The "God of Management" Wang Yongqing's lifelong legendary entrepreneurial road left a lot of inspiration for marketers. Its management and management ideology has become a famous saying that entrepreneurs believe in. He has gradually built a company that has entered the "Top 50 in the world" with a principal of 200 yuan. When Wang Yongqing opened the store in Chiayi, he took the customer's needs as the center, and succeeded in sharing the customer's value to share the successful business case and share the management ideas of the master.

Today's enterprises are faced with a buyer's market, which is a market environment where competition in the industry is becoming increasingly fierce. Frequent product updates and changing consumer preferences, how companies gain competitive advantage, we need to return to the essence of marketing to create value for customers. By enhancing the value of rice products, service value, personnel value and image value, Wang Yongqing has created a market competitiveness of rice shops and achieved great success in operation.

First, the product value

Product value is the value produced by the function, characteristics, quality, variety and style of the product. It is the central content of the customer's needs, the root cause of people's consumption, and the primary factor for customers to purchase products. In fact, consumers need not only the product itself, but also the benefits brought by the product value to the customer. When you can bring more benefits to customers than similar products, the company's interests will continue to improve.

In Taiwan in the 1930s, rural areas were still in manual operation. The technology of rice harvesting and processing was very backward. After harvesting, the rice was spread on the road and dried, and then threshed. The debris such as sand and pebbles was very Easy to dope inside. Before the rice is made, the user has to go through a Taomi program, which is inconvenient to use, but both buyers and sellers are used to it, and it is not strange.

Wang Yongqing found the entry point from this common phenomenon. He led the two younger brothers together, worked hard, and was not afraid of trouble. He took out the debris such as cockroaches and sandstones in the rice and sold them one by one. By improving the value of the products, Wang Yongqing has made the quality of rice sold by rice shops higher than that of other rice stores. The value of products has reached or exceeded the expectations of consumers, and the business of rice shops is booming.

Second, the service value

Service value refers to the value generated by the various services provided by the enterprise to the customer along with the sale of the product entity. Due to the advancement of technology, the difference in quality of products is getting smaller and smaller, and more and more similar products are becoming more and more difficult. It is more and more difficult to increase the differentiation of products only by the characteristics of the products themselves. In order to enhance their competitive strength, enterprises began to attach importance to the development of value-added products, and services are an important part of added value, which has received widespread attention from enterprises. Therefore, providing quality products while providing perfect services to consumers has become a new focus of competition in the modern enterprise market.

While improving the quality of rice, Wang Yongqing went further in service. At that time, the users came to buy rice themselves and transported them home. This is nothing for young people, but it is very inconvenient for some elderly people. At that time, young people were busy with their livelihoods all the time, and they worked long hours. It was not convenient to come to buy rice and buy rice. It can only be borne by the elderly. Wang Yongqing noticed this detail, so it was more than normal, and it was delivered to the door to facilitate the purchase of customers.

Marketing is the art of selling, the strategy of satisfying others, and the wisdom of improving cost performance. Through the company's own breakthrough innovation and continuous improvement of product quality and service quality, Wang Yongqing has continuously improved customer satisfaction, won the competitive advantage, and created rich profits for its rice shop.

Third, the value of personnel

The value of personnel refers to the value generated by the employees' business ideas, knowledge level, business ability, work efficiency and quality, and management style. The impact of personnel value on enterprises and customers is enormous. A staff with high comprehensive quality and customer-oriented management ideas can create higher value for customers and create more satisfied customers. Create markets and profits.

Every time I send rice to a new customer, Wang Yongqing carefully records the capacity of the rice tank of this household, and asks how many people eat this family, how many adults, how many children, how much the amount of rice per person, according to which the household is estimated The approximate time to buy rice is recorded in the book. At that time, before the customer comes to the door, he will take the corresponding amount of rice to the customer's home, and take out the Chen Mi in the tank, first put the new rice into the tank, then put the old rice on it, so as to avoid the remaining The rice is long and moldy. This small move has deeply touched many customers, and has carefully bought Wang Yongqing's rice, which has greatly improved the customer's loyalty to the company.

The same is selling rice, why can Wang Yongqing achieve this kind of business in business? The key is that he used his heart! Investigate customers, study customer psychology, study customer needs, and study how to meet customer needs. Instead of simply selling products, the customer's needs are turned into their own service projects, and they are given to customers along with the products. The fundamental of market competition is human competition. Wang Yongqing can continue to create a little value for customers in the rice store business strategy. The customer's choice of his products is more firm and lasting.

Fourth, the image value

Image value is the value of the company's products, packaging, trademarks and corporate behavioral image. Image value is closely related to product value, service value and personnel value. To a large extent, it is the reflection and result of the comprehensive effect of the above three aspects. Good brand image is a valuable intangible asset for enterprises, which helps to simplify Buying decisions and increasing purchase confidence. Therefore, enterprises should attach great importance to the shaping of their own image, bringing greater value to the enterprise and then to the customer.

In the small Chiayi has nearly 30 rice shops, the market competition environment is very fierce. Wang Yongqing creates the brand image of the rice shop by improving the product value and details, and establishes the image value that is different and surpasses other rice stores. In today's highly developed technology and product convergence situation, if a company wants to survive and develop, it is only willing to give convenience to customers, give benefits to customers, and give effective and valuable services to customers, in order to create a unique image value charm. , to win the hearts of customers.

The successful business case of “God of Management” once again proves that the essence of marketing is to create value for customers. In the fierce competition, enterprises must adjust and build their own capabilities, so that the business management, organizational structure and customer value factors are compatible. According to the needs of customers, we will continue to create a little more value for our customers than our competitors. Customers will choose you and the company will continue to grow and grow.