INDUSTRY

市场变化之日起每天，今天的日期是在一个企业的营销不是真空，市场太大了生产和产品，满足消费者的需求，而消费者只需要只有少数几个优先接受的品牌领导者，因此，进入全国市场，不仅容易把货物铺在全国范围内终端，也不是通过广告，它告诉全国消费者将能够获得市场的认可，并成为民族品牌。
从竞争的角度来看，一个区域品牌进入国内市场
，总是会有后面临一定的市场条件：1，市场上已经存在着民族品牌，并已提供了一个伟大的领袖; 2的共有全国各地的品牌数量竞争，但彼此，无论一个标准杆，处于僵局; 3，全国各地泛滥的区域品牌市场，并在强大的区域特色品牌产品的地区。这些不同的市场条件决定了企业（品牌）你想从日期的区域扩大到全国，必须在产品，外部市场，内部硬件和软件的公司等，必须有一定的条件的成熟程度，具体条件这要复杂吗？作为一个区域性品牌，以突破区域市场的限制，将面临产品，品牌，资金，人才网络，以及其他许多难以解决的障碍。想从一个区域向全国扩张，在产品领域，首先：必须从该地区丰富的产品线和产品创新类，以适应客户需求的考虑，以确定在整个个性差异与共同国家的客户需求，并通过有针对性的设计。在产品线和类别必须具有以下产品：A，品牌产品：为确保在区域市场B，脉冲产品：即企业品牌形象，确保在C区，竞争力的产品：骚扰竞争对手对竞争力的品牌企业产品的市场份额研发，特殊产品：区域市场的运作，以确保对外部市场的盈利能力：要做好合理的分配网络好，有效的发展，为寻找合适的战略合作伙伴，以便迅速和有效地扩展。

企业内部条件：一，完善的管理制度，理顺企业战略规划2，加强教育和培训体系，将成为企业和员工的职业发展规划相结合，提高员工的整体素质，以提高生产力的向心力和3提高绩效管理水平，在高中和基层的目标为重心，分别有不同的评价标准来衡量。

纳入到蝴蝶民族品牌的区域品牌，我们必须有金融力量来支持和持久的管理能力，市场营销能力，推行该系统的综合竞争力，必须从人力资源，管理经验和营销资源，以支持促进的全面进攻能力。企业可以启动全国市场的风险控制，一步一步的营销策略，以促进如下：

1，一步一步前进的市场。在国内市场的启动，是伟大和成功的恐惧，分裂薯条店的结果往往是很多市场推出，但不是一个真正的成功。因此，在大规模进入市场之前，了解市场，如果感觉是难以进入市场，我们可以先退出市场，其他市场攻击，以免浪费太多的资金，业务损失并不多。

2，广告必须受到控制。要做到当整个国家，许多企业在享受各级媒体广告大量投入，特别是中央电视台的广告，只是开始的企业，而不是运行媒体的整体成本高，国内市场，因为它的渠道在建设，电视广告的效果是有限的，成本高，主要成本。否则，由于电视广告的成本过高影响企业的正常运作。

3，理顺与代理商的合作关系。任何一个品牌，有必要在一个市场的成功发射，都离不开当地渠道的紧密合作，因此，在进入市场，就必须理顺与代理商的关系。这除了需要支持的渠道策略工厂体系，而且在市场上的经验进行谈判代理人。其核心是：让到品牌代理商的品牌系列生活在同一时间，双方之间的利益关系明确，市场管理部门的关系，以及其他商业模式运作。

使区域市场（品牌）和全国市场（在选择的代理商渠道品牌），有一定的差别，因为这样做全国市场，其区域市场细分渠道，多一点，因此国家品牌可能更注重是否代理的概念与公司的理念相吻合，是否跟上公司的战略节奏的步伐;无论从国内市场走向的市场运作高度，是否有充足的财力等问题，和当地机构的业务重点放在其区域市场的服务功能。

4，终端对终端的质量比数量更重要。运行，关闭终端是现代商业规则的格式不断取得成功。请问企业，其新产品的市场分布在全国市场，企业要注意大楼的质量，而不是终端数量，以及这一使命，因为市场的首要工作。做法是，在区域市场，就必须集中优势兵力重点扶持几个终端，待时机成熟，然后添加一个新的终端客户。在经营码头时，行：“让生活点”的原则，根据转到相同，指向做点线到线地区，并最终达到运动的总目标。

因此，为了进入除了企业自身实力的国内市场，这是关键的一点是转变到以需求为导向竞争为导向的，因此“无我有，我有一个独特的人。”具体的执行，是有实力的企业，根据市场转移到前一个步骤除了国家，这是第一个根据市场竞争和消费者观念的现状，为自己的品牌建立战略定位，以创建新的类别的市场建立一个民族品牌，并最终成为该类别的领先品牌。这样，不仅能够大大提高该国的成功率，而且还帮助企业有效地建立长期品牌。

Date of enterprises from the “regional brand” to the “national brand” development

