INDUSTRY

获得清晰的自我认识，重新启航

2008年，是不被人知晓的是冬天的行业，这只是一个行业正常阶段的转折点。冬季带来的词，我们不禁想起华为任正非先生的“华为的冬天”，我们可以认为任正非先生，一个很大的创业者是如何处理这些问题，在这特别的日子文章中，业内外任正非从10对自己的想法的困境角度：

1，均衡发展，就是抓短的一块木头

2，对人的责任和问责制的本质问题是有区别，一个是对系统的扩展，有一个衔接的制度

3，自我批评，是思想，道德，素质，技能，创新和卓越的工具

4，资格及虚拟利润是推进公司合理评价干部，有序和有效的制度

5，不要盲目创新，才能缩小庞大的机关

6，规范化管理本身已含监控，其目的是有效的，服务的业务需求快速

7面对变化有一个公正的，我们应该承担的心理素质变化

8，模板的所有工作人员都为快速管理进步的法宝

9，华为的危机和萎缩将破产在必

10，悄悄地说，处理与外部世界，

我读了第一次9，但不是真的很相信华为也将荡然无存，但是从企业的核心衷心感谢回家了通常的心态面对可能的失败，这是只受了许多负担不起的人没有真正的商业人生同样认为的成功。

在家具行业，有一些曲折，我们看到越来越多的企业主都是匆忙的一些问题，在自己的迅速转变，改变不了问题，找理由不认真反省自己。

如果行业仍然是迅速扩大的扩大，我们的部分业务，我们将能够做到这一点，我们将能够坦然地面对越来越多的竞争对手的出现呢？

良好的行业环境时，可以让一部分人先搛第一桶金，在后面的扁平化竞争更高的标准，并在环境中的好时机，只有小部分内容丰富，人民的安全造成较高的平台，在行业重组将岌岌可危。商业的游戏规则，从来没有如此。家具业也应铜仁任正非心态从中国银行的启示。仔细分析与瓶颈的企业自身的问题。在整个家具行业的大部分时间里，以下公司存在，这是思考这样一个问题：

品牌定位不明确

一个简单的高，中，低档品牌定位方面，家具生产中的大多数企业定位只当作是降价客点的位置为标准，就是这种高，中，低临界点的水平，价格没有好的识别它们。这时候的品牌定位有些制造商经常被认为属于客户品牌，问题出在这里，还是一个完全商业的一面？因此，对于其他消费群体划分，消费特点，例如在更加难以把这个定位的科学管理水平，定位细分为销售模式，在这些级别下降。

点做的更好一些生产企业，在高端定位，在价格，产品属性，商店的气氛达到相匹配，这意味着生产企业可以通过内部的定位控制，必须做足文章。然而，在周围的商店的销售业绩不同国家的模式是多种多样的，各显神通，从软实力的销售，不能简单地支持品牌的销售业务所谓的商业目的。

品牌从实际行动的定位意识，可以分为被动的位置和方向。因此，这些生产商推出自己的品牌，当主动开头定位，换句话说自己希望把这个在什么位置，品牌定位等业务方面，而且在实际的营销业务的营销体系不能支持商业客户，营销渠道成员如下操作将是一个简单的价格，作为法宝，它在消费者心目中已成为一个低端品牌形象，而变成了被动的地位，即促销消费市场，品牌开始年级的定位了。不幸的是，生产企业的市场定位下被动数目不知道或不愿意接受这一事实，也导致了从终端销售商源产生的生产线管理和沟通了。

总之，家具品牌定位理论过于初级，然后提醒企业充分考虑定位元素的定位是：目标消费者，目标市场，目标，渠道，产品因素，价格因素，管理体制，作业系统。

职业经理人

尴尬的定位，家具业在美国召开，人才短缺，特别是营销专业，但企业的真正主人是显而易见的心扣的问题，你到底缺少什么样的人？可就公开市场一定会说：战略人力资源，管理人才，市场专业人士，专业销售人员。然而，在日常具体公司的日常运作，其实是真的吗？一些到太阳的大小放入拿出太阳会发现：他们真的觉得还是想购物人员。

