On the improvement of marketing management of small and medium-sized enterprises.
The development of small and medium-sized enterprises can not be separated from marketing management. At present, the marketing management level of small and medium-sized enterprises in China is still relatively backward as a whole. Due to outdated concept, imperfect system, shortage of talents and insufficient innovation, its marketing situation is not ideal, which seriously restricts its further development and growth. By analyzing the problems existing in enterprise marketing management, this paper puts forward some concrete countermeasures to improve the marketing management and marketing status of small and medium-sized enterprises, hoping to help them develop faster and better.
Keywords: SME marketing management countermeasures
First, the problems in the marketing management of SMEs
Small and medium-sized enterprises generally refer to small-scale enterprises or enterprises in the initial stage and growth stage. It is the concept of enterprise scale form, which is relative to large enterprises. Compared with large enterprises in the industry, it is weak in personnel scale, asset scale and business scale. Therefore, there are some problems in marketing management:
(A) outdated marketing concepts
In marketing practice, marketing concepts go through five stages: production concept, product concept, sales concept, marketing concept and social marketing concept. The marketing concepts of most small and medium-sized enterprise managers are very old and backward, and they still stay in the stage of product concept and promotion concept, and have not yet established the scientific marketing concepts of marketing and social marketing.
(b) Marketing tools need to be improved.
Many small and medium-sized enterprises lack modern consciousness and innovative consciousness, adopt outdated marketing mix strategies, lack market development, have an imperfect information feedback mechanism, and have an inaccurate grasp of market demand trends, making it difficult to establish a good market image. Even many small and medium-sized enterprises don't know how to get the information they need with the help of modern internet, professional information institutions and related scientific research units, but only rely on their own insignificant strength or old experience and old means.
(C) the marketing management system is not perfect enough
Many small and medium-sized enterprises still have vacancies in the marketing management system, and a large part of them are in a systematic but ineffective stage.
(D) Limited motivation for marketing innovation
Small and medium-sized enterprises in China's market are mostly engaged in simple labor-intensive processing and manufacturing enterprises, with extremely low technology and capital content. The marketing methods adopted by these small and medium-sized enterprises are still dominated by traditional marketing methods, which leads to the lack of innovation in their marketing activities and the inability to make breakthroughs.
(E) ignoring brand building
In marketing practice, many small and medium-sized enterprises lack attention to brand building, long-term planning for their own development and insufficient resources investment. In this way, when the enterprise scale develops to a certain extent, it will often encounter huge development bottlenecks, such as silent product brands, unable to enhance their own value and low profit returns.
Second, measures to improve the marketing management level of SMEs
(A) change the concept of marketing
At present, there are still many aspects of the marketing concept of small and medium-sized enterprises that are not suitable for the new economy. It is necessary to establish a correct marketing concept. First, pay more attention to strategy. Second, pay more attention to cooperation. Third, pay more attention to customers.
(B) the establishment of a scientific marketing management system
Establish a scientific marketing management system, focusing on the distribution system and daily management system of marketing personnel. First of all, the target assessment system of single assessment of sales in the past was changed into a multi-target assessment system, and the assessment indicators were changed from single sales to sales, payment rate, new customer development rate, sales growth rate, customer satisfaction, market share and other indicators. Second, appropriately raise the basic salary, establish a challenging incentive system, and help marketers make career plans, and closely integrate their personal development with enterprise development.
(C) shaping an excellent marketing team
Excellent marketing team, members should trust each other, share market interests and research results, accurately grasp the differentiation and trend of product market, establish corporate brand image, and formulate and implement corporate marketing plans. First of all, we should pay attention to the construction of team culture. The organizational culture on which the team runs is one of the key factors for the success of the team. Marketing managers of small and medium-sized enterprises must devote themselves to creating an open organizational culture that supports team building. Secondly, we should change our ideas, get rid of the shackles of internal talent selection, and establish? Eyes out? Talent recruitment consciousness. Thirdly, senior marketing lecturers are hired from relevant institutions of higher learning, training institutions, consulting companies or government departments to train marketing personnel in knowledge and skills in market research, market development, customer management, channel management, marketing promotion, advertising, public relations and negotiation, so as to improve their quality and ability in an all-round way.
