The so-called marketing cut-in point is the most effective marketing strategy that can produce marketing effectiveness, and it is also a starting point for marketing work. This marketing entry point must meet the following conditions: suitable for the company's situation, suitable for the market situation, complying with related policies, being easy to operate, having obvious effects, and being less risky.

When it comes to marketing entry points, you may wish to analyze and analyze the phrase “all roads lead to Rome.” This sentence says there are many ways to solve problems, and it requires broad thinking. Do not confine yourself to certain aspects, but I think this Only one half of the sentences are spoken, and half of them are not hidden. That is, “there is only one road at a time.” Because within a certain area, within a certain period of time, there is only a single route from the starting point to the nearest destination. As far as marketing entry points are concerned, from different perspectives, different thinking, and different analysis methods, it is possible to find a number of entry points for marketing, but the best entry point is only one.

How to find marketing entry point? It is necessary to go through specific market surveys, market analysis, etc. before we can find a good marketing entry point.

First of all, through SWOT's macro-specific analysis, to the first-line market, target market, and competitor market in-depth, conduct a comprehensive, all-round investigation, visit consumers, visit dealers, visit end-users, create conditions to collapse peers, as far as possible Competitors learn more about the real news, consider the analysis, go to the falsified truth, find out the strengths, weaknesses, opportunities, and defects of the company or product, list it item by item, analyze it one by one, and find a good breakthrough.

Then conduct micro-analysis through the perspective of the enterprise from the perspective of 4P, put the product on the front of consumers and competitors, take a good look, and see whether the product's consumption, performance, specifications, quality, packaging, installation, etc., meet the needs of consumers. Satisfy the sales demand of the channel, analyze whether the product price matches the market price, the price is just right, is it high or low? Are the profit spaces of agents and terminal providers suitable? Is the product price just, high, or low compared to the price of a competitor? In terms of channel selection, look at the channels where similar products are sold, how the sales effect is, and what are the sales status of the distribution channels, supermarket channels, professional channels, and special channels. Observe what kind of promotion methods are used for similar products and similar products, study what kind of promotion methods consumers, channel distributors like, how much each promotion method invests, and what effect each type of promotion method produces. The results of the 4P analysis are listed one by one, carefully determined and planned.

Then, based on the perspective of 4C from the customer's point of view, it analyzes carefully what kind of value the product can bring to the customer. This includes the product itself and the additional value that it brings. Is the product's comprehensive value? Can impress consumers. It also analyzes the various costs incurred by consumers for the purchase of products. It includes monetary costs, time costs, mental costs, and physical costs. It analyzes the overall cost situation consumers can afford. We must also analyze the convenience of consumers' purchases and study how we can better facilitate consumers' purchases. We should consider comprehensively from the aspects of channel, time, and service. Also analyze how to communicate with distributors and consumers, study how to introduce products specifically for consumers, study how to extract the selling points of products, how to carry out media promotion, choose those media propaganda, publicize in more regions, etc. . Items listed in the 4C analysis are listed one by one, ready for selection.

You can also use 4R to conduct specific analysis from the perspective of competition. The 4R marketing theory is connected, reflected, related, and rewarded. The specific method is basically the same as the above, and will not be repeated here.

Finally, put together the conclusions of the above analysis and comprehensively consider and comprehensively analyze and use the principles of “eliminating falsehoods, preserving the truth, selecting the best, deducting weaknesses, giving full play to advantages, highlighting advantages, highlighting the characteristics, highlighting key points, and concluding ideas”. The best marketing entry point.

The selection and establishment of marketing entry points is a process that cannot be accomplished overnight. In this process, marketers need to be motivated, use time, use intelligence, and use force. The best marketing entry point for each enterprise and product is not the same. Only the marketing entry point carefully selected by the marketer's own investigation and analysis can be the best marketing entry point, any attempted application, or It is ridiculous to steal other companies' marketing entry points, and it is absolutely not a marketing success.

Therefore, for the majority of marketing people, only by finding a good entry point, can we easily do marketing.