What does the position of market development do?

In micro-marketing, market development strategy refers to what means and methods commodity producers use to open the market and improve the market share of their products. Broadly speaking, it includes the following contents:

① How to choose the target market;

(2) How to choose the service direction for the target market;

(three) the time, place and way of putting the enterprise products on the market;

(4) What are the advantages of enterprise products in the market?

⑤ What kind of promotion measures do enterprises take?

6. To what extent is the quality control of enterprise products?

⑦ How much after-sales service does the enterprise provide? That is to say, in marketing work, besides market investigation, forecasting and internal production management activities, it can be regarded as the content of market development.

Generally speaking, enterprises have five typical strategies to choose from in the process of developing the target market:

The first is the "snowball" strategy.

The "snowball" strategy of the target market is the most commonly used strategy of enterprises, that is, the expansion strategy of enterprises in the same geographical area of the existing market takes the form of regional expansion, and then marches into another new area after exhausting one area. Adopting this "snowballing" step-by-step market development strategy can reduce the risk of market development and operation to a certain extent, enable enterprises to expand the target market steadily and step by step, which is of great benefit to the solid foundation of enterprises and brands. This strategic choice also has some shortcomings, such as a little longer time and slow development of enterprises. But this choice is one of the best choices for small and medium-sized enterprises to gradually become large enterprises and strong brands.

The second is the "bowling" strategy.

In order to occupy the whole target market, enterprises must first capture a certain "key market"-the first "ball bottle" in the whole target market, and then use the great radiation of this "key market" to influence the surrounding markets, so as to achieve the goal of occupying the whole target market. This target market development strategy is called "bowling" strategy. Haier, the home appliance giant in China, used the "bowling" strategic model in the process of developing domestic and foreign markets. When determining the development strategy of the target market, Haier Group believes that three cities are the "key markets" of the domestic consumer goods market: one is Guangzhou, which is adjacent to Hong Kong and is the domestic fashion center and fashion birthplace, and its consumption hotspot today is often the fashion trend of Guangdong, Guangxi, Sichuan, Chongqing, Fujian, Jiangxi and even the whole country tomorrow; The other is Shanghai. Shanghai people have long been known throughout the country for their shrewdness and harshness. Products that can stand in Shanghai must be excellent products that can stand the test. Products welcomed by the Shanghai market will certainly be favored by consumers in Jiangsu, Zhejiang, Shanghai and Anhui. There is also the capital Beijing, where every move of enterprises will have a great impact on the national market. Enterprises with outstanding performance in Beijing market will soon become the topic of media communication, and their products will naturally become the objects sought after by consumers. Therefore, Haier Group first invested a lot of energy to enter and occupy the strategic "Golden Triangle" of "Guangzhou-Shanghai-Beijing" and enter the national market. Relying on its strong market radiation energy, its products are rapidly pushed to the national market. When Haier Group explored the international market, it also adopted the strategy of capturing the three key markets of "Japan-Western Europe-America" first, paving the way for entering the global market and achieving twice the result with half the effort.

The third is the strategy of "picking mushrooms"

The market development strategy of "picking mushrooms" is a leap-forward expansion strategy. When developing the target market, enterprises usually follow the principle of "superior first and inferior later", regardless of whether the selected markets are adjacent or not. In other words, first choose to occupy the most attractive target regional market and pick the biggest "mushrooms"; Secondly, choose and occupy the more attractive regional market, that is, pick the second largest "mushroom", regardless of whether this market is adjacent to the most attractive market; And so on. Although the target market development strategy of "picking mushrooms" gives people the feeling of being picky and lacking continuity in the region, it is a universally applicable choice. At present, many ceramic enterprises in China mostly adopt this target market development strategy. They first choose the central cities and big cities in various regions and provinces, and then advance to ordinary cities and small and medium-sized cities step by step. This kind of target market development strategy has the greatest risk and the fiercest competition. Because when most enterprises adopt this strategic choice, it is tantamount to crossing the wooden bridge with thousands of troops, so it is also the biggest test of enterprise strength and brand characteristics.