有些企业主可能采取的例外，这句话，但有几个企业的营销管理能够定位的每一个方面是很清楚的：决策，规划，实施，维护和监督。周围几个管理要素是否与相应的实施与管理系统各机构的实际。换句话说，当一个真正全面的职业经理和业务管理能力，以业主的入盟谈判，面对面地面对可能让老板的思想认识，才能实现最后，我们会发现，在最好的，但他们的销售是强劲的销售能力，管理器只。

主管企业主其实所有的做事方式表面上，因此不应成为各个领域的专门知识。不能做职业经理谁提出申请时间发送寄托在一个地段的老板，就不可能实现。试想，您拥有多年的经营公司有很多问题已成为长期性，然后下降到一个局外人在地上怎么会在一夜之间解决头痛的问题呢？企业主需要做的是为他们的问题的理由是清楚的，解决不了也不要紧，首先解决的平台和环境问题成立，那么合适的人才引进，以增强，逐步解决问题。

那么，这不是企业主的责任？

医生可以说，家具和一批号，但真正做设计的人很多，我们没有。这是家具业的人才结构特征，它形成了职业经理人与之间的销售和发展的主题仅通信所有者。虽然销售的东西往往有许多外部和内部条件下的必然结果。在不解决这些条件的市场，成为他们的不足，烈士职业经理人。正是由于这些问题，与两国成为游戏手机游戏老油条每天老板职业经理人。在工业方面，运营商和行业的专业人才，以高质量的水平，是业界对这个问题的软核心。

盈利非营利创新
在模式
，我相信，只要是在从事家具业的老板可以告诉他们自己的一套理论。到目前为止，然而，真正的盈利模式多套，可在市场上生存和发展呢？

疟疾关店—- —-重新开放，这已经成为普遍盈利行业。骇人听闻的模式一样，像严重的吸毒人员。

宜家，宾利的房子，美国克美家是一个盈利模式，但肯定在竞争力的家具业有几个光探照灯，那么挤了很多家具企业在商店在道路上，从而诞生了所有到与红星相同的格式出现。这对一些制造商和经销商的格式可能是不归之路。

23搛原有市场的黄金交易商和房地产行业第一壶，是资本的一些角色，开始对本地存储大小战斗，但基本操作的内容是相同的，唯一的区别是，他们各自的投入促销，广告，人员不相同的强度。

从生产角度观点的企业，创造盈利模式可以从产品，渠道和所有的市场是要找到一个起点，只要一有满分，对其他经过的路线，那么，可以步行的方式，当然，所有规定的最高分，但往往是不现实的。

的交易商，更多的销售在不同的环境已经从独特的技术制造的，你可以选择有能力的产品是能够存储管理，销售水平可以得到训练等。

的商店除了对宏观层面的创新运作模式下，更应做的事是为品牌规划，分类管理，物流管理和其他低成本具体的费用为导向的营销和管理策略。

当然，不同的公司，实际上面临着不同程度的问题，有不再列举了许多具体问题，只要企业能够得到一个自己的核心优势和短板清醒的认识，进行综合平衡量我花了业界相信平稳转折点并不是困难的事情。毕京家具业是一家大型耐用消费品行业。

张先生华翁营销专业，真正从市场调研，结合实战派营销理论的进口。

密钥管理思想：增进战略的细节，对进程的结果发生。

主要本质的营销理论：市场解决的问题是对经济发展的定位和切入点问题的解决。

的主要研究方向：家具行业的营销战略/营销操作系统/品牌战略和战术/区域市场策略/销售渠道管理/销售终端的管理。

In 2008, the furniture industry has been the advent of winter really it? (2)

