2005 Most Admired target market?SMEs.From the desktop PC and notebook computers to servers and storage, from ERP to business intelligence, disaster recovery from network security to the SMB market ... ... all to spare no effort to give input.
In 2006 the most concentrated areas of the market to expand what is?SMEs.Subdivided into the product from the market adjustment of management strategies, from innovation to marketing channel structure changes, the demand from the market to determine the staffing structure in response to ... ... all around the difficult start to explore the SMB market.
Triumph was the large enterprise information, achievements of the Chinese IT market its former glory, but also brought the decline in recent years, IT investment and IT corporate profits shrink, or even result in investment in information technology by SMEs suspicions and concerns.Fengqiang rallied SMEs "meat and potatoes" and not let IT companies get it.To go from the front line of SME marketing elite are all feeling: SMEs can not afford the market is picking up the coins, their marketing is one word: hard!
Format messy, impossible to start with market segmentation
On the definition of SMEs, have always been full of different ways and meaning.Is the IT companies, the definition of each is different.Hewlett-Packard as the SMEs growth companies, and more from enterprise scale to define the rate of expansion.Intel and other companies try to PC and other basic information from their investment levels to grasp, try to select more specific target market.Lenovo and other main business is usually based on scientific research and internal business division, the difference between SMEs and large customer and personal family consumption.Under normal circumstances, the domestic SME advisory bodies described: including asset size or sales of 5,000 million to 5 million for the medium-sized enterprises, assets or sales of 5,000 yuan for small businesses.Point of view from the industry segments, including manufacturing, energy, transportation, construction, distribution and other industries.
Small business as defined in confusion from the shape and size structure of small and medium clutter.Vaguely defined concept, highlighting the IT business segment of the inability of the SME market, resulting in marketing, product management and marketing strategy can not remedy.
Experience to judge, public relations mode of transmission of urgent reform
As a real market economy, the main business, started in the beginning of reform and opening up, that is, more Chinese companies founded in the 20th century, the 80s.Business management theory and competitive strategy more entrepreneurs from the inherent potential and practice of, or a little is copying Western theories of imitation and international experience.SMEs even more here.Many SME business history that some people work together to explore the history of hard work, entrepreneurs called intuition or subjective judgments, the sixth sense of business decision-making process in the account for a large weight.
It is this entrepreneurial intuition brilliant achievements of the SMEs, it is the experience of entrepreneurs, sustains the development of enterprises, and based on experience in the formation of family nepotism policy formation and implementation of SME specific structure.Therefore, the process of SME investment in information technology, decision-making more reliable the nepotism, and more that word of mouth.Moving creative, not just turn a blind eye for the small and medium enterprises, more to the suspicion and disdain; boring PR, is to allow SMEs to turn a blind eye, or even disdain.Has highly competent in the enterprise market, advertising, public relations, events, and suddenly a market failure in the small and medium enterprises.
This situation can not understand the need for SMEs to obtain information before purchase, not an objective judge, but rather access to information channels and information content requirements changed.SMEs more eager to be able to closely linked with their own business, practice proven peer-procurement channels and application of the correct way.
Competition-driven, information-based health care products can not be
SME Information has a very direct and specific business needs-driven features, the market competition.IT investment by small and medium enterprises want to improve efficiency, reduce costs, with a unified stand on domestic and international competitors on the starting line.Large-scale investment in the frenzy of enterprise information, inefficient operations, especially the lower success rate of IT projects, IT investment led to the need for SMEs, doubts about the effectiveness, hoping to find a more reliable investment.Even some small and medium enterprises to information and health care products in the same breath, without the effect of high prices can not be invested.
SMEs when considering the procurement of information technology, IT companies do not want them as a one-time sales targets and sales relationship, but rather desire to establish long-term, business level, the common growth of partner and relationship customers.Small measure of this continuing partnership principles: the core values can be increased or reconstruction activities and changes in the basis of competition?Able to change the link to contact the industrial chain of supply and demand of both the nature and balance of power?Can increase or reduce market access barriers?Industry can increase or decrease the difficulty and cost of conversion?Can increase the value of existing products and services, or even create new products and services?From the perspective of IT suppliers, distributors and end users are small and medium type, the application of these standards partners, should be from a marketing level, given sufficient attention.
Purchase a small amount of input-output ratio is not high
Scattered distribution, the basis of information varies, no large-scale enterprise purchases neatly from one to thousands of laptop PC from a single server to the entire information system ... ... a variety of procurement scale are possible.This is not only a channel for IT suppliers infrastructure and efficiency, service outlets and a higher capacity requirements, and marketing strategies of the regional difference poses a severe challenge.
