Spring will themselves do - adjust the marketing strategy is the core of marketing model transformation

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					Spring will themselves do - adjust the marketing strategy is the core of marketing
model transformation
The deteriorating market conditions forced us to use a new way of thinking to
understand the future, in addition to changes in customer demand sustained change,
we have no choice.

This is the telecom industry seasons of "seasonal" cycle, or
long-lasting ice age "climate" change? Investment in general
reduce carrier under the situation, by waiting, spring will come again, right?
Not only is this season's rotation, it is natural climate change in deep-level
ground. Man without thought, he must worry about. The deteriorating market
conditions forced us to use a new way of thinking to understand the future, in addition
to changes in customer demand sustained change, we have no choice.

First, changes marketing strategy is the key to Change Marketing Mode
Product roadmap the company can take to heaven or hell, to see whether it is
customer-oriented. As the implementation of market management process group
leader said: "If a company only from the perspective of technology and
products to do the planning, then the only existing product better and better, more
complete, but not always seize the opportunity to launch customer requirements for
new products; one can not make plans to market the company can never be truly
satisfied customers! "
Is true, in a market for each product line management process, we often can
understand: the bottleneck is no longer a technology developed to achieve the level of
what is not to achieve what product specifications and features, not salespeople grab
the number of markets, but in the future "Our market strategy is, what our
market segments, our customers are?"
This seemingly simple and basic question, it is difficult for us to answer. Our products
and technology from the past perspective of the market, we will naturally into the
optical networking market, SDH and DWDM market, market, putting the market into
the switch market and fixed access network market, this way we will never be able to
determine customer of final demand and preferences, products and technology
roadmap based on the lost original. Products and technologies to meet customer
demand is only a means, not the ultimate goal.
Shi different times, the last of our sales income is mainly determined by market share,
but revenue will depend on the future of our market space; past research and
development goals depends on our competitors and the technology to track, but now
we should be depending on product innovation target market and customer needs.
From sales-type (sales-driven) to Marketing (market-driven) change process, the most
fundamental is that the market from a technical point of view to examine the market
from the customer point of view, the ultimate goal is to adjust its marketing strategy
insight into the environmental and competitive changes in the long-range re-selection
and definition of Huawei's customers, potential customers and their needs,
market fluctuations in the rhythm of the heart of sustainable development to enhance

Second, the adjustment of marketing strategy is the enterprise value in the industry
turning point in the choice
Changes in the market has its objective law of the life cycle of an industry leave it in
the early stages of rapid growth ("Spring"), you would naturally
enter a period of steady development. Gerstner in the "Who says Elephants
Can not Dance" in revealing: "The industry will occur once
every 10-15 years, the strategic shift, a turning point in business only in the process
industry to seize opportunities, be possible to the next stage get active!
"Recalling the development process of the industry's elite, have
faced very similar to the" winter. "
The late 70s, the U.S. soft drink market is relatively saturated, per capita soft drink
consumption growth rate of only 3%, while Pepsi's low price strategy
adopted by the market is extremely effective, leading to the Coca-Cola's
market share plummeted. The face of market changes, Coca-Cola company does not
choose to drink market at a low level in the supermarket the vicious competition, but
through a lot of market research, re-evaluate and beverage market segment Zheng Ge,
found that eating in and drink at any time Yinliao of were these two important
customer base, increase market and restaurant beverage vending beverage markets
both market segments. Is precisely such judgments as the Coca-Cola has brought
enormous profits.
The late 80s, personal computer market into relatively low-speed steady development
stage, turning to face the industry, IBM chose the one hand, the narrow strategic PC
market share, but also pushed the market focus to attack the computer industry,
market and service market , so that timely adjustment strategy to lay the blue giant
fields in IT leadership, sustained growth.
The late 90s, leading the world's communications industry Jingjifazhan
farewell its rapid growth in the golden age, the face of enormous bubble, the stock
market pressure and the more brutal the competition, Ye Jie's giant market
are adjusting their strategies.
History has striking similarities, communications industry giants of the marketing
strategy is to turn the tide changes, also need to time the market test, but is certain is
that in addition to such changes in market conditions than under no other choice.
"Dos and Don'ts," is the enterprise market choice in
the industry turning point in the inevitable choice. As Drucker said, as described;
"No one company can do everything. Even if there is enough money, it
will never have enough talent. It must be prioritized."

Third, the implementation of change management processes, market
Huawei's marketing strategy is to formulate ways to ensure
It is based on market conditions change in the company's senior leadership
efforts, the company in June 2002 launched Le MaPA project, hope that, through the
industry's general approach to develop the company's various
product lines of Huawei's market, thus opened by the sale of Huawei type
changes to the Marketing prelude to open our journey to find the spring.
MaPA (Market and Portfolio Analysis), that is through market and product portfolio
analysis on the practice of the process from the concept of Huawei's focus
on customer needs: MaPA items from the market environment, customer needs, a
comprehensive analysis rivals, according to Huawei's technological level
and development capacity, Huawei's historical data and business strategies,
understand the market from the beginning, gradually carry out market segmentation,
product portfolio analysis, develop a product line of medium-term business plan (3-5
years), as IPMT important when making product roadmap based on the final form
project task report (development orders), which will ultimately put in each product
line as an investment in R & D project management, market analysis and
the system of Huawei's marketing strategy as a basis for investment
decisions of each business prioritize in order to drive product development and
MaPA success of the project through a strong cross-sectoral teams (including R
& D, marketing, finance and pricing), under the guidance of consultants
familiar with the progressive MM (Market Management) processes and methodology,
combining Huawei's marketing experience in communications markets ,
Huawei has now developed a market management process.

MaPA methodology has been fixed at the end of 2002, the year roadmap planning
application has been successful, and received IRB review and highly recognized
company. We hope that the end of 2003, Huawei each product line will initially
established market management process, to create a credible, fact-based market,
product line marketing strategies, the correct positioning of the target market and
business plan, so that each product line product development, services, production,
marketing more targeted and commercial value-oriented. v

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