Fourth, the strategy of "encircling cities from rural areas"

This target market development strategy is suitable for small and medium-sized enterprises with weak strength and low brand awareness, because it is quite difficult to capture the most difficult central city market with their existing strength, and the possibility of success is very small. First, choosing the peripheral market that is easy to occupy, on the one hand, accumulating strength and marketing experience, on the other hand, actively influencing and infiltrating the "central city" market, can often achieve the ultimate goal. Especially at present, the market competition in "central cities" is fierce, and many enterprises are scrambling to get a share, but they ignore the market demand in rural areas and small towns, which is the first choice for the market development strategy of small and medium-sized enterprises.

With China's entry into WTO, domestic enterprises have entered the international market, and adopting the target market development strategy of "countryside surrounding cities" is more helpful to expand the international market. First of all, choose markets outside developed countries such as Europe and America as target markets to develop markets. After accumulating corresponding international market operation experience and further familiarizing with WTO rules, the strength of the enterprise is further enhanced, and the brand awareness is significantly improved. After infiltrating into the European and American markets, it is of great help to expand the "central market" in Europe and America.

Fifth, the strategy of "blooming everywhere"

The strategy of blooming everywhere is a target market development strategy for enterprises to withdraw their nets and blossom everywhere while developing the target market, and attack all the target markets at the same time, so as to occupy all the target markets at the same time. It turns out that the giant group attacked the national health care products market on 1995, which is the strategy of "blooming everywhere" This target market development strategy requires enterprises to have strong financial support at the same time, and because of "blooming everywhere", it poses a severe challenge to management and other issues, so the success coefficient of this target market development strategy is relatively small, with fewer winners and more losers. Obviously, this strategy is not suitable for small and medium-sized enterprises in China at present.

The choice of market development strategy is very important to the marketing and development strategy of enterprises, so we need to be extra cautious when choosing. In the specific operation process, you can choose one of the strategic ways or an effective combination of several strategic ways. In short, adhere to the principle of seeking truth from facts, according to the specific situation of enterprises and brands, with the ultimate goal of occupying the target market and realizing the established strategic goals of enterprises.

Sun Tzu's art of war says, "plan before you move", everything is established in advance, and the same is true for new market development. Every time we develop a new market, we must have clear ideas and tactical details. Here, I will discuss the problem of new market development with my colleagues in combination with some actual situations I have encountered in the marketing position of Jinjian Rice Industry for five years.

To sum up, new market development can be divided into the following seven steps:

Step 1: Make five familiarities 1 familiar with the company's current position in the same industry before departure; Familiar with the company's products, especially their advantages, eating methods and storage methods; Familiar with processing technology; Familiar with the company's marketing culture and marketing policies; Familiar with all available customer resources in the new market to be developed, including the company's old business units and customers who actively call for cooperation. Being familiar with the company's current position in the same industry directly determines your mentality and confidence when visiting customers. For example, our company is the first grain enterprise and the first brand in China, which determines that we are very confident when negotiating with customers. Being familiar with the company's products, especially its advantages, and knowing all aspects of the products' knowledge and processing technology, such as eating and storage methods, will help us not to speak layman's words when negotiating. If the customer is an amateur, he will think that we are experts, and if the customer is an expert, he will agree with us from the heart, so that we can be easily accepted by customers and feel safe in cooperation with our company. Being familiar with the company's marketing culture and policies will help us grasp our own concession bottom line when negotiating with customers, and at the same time let customers.

Step 2: When you first arrive in a new market, you should make an investigation and three affirmations. Fully conducting market research is the necessary and primary link to open up new markets. The process of market research is actually a process of finding your own feelings in the market. Through investigation, you can fully understand the market situation, market potential and sales forecast of your competitors, so as to find market opportunities and breakthroughs.

