Correct
We must follow the scientific marketing decision procedure.
The first step in marketing decision making process is to understand the present and predict the future through investigation and comprehensive analysis. Understanding the objectivity is the basis and the starting point of all correct marketing decisions, and is the guarantee of the rational principle of strategic management.
The object of any marketing decision is a complex system. Therefore, marketing decision is not a simple summary of information materials, but a leap in cognition. It needs to analyze and synthesize objective situations under the guidance of scientific methods.
This analysis should follow the following principles.
1, we must comprehensively and systematically compare each other.
In the analysis and study of the existing information intelligence, only the comprehensive system can not be biased; only by paying attention to comparison can we reveal differences and contradictions, highlight the advantages and disadvantages of the garment enterprises and competitors, reduce the uncertainties of various factors, and improve the accuracy of prediction.
2, we should pay attention to changes and dynamic analysis.
When making marketing decisions, clothing enterprises should conduct systematic SWOT analysis to identify the advantages, disadvantages, opportunities and threats of garment enterprises.
Efforts should be made to create conditions to pform things into areas conducive to their own interests, to take advantage of them, seize opportunities, avoid risks, reduce threats and make timely and timely decisions.
Policy decision.
Static analysis and invariable solutions can not adapt to the ever-changing dynamic market environment.
3, pay attention to particularity and analyze specific things concretely.
In order to make a correct judgement and find out the most effective and effective solutions to problems, we should always make sure that we are invincible.
On the contrary, if we do not study the particularity of each thing, satisfy the general understanding, stay in the general analysis, it can not find the effective solution to the problem, and even break the matter.
Ma Su, a military dogmatism, ignored the specific factors in practice and mechanically copied the formulas on the books. As a result, the loss of street kiosks was a typical negative example.
4, go up and down again and again.
The so-called repetition, that is, even if the marketing decision-maker has his own preliminary consideration, he should also set aside, think, listen to the positive and negative opinions, especially the negative ones.
For garment enterprises, finding problems is a good thing. Solving problems is a big thing. Concealment is a stupid thing. No problem is a bad thing.
Even if there is no negative opinion, it is necessary to conceive of the possible problems.
After repeated thinking and research, the situation is really clarified.
Before making strategic marketing decisions, clothing enterprises should first and comprehensively and comprehensively grasp the external information of clothing enterprises and the internal information of clothing enterprises.
The external environment of clothing enterprises includes: the situation of resource providers, the situation of customers and users, the situation of competitors, etc. the internal conditions of clothing enterprises refer to the various operational resources of clothing enterprises, such as human resources, material resources, financial resources, natural conditions, the ability to acquire information, the number of technological patents, and the reputation of commodities.
Secondly, we should make comparative processing of the intelligence information, so that we can get rid of the false and retain the truth, remove the coarse and extract the essence, carry out an in-depth and specific dynamic analysis of the external environment and internal conditions, and find out the possible changes of external factors.
The degree of influence, the mental outlook and morale of the staff of garment enterprises, the actual production capacity, technical ability, sales ability and management level of the garment enterprises, the relationship between the primary and secondary factors of various factors, and the ways, intensity and time of each other's relationship and action.
Thus we can clearly understand the background of marketing decision and predict the future accurately.
It is the common success of all garment enterprises to attach importance to information collection and system analysis before marketing decisions.
Post time: 2024-11-13 16:40