Industry value segmentation model of the hottest s

  • Detail

The industrial value segmentation model of strategic choice is proposed:

first of all, the homogeneous competition of enterprises will gradually reduce in the future competition mode, and the future competition will be indirect, which we can call transcendental competition or innovative competition

secondly, the strict boundaries of industry will be broken, and the integration and innovation industry among industries will gradually replace the original industrial model. Industry, like product replacement, is not impossible. Thirdly, industrial competition makes competitors pay more attention to industrial decomposition and factor extraction. Factors form industries and determine industrial direction, not the opposite

based on the above analysis, what will be the key to the survival of enterprises in the future? There is no doubt that customers are the basis for the existence of enterprises, and what are the criteria for customers to choose enterprises? There is no doubt that it is the conceptual value of customers. Conceptual value is determined by the clear and implicit needs of customers, some of which can be described quantitatively, and some of which cannot and must not be described quantitatively. What is the method for enterprises to meet the conceptual value? There is no doubt that innovation is to create new quality. The basis of creating new quality is knowledge (Technology). Knowledge (Technology) innovation determines the utility value of products and services. Utility value provides an intuitive basis for customer experience. Therefore, it is not difficult to see from the above that value is at the center. One side is connected with knowledge (Science and Technology) innovation, and the other side is connected with consumer demand

what are the key variables that determine industrial segmentation? If we look at the whole history of human development, it is not difficult to see: first, industrial divisions have been formed by the discovery or R & D and production of specific raw materials, such as natural resources such as oil and grain. Second, the industrial division formed by the deep development of science and technology, such as electronic computers, televisions, nanotechnology and other materials science. Third, the industrial division formed by the intersection and penetration (breadth) of science and technology, such as TV and Internet. Fourth, the industrial division formed by the classification of customers' needs. For example, the food industry is formed by the needs of eating, and the film industry is developed by the needs of perception. Fifth, the socialization (industrialization) division of labor caused by specialization; This depends on: first, simplify enterprise functions and give play to complementary advantages. Second, give full play to the advantages of economies of scale (cost), such as professional logistics companies, which coexist with the logistics distribution network of large enterprises. Third, the role of risk, which makes a small number of enterprises take advantage of opening up new markets, while most enterprises wait and see, such as technological innovation and market innovation. The first is not easy to change. The different distribution of various materials and resources in the world makes some countries have export advantages in this regard, but the future knowledge-based economy will likely reduce the demand in this regard. Second, there is separation between R & D and application. For example, after the invention of the first computer, it can be used in human production and life for a long time. Companies with strong strength can consider this aspect, which is not within the scope of our discussion. The third is applied science, which is determined by the clear and implicit needs of customers. The fourth and fifth are what we need to focus on. The third and fourth reflect the importance of customer needs. From the previous chapter of marketing, we can see that customer needs will be transformed into value when they are ideal or mature. To sum up: value has become a key variable in my industrial analysis. Forming a group of unique values can form a unique market, unique industry, unique customer group, and unique source of profit growth

in the previous chapter of marketing, we have discussed the relationship between demand and value, so we won't discuss it here. To define the industry with value, we must be customer-centered, because the sense of value is horizontal for customers, and the clear value system of customers or the implicit value system that can be understood and accepted by customers in various forms is the code of conduct. Carry out a series of market, technology, cost and other innovations to continuously stimulate customers' core value needs and related value needs. This way of defining industry by value should be defined from the perspective of the enterprise itself, and never in the existing form of the market. For example, small enterprises and large enterprises have different methods to meet the timely needs of customers. For example, the logistics of small enterprises depends on the service level of logistics companies; While large enterprises have their own logistics escort system, large companies do not regard their own logistics as an industry, but they can think so, while small companies can only regard external logistics as a logistics industry. The value demand system can be both completely "specialized" and "integrated" for enterprises. For example, large retailers provide one-stop shopping services, and sometimes they also produce their own brand products and services; Another example is that Haier provides one-stop home appliance services, and various types of home appliances represent various value needs. It can form a system, and also allow customers to buy only one value demand. For example, Haier assists in signal feedback through other components

various kinds of value needs can also be defined as various industries, and the "one-stop" value needs can also be defined as an industry. Any "integrated" value system should have a generally accepted core value concept, such as Haier's "sincerity forever"; "IBM stands for service" of IBM, etc