In the channel, direct marketing and distribution, agents and distribution than the controversy was large enterprise market.If through one to one direct marketing, some SMEs are likely insufficient to cover purchases of its sales and logistics costs.If ordering through the Internet or 800 numbers, not to mention the regional SME information and basic understanding of this level is reached, that is, the traditional "single-handedly pay for hand delivery" credit habits, but also hindered the enhancement of the efficiency of online direct marketing.Expand the SME market, the first solution is to find a good dealer, and this will encounter a problem which is fully acceptable to find a regional sales agent, or dealer in order to find a few more channels can be controlled?Choice in this matter, we must reconsider the level of discount points costs and the value of the channel complex.In addition, in the face of a picking up the coins are not up, dealers are motivated to mobilize IT suppliers to consider.
In services, the service is a marketing, word of mouth for effect and effect-oriented benchmarking SME market even more so.China's many SMEs rely on quality service and large enterprises earn living space, or the service itself is a large enterprise business extension services have a deep understanding of and strict requirements.If you can not keep up IT services companies, will inevitably lead to complete.The SME market services do not just engineers, service capacity and service attitude, more of a service network coverage is reasonable?Whether the customer service response time requirements?Or even "do not ask the process, as long as the results" of the service requirements, resulting in the cost of IT service providers and service sites to improve the fatigue.
In marketing terms, is the one game of chess?Or regional difference?The country is conducive to the brand value of a chess game in the SME market reflects the regional differences in differentiation of benefit or industrial product sales and business challenges.The contradiction between this group of seemingly simple, but truly balanced and easy.
Great potential, poor inter-departmental operations
SME customers are most looking forward to?Respect, to build equality, respect, trust based business relationships.SME customers the most taboo is what?Be regarded as small scale, lack of funds, non-essential edge market.It is this particular development environment and application characteristics, requirements IT suppliers have the product management system for SMEs, with an independent marketing organization and channel strategy, programs and services with independent measures.
From the perspective of the parallel market, the SME market as a relatively independent areas of prominent and inevitable trend.Government, education and other public areas in IT investment decision-making has a certain vertical characteristics and relevant national policies with a strong sensitivity.Management of large enterprises on the one hand with the characteristics of the vertical, the other national macroeconomic policies and obvious influence on the macroeconomic environment.For these two markets, IT companies have formed a sound marketing system, product, channel and service needs of the grasp is already very mature.Family and consumer market depends on the individual's economic ability, decision-making status and cultural level, and the daily consumption of great relevance, market segmentation and development of a mature model reference.Both large and medium-sized enterprises, public utilities and even many common household consumer market, there is not exactly the same in other markets.For the SMB market, one to one relationship marketing, differentiated marketing personality, standardization is very difficult to work a unified marketing.
Dealers is to expand the SME market a solid bastion of creativity in the advertising, the dealers enjoy the same treatment with the product.
In the SMB market, the media is also an important channel for manufacturers, this feature of the industrial design, user-friendly way to convey the wisdom of product management.
July 5, 2005, Lenovo's new product launch in Jan-day form of popular sitcom debut.
How do the essay?
Crack the top five marketing difficulties for SMEs, the SME market is melting permafrost lies.How to overcome these five difficult it?
Disruptive innovation, and take the road to the level of marketing
Case Description: July 5, 2005, Lenovo's new product launch in Jan-day melodrama in the form of start.Abandoned the position lengthy interpretation of the user speech cut off a mere formality, product launch about a shoe manufacturing enterprises affect the manufacturing, distribution and other business partners of the business relationship, reproduce Small PCprocurement and application of the basic features and common problems, and then embraced a new Yang-day application of innovation and technology innovation and growth strategy together with SMEs.And the echo, the new Young days with the media in the form of pictures of new products and Yang-day operating characteristics of SMEs and the environment together.
Comment: Marketing is the most innovative "interactive", is to make our target customers to participate in marketing planning and practice.Sitcom is different from the previous conference, the biggest advantage is to target customers as the protagonist, not the IT business monologue.Thus, not only clear their target market, as well as set a benchmark for small and medium IT procurement.
Philip Kotler, in its "horizontal marketing" in the mentioned: the traditional market segmentation and positioning of thinking, is the feature for consumers, expand logical analysis, and then find the companies fit into the sub-field, or one areaset their own differences.The methodology from the 4P of marketing, said, is "customer-centric" model, in pursuit of a certain period of market share.This segment is bound to be more resources and capabilities of enterprises Beach thinner, until the have a "one to one" marketing, will inevitably lead to extensive cultivation.This marketing model is different from, and is bound to be creative, deep secret agents of the "level of marketing."
New Young days to try the "customer-centered" so that target customers in a starring role as part of corporate product launches, customer awareness of their market positioning, products and capabilities.This level of creative marketing, in pursuit of ongoing customer share, just solve the disruptive innovation to promote the "Blue Ocean Strategy," the outstanding issues - out of the bloody, price competition, "Red Sea" to find the blue ocean, we must create a "blue ocean" type of product.
