On the importance of marketing to enterprises.
The importance of marketing channels to the industrial development of enterprises.
This paper explores and analyzes the marketing channel strategy of Chengde Lulu enterprise. Firstly, it analyzes the marketing channel strategy of Chengde Lulu from the theoretical level, then analyzes the existing problems of Chengde Lulu's marketing channel, and puts forward the path selection of Chengde Lulu's marketing channel, with a view to providing useful reference for Chengde Lulu's marketing channel strategy.
Keywords: Chengde Lulu; Marketing; marketing channel
China Library Classification Number: F274 Document Identification Number: Part A Number:1009-2374 (2014) 03-0004-03.
1 Theoretical Analysis of Marketing Channels
Marketing channel, also known as trade channel or distribution channel, is the bridge and link between every enterprise and market, the medium between every consumer and product, and refers to the channel or way through which products are transferred from producers to consumers. It is a commercial organization composed of a series of interdependent organizations, that is, a channel connecting all links in the circulation process of products from producers to users. The starting point of the sales channel is the producer, and the end point is the user. The intermediate links include various wholesalers, retailers and commercial service institutions (such as brokers and trading markets).
In recent years, with the change of market situation and fierce competition environment, marketing channels have shown a new development trend, focusing on terminal market construction, from mechanization to all-round, from simplification to diversification, and the channel structure is flat. Effective enterprise marketing channels are of great significance to enterprises, which realize the seamless connection and communication of prices and information among enterprises, consumers and products. It can effectively strengthen the sales performance of enterprise products, thus reducing the sales cost; It can effectively reduce the capital risk, unfair competition from competitors, transportation risk and other market risks in the sales process of enterprises, thus effectively reducing their operating costs; It is the lifeline of the sustainable development of enterprises and the intangible assets of enterprises.
Nowadays, beverage manufacturers realize the importance of channel construction, and the effective construction of marketing channels is becoming a magic weapon for market competition. Compared with many international food and beverage giants, Wahaha has neither Coca-Cola and other products with core competitiveness nor Master Kong's product research and development and innovation capabilities. The reason why it has achieved such impressive results is that it has established a relatively closed channel system. Hebei Chengde Lulu Co., Ltd. has been committed to continuously introducing high-quality products to meet the needs of consumers. The company has always attached great importance to product research and development. Following Lulu Almond Dew, we also developed a series of high-quality products of various specifications, such as Zhenrun, walnut dew, Anita Mui and Peanut Dew series. Although Chengde Lulu is one of the top ten domestic beverage industries, it has been at the end of the top ten for many years, and its output and beverage market share are far behind other leading enterprises. Its output only accounts for the whole? Top ten? The output of beverage enterprises is 1.54%, and the output of beverage industry is even lower, which is 0.39%, and its sales only account for 0.25% of the whole beverage industry. This shows that it still has huge development potential and market space, and in recent years, new problems have emerged, that is, the huge contrast between its many advantages and slow sales promotion.
Exploring the marketing channel strategy of Chengde Lulu is of great theoretical and practical significance to the performance promotion and long-term development of Hebei Chengde Lulu Co., Ltd. In view of the existing problems, Chengde Lulu's marketing channel strategy urgently needs some theoretical support, thus providing some policy guidance for its development. Based on this, this paper makes a preliminary discussion on this research direction. On the basis of absorbing and drawing lessons from the previous research results, this paper will use the methods of literature analysis and normative analysis, and combine with relevant theories to conduct in-depth research and discussion on the marketing channel strategy of Chengde Lulu, with a view to providing useful reference for its development.
The concrete structure of this paper is as follows: The first part is the theoretical analysis of marketing channels; The second part analyzes the problems existing in the marketing channels of Chengde Lulu. The third part is the path choice of Chengde Lulu marketing channel; The fourth part is the conclusion.