several major indicators of the value system should attract the attention of enterprises. First, quality, including safety, stability, reliability, suitability, economy, etc. Second, price, which mainly depends on the relative value, that is, the ratio of price to function, which is manifested in the high, medium and low grades of products, which depends on both the enterprise's understanding of price and the customer's understanding of price. Third, function is a comprehensive indicator, which directly determines the demand, including all aspects of innovation and technology. For example, MP3 should meet the functions of convenient carrying, convenient song selection, large capacity, battery saving, good sound quality, beautiful appearance, fashion and anti vibration. Fourth, service, which depends on whether it is convenient for customers to buy, whether it can be supplied quickly, whether it is easy to contact, whether it is convenient for maintenance, whether it is convenient for customers to interact with enterprises, whether there are special services, etc. Fifth, marketing experience, including the development and stimulation of customers' psychological needs by various marketing tools and activities, such as advertising effect. Its six sensory experiences are mainly embodied in the sensory stimulation of seeing, listening, touching, smelling and tasting, such as appearance, hand feeling, etc. This should emphasize the first sensory stimulation and psychological reaction process. Seventh, there are many and complex customer value standards in other aspects. Enterprises should carry out refined management, and the consideration should be comprehensive and specific. If the purchase is to give people away, what will the buyer consider? If the purchase is to reflect their personality or identity, status, etc., how will they deal with it. From another perspective, value can be divided into: transaction (exchange) value, which refers to the main value of products; Relationship value refers to the value of establishing relationships with customers and communicating emotions; Process (process) value refers to the value that can be perceived by customers or better serve customers in the whole process of product marketing, including advertising channels. There is another way to divide value, that is, value includes: price, use value, subsidiary value; The use value includes: quality value, function value and soft culture. In short, the value system is very complex. The focus is to grasp the core value of customers, constantly improve the value system and reasonable classification, and selectively provide a value system that meets the comprehensive functions. The provision is not short-term satisfaction, but long-term unremitting pursuit. Whether an industry defined by a specific value system can be effective in the long run depends on the scale cost and benefit embodied in value integration. This integration is not simple 1+1=2, but 1+12

the analysis of the industrial value system can start from the existing industry. Based on customer investigation and prediction, all the value elements that determine the industry can be systematically classified and sorted according to the existing standards. Mark out the standards or requirements of existing industries for various value elements; Analyze which value elements should be increased above the industrial standard? Which value elements should be reduced below the industrial standard? What value elements should be taken for granted by the industry? What value elements need to be created that have never existed in the industry? Analyze the sensitivity between value elements again. One is the internal relationship, that is, what is the causal relationship between value elements? How do they fit together? Second, what is the contradictory relationship between value elements? Is it incompatible with fire and water, or can it be organically coordinated? The third is systematic, that is, whether the above three relationships can arrange the structural level and level of value elements, which should consider whether the value elements of different levels can be placed at the same level? Can value elements be broken down? Or expand the value elements to a higher level. The fourth evolution is how the value elements dynamically evolve to meet customer expectations? What are the common and different customer values? How will they affect the common values or lead the fashion trend? Fifth, interchangeability, that is, whether it can be interchanged, and what is the swap ratio? How does the change of swap affect the output standard of the final value system and how to implement the measures to ensure the supply and stable price of pork; In improving anti-monopoly law enforcement? In addition, it should be noted that customers have a sensitive range for any single value element. If they fail to reach this range, customers will be very dissatisfied; If it exceeds this range value, it will not effectively increase customers' sense of value. The improved industrial value system is called the new industrial value element system. When analyzing, the coordinate map can be used to analyze. At the same time, the data before and after the improvement should be depicted on the coordinate map, and the relationship is shown in the figure ()

some viewpoints that should be adhered to: (1) some seemingly contradictory relationships can actually be coordinated and achieved at the same time, which is mainly reflected in the fact that differentiation and low cost can be achieved at the same time, and products and services that meet high-end positioning can be produced in a low-cost way, which is more prominent in Toyota. To achieve this transformation, technology promotion and raw material innovation are essential, such as improving an automated production line

(2) improving customer value and enterprise value can be achieved at the same time, because for enterprises, relative cost is the most important; For customers, relative value is the most important. If a customer thinks that a product or service has a high value content, he is willing to pay a high price. For an enterprise, the value depends on the value of the unit product (service) and the market scale. This can find the common intersection between the customer and the enterprise, which requires the enterprise to carefully understand. (3) Creating new demands has also been proved by countless business cases. (4) To open an innovative market, we should prevent competitors from following up. The effective way is to establish the brand concept at the beginning and use the brand to prevent competitors from following up quickly. (5) Open the gap with competitors. Only by opening the gap and innovating can we maintain an invincible position in the competition. This is because: first, it can prevent competitors from fierce attack. Second, it can effectively defeat competitors and minimize direct competition with competitors at the same level. It should be pointed out that even in the face of strong enemies, you should not consider quitting at the beginning. The key is whether you

Copyright © 2011 JIN SHI