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Marketing is not correct to be guided by the concept of safety management, not the establishment of an effective marketing security early warning, crisis management, crisis, repair, marketing, crisis can happen at any time. ??
China Toy Association statistics show that: At present, China`s toy export processing accounted for 70% of the world market of more than 8000 toys in the country of production enterprises, 3000 to obtain an export permit. If China`s 14-year-old children and adolescents below the annual per capita consumption reached toys Asian average, the market scale is expected to grow beyond 300 billion yuan. The future of the toy market, the Mainland will be an annual growth rate of 40 percent, by 2010, sales will be more than 100 billion yuan, the whole toy industry is much larger than the growth rate of GDP growth.
However, the past two years, China`s toy industry is bound to be an extraordinary history of the development period. To the United States began in August last year, China produced toys recalled the incident for the fuse to the recent credit crisis dimension to the toy giant Processing Group co-jun toy factory closed down as the representative of China`s toy industry prosperity occurred domino phenomenon . By recalling the events, sub-loan crisis sparked a series of market crises and accidents, the toy industry exposed to hide behind in the prosperity of the profound crisis in which the speed of China`s toy exports have shown a downward trend in the international market began to shrink, India and other countries will slip began to occupy China`s toy industry in the international market, the toy industry as a corporate marketing safety accidents in China hardest hit.
Marketing theory that security, marketing, crisis refers to businesses as a result of macro-, micro-environment of the mutation or abnormal marketing management to enable enterprises into a state of extreme embarrassment. Crisis in the toy industry marketing in the industry indicate that foreign powers behind marketing a serious security risk. The author of the past two years marketing the toy industry crisis, evolution, response and restoration of the entire process of analysis and discussion, expect to find the toy industry the significant root causes of the crisis, for the toy industry to provide a re-emergence of direction.
First, the four major culprit in the deadly seeds of anxiety
China`s well-known security expert marketing Professor Li Wei, in his "three-dimensional structure model of security market," pointed out that the impact of corporate marketing, including elements of the security environment, markets, strategy, strategy and operation of internal and external factors, external environment and the evolution of the market may pose a threat to the safety of marketing, internal factors may lead to the deterioration of the security weaknesses of corporate marketing. However, the threat of external and internal effects of the disadvantaged is a security risk of corporate marketing, as the business environment between the internal and temporary information asymmetry, external threats will not automatically undermine the security of corporate marketing, and only the accumulation of these internal and external the outbreak of sufficient energy, and the existence of certain trigger events, the elimination of the enterprise and the environment of information asymmetry between the external threats to the enterprise will immediately respond to the vulnerable, and marketing leading to the outbreak of the crisis. Through analysis, the toy industry has accumulated a long period of time following at least four of anxiety:
1. Worries of poor quality products - the survival of injured
Marketing theory that the safety, product quality refers to the quality and safety of consumers to achieve the commitments and to meet the needs of customers. If an enterprise product quality problems, it is difficult to meet the needs of consumers or implied obvious needs, will constitute a major blow to its market, especially as this will directly affect the toys in good health, and even the safety of products, such negative blow could be fatal.
Recall last year the incident took place showed that the toys did not meet the quality of products to customer commitments and to meet customer demand, the quality of the existence of serious security problems. Double by the product quality attributes (product quality and customer perceived quality) we know: the quality of products include the product quality and customer perceived quality crisis in the two types of crisis, while the former is a crisis in the mainstream of product quality, because the existence of product defects in product quality easily be perceived by consumers or the relevant government departments in the day-to-day supervision and spot checks found that the toy recalls is the direct cause of the incident because the toy itself over some of the indicators arising from the content; with the development of toy design defects itself also exposed. |
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