Analysis of industrial design for non-IT people can understand
Case Description: August 8, 2005, Yang published a new industrial design products, the wonderful days of creativity and fresh story article.The report on various aspects of new products, the source of inspiration to colloquial, daily life, not technology, describe the language of research, accompanied by vivid pictures, and sketched out a new product was born Jan day the whole process.Moreover, product manager for product innovation and advantages described, professional and popular.
Comment: boring technology, raw products, has been the focus of the product PR.Today, dull sense of smell in the consumer, from the perspective of industrial design, reproduction technology research and development, creative design, product management of all aspects of the vivid story, the reader is undoubtedly a way to see continue, remember mode of transmission.Its greatest contribution is to get rid of the IT circle entertain-style marketing practices, has opened a way for non-IT people can understand the marketing paradigm.Industrial design is the soul of the modern enterprise manufacturing and product market competition is increasingly becoming a key factor.Compared to core technology, industrial design is a systematic project and the overall concept, closer to the application, better show respect for people, during which gives a strong brand value and corporate culture connotation.If the functions of the product based on technology and marketing is the quick success, sales-oriented marketing, then marketing of industrial design is based on continuous innovation to human care-led marketing.
Beyond the enterprise walls, to add value to the industry chain
Case Description: August 8, 2005, "China Computer Newspaper," published in the new Yang-day industrial design project, from a joint project across the enterprise group.The project team members, including the new Yang-day marketing department marketing staff, also including the new Yang-day R & D, innovative design and product management staff, also include China Computer Newspaper reporters, editors and account managers.The project team's mission is to examine the status of an independent team of Jan and mining days of the new product innovation, and innovation in the form of popular presented.
Industrial design project is a chestnut sea, a more profound concept embodied in the "growth engine", "growth bridge" and "growth" Guardian of being.New Young day not only for SMEs is different from large enterprises and individual household consumption of products, but also from the industrial chain, channel and service all aspects of creating a business environment to grow.
Comment: with stakeholders, and channel partners, and SMEs to grow, this trick can be described as the point, to dispel concerns about the market potential distributors, to avoid the direct sales and distribution, agency and distribution of the controversy; caters to small and mediumthe needs of enterprises to enhance competitiveness, to give enough attention to SMEs.
Western marketing theory of relationship marketing and transaction marketing points.Transaction marketing emphasis on competition and competition between stakeholders and conflict between independent industrial chain links, all emphasizing the conquest of their customers, and then their products and services sold.Relationship marketing emphasizes stakeholders and even competitors are interdependent and mutually cooperative relationship with each other as if all sectors of the industry chain as a resource, needs to co-create value.Moreover, in today's world, companies create value in the model is different from the past, each of which have become extended in one chain.Here, more integration among partners, transparency, cooperation, cooperation that is down corporate walls, creating value is the new stage.Young-day growth of SMEs is committed to the new mode of operation of the engine and the actual practices, no doubt thinking of this value creation reflected in Relationship Marketing.
"Honesty in, the shape on the outside," the marketing concept
Case Description: August 18, 2005, in Wenzhou, the gathering place for small and medium enterprises, Lenovo, CCTV joint dialogue with the local small and medium home section direct dialogue, this conference no fancy stage, there is no hustle and bustle of the crowd,Chen Shaopeng is vice president of Lenovo Group and the local entrepreneurs to start a way to communicate face to face.The dialogue is not the interpretation of the new Yang-day "growth engine", the whole value chain solutions, but rather to answer the reality of SMEs in the confusion of information.
Review: Facing the smart and rich Wenzhou, Young-day adopted a new marketing approach that is very rational and pragmatic, full of associations with the independent sector, independent of the products to meet the needs of the SMB market strategy drive, reflectedSME market for the full understanding and attention.
In the usual organizational structure, marketing and product development sector is relatively independent of product management strategies and marketing strategy their own way.This not only results in the form of two marketers to end in disappointment - Product sector (businesses) and sales department (customer), but also lead to customer demand does not arrive in time R & D department, R & D of new products and new ideas can not be fully delivered to the user.Lenovo's new yang day as an independent department for the operation of the SMB market, a good solution to these problems.
Speaking from a marketing practice, marketing is product development, customer service and the results speak for business, we must maintain the intrinsic value of goods and services consistent with the external manifestations.That is, product marketing must be out of sincerity, not exaggerated; must be honest that place, not a throwaway.New Young days in the case of Wenzhou, the marketing can be described as the marketing front pull, "sincerity, shaped on the outside," the value of the performance thoroughly.
August 18, 2005, in Wenzhou, China Central Television Lenovo joint dialogue with the local small and medium home section direct dialogue.
"Re have no doubt goes out vista."SMEs in emerging information technology is a huge IT market.The face of all the confusion of marketing for SMEs, we must learn the essence of the new theory, innovative marketing model, build and grow small and medium industry ecosystem in order to dig deep in the SME market, "the rich gold mine."