2 Chengde Lulu marketing channels problems
Chengde Lulu Market adopts a multi-channel operation mode combining dealer system and direct selling system. At present, with the changes in the economic system, channels and markets have also begun to change, which has brought new challenges to market development, and various potential contradictions have also followed, which has affected the operation and quality of channels to a greater or lesser extent, specifically in the following three points:
2. 1 contradiction between direct selling channel system and distributor channel system
In general, the direct selling channel system usually serves customers with strong brand effectiveness, high product sales and great industry influence. Chengde Lulu Company has the right to directly control these customers and has complete customer files and materials. In terms of service, the requirements put forward by some customers are complicated, which requires the service personnel in the enterprise to have good quality and comprehensive ability. In addition, the staff also need to pay a return visit after sale. In addition to the usual delivery, receiving orders and visiting services, the relevant staff also need to be responsible for the application, implementation and overall planning of customer promotion activities. These customers are the fortress customers and core customers developed by Chengde Lulu Company, which not only promoted Chengde Lulu Company to achieve high sales volume and high economic profit level, but also developed key ways to promote new products and enhanced brand influence. The direct selling system of Chengde Lulu Company has the characteristics of high operating cost and high input cost. Except for some small and medium-sized enterprises, if other users want to carry out promotional activities, they need dealers to make plans, implement and realize them, which has the advantage of low operating cost. However, the quality of operation is also easily influenced by the concept, strength and enthusiasm of dealers, which further hinders the sustainable development of Chengde Lulu Company.
Because the direct selling channel itself has the characteristics of high investment, at this stage, compared with the growth rate of the dealer system, the growth rate of the direct selling system is faster, and the sales performance is also very impressive, showing an upward trend year by year. Various circumstances have increased the operating costs of Chengde Lulu Company. At the same time, due to the rapid development of direct sales channels, it has also occupied and impacted the development space of the dealer system in the market, causing great losses to the interests of dealers. To some extent, it reduces the enthusiasm of dealer system operation and limits the speed of dealer system to open up the market, which is a common problem in the market at present.
2.2 Market price chaos leads to the imbalance of channel price structure.
Looking at the current domestic market situation, it is found that the biggest problem that puzzles consumers is the chaotic market price, and Chengde Lulu enterprises are not immune from this problem. Because of the price confusion, the final customer learned from the dealer that the price of the same product is different. This profit-seeking factor has seriously affected the current market structure, causing many dealers and end customers to complain, destroying the original price structure, making many end customers no longer trust Chengde Lulu Enterprise, and also reducing the enthusiasm of products during the operation period. For a long time, it will have a great impact on the market industry. To sum up, the root of the problem lies in the lack and loopholes in management and the vague definition of customers.
2.3 Dealers' operating enthusiasm is not high, which further affects the decline of channel control.
At this stage, Chengde Lulu enterprise is gaining momentum in the market, and the dealer system has also been recognized by our customers. Although the sales proportion of the direct selling system is also rising, because of its high investment and high risk, core customers generally believe that it cannot be chosen as a means of long-term development. Therefore, the majority of customers will still choose the dealer system as the main sales system in the future, laying a good foundation for expanding the sales market. However, if the operation mode is wrong or the enthusiasm is not high, it may make the company's ability to control market channels and core customers decline.
At present, the market information is changing rapidly and the competition is extremely fierce. For a long time, it has not only failed to effectively solve related problems, but also affected the interests of enterprises in a large range. This situation will inevitably lead to the expansion of the market and restrict the promotion of new products, thus restricting the healthy, long-term and reasonable development of enterprises.
3 Chengde Lulu marketing channel path selection
3. 1 channel opportunity inventory and market share target setting
3. 1. 1 channel opportunity point inventory. Through the inventory of current channel opportunities, we can subdivide various market shares, product market capacity, and clarify the total number of customers. In order to build a more solid, in-depth and extensive terminal customer and a more stable and advanced sales channel network system, Chengde Lulu Enterprise has made great improvements, which is also the premise of achieving sustainable development and various goals. To improve the channel plan, it is necessary to make clear the scale of its channel customers and the target market capacity, which can be used as the basis for tracking the activity process and improving the overall plan. By examining various opportunities in the market, we can determine the specific situation of competitors, market capacity and product market share.
3. 1.2 Establish the market share targets of Chengde Lulu in various market segments. By judging the opportunity points in the market, we can determine the current market share and total market capacity, and combine the actual situation of Chengde Lulu enterprise to analyze the positioning of the enterprise in the market in detail. It is necessary to formulate time-limited, relevant, achievable and measurable, which conforms to the basic principles of SMART.
