58 innovative plans for marketing

Chapter 33 Relationship Marketing Planning (1)
The famous American entrepreneur Charles Gendman once said: "Companies do not create purchases, but establish various relationships." Relationships are the resources and life of an enterprise.

The essence of marketing is exchange, and its connotation is the various relationships that occur and change around exchange activities.The most important of these is the company's relationship with customers, but it also includes the company's relationship with competitors, suppliers, distributors, government agencies, and other public relations.

Relationship marketing is to regard marketing activities as a process in which an enterprise interacts with consumers, competitors, suppliers, distributors, government agencies and other publics. The core of enterprise marketing activities is to establish, develop, maintain and consolidate relationships with these Good relations with the public.

In China, relationship marketing has a special soil.The excellent concepts and moral norms of the Chinese nation, such as "faith", "righteousness", "benevolence", "harmony and wealth" and other value concepts, have laid a solid ideological foundation for the application of relationship marketing, and have a great impact on handling and coordinating all parties involved in the relationship. interests are crucial.Through relationship marketing, the enterprise can establish a good image, cultivate the loyalty and trust of customers and all parties involved, and form a stable customer group for the enterprise. It is also conducive to the enterprise to follow market changes, improve competitiveness, continuously develop new products, and meet customer needs. .More importantly, relationships can create value, which is conducive to achieving a win-win situation with customers and related parties, and maximizing the interests of all parties.

Classic look back
In 2006, in order to grab more market share from Dell and increase channel share, Sony announced that it would provide Dell notebook users with an old-for-new subsidy of $500, and at the same time pay additional commissions to solution providers .

In order to reverse the momentum of slowing performance growth in the past two quarters, Dell has introduced a series of measures, including discounts for channels.Sony responded immediately, and Sony's IT product department in San Jose, California, USA will extend the subsidy activities for a longer period of time.Andrew Krantz, senior account manager at solution provider Westwood Computers, a partner of Sony, said: "I think this is a very good measure, and Dell will do whatever it takes to compete for the market. Any move by the market should be encouraged."

According to Sony's subsidy plan, in addition to providing a $500 replacement subsidy for Dell notebook users, Sony will also provide a $300 replacement subsidy for all notebook users, provided that users exchange for their Vaio BX series notebooks.This discount is quite good, because the starting price of the Vaio BX series notebook is only 1171 US dollars.In addition, solution providers will also receive an additional commission of $40 for each Vaio BX notebook sold.Sony said that both the replacement subsidy and the commission provided to the solution provider will continue for a period of time.

Dell is the world's largest PC maker, far ahead of other competitors in terms of market share.But in the past period, Dell's performance did not meet Wall Street's expectations.In order to take this opportunity to seize more markets from Dell, Howard Stringer reorganized Sony's US IT department after he took office as Sony CEO.In fact, the relationship between Sony and Dell includes two levels of competition and cooperation. In addition to competing with each other in the PC market, the two sides are also close allies in many fields.For example, at the International Consumer Electronics Show held in Las Vegas, USA, Stringer invited Michael Dell, chairman of Dell's board of directors, to participate in his keynote speech on the same stage.In addition, both companies firmly support the next-generation DVD standard - Blu-ray standard.

It can be seen from the above cases that in the current economic environment, the relationship between the two companies is both a competitor and a collaborator.

Skillful touch
All manufacturers that provide products with similar functions to the company's products are competitors. According to Porter's analysis framework, the competitor market is divided into: existing competitors refer to products that have entered the market and produce similar or similar products to the company. Competitors who have certain products and have a certain customer and market share; potential competitors, the entry of new competitors may pose a threat to existing companies in the industry, and the degree of threat depends on the entry barriers of the industry and the strengths of existing companies The degree of response; Substitute competitors, when a product or service replaces another product or service, seize market share from existing products, thereby posing a great threat to the manufacturer of the replaced product.

thinking innovation
Competitors can indeed pose a threat to a company, but the right competitor can strengthen rather than weaken a company's competitive position.The benefits brought by suitable competitors can be classified into four aspects: increasing competitive advantages, improving the current industrial structure, assisting market development, and deterring the entry of other companies.Intense competition can drive competitors to the brink with serious consequences.On the contrary, accepting the way of thinking of "cooperative" competition, enterprises and competitors seek common interests, and it is possible to achieve "mutual benefits" for both parties.

Practical points
Competitor market relationship marketing strategies can be divided into the following three types:
1. Game strategy.Going beyond the simplistic concept of competition and cooperation, this theory can be used to explain the combination of competition and cooperation, so as to realize the ideal of "synergistic competition".Divided into three types: zero-sum game, constant-sum game, variable-sum game.

2. Joint vertical strategy.A vertical alliance in the economic field refers to a network-like association formed by two or more enterprises in a certain way for a certain purpose.Forming an alliance overcomes the difficulty of coordination between completely independent enterprises, so as to achieve the goals of cooperative development, price alliance and complementary advantages.Alliance implementation steps: select partners, establish reasonable relationships and strengthen communication.

3. Competitor relationship coordination.During the coordination process, the principles of fair competition, mutual learning and mutual communication should be followed.