(D) to strengthen marketing innovation
Innovation is the driving force of enterprise development, and the performance of marketing innovation is all-round and multi-dimensional, but marketing innovation is not arbitrary. After understanding the market demand and changes, it must consider the gap between itself and its competitors based on its core competence, and then spontaneously start a thorough change from within the organization.
(1) Innovation of marketing concept.
Marketing concept is the thought and understanding formed by enterprises in the marketing process to adapt to the new marketing environment. It is the soul of enterprise marketing innovation. The innovation of ideas should have four aspects, namely, correct market awareness, quality awareness, competition awareness and strengthening cooperation awareness.
(2) Marketing organization innovation.
The marketing organization of modern enterprises presents the development trend of union, flattening and conceptualization. In the fierce market competition, independent enterprises? Alone? It is impossible to win. In reality, small and medium-sized enterprises in China are at a disadvantage in the competition with large enterprises because of their small scale and weak strength, and their marketing organizations mostly stay in the sales department rather than the marketing level.
(3) Marketing technology innovation.
Marketing technology refers to the technologies and methods adopted by enterprises in the process of marketing activities. Including the determination of target market, product positioning and pricing, distribution and promotion, advertising strategy and so on. At present, most small and medium-sized enterprises in China have not really mastered professional marketing technology, so it is necessary to establish a professional marketing planning department within the enterprise, select senior and outstanding personnel to be responsible, and hire professional marketing consultants to assist in formulating and implementing the marketing planning of the enterprise. The process and steps of marketing planning: market analysis, determination of marketing objectives, formulation of various related strategies, selection of the best strategy, approval by management, formulation of tactical plans and integration of enterprise plans.
Third, the conclusion
In a word, according to the characteristics of small and medium-sized enterprises, such as relatively simple product structure, wide regional market coverage and low professionalism of marketing talents, the design of marketing organization system should proceed from reality, so as to ensure low organizational complexity and efficient and agile response to the market; Make marketing decisions relatively centralized and ensure the quality of decisions; Standardize and standardize marketing operations.
References:
Wang Lijuan. On the Innovation of China's Enterprise Marketing Concept [J]. Modern Commerce, 20 10, (14).
[2] Hu Yuhua. On how to strengthen the control in enterprise management [J]. Chemical Management, 20 10, (6).
[3] Sun. Key points of enterprise marketing transformation [J]. China Animal Husbandry Newsletter, 2009, (23).
Paper 2 SMEs on the opportunity for SMEs to apply e-commerce.
Abstract: Small and medium-sized enterprises. During the application and development of e-commerce in China. Study on the timing of applying e-commerce in small and medium-sized enterprises.
Keywords: small and medium-sized enterprises, e-commerce
1. Small and medium-sized enterprises are the basic units of modern social and economic life. In the application and development of e-commerce in China, the role of small and medium-sized enterprises is very important. The opportunity for small and medium-sized enterprises to apply e-commerce depends on many factors, such as business demand, personnel quality, investment ability, technology market situation and so on. You can't wait and see, miss the opportunity, and you can't rush for success and invest blindly. While the relevant demand and market are booming, there are still some problems in the e-commerce market of small and medium-sized enterprises in China, such as insufficient popularity and narrow application scope. Further research is needed on the basis of the opportunity for small and medium-sized enterprises to apply e-commerce.
2. The internal basis for SMEs to choose the opportunity to apply e-commerce
2. 1 the strength of the enterprise
A complete e-commerce system includes two parts: foreground and background. The front desk system is mainly for customers and suppliers, and is responsible for accepting customer orders and sending orders to suppliers to realize online transactions and payments. Backstage system is mainly to realize the effective management of information flow, business flow, logistics and capital flow in enterprise sales and procurement, which mainly depends on the construction of enterprise internal information system.
Of course, enterprises need to establish a perfect e-commerce system when implementing e-commerce strategy, but it costs a lot to build and maintain a fully functional system. Therefore, the implementation of e-commerce business strategy first requires enterprises to have certain strength. However, from the current situation, although some small and medium-sized enterprises have established an e-commerce model, the back-end information system cannot provide information such as inventory, production, procurement, transportation, customers, etc., which leads to the front-end system unable to obtain relevant information, unable to effectively handle market information, and disjointed, which leads to a decline in customer satisfaction, which invisibly leads to the loss of customers and cannot effectively improve enterprise efficiency.
