The key of supply chain lies in integrating marketing management and supply chain management to further improve operational efficiency. The ideal environment is quite complicated, and it is even impossible to put forward the improved optimal strategy and analysis results with the idea of employing people. The following is a model essay for supply chain enterprises to study market demand through marketing strategy, which I J.L. shared with you.
This paper discusses the integration of supply chain management and marketing management, which requires enterprises to stand on their feet. Supplier? Look at the impact of demand from a high level, but this does not mean that we should always pay attention to customer needs. After integration, customer demand is the starting point. Because demand is the driving source of supply chain operation, marketing management is demand management. Combining marketing management with supply chain management and formulating the optimal marketing model on the basis of fully analyzing the supply chain cost can provide more opportunities for enterprises to explore value and improve the operation efficiency of enterprise supply chain. Many activities involved in supply chain management are related to marketing strategy. As long as marketing and supply chain management are combined, the fragmentation of enterprise's supply chain can become invalid fragmentation, which provides weak support for the completion of enterprise's goals, improves enterprise's competitive disadvantage and helps enterprises to further expand market share.
Keywords: supply chain, marketing strategy, market demand, exploration
I. Introduction
At present, in the 1990s, with the improvement of superstitious technology, the development of consumption ability and the progress of customers' consumption level, there is more and more competition among enterprises, which greatly strengthens the uncertainty of market demand. Facing the ever-changing and unpredictable buyer's market, enterprises have adopted many advanced manufacturing technologies and management methods in order to improve their competitiveness. Enterprises abandon traditional management ideas and face external functional departments (finance, consumption, promotion, marketing, etc. ) and distributors with different business functions of suppliers and manufacturers, forming a fragmented supply chain management. In recent ten years, enterprises are actively exploring new forms to improve the efficiency of the supply chain, which once constituted rapid response (QR), invalid customer response (ECR), category management (CM) and ERP. Under the evaluation of inventory level, customer service and response time, the company strives to obtain the operating costs in the supply chain. Because the form of supply chain management is not easy to simulate in the short term, enterprises can have a temporary competitive disadvantage in order to defeat their opponents and win the market. Therefore, the competition in 2 1 century is the competition of supply chain.
In the fierce competitive environment, the marketing strategy of enterprises changes from time to time to seek the overall planning of temporary life, and starts and stops from time to time. Marketing strategy has the most obvious influence on enterprise profits, so we must master the marketing strategy of enterprises. In essence, the "service" business purpose of marketing strategy is the way and means to ensure the maximum profit of enterprises.
Second, the demand for supply chain management
The driving force for the operation of ancient enterprises is two words:? Order? . Without orders, ancient enterprises could not operate. In order to complete this order, it means selling orders to consume. There are two terms in theory? Flow? And then what? Supply chain management? Can be used interchangeably. In practice, process is the carrier of information in supply chain and the physical way of detailed activities. Supply chain refers to meeting the requirements of a series of activities of related customers. It includes marketing, consumer goods manufacturing, distribution, waste disposal and related transportation and information technology. Supply chain management is to achieve sustainable competitive disadvantage and complete integrated supply chain activities by improving supply chain relations. The secondary role of ineffective supply chain management logistics management is to extend the time, deliver goods in time, complete zero inventory and adhere to the continuous fluctuation of supply chain. Supply chain and logistics management have made clear and concrete ways, showing great influence.
In essence, logistics has no invention value, but only increases the cost of supply chain. Logistics emphasizes that the process of controlling the movement and function of logistics management is completed by the information flow in the supply chain, and the interactive information can make the supply chain and logistics activities more efficient. The idea of ancient supply chain management is not only used to emphasize the increase of inventory in the process of logistics management, but also expands the perspective and extends to all aspects and corners of enterprise management.
In the whole supply chain, the information activity of information flow is a virtual way, including supply and demand information and management information in the supply chain, as well as its logistics operation and continuous consumption. Therefore, the secondary role of information flow in the ineffective management of supply chain management is to deliver the demand and supply information of supply chain in time and provide accurate management information, so that supply chain members can lose real-time information, form consistent planning and implementation, and finally serve customers better.
Cash flow is the activity of funds in the whole supply chain, and it can also be a virtual physical form. Because the business activities of each enterprise in the supply chain will consume some resources, which will inevitably lead to the outflow of funds. Only by selling them to their own customers will the funds flow back to the enterprise. Therefore, among the members of the capital supply chain, supply chain management is ineffective for reducing costs, making product activities centered on customer satisfaction and making funds available as soon as possible.
According to customer demand, product development, raw material promotion, consumer manufacturers, sales and service activities, when the supplier starts to supply materials, all aspects of the demand side movement are implemented. Every link exists? Demand side? 、? Supply side? The relationship between the corresponding terminals forms a long chain. Figure 1 is the flow representation of three flows in the supply chain.
Third, marketing and supply chain management.
