Keywords: marketing mix strategy talent strategies China from planned to market economy in 20 years, marketing work for enterprises of well known. But as the industry and enterprise of the competitive situation and uneven development, manufacturing and marketing patterns and marketing concept also mosquito so different: in the market competition, a mature industry, local enterprises and MNEs directly to competitors; in some traditional and relatively narrow market, low level of competition in local enterprises. We often hear bosses to this argument, I spend a large amount of money requested the foreign Manager after the company not only to improve the performance of the company, but instead chose a wrong; or spend a big price cut from another company to several gold marketing experts, the company sloshing months amounts to anything, appears to be unworthy of vain, and so on. The above issues a large reason is that different companies marketing pattern, this requires Marketing Manager or marketing service agencies must be suitable for the actual methods of work of enterprises, regardless of your level to high, and the boss of cooperation will last because acclimatized in complete disagreement.
According to the author's experience and reflection on the current domestic enterprise marketing is divided into three levels, namely trade, sales, and market-oriented, each type of marketing has different manifestations and focus.
Trade: sell the goods, and shall recover!
Between manufacturers and buyers to trade in accordance with the contract, the delivery of payment of co-operation will come to a close, the two sides of the transaction have short-term and disposable. This situation more in Taiwan, Hong Kong and some export-oriented coastal area has great production scale single-minded provide OEM Service of production plant, and some local small single-minded production follow-up products of small enterprises. These enterprises to sources of income to be able to get the number of the customer and the customer's buying power, they have negligible effect for the entire market. This is a problem with universal, Chinese enterprises currently has a production capacity and market impact severely disproportionate. They may have its own trademark, brand awareness is relatively weak, pay attention to the profits to ignore market.
Here's the marketing department can often be referred to as business unit, sales staff are known as business people. Marketing organization structure more original, management system simple.
In such an enterprise search customers is the main task of the marketing work, which led to its marketing work has great unpredictability, marketing personnel's capacity dependent but enterprise support to staff is extremely limited. For distributors of control and support, therefore the slogan of the customer first, often threatened by the customer. A means of attracting customers to price and provide the loan. Business managers often are out of context to refer to some fashionable marketing theory and experience, but often better not learned, bad accept according to the order.
While business-to-employee motivation for strength and ideas, often with low wages and High Commission, or simply use the contract system and Commission system, we usually see that challenges million, million annual salary of job advertisements is derived from this class. So there must be actively engaged in venture capital, under some personal capacity prominent people stand out, some enterprises have therefore set up so-called gold medal, silver medal marketing member of the honor, there have been a number of sales revenue than General Manager also high strange phenomenon. While these business experts in cross-company or cross-industry working again, its performance is often unable to reproduce past glories.
In such enterprises, the main method of improving performance is to improve the business recruitment, training, management, setting up a scientific and rational incentive system to avoid such illusions unchecked business management mode. The enterprise constantly introduce new marketing ideas to enhance customer support and control, in order to strengthen market presence.
Sales: the goods sold to him, help him sell out!
When the number of export-oriented manufacturers turn to the domestic market, or some small enterprises through primitive accumulation after management upgrade, their marketing efforts gradually rise to the sales stage. At this time, manufacturers and commercial customers with more emphasis on long-term development, to get the interest to look at the constantly expanding market share and gain stable repeat transactions. At this point they valued dealers benefit commitments in a given period and a range of exclusive licensing, and prevent cross-area stringing a goods together. The expansion of the brand, focusing on the improvement of the system through the channels; stresses that the establishment at all levels of the distribution system and enter the number of large retail Terminal, at the same time help dealers to establish dedicated business team and marketing team, and bear the associated costs; depending on the sales and marketing goals with some promotional means, such as promotions and advertising. Emphasis on partner's control, expect the greatest degree of loyalty with dealers, more use of funds, personnel, distributors, customers, and want to improve sales, distributors and dealer does not get a reasonable profit.
Sales-business marketing success depends on dealers ' control, and the habit of marketers take advantage of the company's sales policy and resources and the dealer have wits, support and control are the manufacturers are one of the main topics in between.
This time the manufacturer to the customer support, often highly utilitarian. Because the market is not scientific planning and forecasting, market cost of living, and when market volatility, costs are often not in place, so the manufacturer promises cannot be fulfilled often affect the cooperation of both parties.
The success or failure of enterprise sales at this time the key depends on the overall ability of marketing personnel, and sales system of scientific and rational, and overall execution is powerful.
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