3.2 improvement scheme of direct selling channel system
Establish a strict definition and relevant standards for customers in the direct selling system within the enterprise, and use this as a standard to check the personal data and quantity of customers, and strictly distinguish between the dealer system and the direct selling system, which are compatible with each other and do not interfere with each other to avoid all kinds of sharp contradictions that may arise between them.
Under normal circumstances, Chengde Lulu has formulated the following standards for customers of the direct selling system: if the customer channel is an Internet cafe, the scale should be at least 150 and above; The supermarket or canteen of the school is basically set in the campus above junior high school; The monthly sales volume of catering industry should be 50 natural boxes, more than 80 dining tables, with a minimum area of 500 square meters; Minimum area of small supermarkets 150 square meters, and full coverage of large supermarkets and hypermarkets. At the same time, enterprises should also do a good job in the management of direct sales channel operation.
3.3 dealer channel system improvement scheme
Lulu enterprises in Chengde should choose high-quality customers as their core customers, take staff size, warehouse capacity and business philosophy as the criterion, and take administrative areas as the main division premise. The number of customers in each regional market should be determined according to the requirements of dealers, and at the same time, a professional and technical personnel of this enterprise should be equipped. It is their responsibility to tap the potential of customers in depth and breadth, realize various activities carried out in enterprise market channels and ensure the completion of planned market goals and market share.
3.3. 1 the management of WAT dealers should be strengthened, so that they can give full play to their enthusiasm in the daily operation of Chengde lulu enterprise, which is also the work that enterprises should start to improve. Every year, WAT dealers should work with Chengde Lulu Enterprise to formulate market share targets and business plans to ensure annual profit, development targets, cash flow balance, various expenses, purchase of storage and transportation vehicles, brand packaging sales and related staffing. Develop reliable friendly cooperative relations with water distributors, pay attention to their internal business activities and management activities, and actively participate in them.
3.3.2 Collect personal files and related materials of WAT dealer customers, and establish a complete core customer file after integration. At the same time, this is also the premise for dealers to improve their performance, improve their operating conditions, daily management and long-term cooperation with Chengde Lulu Enterprise. It can be seen that the real cooperation between WAT dealers and Chengde Lulu enterprises depends not only on simple interests, but also on mutual trust and friendly cooperation.
3.3.3 According to the development strategy and market share plan formulated by Chengde Lulu Enterprise, WAT dealers have many advantages, are an active sales channel and the main body of the long-term development of the enterprise. It not only has the ability to actively explore the market, but also can reduce the cost of enterprises in the process of operation. In view of this, when choosing WAT customers, Chengde Lulu enterprises should consider the staff size, warehouse capacity and financial strength of customers.
3.4 Price Management in Channel Improvement Scheme
When setting the market price, Lulu enterprises in Chengde should adhere to the scientific and objective principles, and take the interests of dealers at all levels as the main reference factor to reduce the negative impact on dealers at all levels. At the same time, price management should be the key improvement content of enterprises. If the price system is not well managed, it will not only shake the stability of the market region, but also hinder the promotion of enterprises, and even seriously affect the whole group, target market and enterprises themselves.
At present, the products produced by Lulu enterprises in Chengde have faded and entered a mature stage, and the stability of market prices will often affect the interests of end customers and wholesale customers. Not only that, but also the loyalty of enterprise products will be affected. Therefore, enterprises should consider market competition factors and product positioning when setting prices. Accurate positioning and analysis of products is the premise of setting market prices. In addition, it is necessary to formulate an objective price system according to the goals set by the current customer channels.
4 conclusion
This paper first analyzes the marketing channel strategy of Chengde Lulu from the theoretical level, then analyzes the problems existing in the marketing channel of Chengde Lulu, and based on the above analysis, puts forward the path selection of Chengde Lulu's marketing channel, with a view to providing useful reference for Chengde Lulu's marketing channel strategy. The marketing channel of Chengde Lulu described in this paper is a strategy worth exploring, but in practice, we must combine the actual situation and actively deal with some new problems, which are often easily overlooked and need to be further explored in the future marketing channels. For Chengde Lulu's marketing channel strategy, there are still many problems worthy of in-depth discussion. This paper only makes a preliminary analysis of it, hoping to play a role in attracting jade.
