Due to the relatively short development time of China's market economy, China's marketing theory and practice are not mature enough. Chinese enterprises lack the knowledge of modern marketing of fully market-oriented operation, blindly imitating foreign theory, and follow-up phenomenon is more prominent, such as Porter's competitive strategy. Many companies are scrambling to learn five-force analysis. Some people have proposed sports marketing. Many companies have begun to use sports celebrity endorsements. However, these theories are not suitable for enterprises themselves. They have not been seriously studied. Some people in the marketing industry usually use foreign countries. The theory of the name is called the local marketing theory, but how to realize the comprehensive imitation of rational thinking and dialectical absorption of local creation, Chinese business marketers still have a lot to go.
The imperfection of the lighting industry system, the intensification of the contradiction in the lighting industry, and most importantly, the five major defects in the lighting industry have made it difficult for China's lighting industry to make progress. It is not difficult to see that there are still many ways for Chinese lighting companies to go: the following nine building materials network Xiaobian will come with you to understand which five major missing.
The lack of a marketing strategy without a strategic enterprise, just like fighting with an enemy in the dark, can only make a fist. Now, Chinese companies are truly strategists, the sincere Haier, Gao Fei's Little Swan, the steady and steady China Mobile, and the rising star of China Merchants Bank have set an example for other Chinese companies. Most of the current Chinese companies are only planning to do so in the current period. They have never imagined the future when they started, causing the company to operate blindly. Just like the 2003 Lubricating Oil War, when Uni-Lubricant aims to target China's rapidly growing private car market, and at the expense of CCTV, the domestic Kunlun and Great Wall also sneered at its actions, believing it is a short-term behavior. It is not known that the shaping of the unified lubricant has triggered the reshuffle of the entire lubricant market. When other brands followed in 2004, the unified lubricant brand has taken root in the minds of consumers.
Now many companies also have their own clear marketing strategies, but all the personnel, including R & D personnel, production personnel, etc., do not really think about the issue from the perspective of marketing strategy. Often, marketing is only a problem that cannot be sold as a sales department. There is no market integration operation in the sales department, and there is no integration and management based on the customer's internal value chain. The internal marketing resources cannot be effectively coordinated and integrated, and the marketing strategy needs to be implemented in each department. Individuals, as a company, how to truly face the market as a whole, how to let all employees take responsibility for the market as a whole is the basis of the existence of marketing strategy, otherwise the strategy will become a piece of paper.
As a company, only by formulating the right strategy and adjusting the strategy according to changes in the market, and adapting the strategy to everyone, can we meet the needs of the market.
The lack of marketing management now depends on whether a company is a marketing-oriented company. In fact, look at the composition of the marketing department. Many state-owned enterprises are still in the state of combining production and research, with large factories and office buildings. From the production department, technical department, security department, administrative department to various organizations, there are hundreds of staff, president, chairman, production assistant, and technical assistant. However, there are only two or three people in the marketing department. Now many private enterprises To a certain stage of development, we have also committed such a big enterprise disease, blindly pursuing a big and complete, but did not grasp the key points. Imagine that the marketing department of a company is just a few people, even if it is a powerful marketing genius, it can not solve the marketing problem of a company. This kind of organizational structure actually reflects what kind of position a company puts marketing and how well the marketing management level. If Chinese companies want to make a difference in marketing, the first problem is to carefully examine their marketing department and build a professional marketing team in time.
There is also a phenomenon in many companies. The marketing department is not a leadership department, but an affiliate or executive department. Their duties are only sales, but it is not marketing to let the marketing department's professionals sell products. This approach has narrowed the connotation of marketing and turned into human tactics and sales. Marketing is a kind of market-selecting behavior under the leadership decision-making function. Such decision-making is what enterprises need, so the marketing department should be elevated to the position of decision-making function in the company. The marketing system should be upgraded from the concept of the marketing department to the entire enterprise. The top leader of the company should be the first person in charge of the marketing system. The reason why the small enterprises in Guangdong and Zhejiang are full of vitality lies in the fact that their bosses have been in the past. What I want is to tell the story and sell the product.
As a result of the lack of marketing management, the result is that the incentive mechanism for the marketing team has not been established. The head of the marketing department of a transportation company said that the current marketing staff of their company has not yet had the highest administrative department, and the marketing department has organized a lot. The marketing activities have completed a lot of sales performance, the company actually has no rewards, this way of big pot rice is still in many enterprises, how the company's marketing team is formed, how to form a marketing team with combat power, make them Being able to organize marketing and improve overall competitiveness is the key to improving the efficiency of marketing organization.
