In recent years, the development trend of world economic integration has promoted the rapid development of China's economy and society, but it has also led to more intense competition among enterprises, and the role of enterprise marketing planning in enterprise competition has gradually become prominent. At this stage, most enterprises have begun to realize the importance of marketing planning, and put it in an important position in the strategic development of enterprises, hoping to promote better development of enterprises with the help of high-quality marketing work. Starting from the problems existing in current enterprise marketing planning, this paper analyzes the importance and specific ways of enterprise marketing planning, so as to further improve the level of enterprise marketing planning.
Keywords: enterprise; Marketing planning; Importance; path
Scientific and efficient marketing planning is an important guarantee for the successful development of enterprises. Marketing planning can not only promote the normal operation of enterprises, but also help enterprises to obtain rich profits in their operations, which is an important guarantee for enterprises to seize the commanding heights of development in market competition. Under normal circumstances, a relatively complete marketing plan made by an enterprise should include clear marketing objectives, personalized marketing ideas and operational marketing measures. Only by realizing the organic cooperation of the three can the marketing plan of an enterprise give full play to the driving force of enterprise development and ensure the efficient operation of the enterprise. However, under the current background, there are still some problems in the development of enterprise marketing planning in China, which seriously affect the function of marketing planning and have a negative impact on the acquisition of competitive advantage of enterprises in modern society. This article has carried on the concrete analysis to this.
1 Problems in Marketing Planning of China Enterprises at Present
1. 1 Corporate marketing concept is relatively backward.
Under the background of today's times, China's market economy has been further developed. In order to gain a certain competitive advantage and achieve better development in the fierce market competition, enterprises must make reasonable innovations in their own marketing concepts. At this stage, the marketing concept has gradually changed from traditional product orientation to more scientific market and consumer orientation, which has also had a corresponding impact on the development of enterprise marketing planning. However, some business leaders are not aware of the change of marketing concepts in the new era, and still use traditional concepts to promote marketing work, resulting in poor market applicability of marketing planning, and even the situation that enterprises produce too many products, which affects the sustainable development of enterprises. Marketing concepts must be innovated.
1.2 The implementation of enterprise marketing management is not in place.
With the rapid development of market economy, general business leaders have begun to realize the importance of marketing work and have strengthened their attention to marketing planning. However, due to the lack of systematic theoretical guidance, in the process of implementing marketing management, there is still a serious phenomenon that marketing management is not in place, which directly leads to the confusion of product sales, seriously limits the further development of enterprise marketing work, and even dampens the enthusiasm of employees [1]. In addition, departments other than enterprise marketing are not aware of their responsibilities for marketing work and cannot give full play to their respective functions to assist the formulation of marketing plans, which seriously restricts the formation of the overall marketing situation of enterprises, has a negative impact on the realization of the goal of maximizing marketing performance and is not conducive to the success of enterprises in the current fierce market competition.
1.3 A single marketing strategy cannot complete the expansion of new markets.
At present, some enterprises in China lack a correct understanding of long-term marketing work, and there are corresponding short-term phenomena in enterprise marketing work. Even some enterprises regard price war as the only marketing means, which not only affects the display of marketing functions of enterprises, but also is not conducive to the expansion of new markets. In contemporary society, the development of new product market has a specific impact on the rational development of marketing work. Only by paying more attention to the development of new products can enterprises gain corresponding competitive advantages and achieve sustained and healthy development. However, at present, due to the influence of related factors, most enterprises in China are relatively backward in opening up new markets, which leads to the continuous reduction of market share of some products of some enterprises, and even the final withdrawal from the market, thus adversely affecting the stable development of enterprises.
1.4 It is difficult to evaluate the marketing plan.
A good marketing planning scheme can give correct guidance to the development direction and methods of enterprise marketing work, and have a corresponding impact on the development of various decision-making work of enterprises. However, the evaluation of enterprise marketing planning involves a wide range, many contents and many indicators, which are easily changed by many factors, which makes the evaluation of marketing planning scheme relatively difficult to some extent. If the enterprise itself does not have a corresponding evaluation system, it will inevitably affect the normal development of the evaluation work, leading to the inability of the enterprise to obtain objective and reliable evaluation information in the evaluation work, thus having a negative impact on the specific application of the marketing planning scheme.
2 the importance of enterprise marketing planning
2. 1 can help enterprises coordinate marketing objectives and reduce the blindness of marketing work.
Simply put, marketing planning is a purposeful marketing plan based on the overall development goal of the enterprise, which can promote the consistency of marketing goals at all levels of the enterprise, and then minimize the probability of blind marketing activities. This function is mainly due to the fact that enterprise marketing planning can comprehensively analyze and synthesize the overall interests of the enterprise, promote the organic combination of long-term and short-term goals and local and overall interests of the enterprise, and then ensure that every step and measure taken in every link of marketing activities can have a driving impact on the realization of the overall marketing goals. For example, in the process of market research, an enterprise in Zhangjiagang thinks that latex gloves can play a certain protective role against AIDS infection, so it produces a large number of latex gloves. This kind of production behavior lacks the scientific guidance of marketing planning, which eventually leads to the backlog of products and has a very serious impact on the next stage of enterprise development.