It can be seen that small and medium-sized enterprises must have certain strength and fully realize informatization and information integration in order to effectively carry out e-commerce.
2.2 Types of enterprise products
By developing e-commerce, enterprises can effectively expand the customer base and dredge the supply chain. Generally speaking, any type of enterprise can and should carry out e-commerce, but there is still a certain gap between different types of enterprises in terms of conditions. When choosing e-commerce mode, small and medium-sized enterprises should first consider the positioning of their products, whether to develop new products or extend the market space of existing products. At the same time, we must choose the right product type, otherwise it will be difficult for enterprises to make a profit, because not all products are suitable for online sales.
Under normal circumstances, if an enterprise whose products are intangible products engages in e-commerce, it will only play a propaganda role in most cases, and the substantial benefits are very small. However, tangible products should be discussed separately. Some products have low value and high freight, which are not suitable for long-distance transportation. While engaging in e-commerce strategy can certainly increase information circulation, suppliers have to consider product benefits, and customers will not ignore the actual value of products.
2.3 Enterprise Management
The construction and maintenance of e-commerce system needs a complex management system. Procedural and scientific enterprise management is the basic requirement to realize e-commerce. At the same time, with the development of e-commerce, the organizational environment will become more complex and changeable, so the management level of small and medium-sized enterprises has an important impact on the development of e-commerce.
E-commerce model has made profound changes in the relationship between enterprises and consumers, and new value opportunities have emerged. E-commerce mode brings different values to enterprise management and requires different management conditions for enterprises. Therefore, before choosing the enterprise e-commerce mode, we should consider adopting information and communication technology [16], strategic positioning of small and medium-sized enterprises, human resource management of enterprises and scientific management basis of enterprises from the perspective of enterprise management.
2.4 SME website establishment
Before the e-commerce function of an enterprise website is excavated, it is more like an enterprise. Business card? , can play the role of corporate brand promotion. At present, there are search engine promotion services that can make full use of the characteristics of the Internet to promote the websites of small and medium-sized enterprises. According to the statistics of Beijing Zibolan Technology Development Co., Ltd., almost all Internet users in China have used search engines. Take Google as an example, netizens search on Google more than 200 million times every day; More than 87 million users use Google search every month; More than 6,543.8 billion users use Google search every year. This is definitely good news for small and medium-sized enterprises that want to promote corporate websites through online marketing.
To sum up, small and medium-sized enterprises should further increase the use and popularization of e-commerce to improve the efficiency of obtaining information and further reduce transaction costs. For the vast number of small and medium-sized online and offline retailers and buyers overseas, the demand made in China has been growing continuously, which is a reality. With the emergence of new technologies and early industrial exploration, there has been a gradually clear model. More importantly, no other country in the world can compare with China in terms of supply advantages. At present, B2B model is still in an extensive stage in China, but there will be more subdivision and development in the future. From this point of view, under the current economic crisis, the majority of small and medium-sized enterprises should look up at the road in e-commerce, focus on the long-term, dare to enter and break through, and seize tomorrow's opportunities through today's efforts.
3. Small and medium-sized enterprises to carry out e-commerce external incentive opportunities
In order to correctly grasp the opportunity to enter e-commerce, we must be able to judge the changing trend of consumption behavior, industry competition, economy and society in two to five years and their influence on information technology. It takes two to five years because it is quite time-consuming to set up a website. It may take several months to purchase hardware and software equipment, but it may take longer to plan, develop, test and train personnel. For large-scale website systems, the development time from 2 to 2000 is not uncommon. If the website innovation scheme adopted needs to make great changes to the existing technical infrastructure, the early stage will take longer. On the other hand, the development of information technology is changing with each passing day, with a geometric growth, which makes it very difficult to predict the future, and it is quite difficult to judge the changing trend in two to five years. The best way to do this is to consult professionals. In short, designers must actively formulate the entry scheme of network marketing, and if they take a passive wait-and-see attitude, it is likely to delay the opportunity.
