Analyze the seven concepts of lighting marketing

Viewpoint 1: Commercial war is tangible, marketing has no move

Sales is to sell the goods today, marketing is to have the opportunity to do sales tomorrow. Sales are laborious, and marketing is hard work. In a word, whether it is sales or marketing, the essence is to maximize the market and plunder customer resources, and finally complete the purpose of selling the goods. The lighting industry is an eternal industry for mankind. There are no enterprises that do not fall, only industries that do not fall. When a lamp owner talked about the reasons for the operation of the lamp, he proudly said to me: There is no place in the world that is honorable to be illuminated without lamps; there is no place where it is simple and does not need to be decorated with lamps. So I like to sell the lamp business, it makes my life meaningful. I also have the same feeling! As a more senior professional marketing consultant, although I have already been full of friends, I dare not have a madness, trust brings responsibility, plan for people, and be honest. Tolerance and introversion, calmness and calmness are the duty of a responsible enterprise scholar should always abide by. The sea of ​​business is floating, the marketing consultant is not a god of omnipotence.

Every time the lecture is given, the sense of responsibility is just like dancing on the tip of the knife. Through more than ten years, I have communicated with hundreds of business owners and dealers in the process of consulting management consulting for many companies. I have trained tens of thousands of marketers and traveled dozens of professional lighting exhibitions at home and abroad. In the persistent marketing research and practice of the market, the consulting industry has proposed its own unique and complete marketing planning proposition: planning must be effective, marketing must be practical, training must be targeted, market must be different, communication must be penetrating, Competition must be wolf.

The biggest sigh of the fifteen-year marketing career is that the commercial war is tangible and there is no marketing. In the enterprise, marketing: when you start, you can't see it - you don't know its existence; when you grow up, you look down on it - ignore its potential; when you get up, you don't understand it - don't understand its innovation; when it's strong, It will not be difficult to learn its mode; when it is soaring, it cannot be seen - it is difficult to block its miracle! The four elements of enterprise survival: market, talent, capital and technology. Capital is stateless, talents are mobile, and technology can be purchased. Only the market is the most in need of hard work. Marketing ability can be learned, but marketing wisdom can not be imitated - marketing has no incentives to win, this is a business and social intelligence power management and control.

Viewpoint 2: Marketing is a configuration

Doing business depends on squatting, doing market abundance, and doing marketing depends on it - the method of playing rabbits and playing tigers is different. Marketing takes the skill (skills) as the starting point and the Tao (strategy) as the end point. How long is the distance between them? It may be like the experience of Tang Santun who went to the West to learn from the world--the mountains and the waters, the hardships, the hardships, A thousand words and every means. Ordinary people use surgery, and high-handed people use it. The combination of Taoism, wonderful harmony. The starting point of enterprise marketing: how to determine your own unique market area? How to make money (product force, operation mode, competitive means)? What path (low cost, differentiated, centralized, unique)? Who to serve? What is the method? Marketing is the equivalence and strategy of the relationship between enterprise resources, capabilities, and opportunities--seeing what others can't see, thinking about what others can't think of, and counting others can't figure out what others can't do before they can get others. Unreachable. Marketing must always be aware that tangible physical struggles are long gone; invisible spiritual duels are everywhere! This is a business tool that is due to wisdom and wisdom. The key to success is not speed but steps.

In 1977, American management scientist Bruce

Viewpoint 3: Marketing is where the sword is?

The sword is in the hands of the professional marketer, in the eyes, in the heart. The marketing profession is a job of accepting others as a way of life--this is a profession of selling ice to the Eskimos. This profession must have the vision of an eagle, the bravery of a tiger, the diligence of a cow, the flexibility of a monkey, the stability of a elephant, and the fierceness of a wolf. The marketer must show the role combination routine: the researcher, analyst, consultant, instructor, warrior, pastor, political commissar, the combination of the seven kendo and swordsmanship.

The fruits of the world are bitter before they mature. High-end marketing swordsman's professional beliefs: passion, frankness, pragmatism, hard work. The marketing warrior of Mojian is tempered and forged by four bitter and four hearts: four bitterness--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Enthusiasm, self-confidence, perseverance. There are only three people lying in the cemetery of marketing professionals: those who evade competition, those who despise opponents, and those who do not understand strategies. The gentleman's possession is in the body, waiting to be sent from time to time - success is not because of the speed, but because of the steps.

