After careful investigation, in the lesson of the mistakes of New China, the great man Deng Xiaoping put forward the theory of "the primary stage of socialism" and used it as the basic national condition and the larger reality of China. It can be said that the achievements of China’s reform and opening up have benefited from this.
Picking up all things in the world, its development process is phased. Animals and plants, humans, and even the universe, are the same, Hawking has already discussed.
Enterprise development also follows the stage theory. Western management science has long been a "business life cycle theory", which will be a staging of the enterprise from survival to expansion and expansion to maturity and aging. Each stage moves forward, accumulating steps, and even thousands of miles. Of course, the life cycle of an enterprise is full of uncertainty and chaos.
We consider the successful business model of beverage, home appliance, computer and pharmaceutical industries, and combine the reality of China's pharmaceutical companies to divide the core competitiveness of cultivated enterprises into “three stagesâ€: primary stage, intermediate stage and advanced stage.
Enterprises will be at different stages of development according to different scales, sales, market share, industry status, brand influence, etc., and present different morphological characteristics and behaviors.
In order to better apply the core force phase theory, we also propose the following basic criteria:
To carry out core marketing, we must keep a clear head, prevent and overcome dogmatism, the influence of habitual forces, and irritable emotions. It is necessary to recognize the facts of the company, seek truth from facts, and avoid doing tasks and decisions that transcend the characteristics of the stage, so as to avoid major mistakes.
At various stages, the internal conflicts and interests of the enterprises are different, the problems and pressures are different, and the main contradictions exist are also very different. It is necessary to distinguish the primary and secondary contradictions at different stages. At different stages, there are different rules of survival and growth rules; at different stages, there are different marketing programs and management priorities.
The three elements of core strength are the overall line, the four basic principles are strategic principles, and the five basic points are the source of core strength.
So what are the core marketing points at each stage?
Flood season: In the initial stage, after the enterprise survives the predicament, the resources are still limited. It is necessary to concentrate resources, win speed, find market gaps, and strive to build a single brand. It can reach 100 million yuan in sales and become the The category or the leading brand in this market segment has a market share of more than 30%. In this direction, the brand awareness and influence of the brand in the channel, terminal and consumer are enhanced, and a channel system is established to cultivate and enhance the sales team. And develop and acquire the expertise and skills that form the core competencies of the enterprise;
In the intermediate stage, the company has further improved its sales, competitiveness and industry status. The overall sales of the company has reached more than 300 million yuan, and even has the strength to enter the top 100 Chinese pharmaceutical companies. At this time, The various resources of the enterprise are relatively abundant, and the enterprise enters the five-point strategic integration stage of core competitiveness. At this time, it is necessary to focus on the development of new products, the introduction of capital operation, and the promotion of brand power. In the future Chinese pharmaceutical industry, The key is the expansion of core capabilities based on market segments;
Do not confuse: In the advanced stage, the company has already opened up the financing channel, has the channel promotion system and the brand effect. The company should focus on it, based on the strategic positioning of the enterprise, improve the efficiency of the core marketing system, optimize the management process, and develop new research and development. Product and capital mergers and acquisitions, brand promotion, channel intensive cultivation, and relying on corporate culture to create cohesiveness, laying a cultural core for the long-term development of the enterprise and the long-term success of the industry.
The syllogism is like a person's growth process for Chinese pharmaceutical companies.
First of all, to experience childhood, first grow long bones, grow up first, first cultivate basic immunity, and profitable products are the "immunoglobulin" of the enterprise, otherwise, it is likely to die;
Secondly, when entering the youth era, the body is strong and full of physical strength, you should establish your own ideals, go to college to choose a profession, employment, and do yourself a "professional positioning" and "career planning", and become a specialty, of course, there are generalists. However, in this era of specialization, the difficulty is not small. If the East is headed and the West is headed, it is very likely that the cause will be unsuccessful;
Then, when entering the middle-aged golden stage, people's mind, experience, body and resources have reached their peak. At this time, they need to be stable. Under their overall planning, they will continue to enhance their core competitiveness, and on this basis, Diversification, management upgrades and the rebirth of corporate brands.
Our goal is to create a classic life for the company in the turbulent market, and let the company grow in the future!
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