The application of e-commerce is very important for enterprises, because small and medium-sized enterprises can't invest more money to promote themselves, because low-cost and high-return e-commerce is paid more and more attention by enterprises. Enterprises spend thousands of dollars to build an e-commerce website, through which they can communicate with potential customers to reach a deal, which is also the income that enterprises are most concerned about. Many occasions need the application of e-commerce. For example, it is an opportunity for enterprises to participate in exhibitions or launch new products to establish e-commerce. However, enterprises must grasp the time, and generally start construction one month before the exhibition or product launch, so as to ensure the completion of website production.
Opportunity waits for no one. More and more enterprises want to promote their own brands and products. In particular, some small and medium-sized enterprises have set up their own websites to publicize and disseminate information, so that more business people can understand them and expand the international market. Using the Internet, the most economical and effective tool, has attracted more and more attention from businesses. Barnes was the largest bookstore in the United States five years ago, but it has never established e-commerce. At that time, another small company, Amazon, seized the e-commerce market and took the lead in establishing its own? Corporate website? In less than three years, Amazon replaced Barnes as the largest bookstore in the world. It can be seen that the future market will never wait for people, and companies that act quickly and seize the opportunity will get most customer orders.
Small and medium-sized enterprises are becoming the new target customers of network companies providing internet technology because of their network needs. Many companies use free or low-cost marketing methods to attract customers. Many companies have no successful works at all, or are newly established companies. The final result of the construction of such companies is that the designed works do not reflect professional standards, which is more likely to affect the successful release of the site. Therefore, it is best to shop around and know your own situation and the strength of the other party before you actually operate.
The advantage of small and medium-sized enterprises in establishing e-commerce lies in positioning enterprises and their advertising information in the largest market in the world, and arranging them in appropriate positions in different categories, which is convenient for a large number of customers looking for information to retrieve. The most direct feedback of this effect is that the performance of enterprises will increase linearly or exponentially, which will bring the greatest benefits to enterprises. In addition, it can enhance, expand and deepen its image, value and extension by providing interactive and friendly customer relationship management, and finally establish an online marketing base.
The competition between enterprises is getting bigger and bigger, and small and medium-sized enterprises must improve themselves as much as possible. In the past, most powerful enterprises used TV advertisements and newspapers, but TV advertisements were not affordable for ordinary enterprises, and newspapers as a marketing tool have no effect today, so enterprises turned their attention to the cheap and effective Internet to promote themselves. There are also many ways. For example, you can advertise on some portals or bid on Baidu. It is understood that the annual cost is around tens of thousands to hundreds of thousands. Such a high price is not an ideal means for SMEs, but the price of using e-commerce to promote publicity is much less. An enterprise may be able to establish its own independent e-commerce platform and promote its own brand and products as long as several thousand yuan. Because it is independent, the effect is also ideal. As long as online marketing is integrated into the process of building a website, it will have quite good results. Enterprises should seize opportunities, and opportunities will not wait for others. Therefore, if the above conditions are met, the sooner e-commerce is established, the more benefits it will bring.
4. Ways for SMEs to develop e-commerce
4. 1 Publish free information to related websites widely, sow seeds widely, and reap little.
At present, many industry websites have sprung up like a flood, which is a godsend for SMEs. During the promotion period, most new websites adopt a free strategy, and all information is open to users free of charge. Enterprises can use search engines and other means to find more new websites in related industries and use these free opportunities to obtain information.
4.2 Pay necessary expenses and make targeted investments.
4.3 SMEs to establish their own websites
At present, small and medium-sized enterprises can completely develop e-commerce through self-built websites. Of course, enterprises need to make some necessary information preparation before contacting Internet vendors. Because most transactions conducted through the Internet do not need to meet in person, it is necessary to introduce your company, products and services. These introduction materials can leave a deep first impression on each other, so it is necessary for enterprises to spend more effort and effort to make the materials rich, beautiful and professional.
5. Conclusion
This paper puts forward relevant strategies and methods for the application opportunity of e-commerce in small and medium-sized enterprises. In order to correctly grasp the opportunity to enter e-commerce, enterprises must be able to judge the changing trend of consumption behavior, industry competition, economy and society in two to five years and their influence on information technology, which provides strategies for small and medium-sized enterprises to choose the opportunity and mode of e-commerce.
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[4] Sean, Zhong, et al. Research on pricing strategy of third-party e-commerce platform [J]. Journal of Systems Engineering, 2003, 18 (3): 237 ~ 243.
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