Scene reconstruction
1. Scenarios
When Cisco Systems and Microsoft rolled out competing security solutions, the two companies' routes appeared to be colliding.But then the CEOs of the two companies sat together and they talked about further strengthening their cooperation.Microsoft CEO Steve Ballmer and Cisco CEO John Chambers said the two sides will continue to maintain tit-for-tat competition in some markets, but they will also work together to ensure that their products interoperate.

In 2007, the two sides officially announced that they would strengthen cooperation in seven major areas, including security, mobile computing, information technology architecture and unified communications.

In these areas, the two parties will arrange engineers to ensure the interoperability of their products.The sales and publicity departments of Microsoft and Cisco will better let customers understand the cooperation between the two parties.Officials of the two companies will also strengthen communication to bring customers a clearer imagination for cooperation.

"I have a lot of respect for Cisco as a competitor, but I have even more respect for my own company," Ballmer said. "If they want to compete, I would say, come on. I promise John will too. Say the same thing. That's very good, we've learned to speak in a respectful way."

Chambers agrees that the two companies will compete vigorously.He acknowledged it would be difficult, but said Cisco and Microsoft had no choice but to work together.

Question: What determines the delicate relationship between Microsoft and Cisco, which is both cooperative and competitive?
2. Role simulation
If you are a car manufacturer, how do you cooperate and compete with your competitors to achieve a win-win situation?

3. Thinking Enlightenment
What is the most important state when a company deals with its competitors?
3. Thinking enlightenment answer ideas: In the competitor market, the main purpose of corporate marketing activities is to strive for cooperation with those competitors who have complementary resources to realize knowledge transfer, resource sharing and more effective use.Enterprises and competitors form various forms of strategic alliances, and through cooperation with competitors in research and development, raw material procurement, production, and sales channels, they can share, reduce costs and risks, and enhance operational capabilities.There are various indications that modern competition has developed into "cooperative competition", and achieving a "win-win" result in competition is the most ideal strategic choice.

4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set up a specific scenario, two groups are two different enterprises, cooperate in one field and compete in another field.

Rules: Time is 45 minutes.Within the limited time, the two groups should not only work on cooperation items, but also work on competition items, and they must cover everything.

Purpose: Through the game, let the players and participants experience the relationship with competitors.

5. Improve plan
Reference answer

1. Scenario case: It is mainly the needs of the situation and the needs of customers that keep Microsoft and Cisco in this delicate relationship.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment answer ideas: In the competitor market, the main purpose of corporate marketing activities is to strive for cooperation with those competitors who have complementary resources to realize knowledge transfer, resource sharing and more effective use.Enterprises and competitors form various forms of strategic alliances, and through cooperation with competitors in research and development, raw material procurement, production, and sales channels, they can share, reduce costs and risks, and enhance operational capabilities.There are various indications that modern competition has developed into "cooperative competition", and achieving a "win-win" result in competition is the most ideal strategic choice.

Classic look back
"We use 20000 account managers and more than 300 channel dealers to lock in more than 1000 major customers in the industry." Lan Ye, vice president of Lenovo Group and general manager of the major account business department, said, "Lenovo's major customers have already accounted for About 1/3 of Lenovo's PC sales in China."

Beginning in the new fiscal year of 2005, Lenovo established the Key Account Business Department as a separate business department to provide comprehensive and targeted services for key industries such as government, finance, and telecommunications.Statistics show that after several months of operation, the "integrated distribution" strategy has gained momentum in the major customer market, and Lenovo is trying to regain the lost cake from its opponents.

Lenovo focuses on the "lifetime value" of customers. "We have established our own business opportunity management system internally. In addition to turning on the computer to read reports and business opportunity analysis, my daily work is to visit customers." In Lan Ye's view, Lenovo's key account strategy has absorbed the advantages of HP and Dell. Combining its own characteristics, it has developed a unique operating system for major customer markets. "For our big customers, not only the sales channels have changed, but all aspects of the enterprise have changed. Products, marketing, sales, supply, after-sales service, from the perspective of corporate resources, we have built The five value chains in China are completely different."

Judging from Lenovo's current implementation of the "big customer market" strategy, it can be considered that its essence is a targeted "VIP model".This model not only pays attention to short-term profit, but also pays more attention to long-term income; it pays more attention to long-term relationship than single transaction.Its core is to tap "customer lifetime value".At the same time, the "VIP model" of Lenovo's major customer market not only protects the interests of Lenovo, but also takes into account the interests of distribution channels, and mobilizes the enthusiasm of channels.

"Compared with competitors, Lenovo has three major advantages in the key customer market." Lan Ye emphasized, "The first is product quality, the second is service, and the third is the stability of our sales force and partners."

The first is the division of product lines.Unlike the small and medium-sized customer market and the home computer market, large customers have higher requirements for product stability and security, and also require lower prices.The personalized needs of major customers must be met with customized services.Moreover, the large customer market places more emphasis on value-added services, and sometimes even the provision of overall solutions.Lenovo separates its product line for the large customer market, and supplies the "Kaitian" and "Qitian" series of PCs and the "Zhaoyang" series of notebooks exclusively for the large customer market.

