District as the focus of the breakthrough, and according to the street sub-divided into its dry residential areas, to the group or small detachment breakthroughs one by one.

2. "Tic-Tac-Logic or Bow-Tac-Logic method": in the specific marketing operations within the market. You can choose a business district to choose horizontal (=) points (retail points), and then vertical (||) points, or according to the "bow" type folded every l0-20 meters to choose the point of distribution, to stimulate the retailer to compare the psychology. Promote its into the loan, so that the product quickly spread the market.

Four, effective access to the regional market with radiation

Why some products have been listed for a long time and do not see the start? One of the reasons is that the enterprise product into the way, the timing is not good.

The entry of the regional market is actually a way to enter, enter the timing of the choice and its strategic issues.

First of all, we must choose a good way to enter the appropriate:

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

This is a kind of independence, relying on the enterprise's own ability to establish the market. The advantage is: you can establish their own access network, master the initiative of the market, any market can make a proactive response, the disadvantage is: the marketing costs invested in a large number of marketing personnel quality requirements, relying on their own strength to expand the success rate of the market is small. If the enterprise strength is strong, you can choose this way, this way is applicable to the ground market and key market entry.

2. "Rely on intermediaries" - distribution (or agent)

If the market development is difficult and the strength of the enterprise is not timely, the enterprise can choose to have the strength and credibility of the dealers distribution (or agent sales), one can use its distribution network to quickly cover the market; one can reduce the investment, reduce the cost of sales. The shortcomings are: once the dealer to obtain the right to distribute, the enterprise will be almost impossible to control the market; lack of market information feedback loop. If the enterprise and its relationship with the improper handling or personnel changes are likely to lead to the dealer fee is not crass, the loan can not be returned in a timely manner and other consequences. This requires companies to have a smart: "rider", "driving" dealers. This approach applies to the entry of foreign markets.

3. "Walk on two legs, drive together" - direct sales + distribution

This approach combines the advantages of direct sales and distribution to direct sales-based, both the use of the dealer's distribution network, but also to grasp the initiative of marketing, but to deal with the relationship between the two. Especially focus on the interests of dealers, otherwise there will be a "chaotic market" situation. This approach is more suitable for the local market or key market entry.

4. "Integration through the **** survival **** glory" - marketing partner system

This way is, on the one hand, the enterprise selects the target market within the credibility of the dealer as the exclusive marketing agent, on the one hand, the stationing of competent and reliable business representatives and the use of the manufacturer's guidance **** with the development of the market, the formation of the benefits of the **** enjoy the risk of the same share of the "partnership", so that that is, the local market or key market entry. Partnership", so that the reliable grasp of market conditions and competitive dynamics, but also the use of the dealer's distribution network, that reduces the degree of risk, but also increase the transparency of marketing. This formula is more applicable to the entry of foreign markets.

Which of the above ways to abandon which to use, need to be combined with the actual enterprise and the market to choose the best.

Secondly, the entry of regional markets should also choose the right time, the right time are:

1. the peak season before the arrival of the sales;

2. major events or important festivals when the arrival of the;

3. the total market demand increases;

4. the market vacancies or breaks.

Regional market entry should also focus on the use of strategies, such as:

A. Off-season marketing, peak season sales

Most of the products have sales of off-peak season. Peak season is often a homogeneous product advertising wars, promotional wars in full swing, while the off-season many companies appear to do nothing, business is cold. How to do something in the off-season, so that there is a peak in the light, which is worth exploring the issue of enterprise. Enterprises can use the off-season in-depth market, research, or select new customers to consolidate the old relationship, strengthen the distribution channel construction, in order to benefit from the next season to open the door. You can also curate the market in the off-season (with heart-warming themes, novel and unique ways, tantalizing selling points to start consumption), so that the light in the prosperous. Can also be in the off-season in advance of the burst of a distinctive theme of advertising, publicity activities, for the peak season sales pavement.

B. Fish in troubled waters, take advantage of the situation

Any regional market environment has corporate marketing uncontrollable factors, strong brands or rivals, but also inevitably encountered or appeared this or that kind of distress and mistakes, and even chaos in the city, at this time, companies such as taking the opportunity to enter, to attack its weak, hurt its sharpness, to capture its share, will be able to later on to the top.

Fifth, rational marketing and curating the regional market

Why are some enterprises in the regional market Kai and not moving, built and not established? One of the reasons is that the enterprise marketing concepts into the wrong area, marketing lack of skill.

The establishment of the regional market is a purposeful, planned long-term activities, rather than overnight, a short-term behavior. The entire marketing process must be in the light of rational marketing ideas.

Rational marketing is from the actual starting point, specific market, specific analysis, specific treatment.

Rational marketing is based on market research. No field research, there is no correct decision-making. In terms of specific regional marketing, enterprises into any regional market at the beginning of the scientific and effective market research must be read to understand the market, read the customer, read their own.

l. Read the market, that is, to find out the selected area of the city's total population, the total number of target customers, market capacity and potential; market purchasing power, consumption levels, consumer behavior; distribution channel model, market competition, economic infrastructure; analysis of the degree of demand for similar products, the market acceptability of new products; predict the market share of the product, consumption and sales trends.

2. Read the customer, that is, to find out the selected area of the target customer's consumer demand, consumer psychology, consumer preferences, consumer spending power.

