Faced with such a sophisticated drinks market. To innovative marketing. The first innovation in theory. In strategic innovation. This includes two aspects: first is the ideologically self-break. Has only ideological leap. action will have a breakthrough; second is carried out from the marketing innovation breakthroughs. enterprises should have the courage to break through the political leadership. cognition. motivation. resources to do the four major obstacles to guide change. in order to lead the business towards excellence.
But the clever daughter-in-law can not make bricks without straw. If there are no marketing costs to support. All marketing innovation can only be"wishful thinking." Especially for highly competitive beverage industry. Strategically more competitive should not confined to the immediate future without taking into account risk. from a strategic consideration of the most important thing is to have"second budget".
Drucker,"Management Challenges for the 21st century" has wonderful views in:"change the guide to do two sets of budget.
The first set of budget is the operating revenue and expenditure budget. It shows the need to maintain the existing business costs. Generally the full cost of about 80% ~ 90%. At the same time guide the necessary changes for the future formulation of the second set of independent budget. regardless of boom and bust period. This package of budget should remain stable. typically 10% ~ 12%."
But not the second set of marketing budget. It is precisely the common problem of Chinese enterprises. So. Change the guide should be excluded from all kinds of incorrect views. We should attach great importance to the future of this budget. Because it is committed to the creation of enterprises in the future and change From the previous commitment.
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