Under the guidance of market mechanism, manufacturers must meet customers' purposes and needs, which is regarded as the basis of all activities. Because the purpose of marketing is to show market penetration and trigger all kinds of profitable transactions. Therefore, this situation is often referred to as. Sales? , is an integral part of the transition from seller's market to buyer's market. The life of an enterprise is marketing, and the starting point and purpose of marketing is management, which is the basis of all activities of an enterprise.
The obligation of marketing management is to promote the completion of enterprise goals and adjust the degree of demand, opportunity and nature. Enterprise marketing management has different obligations under different demand conditions. According to the expected degree of different needs between enterprise needs and practice, there can be eight different needs. Namely: negative demand, no demand, potential demand, declining demand, irregular demand, one-sided demand, excessive demand and harmless demand. In marketing theory, enterprises can not only meet the demand, but also invent the demand and change the values and people's lifestyles.
Marketing concept is the guiding ideology of enterprise market behavior. In the process of enterprise marketing management, it is necessary to strengthen the attitude of enterprises, show customers' interests, ideas and concepts, and adhere to the operation mode and attitude towards the market of customers and society. Enterprise marketing concept has gone through several social stages, such as consumption concept, product concept, sales concept, marketing concept and sales concept. Consumption concept, product concept and marketing concept are traditional marketing concepts. Enterprises ignore customers and can only promote their own market and product design according to their own views and self-promotion.
With the formation of buyer's market, consumer demand is gradually developing in the direction of diversification and characteristics. If enterprises want to survive and develop in the fierce market competition, they must adopt the differentiation strategy. Differentiation strategy refers to the consumption of similar products in the brand, which has distinct characteristics and is more attractive than similar products. There are serious differences in two aspects: product differentiation and marketing mix difference. These measures include: brand differentiation, quality differentiation, sales channel differentiation and promotion skills differentiation.
In order to obtain the lowest value of customers, the function of marketing department should be transferred to the operation form of enterprises, whether as an idea or a method. First of all, market-oriented operation touches the whole enterprise and all departments. Enterprises focus on customer needs, and then coordinate to form a market-oriented operating system. Marketing not only requires the cooperation between the external value chain forming departments, but also requires enterprises to enter and cooperate with the upstream and downstream enterprises in the value chain to form a customer-oriented chain, which is the supply chain.
Fourth, the integration of marketing and supply chain
The key to mastering market demand, appeasing consumption, expanding space, inventing consumption demand, manufacturing enterprise competitiveness and promoting enterprise development is to reach a new level. The potential needs of consumers are hidden wishes and consumers' noncommittal needs, and these needs cannot be tapped in an overly general way. From the perspective of methodology, the exploration of potential demand can be summarized as follows: high-level people pay attention to the internal needs of consumers, comfort sensitive consumers, associate and analogy, pay attention to consumers, pay attention to abnormal or unusual task conditions of consumers, and pay attention to unreasonable consumption habits of consumers.
Under different environments and business purposes, enterprises have different marketing methods. McCarthy believes that the tactics of skill, price, marketing and promotion affect the market from the small category of secondary products. Supply chain is an important task to encourage supply chain management. From the perspective of enterprise marketing, the incentive mechanism of supply chain should be established, so that the marketing strategy of enterprises can be transmitted to the whole supply chain through the supply chain and become a marketing strategy. If the marketing strategy of the enterprise is due to agency commission and destructive risk, then the enterprise can not accurately meet the actual demand of the market, thus causing the loss of the supply chain. Therefore, the key for enterprises to establish an incentive mechanism is the supply chain, and the establishment of an incentive mechanism requires enterprises to use the correct incentive mechanism to achieve the purpose of incentive. Generally speaking, there are the following ways: price incentive, reward, supplier Fitch reward, information incentive, elimination incentive development, new products/technologies, and organizational incentive mechanism.
In a better supply chain environment, the pleasant cooperation between enterprises and the bumpy operation of the supply chain rarely lead to disputes. In other words, well-organized supply chains and supply chain enterprises are an encouragement. Increasing the number of suppliers and adhering to the temporary fluctuating cooperative relationship with secondary suppliers and distributors are secondary organizational measures encouraged by manufacturers. Through appropriate incentive mechanisms and forms, the enthusiasm of clients and agents can be mobilized, and the risks brought by unilateral cooperation can be considered to eliminate information asymmetry and moral hazard. The incentive mechanism of supply chain management in various environments, coordinate the marketing methods of supply chain node enterprises, make the supply chain operation smoother, and make plans to achieve the best results and achieve the goal of win-win for supply chain enterprises.
Verb (abbreviation of verb) conclusion
The key of supply chain lies in integrating marketing management and supply chain management to further improve operational efficiency. The ideal environment is quite complicated, and it is even impossible to put forward the improved optimal strategy and analysis results with the idea of employing people. People must use technical skills to fulfill this obligation. In addition, we not only need to master various marketing methods to influence demand, but also need to co-ordinate various marketing supply chains and establish incentive mechanisms for supply chain enterprises.
References:
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