Six Traps For Marketing Investment

　　企业在营销领域的投资比例是比较大的，但在营销投资领域里面的浪费也是非常明显的，营销成为企业生存与发展的必然选择的时候，往往以不同的心态来看营销投资的问题，有些认为投资营销失误是在锻炼，有些说是在缴学费，有些认为是市场变换的必然结果，更有些是根本不把它当回事，实际上，我们不难发现，营销投资的好坏或者说成败，是直接关系到企业生死的一根链条，营销是无形的，可也是有规律的，对于营销界目前关注的阵势来看，注重对营销市场的失败分析与模式分析，占据了许多营销人的思维习惯，甚至过多的去分析与借鉴别的企业营销经验，给予抄搬的思路，这样许多管理决策者就忽视了营销投资环境里面出现的许多问题，有些问题是致命的，有些是影响市场发展的，有些是决定企业成败的，因此，营销里面投资什么，什么样的营销

Next, I think investment in the marketing field, that is to say, the key development of marketing management determines the direction of marketing investment development. This direction is the problem caused by marketing investment. Different positions of enterprises will lead to different marketing investment decisions. Any kind of investment decision will have precedents of success and failure. Therefore, there is no doubt that investment always has risks, and lessons give us reason to see clearly several traps and misconceptions in current marketing investment.

Product differentiation is a positive idea after the development of enterprises, but no enterprise in the differentiation, all products into a shape, or all have a considerable scale and effectiveness, and can not be formed by the gas waiting to make the product diversification become a luxury waste, although the starting point is good, want to give different customers to give different needs after brand, but customer demand is not the same brand of products, such as the current health care products, many enterprises out of dozens of species, and even to hundreds of goals development, resulting in many products even sales personnel and investment personnel are also not clear, how can let consumers take the initiative to consume, with the advantage of brand in the commodity society and information development premise, has gradually lost the original. The question of winning over multiple products is a common problem.

The investment product leader, the product diversification as the weapon of product development and the source of enterprise profits is sooner or later a loss, because the more products you think, the simpler the product will be, the more consumers will blindly choose, so that the enterprise will gradually be swallowed up in the continuous accumulation of products, the investment cost will continue to increase, the longer the product accumulates, the higher the cost will be. With the accelerating pace of marketization, new products and new consumption will continue to emerge and bring forth new ideas, which will quickly occupy the main consumer market, and the investment will become a bubble.

Investment products are not as thorough, strong and mature as the original products. When they need to produce products, the products that demand the market are produced with high technology content, rather than the pursuit of product diversification, and then they scatter their advertisements everywhere.

Trap two, misunderstanding in investment culture construction

Cultural construction is not the direction of marketing in marketing, but now many enterprises take cultural marketing as the first choice of marketing and even invest a lot of money in marketing. As a result, there is a shortage of literature, and the market loses an opportunity, resulting in rapid development difficulty.

文化营销的出发点是来介绍企业的实力的，是一种产品附加的保证，也是产品信心的有效说明书，同样是企业实力的标志，文化运力的强大是企业不可缺少的一种基础，但是在营销的环境下，如果过分依赖文化作为营销的推动力量，那也是有一定的风险的，甚至是不可取的，在整体营销里面，决定胜负的是看市场营销的环境与消费需求环境，然后才是运作手段与技巧，文化是在运作以后的一种很小的补充，当然，企业的运作方式不一样可能处于的文化背景与地位也会发生变化，但是营销力量的拉升，根本的意义在于如何让消费者购买，介绍产品的价格、质量与效果，比起文化的需求，内涵不一样，结果也会不一样，如果在营销的投资里面，选择文化作为本金，来启动市场的销售，所付出的代价也将非常沉重，目前流行的文化营销所暴露出来的问题就是有轰轰烈烈的

Scenes, without real benefits, are simply singing single springs rather than effective drives.

{page_break}

Investing in cultural marketing is more expensive and longer. It is not acceptable to ordinary enterprises. When SMEs run the market, the idea of using culture to train and educate consumers to consume is at least immature, and many enterprises are losing money here. Therefore, investing in what is crucial is the location and order.

Trap three, misunderstanding in investment human resources

The investment of human resources is mainly focused on the training of employees. The training in the field of marketing is mainly manifested in skills and incentives. Now the direction of human resources investment is more training in form, and more attention is paid to the performance of employees, so as to promote mutual competition. Under such an investment, the role of human resources has undergone some changes. At present, people's ideological behavior in the marketing field is the precondition for the success or failure of marketing, and how can we keep up with the investment in the existing ideological field when training is not enough?

　　心理问题在营销领域日益突出，许多营销人员在心理上犯有不同程度的焦虑症状，甚至出现反复的厌倦症状，导致优秀营销人员在不断流失，由于营销压力大，企业关注业绩的同时，对员工心理减压的行为做的不够，导致员工心理承受在日益加大的时候，没有办法退下来，比如许多企业设置的岗位竞争，业绩竞争，末尾淘汰，KPI考核等，均是造成营销人员心理阴影的表现，在投入的资源考核上，采用硬性的管理办法，这样造成营销领域的压力在行业当中是最大的，心理压力形成的问题表现在企业员工的跳槽行为频频发生，优秀员工日渐感觉思想沉重，也将造成销售行为的许多被动，形成循环式的人力资源投资失去效率，因此，人力资源投资领域需要强化对员工心理成长的辅导与教育，建立健康的营销管理方法，促进心理营销后续的健康发展，也是对销售人员的

A guarantee.