Viewpoint 4: Marketing is to create customers

International companies help consumers mature; local companies rely on consumers' ignorance and profit. The focus that really affects the company's continued success is not the strategic goal of the company, nor the process of developing the strategy, but the focus, focusing on the power to create value for customers. The most direct manifestation of this power is the marketing ability of the company. Industrial age: I have produced this kind of product, do you buy it? Information age: I like this product, do you manufacture it? The lighting company needs to propose a value, that is, a series of interests to meet customer needs. Philip

The God of the enterprise is the profit. Satisfying demand is instinct, and creating demand is the ability. Customers and sales are like the relationship between chicken and egg. It is the best marketing art to manage these two relationships creatively. New customers should be enthusiastic, old customers should be sincere, customers should be eager for speed, and customers should be slow to serve - there are no wrong customers, only the wrong service!

Viewpoint 5: Marketing is to take out the blue sea in the Red Sea

There is no mature market, no special market, and it is even harder to have a blank market, only a market with insufficient creativity. Tactical marketing is a matter of doing things, scale marketing is a market making, and brand marketing is a trend. The lighting industry is from a pre-emptive, chaotic city hero to a unified world. Professionalism is the starting point for respect. Money is earned for insiders. As long as you keep up with the times and be brave in innovation, there will always be new hope on the horizon. Don't turn a blind eye to it, be bold and choose, don't be the first to do it. Those who are willing to set up a long-term ambition, those who have no ambition are always determined; some have a sword for ten years, and some have grinded ten swords a year. The layout determines the outcome, improper positioning, and lifelong wandering. In the Red Sea, you can find your own blue sea. The sea sails by the helmsman. The marketing is based on positioning and strategy.

Viewpoint 6: Marketing is results-oriented

Marketing is the flowering outside the wall of the tree. There is no factory without a market, and a factory can't keep the market. There is no best marketing model, only the most appropriate. From the ship's boss to the captain, from the bandits to the army, from the wild dogs to the wolves - the goal is determined, the ability determines efficiency. Without attention to the process, there will be no good results. Therefore, those who have no thoughts are poor, and those who have no strategy are sad. Marketing strategy thinking route: Where to go? Why? How to go? What will happen? Ideas determine the way out, action determines wealth. The highest quality marketing strategy achieves the standard principles: collective decision-making, team assault, decentralized operations, overall reflection, shared risks, and shared results--thousands of heavy burdens are on hand, and there are indicators on everyone's head.

Viewpoint 7: Sales is power

Marketing is not coming out, it is talking out; marketing is not about talking out, it is made; marketing is not made, it is spelled out. The purpose is more important than the means, and the method is more important than the knowledge. There are four main reasons why companies will fall: no marketing, no management, misplaced money, and wrong people. The four questions that the boss must think every day: Where does the money come from? Where is the goods going? How is the talent used? How is the interest divided? There are no goods that can't be sold in the world, only those who can't sell the goods. Marketing is the lifeblood of a company, and the marketing team is the army of the company. There is no tomorrow without branding, no sales today! Sales are power!

I am fond of reading the book "The Art of War", which is the head of the classics and the source of the avenue. It is realized that the all-round marketing management philosophy of Chinese lighting enterprises should focus on Tao, Heaven, Land, and Law. Tao, speaking to the country is the way to govern the country and using the military; the enterprise is the business philosophy, the entrepreneurial spirit, and finally evolved into corporate culture. Heaven and earth are about the corporate environment, including internal and external and competitive environments. It will refer to the generals in terms of the country; the marketing and management cadres in the corresponding enterprises. Law refers to the organization's instructions, systems, and requirements for execution. In the management of enterprises, the company grasps the spirit of living, heaven, earth, society, and law. In response to the flexible application of internal and external situations, it will be able to achieve the realm of long-term enterprise. Today is a time when the lighting competition is fierce. Marketing has never been a fire-fighting, fire-fighting across the mountain, and even the best marketing plan. You can’t just rely on sitting alone, you have to face-to-face bayonet at any time. Marketing is already a dance on the tip of the knife. Marketing strategy must be dangerous, and the sword is slanting.

荀子曰: There is no door in the avenue, Confucius said: See the sage. Real business marketing is ever-changing, and every successful corporate marketing can't be copied because of its originality. In the future, whoever is ups and downs in business, is pragmatic and pragmatic, has a strong mind, and is down-to-earth. It will eventually experience business wars without a shadow. The road is tangible! Dry marketing, thinking marketing, writing marketing, marketing; love lights, selling lights, writing lights, lighting, bringing wine to the wind Look at the light to see the sword, no sword in the hand, no sword in the heart--the lighting marketing is: keep the cloud open to see the moon, firmly believe that the foundation will last forever.

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