Three most common errors of China marketing communication strategies
Strategy, in this case refers to the face of complex market realities, to achieve the market strategy goal, or a certain stage in which the market. It is the results of our rational thinking for future action, and is the course of action and modalities.
There are two extreme importance of the strategy
First, a clear strategy is formulated on the basis of clear objectives, it allows us adhere to the established direction, and take the right path in the complex market environments.
Second, any kind of market behavior can use the strategy as the criterion for decision ?–right or wrong, good or bad, does or does not do. The biggest advantage is to avoid different opinions, to avoid falling into absolute thought erroneous zone. Any kind of market practices has its rationality. But at the judge look at the policy, there are only two conclusions suitable or not suitable.
The first category, lack of strategy
No strategy leads market behavior, as if a blind man riding a blind horse, significant harm. Although not a business or planning company willing to admit a certain market behavior did not have strategy. But when you ask them what the strategy is, then the speech is unknown. In fact, the extreme tactics fuzzy, inconsistent policies, is also equivalent to no strategy. No strategy at least has three harms.
Because they don’t have strategies, they are easily influenced by competitors, and take some error measures. If don't have the strategy, you can't have judgment standard. In the intricate market situation, can not tell which is the main contradiction, which is the secondary contradictions, will lead to a very slow business decisions, hesitations.
The second category, twisted, misunderstanding, alienation strategy
This type of situation to say that certain market behavior, seemingly have a strategy, but in fact the so-called "strategy" can hardly strategy due role. Strategy should be a market behavior, or a corporate action to achieve a goal, you must have clear guidance, it is clear, but is highly concentrated, did not specific to how each step should figurative to do it, but it is the starting point for all the specific actions and destination market.?
The third category, bookishness (dogmatic) strategy
These people know the importance of strategy and unswervingly advocate strategies. But the biggest problem of this type of strategy makers is to deal with the problem formulation, conceptualization, regardless of the specific circumstances, without considering the particularity of contradiction. They did not know how to form and produce strategies, thought his memorize of authority book code is advertising creed and planning creed, so there are two cases:
The first case is to ensure that the dogma of "purity", regardless of corporate life and death.
The second situation is formulaic, conceptualization strategy lead mediocre.
Why the strategy will be distorted, alienated, perhaps, troubling us is not only a "lazy" word, instead a method of thinking deeper problems.
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