Trap four, misunderstanding in investment marketing mode

The strong and weak mode, the superiority and the advanced mode of the mode are the core issues for the enterprise to go to the sales field. The mode itself determines whether the enterprises have all kinds of relations between profit and loss. On the issue of mode, many enterprises draw lessons from the mature practice in the marketing field, and then improve it to do it. The purpose of doing so is to avoid risks, or to let the tuition be carried out for me. The advantage of doing this is to see whether the mode meets their own needs. Of course, such a method is preferable and very realistic, but without the examination of its own marketing behavior, if we blindly regard the pattern as a magic weapon for sales success, we will fail. Mode is the core of marketing tactics and the main link of marketing success or failure.

A pattern is how many enterprises are doing it, but the successful one is only the one in the investment mode. The mode investment here needs to focus on the small scale trial sale of the model, which can be a failure, but this procedure can not be omitted. It must not be regarded as a simple way of operation. It includes sales activities, scale, skills, behavior, objectives, management, data, development and so on. Any investment needs to be observed and digested, resulting in the normalization of investment behavior. This can be said to be the final confirmation of the mode, and it can also avoid many mistakes, resulting in the failure to save and lose the original goal after the market is completely rolled out. The mode of investment marketing is very important. If there are some provinces, we must not go to the provincial level. It is very important for the models to try their own way.

Trap five, misunderstanding of investing customers first

Nowadays, all enterprises in the marketing process attach great importance to the management of customers. They are regarded as the driving force for the subsequent development of enterprises, and the requirements for customers are also very strict. In the overall marketing, customer management has already had a very complete set of systems, making customer sales become the popular direction of marketing investment. Thus, the increasing tension of customer resources has caused the repeated repetition and loss of actual usage effect of the customers' resources in the market, and has a great impact on the investment and return of the original design customers. How can there be a phenomenon of investment customers and no way to get rewards?

The investment cost of customers is very low, and the customers in many enterprises are duplicated or even valueless. In terms of investment and management, they are also simple customer data. In fact, they can not really manage and implement their customers. In terms of type, they are relatively tight to customers who are useful, and have the essence of investment. The cost and sales are desirable, but most of the data are sleeping or not of high value, and they are not able to accomplish the basic requirements of customer requirements by investing and managing and operating these customers. In this way, customer management and investment are in disorder, and the cost is constantly increasing. This leads to new contradictions in customer investment and customer conflicts. Current marketing

Therefore, the key point of misunderstandings lies in the effectiveness of customers, how to achieve results after investing in effective customers, and abandoning the investment and management of quantity based but not calculating quality, resulting in a duplication of waste in customer investment. The ineffective investment of customers will crack down on the accurate guidance and development of effective customer management.

{page_break}

Trap six, misunderstanding in investment channel monopoly

If enterprises want to achieve monopolization of product channels, many practices can not be completed. Investment and regional protection, single channel management, large customers and regional rules for small and medium-sized customers can not meet many problems after investment channels. For example, the contradiction between market development and cycle and channel, the support of product inventory and capacity, the ratio of remittance and sales will be the test of channel investment management.

How do we see the qualitative changes in the current channels? What is the significance of the investment channels?

Business development, channel management is separate, causing the investment channel information is not smooth, what kind of channels need to be monopolized protection, may be a lot of businesses are unwilling to think of the problem, and may not be able to complete a matter, so it is not willing to invest in the channel, in fact, the channel investment is now very inadequate, so that the channel is also no matter to the product, depending on the quality of sales to decide whether the remittance is the problem of distrust of the market will become increasingly serious, channels can not see the potential sales target after the circulation, when the enterprise can not guarantee, channel investment has become very careful, so the barriers between them often occur in marketing, and the problem of sales difficulties will also be linked to the channel. Now, the establishment of the Ministry of commerce is mainly used for the calculation of benefits and the withdrawal of funds and market sales.

If we want to have a very big grasp of the channel, we need to study the channel investment. If we want the channel to maintain the smooth sales of the channel after investment, the promotion of the channel itself will speed up, the normal terminal promotion will also be synchronous, sometimes will promote the various changes in the market sales behavior, and will also promote the confidence of the market's smooth circulation.

Channel investment, whether in management investment and business investment, should take the lead in the market, ensure the rationality and continuity of channel investment, and promote the synchronous development of terminal retail.

Marketing investment behavior is actually a test of the effective operation of various marketing links. We should not ignore the continuity of marketing investment behavior. No matter how big the market opportunity is, the management marketing investment is a protection for the development of enterprises and a powerful weapon to promote the health of enterprises. The huge investment in marketing is due to its huge projects, any problems in one link, which are affecting the overall development. Therefore, investment marketing is more complex than investing in a big project, and it is also very important to reflect the comprehensiveness of marketing.

The disadvantages and pitfalls of marketing investment are various phenomena in the constant adjustment of the market. They are also the manifestation of the fast changing market and the lagging of marketing. Some are looking for answers in the grope, others are looking at the lessons of others, but no matter how one way, prudence in investment can not be evaded. If we want to achieve both profits and risks, we need to keep observing in marketing.