Get a clear understanding of self-re-set sail

2008 years is not as widely known are the industry sectors of winter, this is only a normal stage in an industry turning point. Winter brought the word, we could not help but think of Mr. Ren Zhengfei Huawei’s “Huawei’s winter”, we can think of Mr. Ren Zhengfei, a big time business owners is how to deal with these issues; in these special times of the article, the Zhengfei from 10 angles on the plight of their own ideas out of the industry:

1, balanced development, that is, grasping a short piece of wood

2, on the matter of human responsibility and accountability are the essence has distinction, one is the expansion of the system, a convergence system are

3, self-criticism, are the ideological, moral, qualities, skills, innovation and excellent tool

4, qualifications and virtual profit is Promote Corporate reasonable assessment of cadres, orderly and effective system

5, do not blindly and innovative in order to narrow the huge organ

6, standardized management已含monitor itself, and its purpose is valid, Service business needs a fast

7, the face of change to have an unbiased view, we should have to bear the psychological quality changes

8, the template of all the staff are a magic weapon for the rapid management of progress

9, Huawei’s crisis and the shrinking of bankruptcy will definitely come

10, quietly talk to deal with the outside world,

I read the first time 9 , but not really really think Huawei will be bankrupt, but from the heart of an enterprise sincerely appreciate home so the usual mentality of the face of possible failure, which is only subject to the success of many can not afford the failure of people to be commercial really think about life the same.

when the furniture industry, there were some twists and turns, we see more business owners are some of the haste, the rapid shift in their own can not change the problem to find reasons not really reflect on their own.

if the industry is still rapid expansion of the expansion, some of our business we will be able to do it, we will be able to坦然地面对more and more competitors appear it?

good when the industry environment will let some people get搛first pot of gold, resulting in a higher platform behind the flattening of a higher standard of competition, and a good time in the environment only small rich both security of people in the industry restructuring will be precarious. Commercial rules of the game has never been the case. The furniture industry should also Tongren Ren Zhengfei mentality from the Bank of China to the Enlightenment. Careful analysis of the enterprise’s own problems with bottlenecks. Throughout most of the furniture industry, the existence of the following companies to be thinking these questions:

brand positioning is not clear

brand on a simple high, medium and low-grade in terms of positioning, furniture production Most enterprises in the positioning only regard the price as the cut-off point as the location standards, and is the price of this level of high, medium and low critical point of no good to identify them. Some manufacturers of this brand positioning in time are often said to belong to the client brand, the problem is in here, are still exactly the business side? So As for the rest divided consumer groups, consumer characteristics, broken down into sales model at these levels, such as positioning on the more difficult to put this level of scientific management positioning.

some do better point production enterprise, in the high-end positioning, when to price, product attributes, store atmosphere to achieve phase matching, which means that enterprises in the production can be controlled by the internal positioning has to do enough the article. However, the mode of performance in sales in various countries around the store are varied,各显神通, from the sale of soft power can not simply support the so-called business end of the operation of brand sales.

brand positioning sense from a practical initiatives can be divided into a passive position and orientation. So these manufacturers to launch their own brands, when the beginning of the initiative are positioning themselves in other words would like to raise this brand positioning in what location, such as the business side, but in the actual marketing operations marketing system can not support the operation of business client, the following members of marketing channels will be a simple price and sales promotions as a magic weapon, which in the eyes of consumers has become a low-end brand image, which turned into a passive position, that is to say the consumer market, the brand began to grade to positioning down. Unfortunately, a number of production enterprises by the market down passive positioning do not know or are unwilling to accept this fact, also lead to the source from manufacturers with terminal sales generated out of line management and communication.

To sum up, the furniture brand positioning theory too junior, and then to remind businesses to fully consider the positioning of the positioning elements are: the target consumer, target market, target channel, product elements, the price element, management system, operation system.

professional managers

awkward positioning furniture industry in the U.S. calling the shortage of talent, especially marketing professionals; but that the real owners of enterprises is palpable heart buckle question, you are missing exactly what kind of people? To speak on the public market will certainly be said: the strategic human resources, management talent, market professionals, sales professionals. However, in day-to-day operations of specific companies are in fact really true? Put on some size to the sun come up with the sun will find one: they really feel or want to shop personnel.

