For domestic small and medium-sized enterprises, marketing concept is the basic guiding ideology of their marketing activities. If there is a problem with the marketing concept of the enterprise, it is likely to lead to the demise of the enterprise. The following is an analysis paper on the marketing problems of small and medium-sized enterprises, which I collected for your reference and hope to help you.
Small and medium-sized enterprises play an important role in China's national economy, and their development is related to economic growth and social harmony and stability in various regions. Affected by factors such as small scale of operation, shortage of funds and backward management mode, the marketing system of small and medium-sized enterprises is still not perfect, which has a negative impact on the sales performance and economic benefits of enterprises. This paper analyzes the marketing problems of small and medium-sized enterprises and puts forward corresponding countermeasures.
Keywords: small and medium-sized enterprises; Marketing; Market research; market strategy
First, the role of marketing
The marketing activities of modern enterprises mainly include market demand forecasting, new product development, pricing, distribution, logistics, advertising, personnel promotion, promotion and after-sales service. Sales is only an important part of marketing activities, not the whole of marketing. The role of enterprises in marketing is mainly reflected in the following aspects: First, solve the contradiction between production and consumption, and meet the needs of life consumption and production consumption. Under the condition of commodity economy, there is information asymmetry between social production and consumption in space and time. Marketing is to quickly transmit production information to consumers, meet consumers' demand for products and services, and then realize the unity of production and consumption. The second is to realize product value and appreciation.
Enterprises can gain social recognition of product value and added value through product innovation, distribution, promotion, pricing and service, and help enterprises obtain economic benefits. The third is to promote the rational utilization of social resources and enterprise resources. To carry out marketing activities, enterprises need to formulate marketing strategies from the perspective of consumer demand, determine product types and production scales, so as to reduce unsalable products and avoid the waste of social resources to a certain extent. The fourth is to achieve a * * * win-win situation between enterprises and consumers. Marketing is an important means for enterprises to seek development and expand the market, and it is also an effective way to meet consumers' demand for products. It can not only improve the business performance of enterprises, but also improve the living standards of consumers, so as to get their own places.
Second, the analysis of marketing problems of SMEs
1。 Backward marketing concept
For domestic small and medium-sized enterprises, marketing concept is the basic guiding ideology of their marketing activities. If there is a problem with the marketing concept of the enterprise, it is likely to lead to the demise of the enterprise. However, some small and medium-sized enterprises do not fully realize the importance of marketing concepts, which leads to the concept can not keep up with the development of the times. Using backward marketing ideas to guide marketing activities will inevitably have little effect. Once there is a problem in marketing, it will inevitably bring extremely adverse effects to the operation and development of enterprises.
2。 The marketing management system is not perfect.
Small and medium-sized enterprises generally have the problem of imperfect marketing management system. On the one hand, small and medium-sized enterprises have not established a basic marketing workflow, and their response to changes in market supply and demand is slow. The internal marketing department of the enterprise has not established communication channels with the technical department and the production department, which leads to the low implementation rate of the marketing plan and reduces the effectiveness of marketing. On the other hand, small and medium-sized enterprises do not have clear job functions such as marketing planning, customer management, logistics management, information management and publicity management, and lack corresponding management mechanisms, which makes marketing management inefficient. At the same time, in the aspect of marketing strategy formulation, there is a lack of operational marketing plan for short-term marketing, which makes short-term marketing not in line with the actual situation; Long-term marketing lacks scientific and reasonable strategic planning, which makes long-term marketing pursue short-term interests too much and ignore long-term interests.
3。 Lack of market research
Consumer demand is characterized by diversity. Limited by the scale of small and medium-sized enterprises, it is impossible for any small and medium-sized enterprise to meet the different needs of all consumers. In marketing, small and medium-sized enterprises only need to meet the needs of a certain type or several types of specific consumers. This requires enterprises to carry out in-depth market research activities to provide a basis for the formulation of marketing strategies. However, small and medium-sized enterprises focus on product production, ignore the importance of market research, do not make a good forecast of market demand, and rarely design and sell products according to consumer demand, thus making products often marketable and seriously affecting the sales performance of enterprises.