3. Read their own, that is, through research to find the strengths and weaknesses of the enterprise.

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

1. find the right customers: choose the product marketable target consumer groups:

2. find the right selling point: seize the most to meet the needs of the target consumers of the interests of the point:

3. reasonable pricing: consumers can accept the goal, taking into account the interests of enterprises, intermediaries and the competition need to take a variety of flexible pricing strategies and ways and means.

4. Effective distribution: the use of reverse thinking. According to "consumers - retailers - middlemen - manufacturers" this bottom-up thinking design distribution channels, choose the middlemen. Distribution channel mode to meet the market reality, in order to facilitate the depth of the market distribution.

5. Integration of marketing: marketing events can be created, set of advertising, public relations, promotions, sales management is equal to the integration of a full range of "bombing" the market, and strive to start the market in a relatively short period of time.

In terms of marketing in each district, rational marketing is also manifested in the use of tactics and strategies in the process of market establishment:

A. Concentrate on strengths and break them down. The initial stage of the establishment of the regional market, enterprises should be in line with the "from strength to strength, synchronized follow-up" principle, focusing all the resources to play the overall advantage, go all out, each breakthrough, do not "an egg in ten baskets", quick decision, the whole effort, not to do the "miscellaneous rice".

B. Avoid the real and attack. Enterprises should fully consider the competitive situation of the selected regional market, the situation, waiting for the opportunity to move. Such as the largest share of the market for competitors to occupy the city, either to give up the place to create a new area, or to find rivals ignored market segments or marketing weaknesses to cut, step by step, until the fight for a place, a certain share.

C. Stick to the local area and work hard. Can be in the beginning of the market to eat the first "grass" and in a certain period of time in the local market this acre of three acres of plowing, will do it enough, do strong, make the color, to be strengthened by the comprehensive strength and then look for opportunities to expand outside.

D. Blossoms within the wall, the results outside the wall. There is this market phenomenon, some local products in the local market is difficult to market, but in the field market is very popular, the main reason is that local consumers have some kind of prejudice or misunderstanding of local products, always feel that "far away from the smell of near stink". In this regard, companies may wish to come to a "curve marketing", first from the field market to do, to have a certain degree of visibility and reputation of the product and then "return to the home" sales potential is likely to change.

Sixth, comprehensive consolidation and maintenance of the regional market

Why some companies have worked hard to establish the regional market for the later according to the? This is because the enterprise does not have a comprehensive consolidation and maintenance.

As the saying goes; "It's easy to fight, it's hard to keep the mountain". The establishment of the district market is also the same. After the enterprise attacked a regional market, its market followers will follow the dust of its invasion. Enterprises want to keep the market, we must use strong and effective means.

One of the most effective means of consolidating a market is to penetrate the market, i.e., to fully penetrate the existing market.

l. Network penetration. Through concessions to the majority of intermediaries, increase advertising and promotion efforts to increase intermediary sales.

2. Product penetration. Expand the scope of product use (such as Master Kong instant noodles, from the external food type to the home food type) to increase the variety of products (increased braised beef noodles, full of Han meal) to expand the utility of the product (dry noodles that can be eaten dry), and improve the quality of the product.

3. Customer penetration. According to the different needs of different customers, develop new products (such as convenient rice, convenient porridge, microwave food, etc.) to meet the needs of different levels.

The second most effective means of consolidating the market is to maintain the market, that is, the existing market for comprehensive maintenance.

Above, the author explained the basic ideas and methods of market planning in the district, but these are still framework, still need to be combined with specific market conditions for planning, can have a strong operational. May the thoughts and ideas in this paper can be beneficial to enterprises, especially small and medium-sized enterprises in the district city market establishment.

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

Today, China's market is in the never-before-seen fierce "warring states era". The emergence of many brands, especially the differences between the products are getting smaller and smaller, more and more high homogeneity, so that the market competition is increasingly difficult. At the same time, consumers in the commodity "sea" in the choice is more and more not easy, in front of more and more brands seem to be at a loss, so that many companies are more unable to win the "God" of the heart and burnt out. In the end ---

How can we stand out from the competition and succeed?

The answer to this question is to start from the consumer to explore. In the face of these thousands of one-sided products, consumers do not have the time to recognize one by one, and often only choose those in their hearts to occupy a certain position of the brand. From a strategic point of view, the clever competition strategy is "attacking the heart for the top, attacking the city for the bottom". To stand out, we need to hit the hearts of consumers, and occupy a position in their hearts. The question is --

How can we hit the consumer's heart?

There is an award-winning photo that can give us inspiration: in the whole photo is covered with a crowded dense cattle, the hundreds of cows are extremely similar in shape, but only one is exceptionally attention-grabbing, in the other cows are lowered to forage for food, but it looked up and stared back, staring curiously with big eyes at the camera lens, the look of interesting and cute. Everyone who saw this photo was immediately attracted to that cow and left an indelible impression of it, while other cows were hard to remember. This illustrates the point that it's the things that are different, the things that stand out, that attract attention. Similarly, in order to make your brand can attract consumers, and not be overwhelmed by a sea of commodities, we must try to create differences, the pursuit of differentiation, so that consumers can easily distinguish it from other brands, and then in the mind to occupy a certain position. This work is called positioning in marketing theory. Positioning is through

Respondent: kiyupiao