Date of market changes every day, today’s date is not in a vacuum of enterprises in the marketing, the market has too much production and products and meet consumer demand, and consumers only need only a few priority accepted brand leader Therefore, to enter the national market, it is not just easy to shop their goods to the terminal across the country, nor is it through the ads inform consumers nationwide will be able to gain market recognition and become a national brand.

from the competition point of view, a regional brand to enter the national market, there will always be faced with following a certain market conditions: one, the market already exists a national brand, and has already provided a great leader; 2 that there were a number of brands across the country to compete, but to each other, regardless of a par, at a stalemate; 3, all over the country flooding the market with a regional brand, and branded products in the region with strong regional characteristics. These different market conditions determine the date of business (brand) you want from a regional to national expansion, must be in the product, external market, internal hardware and software companies, etc. must have a certain degree of maturity of conditions, specific conditions which have to be sophisticated it? As a regional brand, in order to break through the regional market constraints, will face products, brands, capital, and talent networks, and many other difficult to resolve barriers. Want from a regional to national expansion, first of all in the product areas: must have a rich product line and product category of innovation, from the region to consider fit customer needs, to identify customer needs throughout the country in common with the personality differences, and through targeted设计. In the product line and category must have the following products: A, Brand Products: to ensure that corporate brand image in the regional market B, Impulse Products: Ensure enterprise products market share in the region C, competitive products: harassment competitors against competitive brand D, niche products: the operation of regional markets to ensure profitability of the external market: To do a good job of rational distribution network, effective development, looking for a suitable strategic partner to facilitate the rapid and effective expansion.

enterprise internal conditions: one, perfect management system, straighten out the corporate strategic planning 2, set up education and training system, will be the development of enterprises and employee career planning combine to enhance the overall quality of staff to enhance the productivity of the centripetal force and 3 to enhance the level of performance management, targeted at high school level and grass-roots focus, respectively, have different evaluation criteria to measure.

regional brands into national brands to butterflies, we must have financial strength to support and lasting management capacity, marketing capability to implement the comprehensive competitiveness of the system, you must have from the human resources, management experience and marketing resources to support the promotion of the ability of a comprehensive attack. Enterprises can start the national market risk control, step-by-step marketing strategy to promote the following:

1, step-by-step advance of the market. The national market for start, the fear of greatness and success, to divide the chips shop too often the results are launched in many markets, but not a real success. Thus, in a large scale before entering the market to find out the market, if the feeling is difficult to enter the market, we can first withdraw from the market, to attack other markets, so as not to waste too much funding, business loss not much.

2, ads must be controlled. To do when the whole country, many enterprises enjoy substantial input at all levels of media advertising, especially ads CCTV, but just to start the national market of enterprises, not the high cost of running the whole of the media, because of its channels still in construction, the effect of TV ads are limited and costs are high, the cost of major. Otherwise, due to excessive cost of television ads affect the normal operation of the enterprise.

3, rationalize and cooperative relations with the agents. Any one brand, it is necessary to the successful launch in a market, are inseparable from the local channel’s close co-operation and therefore, in entering a market, it is necessary to straighten out the relationship with agents. This is apart from factory system required to support channel strategy, but also has experience in the market to negotiate with the agents. The core of which is: let the brand into the lives of agents brand series, at the same time a clear relationship between the interests of both sides, market management relations, and other commercial mode of operation.

make the regional market (the brand) and the national market (the brand) in the channel of choice of agents that there is a certain difference, because to do the national market, its regional market segmentation channel to a little more, therefore, National brands may be more focused on whether the concept of agents coincides with the company philosophy; whether or not to keep pace with the rhythm of the company’s strategy; whether a move from national markets to operate a high degree of market; whether there is sufficient financial strength and so on, and local agencies Business focuses on the service functions of its regional markets.

4, terminal mass ratio of the number of terminals is more important. Run-off terminals, are the success of modern commercial Format a constant rule. Does the national market for enterprises, its new products in the market during the Distribution, enterprises should pay attention to the quality of terminal building, rather than the number of terminals, and to this mission work as the market’s top priority. Practices are, in the regional market, it is necessary to concentrate superior forces to focus on supporting a few terminals, when the time is ripe and then add a new end-customer. In operating the terminal when the line: “make a point of living a point” principle, the same as under the Go, do point to line to line area, and ultimately to reach the overall objective of moving.

Therefore, in order to enter the national market, in addition to the enterprise’s own strength, it is the key point is shifted from the demand-oriented competition-oriented, so “no I have, I have a unique person.” Specific implementation, is to have the strength in the enterprise, based on the market to move to the nation before the addition of a step, that is first according to the status quo of market competition and consumers of ideas, for their own brands to establish a strategic positioning in order to create a new category market to build a national brand, and ultimately become the category’s leading brand. In this way, not only to be able to significantly enhance the success rate of the country, but also to help enterprises efficiently build long-term brand.
(08-9-19)