Marketing: "six monsters" in the marketing process of Chinese Enterprises

Core tip: Since China's transition from planned economy to market economy, after more than 20 years of ups and downs, both enterprise management and marketing in China have changed from the most primitive market instinct response to a theoretical system at a certain height, which reflects that China's market has become more and more close to the international market, such as Haier's services, Lenovo's channel management Wahaha's brand operation, Changhong's market strategy, Galanz's low-cost expansion, etc These excellent enterprises, no matter in the field of internal management, product research and development, marketing and after-sales service, have achieved great success with their unique side Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings: Since China has stepped into the market economy from the planned economy, after more than 20 years of ups and downs, both enterprise management and marketing in China have changed from the most primitive market instinct reaction to a certain theoretical system, which reflects from one side that China's market has become closer to the international market, such as Haier's services, Lenovo's channel management, Wahaha's products Brand operation, Changhong's market strategy, Galanz's low-cost expansion, etc These excellent enterprises, no matter in the field of internal management, product research and development, marketing and after-sales service, all have gained great success with their unique side and attracted people's attention And Philip Kotler's "marketing management" is honored as the marketing Bible because it cultivated the first generation of marketing people in China Despite the guidance of advanced modern marketing theory, China's marketing has also gone through more than 20 years of baptism At the same time, with China's accession to the WTO, we have more and more direct contacts and exchanges with world-class marketing experts However, a comprehensive view of China's marketing industry, and even some of the more famous experts and famous enterprises, no matter their speeches, articles, writings or even actual market operations, All of them are confused with some basic concepts of marketing theory, and use the current six phenomena of our country to simply understand the problems that should be paid attention to at present What attention should be paid to the six major problems in marketing in China The first one: the marketing department and the sales department take this problem as the first one, because up to now, there are still a large number of enterprises with such problems I believe that most marketers have deep feelings Almost 80% of enterprises and their bosses have difficulty in correctly distinguishing or describing the functions of marketing department and sales department People who have studied management or marketing know that marketing department and sales department are two completely different concepts Although they are all market-oriented organizations, the main functions of marketing department are: market information collection and research, formulation of marketing plan, advertising design and copywriting creativity, media planning and promotion effect evaluation, etc.; the main functions of sales department are enterprises If the marketing department is compared to a military staff, the sales department is a combat force that directly attacks the enemy But in reality, many enterprises often call the sales department the marketing department or only the sales department has no marketing department According to the survey, it is very common for domestic enterprises to attach importance to the sales department rather than the marketing department The second oddity: marketing channels and marketing networks are confused One of the marketing 4Ps is channels, and the channel here refers to the channel from the manufacturer to the consumer From the perspective of the whole marketing, the meaning of channel is too narrow, because channels are vertical, and the formation of marketing networks requires crisscross and scientific and reasonable distribution of sales outlets For example, in the IT industry with the most influential channel, the selection of distributors and the development and establishment of sales outlets often lack a reasonable layout according to the market characteristics and consumption situation, which is mainly reflected in the horizontal shortage, that is, the serious lack of information interaction and resource sharing between distributors and distributors, and between agents and agents, which results in the IT industry only paying attention to channels Concept does not pay attention to the disadvantages of network concept Up to now, many IT enterprises have no idea about the concept of channel, network, network cable, network interface, network operator and network point As has been said above, forming a marketing network requires vertical cooperation among wholesalers, distributors and retailers, as well as cooperation between wholesalers and wholesalers, distributors and distributors, retailers and retailers, but this is only one of the network systems In order to achieve the success of marketing, the company also needs to cooperate with banks, advertising companies, technical departments, government departments, judicial departments and other auxiliary systems Only when the two systems operate and manage together, can the enterprise really win in the market Third strange: the concept of dealers and agents is vague, which is a common but easy to confuse problem Even many enterprise management experts and marketing professors inadvertently confuse the two, especially in the investment projects of an enterprise, many dealers who join the company are called agents So what is an agent and what is a dealer? What are the differences between agents and distributors? Philip Kotler has made a very clear explanation in his book "marketing management": the so-called agent refers to the enterprise and private organization entrusted by the enterprise to help the enterprise