4。 The operability of marketing strategy is not strong.
If small and medium-sized enterprises want to get the opportunity of survival and development, they must formulate scientific and reasonable marketing strategies as the action guide of enterprise marketing activities. However, most small and medium-sized enterprises have vague product positioning, weak brand awareness, insufficient analysis of competitors and target customers, single and backward marketing methods and no rational marketing strategy. In the process of marketing management, small and medium-sized enterprises do not pay enough attention to product quality, corporate image and public relations construction, which makes the implementation of marketing strategy lack of strong support and easily makes enterprises lose in the fierce market competition.
5。 There are misunderstandings in network marketing.
With the advent of the network era, network marketing has become one of the important ways of marketing, and it also provides new opportunities for small and medium-sized enterprises to explore the market at low cost. Due to the limited working capital of small and medium-sized enterprises, they can't follow the example of large enterprises to invest huge advertising expenses, so small and medium-sized enterprises prefer to use the network to carry out marketing activities. However, small and medium-sized enterprises have insufficient understanding of network marketing, and there are many misunderstandings. They failed to give full play to the function of network marketing, which made the network marketing have little effect and delayed the opportunity to expand the market.
6。 The quality of marketing team is not high.
Human resource is an important strategic resource of an enterprise and an inexhaustible motive force for its development. For marketing management, small and medium-sized enterprises have not established a high-quality marketing team according to the needs of marketing work, nor have they formed a scientific and reasonable mechanism for talent introduction, talent competition, talent incentive and talent training, which makes professional marketing talents extremely scarce. At the same time, small and medium-sized enterprises have not created prospects for marketers in terms of salary and career planning, which makes the personal development goals of marketers deviate greatly from those of enterprises, which makes it difficult to stimulate the enthusiasm of marketers and makes the brain drain phenomenon of small and medium-sized enterprises frequent.
Third, measures to strengthen the marketing of SMEs
1。 Renew marketing concept
At present, many small and medium-sized enterprises in China still follow the traditional marketing concept, that is, product marketing. In the current fierce market competition environment, small and medium-sized enterprises must update their marketing concepts if they want to achieve better development. In view of this, small and medium-sized enterprises can establish personalized marketing concept and customer relationship marketing concept according to their actual situation. Among them, the concept of personalized marketing mainly refers to the marketing of specific consumer groups. Due to the diversified characteristics of consumer demand at present, it is difficult for an enterprise to meet the needs of different consumer groups at the same time, and the adoption of personalized marketing concept can solve this problem. The concept of customer relationship marketing is the accompanying product of customer satisfaction, specifically, it is the maximization of customer value and customer retention rate. Through the establishment of the above two marketing concepts, small and medium-sized enterprises are bound to get out of the current marketing dilemma, and then occupy a place in such a fiercely competitive market.
2。 Improve the marketing management system
Small and medium-sized enterprises should improve the marketing management system, standardize the operation process of marketing activities and improve the efficiency of marketing management. First of all, enterprises should set up marketing management departments according to the needs of business development, clarify the responsibilities of each position, straighten out the coordinated operation relationship of each position, and the operation relationship between marketing management departments and other departments. Secondly, based on the reality of enterprise development, reasonably predict the market demand, formulate feasible short-term marketing plans and long-term marketing strategies, fully solicit the opinions of various departments and marketing talents, brainstorm ideas, form an enterprise marketing strategic development plan, and make it an action plan for the future development of enterprises. Finally, strengthen the supervision and control of the implementation of marketing plan, prevent the implementation deviation, and ensure the realization of marketing objectives.
3。 Do a good job in market demand forecasting.
Market demand forecast is the basic work of marketing, so we must start with market segmentation and target market selection to enhance the pertinence of marketing for small and medium-sized enterprises. First of all, on the basis of understanding the characteristics of the enterprise's own products, different product demanders are determined according to different types of products, and the needs of product demanders are comprehensively evaluated through three criteria: geographical location, human psychological and behavioral characteristics. Secondly, divide different types of demanders, conduct market research, understand and compare the actual needs of different types of demanders, and then find out the similarities and differences of product needs. Thirdly, eliminate the similarity of product demand, distinguish the obvious differences of product demand, and segment the market on this basis to ensure the full play of product characteristics. Finally, evaluate and analyze each sub-market, conduct in-depth market research, predict the market demand scale, grasp the market competition situation, and reasonably select the target market.
