Problems and Countermeasures in current enterprise

Problems and Countermeasures in current enterprise marketing in the past 20 years of reform and opening up, China's economic system has gradually changed from a planned economy to a market economy, and the market has gradually changed from the original seller's market to a buyer's market. In the face of the buyer's market, a few enterprises turned pressure into power, reformed the system, innovated technology and innovated products, and won the initiative in the fierce market competition. However, more enterprises did not change their ideas, followed the old path, and could not meet the needs of the market economy, resulting in the abnormal phenomenon of "no more than three years, no more than five years". The reasons are various. Marketing is the main reason. Through the observation of many enterprises, the author talks about his humble opinion

I. problems existing in current enterprise marketing

first, the marketing concept of enterprises has not changed. In the era of deep-rooted planned economy, some state-owned enterprises still pursue the traditional production concept, product concept and marketing concept to the buyer's market, but in the current market economy period, due to the oversupply of goods, the buyer's market has the problem of "difficult business"; There are also some enterprises that have nothing to do with the buyer's market and blindly promote products with the tide. The result is either a large backlog of product inventory, or a sharp increase in accounts receivable, and difficulties in capital turnover, which makes most enterprises fall into a state of shutdown or semi shutdown

second, the absence of high-level marketing management leads to the inability of other departments other than the marketing department to give full play to their marketing functions. At present, the top management of most enterprises pay more attention to marketing, but this "attention" is obviously local, uncertain and non process, not systematic, not comprehensive and not in place, resulting in the absence of top management. The absence of senior management has brought a lot of harm. First, the marketing advantages of other departments cannot be fully utilized. Every department and individual of the enterprise has its own marketing function, but when the senior management is absent, only the marketing department plays a role. In this case, its overall marketing function will be greatly reduced. Secondly, the decision-making is slow, and many problems that affect the efficient implementation of the sales work cannot be solved in a timely and effective manner. In this way, the problem of the decision-making time cannot be decided in a timely manner, which will have a negative impact on the marketing performance of the enterprise, and even dampen the enthusiasm of business personnel. Finally, the marketing work lacks direction. The top management decides the marketing direction of the enterprise. When it is absent, it will inevitably lead to the blind command of the marketing department

third, many enterprises do not have marketing strategies. An enterprise without strategy is like a plane flying in a dangerous climate. It always bumps in the airflow and walks through the storm. Finally, it is likely to lose its way. Even if the plane does not crash, it is also in danger of running out of fuel. Now, many Chinese enterprises, like this aircraft, need strategy too much. At present, most Chinese enterprises just plan for the current period and muddle along. When they were founded, they never imagined the future, causing enterprises to operate blindly

fourth, the ability to develop new markets is not good. For example, in terms of the development of China's rural market, enterprises are the protagonists, and their market behavior is completely regulated and guided by the market mechanism. Most enterprises only focus on rural consumption demand, ignoring the development of rural investment demand. Enterprises should not only consider making farmers' money, but also consider how to drive farmers to get rich, so that farmers can develop and cultivate their own markets while recognizing the benefits of industrialization, Get your own return on investment. Market development is an important part of the bottom-up development of enterprises, and many enterprises can not reasonably develop and start their own available new markets because of this or that misunderstanding

fifth, the function of marketing network is ignored. A marketing expert once said, "the market, in the final analysis, is' Network + brand '- sales network plus brand influence." Collaterals are like the blood vessels of the human body. They rely on powerful sales to complete the circulation of funds, which nourishes the growth of enterprises. Any part of the disease may damage the body of the enterprise, and even the life of the enterprise. In today's fierce market competition, most enterprises in China have not worked hard on the market network. They only pay attention to product production and sell products without plan and goal. In this way, they not only waste marketing resources, but also fail to achieve good marketing performance. In addition, there are also many problems in the current market positioning and promotion methods of enterprises

II. Countermeasures to solve problems plastic materials are used for greenhouse coverage, mulching, pipes, packaging and other uses

first, establish a scientific and practical marketing organization framework, establish the concept that the loss rate of fruits and vegetables in developed countries is less than 5%, and make all departments and employees of the enterprise work closely together to achieve ideal business performance

modern marketing emphasizes the overall offensive and defensive ability. At present, the business personnel of many enterprises are not really organized, so it is difficult to effectively carry out market development and management. This is like the two armies competing to seize the territory. One of the armies is poorly managed and can't be organized. If there is no decent offensive or the army grabs the territory but is unable to defend, such an army will undoubtedly lose. It can be seen that high-level marketing management plays a vital role in marketing. Therefore, enterprises should establish a sales organization system, market information management system, objectives and plan management system according to the needs of market development, clarify the sales management level and its responsibilities, work standards and work processes through a perfect sales management system, organize the target market and market objectives, sales managers and salesmen, dealers and market information in the best way, and give full play to the overall offensive and defensive capabilities of enterprises, Occupy the market to the greatest extent and achieve the best marketing goals