2.2 is conducive to further realize the optimal allocation of marketing resources.
The most significant effect of enterprise marketing planning on enterprise development is to comprehensively analyze the enterprise's own marketing resources in the process of planning, scientifically allocate marketing resources under the guidance of the overall goal of marketing planning, and truly achieve the maximum marketing output with minimum investment, promote the market competitiveness of enterprises to be significantly improved, and provide corresponding protection for enterprises to obtain better development in the fierce market competition in the new period.
2.3 guide enterprises to establish a good image in society.
Scientific marketing planning is also helpful for enterprises to establish a good social image in the development process and provide corresponding support for the expansion of intangible assets in society. Only under the guidance of scientific marketing planning can enterprises promote various marketing activities in a standardized and orderly manner, provide consumers with high-quality marketing services, thereby enhancing consumers' satisfaction with enterprises and leaving enterprises with a good impression in consumers' hearts [2]. For example, Coca-Cola Company, a large beverage company, has established a good image in the society after more than ten years of development and reasonable marketing work, making it extremely influential in the beverage market all over the world, which is conducive to the company gaining greater advantages in market competition.
2.4 can further promote social and economic development.
At present, in China's economic market, in order to gain the corresponding competitive advantage in the fierce market competition, some enterprises expand their production scale or form joint groups with other enterprises in combination with their own actual conditions, which means the existence of fierce market competition, which gradually changes from competition among small enterprises to confrontation among large enterprises. Therefore, if large enterprises want to win in the market competition, they must rely on large-scale product production to reduce production costs, thus promoting the economic benefits of enterprises accordingly. However, due to the poor marketing planning ability, most enterprises in China can only produce products in small batches, and specialized production cannot meet the needs of consumers. Therefore, enterprises in the new era must scientifically plan the production and operation of their products with the help of marketing planning, and correctly guide their development with the help of marketing planning. From the long-term development of enterprises, reasonable marketing planning can further reduce the contradiction between production and consumption, and then achieve the balance between supply and demand of products, which can urge enterprises to adopt scientific marketing strategies and gain certain advantages in market competition. Therefore, it can be said that good marketing planning can not only promote enterprises to gain competitive advantage, but also promote the development of large and small enterprises, thus effectively promoting economic and social progress.
3. In view of the problems existing in China's marketing planning at present, the corresponding measures are put forward.
3. 1 Actively change the marketing concept and establish an effective marketing organization.
The establishment of an effective marketing organization requires strengthening the ability of relevant departments to prepare and implement marketing plans through marketing organization work. In general, the efficiency of marketing organization is mainly manifested in the speed of product sales and market reaction, product sales cost and customer satisfaction with products. The marketing work of colleges and universities should promote the rational division of labor, coordination and cooperation among all departments and business links within the enterprise. At the same time, only when employees really realize that meeting the needs of consumers should be the starting point and destination of their work can they truly achieve good coordination between employees and departments. Therefore, it can be considered that the key to an effective marketing organization lies in all-staff marketing. Therefore, in the process of development, enterprises should carry out corresponding marketing work in strict accordance with the principle of customer first, effectively integrate product research and development, production, procurement and marketing with sales personnel, business personnel and the public within the enterprise, organize them in the best way, give full play to the marketing synergy of enterprises, ensure that enterprises gain certain advantages in market competition, and maximize marketing efficiency.
3.2 Establish a sense of innovation and actively develop new markets.
Innovation has a decisive influence on the success or failure of enterprise marketing. Specifically, the innovation of enterprises in marketing mainly includes market cognition, marketing thinking, marketing mode, competitive means and marketing strategy. Facing the ever-changing marketing environment of China market, enterprises must pay more attention to the marketing market, actively explore corresponding measures, and pay attention to the expansion and innovation of new markets if they want to achieve good development in the new environment. For the development of new markets for enterprises, on the one hand, enterprises can explore and find new market gaps through market segmentation, and then expand marketing work with new opportunities to obtain corresponding market space [3]. Specifically, the blank spot in the market is that the goods on the market do not meet the needs of consumers here. Therefore, enterprises can carry out marketing planning according to the blank spots in the market, which can give full play to the corresponding development strategies formulated by enterprises, effectively avoid fierce market competition and create unique market competitive advantages. On the other hand, it is enterprises that expand new markets through scientific research and technological innovation. With the help of scientific and technological development and innovation, enterprises can optimize and upgrade their products, promote the upgrading of old and new products, and then meet the individualized needs of the ever-changing market to the greatest extent, and finally complete the expansion and development of the original market, thus creating a broader space for the production and development of enterprises. With the work of opening up new markets, enterprise marketing planning should be constantly expanded and innovated, a marketing model that can meet the development needs of new markets should be formulated, and more appropriate marketing strategies should be adopted to promote new products to be quickly understood and recognized in the market, thus providing corresponding guarantee for the success of marketing.