The second is the division of service systems.Under the new customer model, Lenovo has set up dedicated service lines starting with 400 for major customers to provide VIP-level services.For example, when there are after-sales service problems for major customers, the best engineers will be selected to provide on-site service, instead of sending personnel nearby as for ordinary users.For some important large customers, Lenovo even provides "resident engineer" services.

In addition, the huge service network has also become a selling point for Lenovo's major customers. "We have more than 3000 service stations across the country. In more than 30 cities across the country, we can promise to repair within 48 hours." Lan Ye is full of confidence, "Even at the county level, 70% of them can do the same city repair."

Double interface locks big customers.One of Lenovo's most important trump cards to regain the key customer market is the stability and transparency brought about by bundled cooperation. "Dell's process and value chain are superior, but the turnover of personnel is too high, resulting in more short-term behavior." Lan Ye commented on the difference between Lenovo and Dell's key customer market models, "And we use the dual interface of account managers and agents. to lock in clients."

Under the Lenovo key account model, the account manager and the agent face the customer at the same time, but the account manager only negotiates without signing the bill. The main task of the Lenovo account manager is to assist the agent to gain the trust of the key account, so as to facilitate the contract, not to negotiate with the agent. Compete for profit.

In cooperation with agents, Dell usually adopts the method of "cooperate according to the order and talk about it next time".Lenovo legally guarantees the stability of its cooperative relationship with agents by signing a cooperation agreement. "We have signed a one-year legal agreement with the channel business, and it will be renewed under normal circumstances." Lan Ye said.

It is not difficult to see from the case that whether it is for major customers or distributors, the "VIP model" of Lenovo's major customer market focuses on "long-term value" and "in-depth development", emphasizing a harmonious structure of common interests, and focusing on In the process of improving competitiveness, Lenovo, distributors and customers can achieve a win-win situation.

Skillful touch
Customers are the foundation of an enterprise's survival and development, and the root of market competition.Only when the enterprise provides customers with satisfactory products and services, can the customers have a sense of trust in the products and thus in the enterprise, and become loyal customers of the enterprise.Philip Kotler pointed out: "Loyal customers are the most valuable asset of a company, and now it is increasingly important to design the best relationship portfolio to acquire and keep customers. Good customers are assets. As long as they are properly managed and served, they will be It can be turned into a rich source of lifelong benefits for the company. In a fiercely competitive market, the company's primary business task is to continue to use the best method to meet their needs in order to maintain customer loyalty." American business research report pointed out , Customers who visit many times can bring 20% ​​to 80% more profits for the company than those who visit for the first time.A 5% increase in regular customers will increase corporate profits by 25%.

thinking innovation
The essence of market competition is the competition for customers.The latest research shows that while winning new customers, enterprises must also pay attention to retaining old customers, cultivating and developing customer loyalty.Usually the cost of acquiring a new customer is often 6 times the cost of retaining an old customer.Enterprises can better meet customer needs, increase customer trust, and strengthen the relationship between the two parties through various forms such as database marketing and member relationship development.

Practical points
The customer relationship refers to the relationship between the enterprise and the purchaser or consumer of the enterprise's products or services.The relationship between enterprises and customers is not only the exchange relationship of goods and currency, but also includes a wide range of information exchange relationship and emotional communication relationship.The essence of customer relationship marketing is to establish a non-transactional relationship with customers through interaction and communication.Its purpose is to promote customers to form a good impression and evaluation of the company and products, improve the popularity and reputation of the company and products in the market, win customers for the company, develop and stabilize market relations, and ensure the success of corporate marketing.Therefore, establishing and maintaining a good relationship with customers is the basic guarantee for the success of enterprise marketing, and enterprises must effectively implement customer relationship marketing strategies.

1. Establish a customer-centric business philosophy.Customers are the basis for the survival and development of an enterprise, and the essence of market competition is to compete for customers.To effectively implement the customer relationship marketing strategy, an enterprise must first establish the business philosophy of "customer is God". All policies and actions of the enterprise must be oriented to the interests and requirements of customers, and run through the entire process of production and operation of the enterprise.

The pursuit of profit is the basic motivation of enterprise development under the condition of commodity economy.But under the buyer's market conditions, customers have more and more freedom of choice, and their bargaining power in the market is getting stronger and stronger.Enterprises gradually lose their dominant position in transactions and accept the guidance and domination of customers, and customers are increasingly gaining the upper hand in market transactions.In this situation, in order to achieve their own profit goals, enterprises must conform to the development trend of the times, and the products and services they produce must be recognized and accepted by the market, that is, there must be customer needs, customer preferences, and customer satisfaction. buy and use.Only enterprises that win the trust and favor of customers can better obtain their own profits.Therefore, from the perspective of the basic orientation of corporate policies and behaviors, customers should be put first.As Garrett, an American corporate public relations expert, said: "No matter how big or small a company must always plan its direction according to the following belief, this belief is that the company should be owned by consumers, ruled by consumers, and thought by consumers. .”

(End of this chapter)