Marketing: how should small and medium-sized enterprises set up an efficient marketing team

Core tip: in fact, many excellent products are not "famous" at the beginning On the contrary, many of them are "original" by small and medium-sized enterprises However, it cannot be ignored that "original" is not always the biggest "winner" of interests Why? One of the main reasons is that small and medium-sized enterprises can create a good product, but it is not easy to promote this product to achieve the maximum market coverage Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Home of coatings news: many excellent products, in fact, at the beginning are not all "famous", on the contrary, many are "original" by small and medium-sized enterprises, but a fact that can not be ignored is that "original" is often not the biggest "winner" of interests, why? One of the main reasons is that small and medium-sized enterprises can create a good product, but it is not easy to promote this product to achieve maximum market coverage Among them, marketing fromemkt.com.cn team factor is the most fundamental and core reason No matter how good a product is, it must be promoted to the market through an excellent marketing team Then, small and medium-sized enterprises should promote this product to the market How can an enterprise better set up its own efficient marketing team? The following are the author's suggestions for SMEs: selection channels The selection channel of talents is a powerful guarantee for the quality of team members Small and medium-sized enterprises can select team members through the following channels 1 Recruitment This is the most conventional and popular way First, media platform recruitment, for example, by publishing recruitment advertisements in newspapers, magazines, TV, Internet and other ways to attract marketing talents to join in, its advantage is that it can expand the influence of enterprises and show the strength of enterprises, but the defect is that the cost is often high, and it is not always necessary for enterprises to participate in the primary election Second, the talent market It is a form of talent recruitment that can communicate with candidates face to face Its advantage is that it can directly communicate with the interviewers, preliminarily select the right candidates, and improve the recruitment efficiency The disadvantage is that when the candidates gather, it needs to "audition", which increases the workload and human cost, but it is still a better and more direct talent selection channel Third, intermediary channels If small and medium-sized enterprises feel inadequate in human resource selection and other aspects, there is a low-cost recruitment method, that is, with the help of headhunting companies and talent intermediaries, through their specialized operation, as well as the continuous talent services provided, they will eventually recruit the marketing backbone suitable for their own team Its advantage is that it can reflect that professionals do professional things and let enterprises focus on what they are good at, such as product research and development, production, marketing, regional market development, etc the disadvantage is that it is a difficult problem to choose the right talent intermediary 2 "Dig the corner" Although we have repeatedly advocated that talents should be cultivated by enterprises themselves, for small and medium-sized enterprises, in some specific stages, such as the large-scale expansion or expansion of the market, the rapid expansion of the sales area, and the restart of the old market, we must consider the way of "digging the wall" to meet the demand of talent shortage when it is too late to cultivate talents by ourselves Although this way of "buying talents" also has disadvantages, such as low loyalty, increased running in costs, cultural conflicts, etc., it also has its own advantages, such as, fast, "bringing doctrine", reduced the cost of training, etc Here we need to emphasize several points: first, we need to dig high-level brand enterprises from the first tier, middle-level or grass-roots brand enterprises from the second and third tier Relatively speaking, the managers of first-line brand enterprises have a broader vision and are often "regular forces" Management norms, behavior norms and market norms are worth learning from, for example, marketing management, market strategies and reporting tools of large enterprises And so on, can be slightly changed for "I", but we must pay attention to that it is "take", not "copy", never "swallow alive", otherwise it will cause indigestion, we must combine the actual situation of the enterprise, flexible use The reason why we dig middle-level or grass-roots enterprises from second and third tier enterprises is that they are front-line operators, and their adaptability is stronger, because the brands are close, the products are close, and the market is close If we let the front-line brand personnel directly operate the market, we will often encounter such phenomena as "not satisfied with the local conditions", being haughty, and "flashy", because there is a set of large enterprises With the support of system and corresponding resources, they make the market by mode, while small and medium-sized enterprises often do not The second is to treat "collective airborne" with prudence When small and medium-sized enterprises adopt the way of "digging the wall", they should take their own control as the principle and scale Many small and medium-sized enterprises, regardless of their own strength and management ability, allow a team to parachute As a result, this group of "parachute soldiers" tend to "kidnap" the enterprise, and if they are not satisfied with it, they will "leave collectively", thus posing a fatal threat to the enterprise and bringing incalculable disasters to the team and the market Therefore, they need to be treated with caution 3 Introduction of acquaintances The biggest advantage of this way is that because it's the introduction of acquaintances, it's quite reliable, "our people don't play tricks on our own people", and the risk of introducing talents is small, but its defect is that once an unsuitable person is introduced, it's very difficult to get rid of him Because it's the introduction of acquaintances, once the person is dismissed, it means that even the old acquaintances are offended, and the cost is often great Sometimes new and old people will leave together This is what we often say, "it's easier to ask God than to send him." In fact, if you want to avoid this situation, you need to communicate clearly with the acquaintances and the parties before personnel After the introduction, you must carry out management and assessment according to the rules and regulations of the enterprise If you are not qualified, you need to deal with it according to the personnel management system of the enterprise This way of "first villain, then gentleman" not only leaves a way back for the enterprise, but also introduces the Personnel a "reminder", so that this way of introduction of acquaintances, truly achieve "win-win" 1 2 3 4 the eagle of change: how to build the myth of the transformation of paint enterprises? How to make the paint dealers bigger and stronger the marketing channels? Is it really good for the paint products to open stores in the community? Will consumers accept it? • the more Gabrielle does, the more she gets angry! Dorothy is still in May Day! This is Nao This Tu enterprise is married to "Yanxing Ganlu"! 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