find the market or even help the enterprise sell the products Its obvious feature is that it does not have the ownership of the products, and only collects the corresponding Commission, such as actor brokers and foreign products in China Agents, etc But the dealers are quite different Although they are similar to the agents in some aspects and sell enterprise products, the dealers who join the enterprises to sell enterprise products fully own the ownership of the enterprise products That is to say, the dealers will pay for the products in cash according to the requirements of the enterprises, so as to obtain the ownership of the products When an enterprise sells its products to a dealer, it will die or die If the dealer chooses the enterprise improperly, it will lose a lot Therefore, the dealer needs to bear certain risks Because the dealer only pays part of the cooperation margin (some of which are not paid), it does not need to pay the product fee It will not settle the Commission with the enterprise until the product is sold It is risky It can be seen that dealers and agents are really two completely different concepts Fourth strange: the phenomenon that marketing and distribution are not separated is quite common Literally speaking, it should be well understood The theoretical meaning of marketing refers to a social and management process in which individuals and collectives create and provide products for sale, and exchange products and values with others to obtain the desired things Distribution only refers to the differentiation and transfer of products by using the function of marketing network For example, an enterprise transfers its products to 10 provincial distributors in China, and then 10 provincial distributors wholesale them to more than 10 secondary distributors in the downstream The secondary distributors sell their products at their own terminals and distribute them to more retailers in the downstream county-level cities In this way, the products will be produced at all levels Product differentiation and transfer can achieve the function of enterprise differentiation, transfer and sale of products That is to say, distribution refers to the transfer sales of enterprise products in all kinds of channels Of course, marketing refers to all business activities of an enterprise, including strategic merger, capital operation, etc marketing is a big concept, while distribution is a specific behavior, so the concepts of distribution and marketing are totally different and should not be confused Fifth: chain operation and franchising Chain operation and franchising is a hot topic in China at present One of the reasons for their enthusiasm is that they can rapidly expand the market of enterprises The successful operation of many foreign enterprises has set a good example for us The famous ones such as McDonald's and KFC, etc in China, the beauty agencies are the most successful or relatively successful ones Lock and catering industry chain, such as natural beauty chain, Malan ramen, Quanjude roast duck and little sheep hotpot Chain operation needs more standardized management ability and brand integration and promotion ability At present, Chinese enterprises are relatively weak in this respect, but due to the great demand of the market, this problem does not constitute a threat to enterprises As the chain operation is invested by the enterprise itself, the faster the expansion, the more likely the loopholes in management and capital will appear, so the franchise came into being As the name implies, franchising refers to an enterprise using its own business success experience and the influence of its own brand as well as the so-called secret formula and operation expertise to attract enterprises, institutions and private investors to join An authorized enterprise only needs to export its brand, management and skills to reap profits, while the franchisee can continue to use the brand of the authorized party and manage it according to the management of the authorized party Management mode even purchase special equipment for daily operation McDonald's and KFC both have their own direct investment direct stores, but also some franchised stores invested by outsiders Due to their strong brand influence, excellent unified management and unified logistics and distribution capabilities, it is difficult to see which stores are self operated chains and which are franchised How to distinguish these two concepts? Chain operation is a kind of enterprise expansion mode, and franchise is only one of the chain operation modes, the two are not equal, not opposite The sixth strange: Marketing Director and marketing director are confused It is difficult for ordinary people to distinguish this problem At the same time, due to the vagueness of the two positions in the enterprise itself, the concept of these two positions is unclear in the society In the first issue of Shenzhen Special Economic Zone newspaper, I saw such a job advertisement: Vice President of sales - annual salary 200000; Marketing Director - annual salary 150000 We will be confused, which of the terms of reference of vice sales and marketing director management is bigger? What is the marketing director of this company in charge of? Or why does sales alone have to be managed by the vice president, then the marketing director? In fact, the marketing director is also popular in the industry recently It is mainly due to the change of the internal organizational structure of the enterprise, especially the implementation of the market-oriented organizational structure in many enterprises, which changes the marketing department of the enterprise into the marketing center, and its position becomes the director system The job description of the marketing director is very clear: under the authorization of the general manager of the enterprise, comprehensively manage the marketing work of the company; the marketing center generally consists of marketing department, sales department and other relevant departments But there are also companies with marketing departments or marketing companies,