Three "affirmations" are: First, on the basis of market investigation, the position and advantages of our company's products and marketing policies in the same industry were determined through analysis, and a breakthrough was found. When the polished rice factory was first put into production in 2000, I was responsible for developing the Wuhan market. I just arrived in Wuhan and plunged into the grain wholesale market according to traditional habits. As a result, the agent could not be found. Later, through analysis, we found that the price of our products could not be docked with ordinary rice, so we changed our mind. Why do I really want to sell our products as rice? Why not sell them as food? So I put forward the concept of "selling our rice as grain, not as rice", so that when looking for customers, the bottom is much wider. This concept has just been put forward, but it has greatly influenced the thinking of our polished rice company when developing customers. Why do our agents seldom do grain and oil now is affected by this. When I took over the Jiangxi market in March, 200 1 year, there was only one dealer. After I went to the Jiangxi market, I found through investigation that the Jiangxi market itself is rich in high-quality rice, which is even better than that in Hunan. It is really difficult to buy rice in Jiangxi, but through analysis and comparison, I found that our company's 5 kg plastic packaging is our advantage and selling point.

Step 3: Preparation before visiting customers:

1, samples and related publicity materials.

2. Determine the bus route, make an appointment by phone in advance to ensure that you arrive on time.

3. A "marketing plan"

4. Organizational language: determine the general content of the conversation with customers during the visit. The following are the main contents of my first visit to customers: ① Company profile and its position in the same industry, production scale and capacity, quality assurance and stability system, mainly to reassure customers: First, we can cooperate with our company for a long time without worrying about making products hard. As a result, the company went bankrupt. Second, we have sufficient supply guarantee; The second is the analysis of the main target market and market prospect; Third, we plan to promote our market; Fourth, we have a zero-risk after-sales service guarantee system; Fifth, we have a profit system; Sixth, our company's basic conditions for dealers, especially the issue of paying first and then delivering.

5. Determine the bottom line of negotiation, such as payment, promotion support and return.

Step 4: In the process of visiting customers, how to "impress" customers and do the following:

1, introduce the feasible investment and financial management plan you have made for your customers, including investment risk analysis and zero risk; Profitability analysis, sufficient profit space guarantee; Long-term analysis of brand operability-there is no national brand of rice at present, and once I master the agency right of the first brand of rice, I will benefit a lot. When I developed the market in 2000, the agent in Xiangfan market in Hubei Province used to do rubber business, and the agent in Loudi market used to do kitchen supplies in Qiaonan market. Why did they all start Jin Jianmin's career, mainly impressed by the feasible investment and financial planning? When I first arrived in the Beijing market last year, I was a stranger and visited many customers. Either the financial strength is insufficient, or there is a problem with the existing channels. Finally, I was deeply impressed by the current distributor Beijing Wanbang Food Company, and I have a feasible investment and financial management plan. He used to be a health product and never cooked. As the boss of the company joked, many products of our company want us to act as agents. Why did I choose you instead, that is, your investment and financial planning?

2. Moderate incitement and affinity in tone and content. The requirements here are moderate, the words are too real, and the tone is too low to stimulate the entrepreneurial passion of customers. As mentioned above, you told us from the beginning that the supply of goods is often not guaranteed, the quality of products often goes wrong, etc., which scares customers far away, and exaggerating it will bring trouble to future work.

3. Good after-sales service commitment.

Step 5: "Invitation" before signing the contract: It is an important means to invite customers to visit our company as much as possible after initially selecting some interested dealers, because I believe that every customer who has been to our company will have great confidence in cooperating with us.

Step 6: Establish an agent: Choose the most suitable but not necessarily the largest customer from several interested dealers as our partner.

Step 7: "Details" before the start: After the partners are formally determined, we will start to be "salesmen" and "attendants" for the dealers in terms of ordering, variety selection, price system and distribution channels, so as to fulfill our promise when we started negotiations.