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About the author: Zuo Hui, general manager of Hebei Chengde Lulu Co., Ltd.
On the Importance of Marketing to Enterprises (Ⅱ)
On the Importance of Marketing to Enterprises
Abstract: With the rapid development of society and the constant change of market economy, survival of the fittest is the most realistic problem faced by all enterprises. In the market environment of the new era, how can enterprises prosper and how to find and occupy their own place in the rapidly changing market environment has become a concern of all enterprises. In today's social conditions, every excellent enterprise manager knows the importance of marketing to enterprises.
[Keywords:] marketing; Enterprise; operate
[China Library Classification Number] F272 [Document Identification Number] A [Contribution Number]1009-5349 (2013) 02-0127-0/
introduce
What is marketing? Many people think that marketing is the so-called sales, and simply think that selling a commodity is marketing and sales. A simple transaction process is indeed a sales process, but it is definitely not the same as marketing. There are also some people who think that sending goods to shops and shopping malls and letting others buy them is marketing. Actually, it's not. Can only be said to be a small part of marketing. The concept of marketing is far more than that. We can't cover everything. There are essential differences between sales and marketing. Promotion is production-oriented and marketing is market-oriented. This paper will start with the concepts of enterprise and marketing, and discuss the importance of marketing to enterprises.
1. What are the concepts of enterprise and marketing?
(1) enterprise
Simply put, an enterprise is an economic organization and a profitable economic organization. Specifically, an enterprise is a profit-making economic organization that engages in economic activities such as production, circulation and service, meets social needs with production or service, and implements independent operation, independent accounting and legal establishment.
(2) Marketing
Marketing is also called marketing, or marketing for short. It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.
Here, we avoid the marketing theory in the academic sense and discuss the concept and connotation of marketing as a verb explanation.
Marketing can be understood from two aspects: first, it is an idea, a management method and people-oriented. Secondly, marketing is a series of activities and the implementation process of a conceptual management method.
Second, the importance of marketing to enterprises
With the rapid development of society and the constant change of market economy, the survival of the fittest is the most realistic problem faced by all enterprises. In the market environment of the new era, how can enterprises prosper and how to find and occupy their own place in the rapidly changing market environment has become a concern of all enterprises. In today's social conditions, every excellent enterprise manager knows the importance of marketing to enterprises.
(A) enterprise marketing
Marketing means that enterprises take meeting the needs of consumers as the starting point and destination of marketing, accurately determine their own target market, produce marketable products, establish reasonable distribution channels and facilitate purchase; Formulate appropriate price strategies and use effective promotion methods to attract consumers.
Many people think that marketing is the so-called sales, and simply think that selling a commodity is marketing and sales. A simple transaction process is indeed a sales process, but it is definitely not the same as marketing. There are also some people who think that sending goods to shops and shopping malls and letting others buy them is marketing. Actually, it's not. Can only be said to be a small part of marketing. The concept of marketing is far more than that. We can't cover everything.
There are essential differences between sales and marketing. Sales are product-oriented and marketing is market-oriented.
(B) the importance of marketing to enterprise development
From the definition of enterprise and marketing, we can see that an enterprise is a profitable economic organization. If an enterprise has been in a non-profit state, it will face the danger of bankruptcy sooner or later, and then it will cease to exist. However, marketing is a product that includes sales and is market-oriented. No enterprise does not pay attention to its own market, so an excellent enterprise manager cannot but pay attention to the importance of marketing to enterprise development.
Enterprises cannot exist without the market. Without a market, there is no platform. Without a considerable market, there is no considerable profit. Marketing is market-oriented, and only by attaching importance to the marketing concept can we gain the initiative in the market competition.
In addition, innovation is an eternal theme of an enterprise, and the innovation of marketing concept is also very important. In today's market environment, the concept of marketing is also in the process of continuous updating. In order to survive, enterprises must keep pace with the times and be brave in innovation.
Third, the conclusion
In the era of rapid economic development, enterprises must attach importance to marketing concepts, constantly update their concepts, establish a marketing model that adapts to the new era, and promote the sound and rapid development of enterprises. Only by seizing the opportunities in the market competition and constantly gaining the initiative can enterprises obtain sustainable opportunities for survival and development.
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