1. Preface
Marketing Strategy New Triangle Model, a strategic business architecture analysis tool, and a strategic business triangle model consists of three dimensions: corporate strategy, company tactics, and company value. The three dimensions are divided into 9 elements, market segmentation, target market, market positioning, differentiation, marketing combination , sales, brand, service, and process.
company strategy core is to occupy a certain position in the mind of customers, and the core element is positioning;
company tactical core is to attract customers with unique marketing strategies, and the core element is differentiation;
company value core is customer acceptance, and the core element is brand.
2. New triangle model of marketing strategy
3. Strategy interpretation
1-Company strategy
company uses market segmentation to identify various types of demand groups in the market, and then select the target market that the company wants and can take care of, and then establish a clear positioning to find the right position in the buyer's psychology.
1.1-Market segmentation
Due to limited resources, no company can provide the market with all the products it needs. Therefore, it is necessary to identify different demand groups in the market. Common segmentation variables include geography, population, psychology, and behavior.
1.2-Target Market
When choosing the correct target market, the following four criteria should be considered: size of the segment market, growth potential of the segment market, competitive advantage of the company, and competitive position of the company.
1.3-Market Positioning
When doing market positioning, the following four points need to be paid attention to: Positioning must match the company's advantages, positioning should be accepted by customers, and positioning should last for a period of time. Positioning requires customers to accept positively, so the company should first have the ability to fulfill its commitments.
2-Company tactics
The realization of strategy and value requires relying on tactics, and tactics guide enterprises how to do it in market competition. Three elements of tactics: differentiation, marketing combination, sales.
2.1-Differential
Companies can implement differentiation at three levels: content (what is provided), background (how is provided), infrastructure (appendixes provided). Content is the core, what the company provides to customers; background is the auxiliary, the company makes efforts to help customers feel the difference in the provided objects; infrastructure includes people or technology to support content and background.
2.2-Marketing Portfolio
In order for the difference to be effective, the company must build an appropriate marketing portfolio, the product and price are the provision part of value, and the channel and promotion are the transmission part of value.
2.3-Sales
For the target market of quality-oriented (focusing on product quality), value-oriented (focusing on the balance between price and quality) or price-oriented (focusing on price), the company can choose appropriate sales skills.
3-Company Value
In order to acquire or retain customers, the company must create customer value and make it satisfied. The value can be measured by total revenue and total expenditure. The total revenue includes all the benefits obtained by the customer. The total expenditure is what the customer must pay to obtain these benefits.
3.1-Brand
Value indicator is the brand, showing the company's attributes, interests, values, culture and personality. Creating and maintaining brand assets is not easy and requires continuous huge investment.
3.2-Service
service no longer refers to pre-sales and after-sales services, but a service process.
3.3-Process
organizes the above eight elements together through processes, among which three most important processes are: supply chain management, market-based capital management, new product development ;
supply chain management is to minimize costs in the supply chain;
market-based capital management is to optimize all market-based capital;
new product development is to achieve the highest efficiency of production and usage processes;
14. Summary
marketing strategy new triangle model is proposed for the development of prosperity to a sluggish market environment, and discusses how to formulate marketing strategies and marketing strategies and other issues. These ideas inspire and guide many entrepreneurs in a downturn.
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