How to establish a training system for marketing companies

1. Establish a top-down and systematic marketing training system.

The culture of small and medium-sized enterprises in China is actually the boss culture. Different enterprises, different bosses and different cultures are intertwined, forming a variety of enterprise ecological maps. Why is the same enterprise handed over to different people to run, but the outcome is quite different? In fact, this is caused by the different business ideas of bosses or executives. Therefore, the marketing training of small and medium-sized enterprises should not only train marketing personnel, but more importantly, train the "head", that is, the boss or marketing supervisor. Not only marketers have to receive all kinds of training, as bosses or executives, but also they often take various forms of training by "going out" or "please come in", and not only that, but also regard it as a systematic project, even the bosses or executives themselves. The boss or senior manager can stand at the forefront of marketing, fully realize the importance, guidance, foresight and effectiveness of training, attach importance to the organization and implementation of training, and track, evaluate and adjust it in time. Only in this way can training become a mere formality in small and medium-sized enterprises, forming a "fine tradition" of training, which can be carried out and instilled at any time and place, making the training of enterprises become a common practice and institutionalized and streamlined. Only by establishing a top-down and systematic training system can small and medium-sized enterprises form an atmosphere of sharing weal and woe, and the training planning will not "draw cakes to satisfy hunger" or even "run counter to it".

2. Enterprises are at different stages, and different training plans should be implemented.

The training of small and medium-sized enterprises should be adapted to the time, and different training methods and contents should be applied according to different stages.

For an enterprise in the start-up stage, the competent training department should be able to make full use of existing resources according to the strategic positioning needs of the enterprise and the strategic objectives of the enterprise, and mobilize all available resources by providing a broader platform and more space to win greater market development. In this regard, the training of enterprises should focus on the following five aspects: 1, the future prospects of enterprises, and publicize the business objectives, business ideas and business ideas of enterprises. To show the marketing staff a beautiful and gorgeous blueprint for the development of the enterprise and let them return to their hearts; 2. Personal vision for the future development makes them understand that many important positions in the future of the enterprise are "empty", talents grow in the development of the enterprise, and enterprises develop this dialectical relationship in the growth of talents. 3. A challenging and competitive incentive and assessment mechanism encourages energetic, determined and creative work through reasonable salary design and timely and continuous low-cost means such as praise, promotion, providing more training opportunities and current material incentives. 4. Publicize the excellent corporate culture of the company. By creating a good personal working atmosphere, the company will show more humanistic care, carry out "flexible management" to the end and care about the details of its life and growth. 5. Take "personalized" training method, train and guide the psychological construction, operation skills and methods to solve market problems of marketing personnel at any time and anywhere, so that the training content can be better implemented.

Entrepreneurial enterprises can not provide higher salary and welfare benefits, but they can also show more opportunities through humanized enterprise management mode, so that marketers can "use" and "stay", thus reflecting the closeness, guidance and welfare of SME training, enhancing the cohesiveness and centripetal force of marketers and better serving the development of enterprises.

For the small and medium-sized enterprises that have won the "first bucket of gold" and crossed the start-up period, the construction of their training system is even more on the agenda, because after escaping the first threshold of "premature death", such enterprises have entered the stage of making products and busy selling. At this stage, the training content of small and medium-sized enterprises should focus more on the following aspects: 1, standardize enterprise processes and systems, and implement process reengineering. At this stage, the enterprise training department should carry out "wife-style" training, and constantly instill and urge it. These training contents should be carried out and guided anytime and anywhere, so that they can be familiar with them, thus strengthening the marketing execution of enterprises. 2. Carry out the training and education of marketing career planning, cultivate and build the core marketing team of the enterprise, enhance the sense of belonging of the team, and make the team performance sprint to a higher goal. 3. Step-by-step training: According to different marketing levels, we will carry out training in different contents such as marketing strategy, promotion skills, management level and leadership art, and consciously strengthen the training and exercise of the core leadership group of the future marketing "army" so that it can effectively transition from "resource-based" to "capital-based" without "fault". 4. The organic combination of training, motivation and assessment. Enterprises should strengthen the effect of encouragement and assessment through training, and at the same time, enterprises should promote the lasting and orderly development of training through encouragement and assessment. Only by combining training with motivation and assessment perfectly can training become a mere formality and play its due role.

Small and medium-sized enterprises in the stage of making products and busy marketing, the main purpose of marketing training is to establish, temper and enhance the combat effectiveness of marketing teams. Only when the marketing team has the fighting capacity can it be invincible.

Among many small and medium-sized enterprises, there are also some "dark horses" that have developed rapidly or even risen rapidly, such as Mengniu Dairy and Hualong Noodle Industry, which have expanded rapidly in recent years. With advanced management concepts and advanced operation modes, these enterprises can often enter a period of rapid development in just a few years. However, while these enterprises are developing at a high speed, they are also facing the phenomenon that marketing management and market development are uncoordinated or even lagging behind. The effective way to solve these problems is to establish a perfect marketing training system, promote the timely transmission of information flow, strengthen the in-depth communication between enterprises and internal and external, and make enterprises and management develop synchronously and keep pace. At present, the training of small and medium-sized enterprises should focus on five aspects: 1. Systematic training, that is, training is no longer an expedient measure or short-term behavior, but a system and component of enterprise operation, which is a strategic behavior of long-term development of enterprises, and systematic work is carried out all the time. 2, the resource of training, that is, training as a resource of enterprises, through training, will impart knowledge and skills into marketing power. Small and medium-sized enterprises cannot provide more training funds. Therefore, based on the principle of resource sharing, enterprises should start to establish their own trainers. 3, training outsourcing, that is, in order to focus more on the market, combined with the actual training of enterprises, in addition to the daily training within the enterprise, some large-scale training activities are outsourced to some professional training or planning consulting institutions to implement training outsourcing. 4, the diversity of training, that is, enterprise training has both internal training and external training; There are both centralized training and decentralized training; There are both pre-job training for newcomers and skills training for mastering methods; There are both thematic training and consulting training; It not only pays attention to the training content, but also attaches importance to the training form, which embodies the marketing training combination system of an enterprise. 5, the incentive of training, different levels of marketing personnel, their internal needs are different. Grass-roots marketers look at the present and focus on the material; Middle-level marketers focus on development and promotion; Top marketers focus on the future and attach importance to reputation. Meeting different training needs will make the training of small and medium-sized enterprises more effective.

The training purpose of small and medium-sized enterprises at this stage is to build the deterrent and explosive power of marketing teams and promote the benign interaction and rapid development of enterprises.

3. Preventive measures

At present, the competition in the market is, in the final analysis, the competition of talents, especially the competition of the core competence of marketing team. The quality of marketing team members determines the marketing ability and development level of enterprises. Only by establishing the concept of "big marketing" and constructing and perfecting the training system of enterprise marketing system can small and medium-sized enterprises form an excellent and efficient marketing team, build momentum, take advantage of the "east wind" of training, improve morale, improve efficiency, enhance team cohesion, centripetal force and innovation, and create more and greater value for enterprises.