Some business owners might take exception to this remark, but there are several enterprise marketing management to be able to every aspect of positioning is very clear: the decision-making, planning, implementation, maintenance, and supervision. Around whether several management elements are real with the corresponding implementing agencies with the management system. In other words, when a truly comprehensive career management capacity of managers and business owners to entry talks, face-to-face may have made the idea of the boss recognition can be achieved Finally we will find, at best, however their sales are a strong sales ability Manager only.

fact competent business owners all the way to do things superficially, and thus should not form the various fields of expertise. Can not do the boss in a professional manager who requested time to send in a lot of sustenance can not be achieved. Just imagine, you own the operating company for many years a lot of problems have become chronic, then dropped onto the ground from an outsider how could you overnight to solve the headache is the problem? Business owners need to do is to question the rationale for them are clear, can not solve it does not matter, first solve the problem of platform and environment set up, and then the introduction of a suitable talent to bolster the gradually solve the problem.

Well, this is not the business owners are the responsibilities?

practitioners can be said that the number of furniture and a lot, but really designed to have done many of the people, we do not. It is the furniture industry structural characteristics such talent, it formed a professional manager and the owner of the only communication between the topic of sales and development. While the sales of the things often are many external and internal conditions under the inevitable result. Professional managers in the not solve these conditions in the market to become martyrs for their inadequate. It is precisely because these issues have, professional managers with the boss between the two becomes a Game Games老油条every day. In industry, operators and industry professional personnel to a quality level, is the industry’s soft core of the problem.

profitable non-profit innovation

On mode, I believe that as long as it is engaged in the furniture industry, the boss can tell a set of their own theory. So far, however, have several sets of real profit model can survive in the market and development down?

malarial clearance shop —- —- re-opened, it has become a profitable industry in general. Like the monstrous model a person like the terrible drug addiction.

IKEA, Bentley house, the United States Kemei home is a profit model; but definitely competing force in the furniture industry are a few light torches it, then squeeze all of the many furniture enterprises in the store on a road, thereby gave birth to the same format as the Red Star appeared. This format for some manufacturers and distributors may be a river of no return.

23搛original market was first pot of gold dealers or real estate industry are some of the roles of capital to start a fight at the local store size, but the basic operation of the content is identical, the only difference is that their respective inputs promotions, advertising, staff strength of not the same.

enterprises from the production point of view, to create profitable models could be from the products, channels and marketing of all to find a starting point, as long as one has a perfect score, the other passing on the line, then it is possible a way of walking; of course, all out the most points, but often unrealistic.

for dealers, the more sales are in a different environment has been built from the unique technology, you can choose products are capable of are the ability to store management, sales levels can be trained for and so on.

for the store, in addition to the mode of operation of the macro level of innovation, the more to be done are as brand planning, category management, logistics management and other low-cost concrete cost-oriented marketing and management strategy .

of course, different companies face different levels of questions, in fact, there are many specific issues are no longer listed, as long as businesses can get a clear understanding of their own core strengths and short-board to carry out combined balance volume I Spend the industry believe that a smooth inflection point is not a difficult thing. Bi Jing-furniture industry is a large consumer durable industries.

Mr. Chang-hua Weng marketing professional, real import from the market research and marketing theory combining实战派.

key management thinking: the details of the promotion strategy, in place of the outcome of the process.

main essence of the theory of marketing: marketing problem to solve is the solution to the problem of positioning and entry points.

are the main research directions: the furniture industry marketing strategy / marketing operating system / brand strategy and tactics / regional market strategy / sales channel management / sales terminal management. (08-8-26)

Tags: furniture, industry, management, positioning