second, establish a dialectical buyer's market view

the buyer's market not only brings great pressure to enterprises and fierce market competition, but also brings good opportunities for "enterprise production and operation". In terms of the purchase of means of production and production factors, the pressure of the buyer's market is only imposed on the seller of goods, while the production enterprise as the buyer not only has no pressure, but is a great opportunity, because the pressure of the buyer's market mainly comes from the position of the product sales enterprise as the buyer when purchasing, so it can fully enjoy the preferences and preferences of the buyer's market. In the procurement of mechanical and electrical equipment and raw materials, enterprises can fully "shop around" to select, not only quality, but also price. Moreover, the market gap brought by the buyer's market provides enterprises with groundbreaking hope. Only by using high-quality and low-cost materials, machinery and equipment to produce high-quality products, and gradually adapting to the buyer's market, can we seize the opportunities brought by the buyer's and seller's market and survive and develop in the market competition

third, establish famous brand strategy

today's world has entered the era of brand competition. It has become a "stepping stone" for enterprises to enter the market. This is because consumers gradually deepen their understanding of new products and are more demanding in choosing products, which intensifies the market competition among enterprises. Therefore, enterprises must work hard to improve product quality and better meet the needs of consumers. Economic experts assert that from the end of this century, the competition in China's commodity market will be mainly manifested in the competition between famous brands. However, at present, some enterprises have not realized the importance of brand strategy. As long as they see what others produce, they will produce what they own. Without their own characteristics, let alone their own brand, how can enterprises create their own brand? In view of this problem, the author puts forward the following suggestions. On the one hand, we should formulate famous brand strategy; According to their specific conditions, enterprises establish goal planning and feasible implementation steps in different stages. On the other hand, take quality innovation as the foundation of famous brand products and the life of enterprises. Enterprises should work hard on quality management to create famous brands, and should not blindly pursue "high-grade" and "high price". The world famous brand trademark symbolizes high quality, such as "Honda" in Japan, "Coca Cola" and "McDonald's" in the United States. Moreover, one of the main contents of today's market competition is technological competition. In this regard, through technological innovation, enterprises should widely adopt new technologies, new processes and new materials, constantly improve product design, develop new products, speed up the pace of technological transformation, absorb advanced technology and innovate. In this way, the products of the enterprise can be at the forefront of the market. Panda Electronics Group, which is famous at home and abroad, has occupied a huge market share by adhering to the opening of science and technology

fourth, formulate reasonable and practical marketing policies and give full play to the promotional role of business personnel

personnel selling is the oldest means of human marketing. Personnel promotion is the most direct form of promotion. In addition to the role of commodity sales, today's salesmen can understand and be familiar with the demand trends of customers, and provide customers with product introductions of enterprises and various services required by customers in a timely manner. In addition, business personnel can also take advantage of the convenience of direct contact with markets and consumers to conduct Market Research and intelligence work, so as to provide basis for senior managers to make decisions. It can be seen that business personnel play an important role in marketing. A marketing master in the book once said that there is no product that cannot be sold, only the salesman who cannot sell the product. It can be seen that excellent salesmen can sell any product. How can we cultivate excellent salesmen? An important reason why business personnel choose marketing, which is hard and arduous, is the basic motivation. At present, many domestic enterprises try to achieve the purpose of giving full play to the role of business personnel through moral and ideological education. This practice is understandable, but enterprises must understand that when interests are not a problem, salesmen do not care about interests. Matsushita Yukiko once believed that the capitalist countries were able to prosper mainly because of the principle of interests, which was the so-called interest driven recklessness. Therefore, enterprises should formulate corresponding marketing policies according to their own reality to mobilize the enthusiasm of business personnel

fifth, establish a scientific and efficient marketing network

marketing network can promote the circulation of goods. With the in-depth development of market economy and the enhancement of enterprise marketing awareness, marketing network has also been given an important function of marketing promotion. Enterprises should change the traditional concept that networks are only sales channels and realize the importance of networks to enterprises today. To establish their own marketing network, first of all, enterprises should segment the market according to the needs of consumers, which can be based on geography, population, etc. Then, the enterprise determines the segmentation variables according to the characteristics of the market, the objectives of the enterprise and the specific situation of marketing resources. Finally, we should mobilize our own marketing resources, allocate them to sub markets, strengthen the connection of each sub market, and form an efficient network. Enterprises can even build their own marketing network before construction. (end)