At present, many companies are still facing the problem of marketing execution. The marketing concept is that they are flying in the air, but the marketing behavior is not implemented on the ground. This is because the company does not put the marketing really. At this level of corporate strategy, there is not enough thinking about this kind of system. For example, Sinopec became a sponsor of F1 in 2004 and spent nearly 800 million huge sums of money. However, even if the biggest profit of the 8 billion is generated, even the CEO of Sinopec has no very clear answer. It was only after becoming a sponsor that the marketing communication plan was started. The clothing brand red collar of Qingdao, Shandong sponsored the clothing worn by the Chinese team of the Athens Olympic Games, but unfortunately this company did not use this opportunity to organize the spread of the system and expand its brand awareness. As a result, many consumers mistakenly thought that those who took it The clothes worn by the gold medal players are Li Ning's, which is a waste of excellent marketing communication opportunities. These lack of systematic marketing executions lead to the failure of corporate marketing. Some products in the lighting and lighting industry also have such problems. After Huatai’s advertisement on CCTV, it has been the right to publicize this as a publicity point. However, in addition to propaganda, other aspects of the action are not known. There are also a lot of companies that have invested huge advertising expenses. When the publicity is coming, the rain and the wind are full of buildings, which stirs up the entire lighting and lighting market. However, when customers come to talk, they are especially accommodating, even if they change No one can fully explain the investment policy. After the dealers purchase the goods, there is no promised marketing service to follow up the sales. This is not in place for the implementation of marketing programs. Good programs must be completed by a good team, and good teams are based on good training.
The reasons why the enterprise marketing strategy can not be effectively implemented include that the middle-level marketing manager fails to accurately understand the company's marketing decisions, or the high-level can't listen to the middle-level opinions. Because of these distances, the transaction costs within the enterprise are very high. Many marketing changes and innovative ideas proposed by the marketing manager often fail to be recognized and supported by the senior management. However, many marketing strategies have become very high-level. At the middle level, there are only five or six points left. At the grassroots level, there are only two points left, and there is often insufficient understanding and execution.
The lack of marketing tactics When Chinese companies just know the meaning of marketing, many companies believe that marketing is advertising, and this concept still exists today. Blindly spending huge sums of money to advertise on CCTV seems to have become a popular fashion for domestic companies. The fall of Qinchi and Aiduo in the past is ample proof that it can't be solved by one stroke. Others believe that marketing is an advertising sea tactic, advertising on the TV station, air bombing, the ground is full of people's door-to-door sales, the three strains rely on overwhelming advertising and human tactics to create the myth of Chinese health products sales But in the end, because of a small Changde incident, the market collapsed overnight, and then there are still big health care products brands following the footsteps, using huge advertising investment to capture huge sales volume and then quickly die out, such as Guoshi lose weight, Brain gold, Chinese glutinous rice, etc., are now mostly difficult to trace in the health products counters of various shopping malls and pharmacies.
In the past, more superstitions of enterprises were single tactics. In fact, marketing needs to be a combination of boxing, such as advertising, whether the terminal can keep up with the time, after the terminal keeps up, the service and product quality can not keep up, even including the brand identity. Whether the appeal, brand value, etc. are in the process of emergence of each product, get a unified performance, etc., which are all considered by the enterprise as a whole. As a marketing expert said, let's take a look at advertising. Nowadays, companies that survive well on the market are usually diversified. For example, CCTV will not exceed 30 million, and then vote in various local TV stations. Focus on the media to vote a little, outdoor throw a little, add up is much better than taking a king on CCTV, which is also called touch point management. The marketing tactics need to find ways to intervene at each target consumer's point of contact, let him continue to maintain the original consumer behavior or change his behavior, advertising, public relations, promotion, product trials, experience, etc. In combination, consumers can change their consumption behavior. Therefore, the marketing tactics of enterprises have become a delicate activity. With the diversification of consumer demand, the period when enterprises can only rely on advertising can be effective. It is.
Marketing outside the brain is missing China's marketing planning, consulting, advertising, public relations companies, the marketing industry claims to be the king of ideas, planning masters are everywhere, but what kind of effect these masters can bring to the marketing of the company is difficult Defined. This is due to the immaturity of China's marketing environment. However, the reason why these so-called master planners can be popular is that enterprises still believe that they can dominate the market by one stroke. In fact, what kind of marketing brains do companies need, how to cooperate with these outside brains, many companies do not understand.
A commercial lighting manufacturer has developed in Guzhen for three years, with an annual turnover of 20 million. It has set up general agents in some parts of the country. This year, it plans to develop the national market, but I don’t know what preparations are needed in the early stage. The CEO decided to hire a marketing brain to help, but did not know what kind of consulting agency to look for. So, the advertising company, the market research company, the public relations company, the logistics company, the sales agency company were all invited, and everyone found out This is what the marketing planning company does. This boss also wondered how to give everyone a project that everyone did not do. This is a typical phenomenon in lighting lighting companies. On the one hand, they do not understand the status of providing consulting market. Therefore, the functions of advertising, market research, public relations, planning, and management consulting are usually not clearly defined; After knowing which service provider to look for, it is often unclear about what kind of service provider to look for. Therefore, the tendering method for consulting organizations is prevalent, and seven or eight companies are found, design plans, telling plans, and killing. Price, but there is very little in-depth communication between the early stage and the consulting organization. Therefore, those consulting organizations that are good at bragging or are good at low-price strategies often become the target of the enterprise. However, when these organizations cannot provide good services, the enterprises I no longer believe in the brain. For enterprises, it is very important to carefully analyze what they need first. In addition, in-depth communication with consulting organizations in the early stage is very important. As a powerful external brain, they can understand their knowledge and skills in communication, and the ideas are Not consistent with the needs of the company.
In another case, the company has found an advisory body, but often treats the consulting institution as an outsider, signing a contract, and waiting to see the report. In fact, the formulation of the marketing plan requires the participation of enterprises. The deeper the company participates in the whole process of consulting and planning, the better the effect of the later execution. professional
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