4。 Implement marketing mix strategy
Small and medium-sized enterprises should face up to the current situation of insufficient funds, limited technical strength and production capacity, implement marketing mix strategies, and strive to get the maximum return with the least investment. First of all, in terms of product strategy, small and medium-sized enterprises continue to produce products that are gradually eliminated by large enterprises and still have demand from old customers, and control the production quantity of products to meet the market? Inertial demand? . Secondly, in terms of price strategy, small and medium-sized enterprises should implement flexible price strategy on the premise of taking into account the overall benefits and strategic objectives of enterprises, that is, set an initial price, and then make appropriate adjustments according to different regions, different consumers and different competitors to ensure that prices can change within a certain range, so as to make product prices adapt to different competitive environments. Thirdly, in terms of sales channel strategy, small and medium-sized enterprises should enhance brand awareness, plan sales channels as a whole, optimize the allocation of sales resources, and rationally choose middlemen to expand product sales from this province to neighboring provinces and eventually to the whole country. Finally, in the promotion strategy, SMEs should make full use of advertising, personnel promotion, public relations promotion and other forms to inform consumers of the functions and values of products, stimulate consumers' desire to buy, and expand potential consumer groups.
5。 Make full use of online marketing means
Network marketing is an important marketing method for small and medium-sized enterprises in the Internet era, and it is an effective supplement to the traditional marketing model. Small and medium-sized enterprises should make full use of the characteristics of fast spread, low cost, great influence and wide coverage of online marketing, establish their own information network platform, expand the marketing channels of enterprises, transmit the information of enterprise products to consumers and customers in the first time, shorten the distance between enterprises and consumers and improve the efficiency of marketing services. At the same time, enterprises should also introduce information technology into marketing management, establish a customer relationship management platform, and incorporate product sales, after-sales service, product promotion and other information into the management platform to provide a strong basis for enterprises to formulate or adjust marketing strategies in time.
6。 Building a high-quality marketing team
Small and medium-sized enterprises should establish a professional and high-quality marketing team, do a good job in marketing and improve the economic benefits of enterprises. The first is to improve the talent introduction mechanism. Small and medium-sized enterprises should take the marketing team as an important resource, improve the talent recruitment system, actively introduce marketing talents from universities, talent exchange institutions and rival enterprises, and inject new vitality into enterprise marketing work. Secondly, establish and improve the scientific employment system. Small and medium-sized enterprises should formulate the management system, assessment system, reward and punishment system, personal growth and development system and competition elimination system of marketing personnel according to their own human resource management needs, mobilize the enthusiasm of marketing personnel and strive to improve their work performance. Thirdly, small and medium-sized enterprises should attach importance to the training of marketing personnel, increase training investment, and hire senior marketing experts to train marketing personnel in market economy theory and marketing professional knowledge, so that marketing personnel can master the latest marketing concepts, understand the development law of market economy and enhance their ability to solve practical problems. Small and medium-sized enterprises can also let marketing experts with excellent sales performance and rich work experience come? Mentoring? Methods of teaching other employees marketing skills. Finally, small and medium-sized enterprises should organize marketing knowledge contests regularly, enhance the self-learning awareness of marketers, mobilize the enthusiasm of marketers, and improve marketing performance.
Four. conclusion
In a word, marketing plays an important role in the development of SMEs. Small and medium-sized enterprises must pay more attention to marketing, actively learn advanced marketing concepts, formulate marketing strategies in combination with their own operating conditions and development goals, constantly innovate marketing methods and means, and realize the business goal of maximizing enterprise value through marketing. At the same time, small and medium-sized enterprises should also attach importance to the construction of high-quality marketing teams, lay a talent foundation for marketing work, and then inject a steady stream of power into promoting enterprise development.
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