3.3 Innovative marketing channels, establish a sound marketing network.
Under the background of the current network society, if enterprises want to give full play to the functions of marketing planning, they must actively explore innovative measures of marketing channels and marketing models in the fierce market competition, so as to lay a foundation for improving the efficiency of marketing planning. In the process of operation and management, enterprises can innovate in various ways, such as channel integration, channel flattening and channel horizontal combination, to complete the development of new channels, and then improve their own marketing network. In the process of promoting marketing, enterprises can ensure that the functions of marketing network in marketing promotion, commodity circulation and image communication are fully exerted, creating conditions for the realization of the overall marketing objectives of enterprises [4]. In concrete operation, enterprises can try to use the method of market segmentation, according to the geographical environment, population composition, consumption tendency, consumption behavior and other variables in each region, on the basis of reasonable division of enterprises, according to the market characteristics, marketing resources and ultimate marketing objectives of enterprises, select the target market, and finally mobilize all relevant marketing resources within enterprises to allocate in the target market, so as to build an efficient and systematic marketing network within enterprises and promote enterprises to achieve better development.
3.4 Vigorously promote the brand development strategy of products
Generally speaking, the art of marketing has an extremely important influence on the development of enterprises, which can be regarded as an art form of brand building. Building well-known brands and establishing a good social image of enterprises is one of the key factors for enterprises to gain certain competitive advantages in the fierce market competition. At present, the competition of domestic mainstream commodities is mainly manifested in the competition of high-quality brands. Therefore, in order to get better development in the new era, enterprises should not only establish capital brands, but also strengthen the construction of famous brands. First of all, enterprises should establish corresponding brand building concepts in the process of management, and take brand creation as the starting point to promote enterprises to establish a good social image in society. Secondly, enterprises should fully analyze the target market, and then formulate corresponding market positioning strategies, and gradually form a brand image with personalized characteristics of enterprises and meeting the needs of consumers in the development process. Thirdly, enterprises should take product quality as the basis of establishing brand image. Only by ensuring the quality of products can they gradually establish a good brand image through the information feedback from consumers. Finally, we should integrate the marketing methods of enterprises, pay more attention to the spread of brand image, and promote the brand image of enterprises to be deeply rooted in the hearts of the people, so as to maintain a lasting advantage in the fierce market competition.
3.5 Further strengthen marketing management.
The quality of enterprise marketing has a decisive influence on the development of enterprises. Marketing planning is the key content of marketing work and plays an important role in the development of enterprises. Therefore, enterprises must pay more attention to marketing planning and promote the full play of marketing planning by strengthening management. First, strengthen the management of marketing planning process. In view of this management work, enterprises can define whether the input and output of marketing planning can be consistent with international practice by means of process. In view of the input and output problems of enterprise marketing planning, enterprise managers should refine each management unit in the actual management process, then take appropriate management control methods according to the actual situation to ensure that the whole process is always under control, and evaluate customers' potential expectations and consumption preferences in the management process, thus providing corresponding protection for the effective implementation of marketing planning. Second, strengthen the management of marketing planning information. Enterprise marketing planning should establish a perfect information monitoring and information feedback system, collect and sort out customers' product use information in time, and provide information feedback according to the actual situation to provide corresponding information support for marketing decision [5]. In the process of marketing planning, we should pay attention to unblocking information management channels and constructing scientific and reasonable management procedures, so as to ensure that enterprises can flexibly adopt corresponding marketing methods in combination with the actual situation in the course of operation, and finally achieve the expected marketing goals. Third, strengthen the public opinion control of marketing planning. In the process of practicing marketing planning, enterprise managers should make full use of public opinion propaganda and guidance tools, take benign public opinion as the development orientation, encourage all employees to explore and innovate in marketing planning, and then create a good public opinion atmosphere in enterprises to encourage employees to participate in enterprise marketing planning in a positive state. Fourth, pay attention to the comprehensive evaluation of marketing planning. In the actual operation process, enterprises should pay attention to the comprehensive evaluation of the implementation effect of each marketing plan, and take quantitative indicators such as customer satisfaction with marketing activities, market share of products, development potential and so on as an important basis for comprehensive evaluation, and then draw lessons and lay the foundation for the next stage of marketing planning. Fifth, constantly adjust and improve marketing planning. In the process of implementing marketing planning, enterprises can establish a continuous information monitoring and feedback system to provide corresponding information support for the continuous improvement of marketing planning, and then build a relatively perfect after-sales service system to realize the comprehensive integration of enterprise marketing work and market, which will have a positive impact on the sustained and healthy development of enterprises.
4 conclusion
In short, under the social background of the in-depth development of the current market economy, enterprise marketing planning has an extremely important impact on enterprises to win in the fierce market competition and obtain sustained and stable development. Therefore, enterprises must pay more attention to marketing planning in the future development. On the basis of fully clarifying its influence on the development of enterprises, combined with the problems existing in current marketing planning, corresponding measures are taken to optimize and adjust the marketing planning work, so as to ensure that the functions of marketing planning work in enterprises are fully exerted, effectively promote enterprises to achieve better development in modern society, and make due contributions to promoting the progress of China's socialist market economy.
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