The latest marketing concept drives CRM on demand

  • Detail

New marketing concepts drive CRM on demand

new marketing concepts and models emerge in an endless stream in the era of consumer personalization. The dialogue between CRM and refined marketing not only reflects the on demand of CRM under the change of marketing concepts, but also helps enterprises to do a deep and thorough job in each market segment. Only in this way can the market cake become bigger and bigger

Lester weimen, the originator of refined marketing, once defined it as: changing the previous marketing channels and methods, focusing on the customers and sellers of manufacturers, and establishing the database of customers and sellers through electronic media, access, mail, international Internet and other means. Then, through scientific analysis, determine the possible consumers, so as to guide manufacturers to change their sales strategies, formulate a set of operable sales promotion plans for them, and provide manufacturers with tracking services for customers and sellers. That is, the enterprise should segment its market appropriately and appropriately, and adopt the intensive marketing operation mode to deepen and penetrate the market, so as to obtain the expected benefits. As more and more people pay attention to refined marketing, it has become the development trend of future marketing model

sensitive people may smell the smell of CRM from the above definition, because one of the goals of CRM is to effectively help enterprises carry out marketing planning, so as to provide customers with appropriate products and services, and require enterprises to deeply and comprehensively understand their customers, consider their thoughts, and solve their urgent needs, in order to "seize business opportunities". So what is the difference between refined marketing and traditional marketing? How to carry out refined marketing? And how to use CRM to realize refined marketing

first, refined marketing, which is different from traditional marketing

comparing refined marketing with traditional marketing in the past, many operators have various misunderstandings about it. Analyzing three typical misunderstandings can help enterprises better understand the difference between the two

1. Refined Marketing = detail marketing

the usual practice is to "readily" accept the concept of "refined marketing", and then vigorously strengthen the efforts in details, and make the details of marketing deep. For example, they will formulate a very strict and perfect daily management system, strengthen the training of the following employees' business knowledge and service level, and achieve the best in the vivid display of the store. These efforts in details can often improve the sales volume of manufacturers in the short term, and therefore "enhance" the recognition of enterprises for "refined Marketing = detailed marketing"

however, refined marketing ≠ detail marketing. Manufacturers can enhance their comparative advantages in the short term through detail marketing, but in the medium and long term, competitors can also imitate or even surpass their detail marketing, so enterprises cannot obtain sustainable competitive advantages in this way

2. Refined Marketing = segment marketing

from the definition of refined marketing, refined marketing includes but is not limited to segment marketing; Market segmentation is only the first step of refined marketing

for example, the brief plan of "refined marketing" of an air conditioning enterprise in Guangdong: the country is divided into seven regions: Northeast, South China, North China, East China, central China, northwest and southwest; According to the current situation of the enterprise and the market capacity of each region, the enterprise decides to focus on supporting South China, East China and southwest, and give general support to North China, central China, northwest and Northeast China; At the same time, the enterprise selected 68 key cities for key support in these seven large areas. Youben machine can test and analyze the mechanical properties of various metals, nonmetals and composite materials. Preferential policies and a large number of market support and media launch are selected in these 68 key cities... At first glance, this enterprise adopts "refined marketing"; In fact, it is "segment marketing". We cannot deny that this "market segmentation" strategy of enterprises is very correct and effective; However, "segment marketing" can never replace "refined marketing". The subsequent year-end summary also proved this

3. Refined Marketing = refined marketing of a certain link

marketing is originally a system engineering, which not only includes the whole sales process, but also includes many links related to it, such as finance, logistics, logistics, service, communication and so on; Refined marketing is the "refined" marketing of the whole link. This is a problem that every manufacturer engaged in refined marketing must treat with caution. And refined marketing is a strategy, which is the "refinement" of the whole system engineering. This one leaf blinding mistake is to ignore the system and overemphasize the details

for example, a company has carried out "refined marketing" throughout the country. In order to implement refined marketing, the headquarters and offices of the company have made full preparations, subdivided the key regional markets in advance, and carried out detailed and comprehensive training for all salesmen and promoters. The image of the store has also taken on a new look, and the media launch and market support are all in place. It should be said that "everything is ready". However, it was such a well prepared activity that ended in a gloomy end. The reason was very simple: there was a problem in logistics transportation, resulting in the embarrassing situation of "market without goods"; When the goods arrive, the peak sales period is over

