"Knowing oneself and knowing oneself, there is no war." Sun Wu, a famous strategist in the Warring States Period, attaches great importance to the collection of information. He wrote "The Art of War", which is the work of the book. For enterprises, the so-called “use-to-use†is actually the integration of information resources. It must be understood and controlled from the height of the top management of the enterprise, not just the industry newspapers and the browsing of industry websites. The market is changing rapidly. If you can't grasp the information in time, it means that the company is in danger of being eliminated by the market at any time.
Lighting companies must pay attention to information warfare in the information age
The so-called information resource integration refers to the identification and selection of resources from different sources, different levels and different content, the creation of new resources through the reconfiguration of various resources, and the introduction of a resource integration process model suitable for the company's own development. In order to enhance the competitive advantage of enterprises, provide constructive suggestions. This is the responsibility of the “strategic information center†of most foreign-funded enterprises.
At present, most lighting companies in China do not have an independent “strategic information center†department. Most business owners have access to information, generally reporting on industry newspapers, industry websites, and contacts with industry insiders, which is insufficient to ensure that corporate decision makers can grasp the various information required by enterprises in a timely, accurate and comprehensive manner.
There are five kinds of information resources that must be mastered, "The Five Children" in the "Sisters of the Sun", which tells the final success by using the five kinds of information from the outside world. For the current Chinese lighting industry, corporate strategic decisions should pay more attention to outside information. From the operating experience of lighting companies, companies should pay attention to the following five types of information resources:
First, macroeconomic environmental information, including predictions of future economic trends, regional culture and consumption habits, consumer psychology, national and local investment, and taxation policies. The changes in the macroeconomic environment generally come from the opinions of authoritative financial experts. For example, the impact of the US subprime mortgage crisis on the world economy in 2008, Fortune magazine first reported and predicted, but after the financial turmoil, there are still many lighting companies. The reason for the bankruptcy is that the information on the macroeconomic environment is not paid enough attention, and eventually it is self-sufficient.
Second, industry information, also known as industrial information, includes industrial policy environment, investment level, industry scale, market space forecast, industrial development status, future development trends, and industry media resources.
Third, market information. Consumer demand determines the direction of the company's development. Specifically, market information should include information on regional hot products, channel development, production equipment and technology levels, distributors, brand promotion and other information.
Fourth, competitor information, including industry leader data and competitors' information, such as corporate strategic positioning, flagship products, key target city taste executive capacity assessment, sales network coverage and other information.
Fifth, internal information of the enterprise, including the company's capital risk, human resource value, raw material procurement management, storage status, sales team work efficiency and other information.
The management's emphasis and relatively clear objectives are the first element of information resource integration, and the integration of information resources with the company's business, and the formation of good communication with the partners, on this basis to form a reasonable foresight of the future market, It is the goal of using the "five rooms" to integrate enterprise information resources. Forward-looking is the starting point for benign development.
The integration of industry information resources is in the ascendant. Taking LED as an example, LED Lighting has become the main product of the future of the domestic and international lighting industry. In this context, the current status of international and domestic industry development is the information that lighting and lighting companies must first grasp. On this basis, we can determine the development strategy of the company and avoid the blindness of decision-making.
Internationally, Toshiba Corporation of Japan announced in September this year that it will further strengthen the LED lighting business, and plans to invest 100 billion yen in equipment investment and increase the sales share in overseas markets to over 30%. Japan's Matsushita Electric Co., Ltd. also decided to enter the home LED lighting market in September this year. It plans to launch 10 "EV-ERLEDS" series of LED lighting products in late October. In addition, large motor companies such as Sharp, Mitsubishi Electric and NEC have also entered the LED lighting market, and it is expected that the future competition in this market will become more intense.
In the domestic market, the distribution pattern of industrial areas has taken shape. With the introduction of support policies for energy-saving industries such as LED lighting, Foxconn, Country Garden and other well-funded enterprises have entered the field of LED lighting, and with the support of local governments for LED lighting, the LED lighting market is unprecedentedly hot. Stimulated by this kind of information, domestic LED lighting companies have increased dramatically. At the same time, the country's attention to the energy-saving industry has also stimulated the rapid expansion of the energy-saving lighting market.
However, for domestic companies, we should also pay attention to some information indicating risks, such as the state's regulation of rare earth resources, the control of overcapacity industries, and the “anti-dumping†investigations of various industries in China. The degree of integration of these information will affect the business decision-making of the company.
Information resource integration promotes enterprise development For enterprises, there is a lot of information received every day, some information is enough to affect the development of the enterprise, and some information is irrelevant. Therefore, enterprises need to distinguish, classify and integrate information resources, and select information resources suitable for the development needs of enterprises.
Good information resource integration can promote business development. In the network age, how to use network information to carry out enterprise marketing channel development and brand promotion is a concern of the majority of lighting companies. In this regard, Philips Lighting has set an example. Philips Lighting is working with Google to develop integrated marketing, adopt search engine marketing, and focus on utilizing offline media resources to form an integrated marketing landscape. At the same time, Philips also promoted the event on Google's largest advertising alliance website, and linked with offline multimedia resources such as newspapers, TV, radio and outdoor to form a three-dimensional communication. The final result showed that Philips' official web traffic increased by 300% and search volume increased by 703% in the week after the start of the online event. In turn, offline activities have prompted some consumers to repeatedly browse the Philips website: the average number of visits by visitors increased from 1.38 in the first week of testing to 4.58 in the second week.
In the domestic market, Yangye Lighting is a model for using the network platform. Yangye Lighting encourages college students to start businesses through Yangye Lighting through the form of network alliance. This novel form of marketing has greatly expanded the brand awareness and reputation of Yangye Lighting. All these show that the effective integration of information resources can greatly promote the sound development of enterprises and drive enterprises to a new level.
The integration of information resources requires trustworthy partners. For most domestic lighting companies, it is not the best policy for enterprises to build their own information centers. First of all, enterprises often lack professional information resources to integrate talents. Secondly, in the market situation where the profession is more and more subdivided, enterprises need “professionals to do professional thingsâ€. Finally, the degree of utilization of enterprise information resources directly affects the strategic decision of enterprises. It is necessary to abandon subjective thinking and stand on an all-dimensional information stand in an objective and fair position.
To choose a strategic partner, three conditions must be met: first, the partner must have rich experience in the industry; second, the partner must have superior information integration capabilities; third, the partner can form a tacit agreement with the user. Cooperation.
Therefore, companies need to choose a trusted information resource integration partner, and also a professional organization for information resource integration. In China's lighting and lighting industry, Xingbang Industry, as a media organization, has rich professional resources and provides reliable information resources for many enterprises within the enterprise.
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