Marketing management plays an important role in the rapid development of enterprises. With the improvement of marketing management system and the constant change of market environment, the problems encountered in marketing management are endless. The following is a sample of the problems existing in the marketing management of small and medium-sized enterprises shared by J.L. ..

First, the significance of enterprise marketing management

In the market economy, marketing management is particularly important. Marketing management is the core for enterprises to continuously improve their market competitiveness. Through a series of management, the purpose is to achieve the goal of the enterprise, deeply enhance the core competitiveness of the enterprise and continuously improve the economic benefits of the enterprise. Marketing management should be closely related to all aspects of the enterprise and keep pace with the times in a changeable environment. Practice marketing management and strengthen other management of enterprises, and enterprises will succeed more than half. It can be seen that marketing management has far-reaching significance to enterprises.

Second, the problems in the marketing management of SMEs

1, the marketing concept of the enterprise has not changed.

Although the market economy has entered the society for a long time, the concepts of many small and medium-sized enterprises are still relatively backward, focusing on production concepts and product concepts. They think that good products can sell well, but they don't know that there are more and more products and many choices for customers. Or, emphasizing the concept of promotion, advertising aggressively and hiring a large number of people to promote sales, the effect is not obvious. The business of small and medium-sized enterprises has obviously become more and more difficult to do. Traditional ideas are no longer suitable for market development. We need to change our ideas and focus on the market and consumers.

2. The absence of high-level marketing management leads to the failure of marketing departments and other departments to give full play to their marketing functions.

Marketing management has been recognized by most enterprises, but most enterprises still stay in the understanding stage and do not attach great importance to marketing management. Although there are marketing management departments and senior management personnel in charge, the breadth and depth of the work are not enough, and many times it exists in name only, which also leads to other departments not agreeing with marketing management very much, thinking that it is dispensable, and they can't form a joint force when working together, thus affecting work efficiency and sales work, and many problems can't be solved in time, which ultimately affects marketing performance and makes marketing.

3. Many enterprises have unclear marketing strategies.

Strategy is like a lighthouse, pointing out the direction for people in towards the distant. If an enterprise has no strategy or its strategy is unclear, it will lose its way, just like a ship in the sea. No direction, no future. At present, many domestic enterprises, like this ship, need strategy too much. Is it true that those who have the strategy win the world? Haier? , forever? The Great Wall? Gorgeous? Changhong? Fly high? Little swan? , set a good example for other enterprises in China. At present, most domestic enterprises are short-term plans and short-sighted. When they first set up the enterprise, they didn't think about how to develop in the future and didn't make a clear strategy, which led to their confusion.

4. Poor ability to explore new markets.

Small and medium-sized enterprises are mostly family businesses, which are often easy to satisfy without a great sense of crisis. They always linger on the original market share and never think of more ways to open up the market. With the progress of society and the development of science and technology, a large number of products emerge as the times require, customers have many choices, the core competitiveness of enterprises with a single product is getting weaker and weaker, and the cost of enterprises is getting higher and higher. Without the development of new markets, the pressure and burden of enterprises are increasing. Survival of the fittest, while consolidating the original market, we should also develop the market and strengthen the competitiveness of enterprises.

5. Do not pay attention to online marketing.

With the development of network and information, customers are more and more inclined to shop online, which is convenient and fast. Most SMEs are content with the status quo, most of their sales are offline, and their sales performance is limited. In this information age, the network has become a part of people's lives. Grasping the network for marketing can greatly improve the sales performance of enterprises. However, many enterprises have not paid enough attention to it.

Third, the decision to solve the problem.

(1) Establish a scientific and practical marketing organization framework. Good results need good ideas, and good ideas need to be built layer by layer. It is very important to establish a scientific and efficient marketing organization for marketing management, so as to make all departments cooperate efficiently, effectively develop and manage the market, ensure that all departments of the enterprise have the same marketing concept, give full play to their talents, and realize the business objectives and long-term planning of the enterprise. Among them, high-level marketing management plays a vital role in marketing, and high-level management and organizational construction directly affect the cooperation and action of various departments. The final result is the joint efforts of all departments. Therefore, enterprises should establish sales organization system, market information management system, target and plan management system according to the needs of market development. Through a perfect sales management system, the sales management level and its responsibilities, work standards and workflow are defined, and the target market and market objects, sales managers and salesmen, dealers and market information are organized in the best way, so as to give full play to the overall offensive and defensive capabilities of enterprises, occupy the market to the maximum extent and achieve the best marketing objectives.

(2) Establish a dialectical marketing concept. With the great development of society, the material demand is increasing and the consumption is increasing exponentially, which brings opportunities and pressures to enterprises. More and more enterprises, more and more products, more and more fierce competition, more and more fine market segments. While constantly innovating, we will improve quality and service, pay more attention to market segmentation, specialize in sales and service, and constantly improve consumer satisfaction. Strengthen the marketing concepts of all departments of enterprises, make the overall marketing concepts of all departments consistent, distinguish the products and services of enterprises from other enterprises, absorb advanced concepts and technologies, keep pace with the times, innovate constantly, and continuously improve the core competitiveness of enterprises.

(3) Establish brand strategy and perfect network marketing channels. Nowadays, the market has entered the era of brand competition, and the concept of brand has been deeply imprinted in customers' minds. Many customers go shopping for brands. Because there are many kinds of products, a good brand saves screening time, and its quality, service and price are guaranteed. Brand building needs a long process. Once established, customers will be familiar with it. In the long run, it is convenient for enterprises to consolidate the market and develop new markets quickly. Brand has become the driving force for enterprises to enter the market? Stepping stone? , but also the core competitiveness, is the condensation of excellent quality of enterprises. With the development of the information age, it is easier for customers to obtain product information, and the range of choice is wider and wider, which makes the conditions for selecting products more harsh and profoundly intensifies the market competition among enterprises. Therefore, enterprises must constantly improve product quality and service to better meet the needs of consumers, thus strengthening brand advantages and deepening consumers' understanding of corporate brands. At the same time, the network has become a part of people's lives, and direct or indirect contact with the network has become the norm. The offline channels of enterprises can no longer meet the development requirements of the times, and the convenience and security of online shopping are getting higher and higher. Small and medium-sized enterprises should also keep pace with the times, develop online channels, broaden the scope of sales, establish perfect online sales channels and occupy the market to a greater extent.

Four. Concluding remarks

Marketing management plays an important role in the rapid development of enterprises. With the improvement of marketing management system and the constant change of market environment, the problems encountered in marketing management are endless. Therefore, in the marketing management activities of enterprises, marketing strategies should be determined according to the market and enterprise conditions, and marketing work should be carried out according to the basic principles of marketing, so as to improve the management ability of enterprises and enhance their position in the market.

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