Second, market subdivision under refined marketing

extensive marketing enterprises use some relatively simple parameters when classifying the market. For example, some enterprises will divide the market into industry users and consumer users. When facing industry users, they may subdivide according to the size of customers or industry types, such as financial customers, telecommunications customers, large enterprise customers Small business customers are divided by ground line or customer age, and this segmentation has increasingly lost its power in today's Chinese market environment. In the new situation, we need to further subdivide. The market parameters we need to pay attention to are not the ones just mentioned, but the parameters that converge among similar market objects. For example, how much is the value of customers to manufacturers? For example, what is the behavior of buying? What is the buying attitude? What are their needs or needs? Even to study their needs and the reasons behind them. This is the market segmentation required by refined marketing

for example, after a preliminary understanding (not a formal investigation) of enterprise a, which operates air conditioners, the existing users of enterprise a in the X market have the following characteristics: first, the low-income class, who all buy special machines when the weather is hot in the peak season, and the low price is the main incentive for them to buy; Second, Kochi family, who are rational consumers, have a certain understanding of enterprise a and the home appliance industry, and believe that the product quality is good but the price is not high, and the cost performance is the main incentive to buy; Third, families aged 30-40 have average income. During 1990-1997, the leading products of enterprise a became famous, which had a great impact on them. They have nostalgia for the brand of enterprise a, and their emotion and trust in enterprise a are the main incentives for them to buy. Combined with the product structure we sell, the first situation accounts for the vast majority, and the latter two cases are few. Then investigate the reasons why consumers refuse to buy air conditioners of enterprise a and are willing to buy other brands. You can choose the following variables to segment the market 72 age, income, occupation, purchase motivation, product information source, etc. In this way, we can successfully identify our existing consumers, consumers we can win and consumers we don't win for the time being

consumers that can be won are potential markets and the main target of market promotion. Combined with different time and purchase motivation, we can decide what kind of promotion scheme to use. In this way, the marketing work will become more targeted and more accurate

third, the refined CRM

CRM system emphasizes customer-centered and comprehensive service marketing. However, some enterprises have a large number of customers, but the value these customers bring to the company is very different. If we use unified service standards or sales strategies for all customers, it may cause the so-called "free riding" phenomenon in game theory. That is, high-value customers passively accept unified service standards, and their personalized needs cannot be met, so it is easy to be dissatisfied with the company. While those low-value customers enjoy value-added services, they may not be able to buy more products of the company, and the utilization rate of marketing resources can be imagined. This is the typical "extensive marketing"

in view of this situation, when implementing the CRM system, we should first segment our own customer groups. For example, users are divided into 9 categories according to the degree of customer satisfaction with the company and the number of products purchased by customers. Then, for different customers, formulate different marketing strategies and corresponding personalized services. (as shown in the figure)

1, "one to one", "one to many" and "retailer management" are the sales strategies adopted for customers with different purchase quantities. For customers with high purchase volume, the "one-to-one" strategy is adopted, that is, these customers are directly in the charge of the customer manager specially set up by the enterprise; for customers with medium purchase volume, the "one to many" strategy is adopted, and the salesperson manages them by region. For low volume customers, because their value contribution to the enterprise is limited, this part of customer maintenance can be completed by retailers

2, "partner", "improvement" and "correction" are the marketing strategies adopted for customers with different enterprise satisfaction. For highly satisfied customers, adopting the "partner" strategy means that enterprises should establish long-term partnership with customers and find ways to help customers better act together. For generally satisfied customers, adopt the "improvement" strategy, that is, the enterprise should strive to improve what is not satisfactory. For dissatisfied customers, adopt the "correction" strategy. Enterprises must reflect on whether there are major mistakes in their promotion, supply, communication and other strategies, and thoroughly restructure the unreasonable process

3. Specific methods for enterprises to deal with customers in different positions in the chart:

class a customers are the most important and loyal customers of the enterprise, which can be called "high-value customers". Such customers are very satisfied with the company, and its turnover rate is only 1% to 2%. Therefore, in the management of CRM, it is necessary to realize the sales strategy of "one-to-one and partner". The customer manager is directly responsible for these users, providing comprehensive services, from scheme consultation, scheme formulation, order management, product distribution to after-sales service, so as to ensure that every demand of customers can be handled in a timely manner

class B customers are also loyal users of the enterprise, but their value to the company is slightly lower than that of class a customers. Therefore, in order to effectively use the limited marketing resources, the "one to many and partner" sales strategy is implemented in the CRM management, which is directly managed by the salesperson according to the region, and

Copyright © 2011 JIN SHI