On marketing management under supply chain integration Abstract: This paper analyzes the influence of supply chain integration on marketing management from the content of marketing management under supply chain integration, that is, in marketing management, through the coordination and interaction of supply chain integration, the optimal allocation of resources and the application of advanced technology, customer costs are reduced, customer value is improved and added value is created. Keywords: integrated marketing of enterprise supply chain management In the traditional market competition law, Darwin's concept of "survival of the fittest" almost plays a more important role in the operation of enterprises. Retailers and retailers compete for market dominance, so do wholesalers and manufacturers. Even retailers, wholesalers, manufacturers and other upstream and downstream links regard each other as rivals, constantly bargaining and threatening each other, and exist in a "cost-sharing" relationship. In the new millennium, although enterprises are still based on the market, the dominant competition is value, flexibility, speed and efficiency, and these factors are becoming more and more important due to the influence of consumer demand. They need to strengthen their competitive strength through supply chain alliance, rather than competition among individual enterprises. In essence, because the confrontation is carried out on the basis of supply chain and supply chain, the competitive advantage will be obtained by the whole supply chain. Therefore, it is an unavoidable fact for every enterprise to realize the integration of supply chain and rebuild the new marketing management system of supply chain integration. The early viewpoint of supply chain and its problems is that supply chain is an internal process of manufacturing enterprises, which refers to the process of transferring purchased raw materials and received parts to users of manufacturing enterprises through production conversion and sales. The traditional concept of supply chain is limited to the internal operation of enterprises and pays attention to their own interests. Later, the concept of supply chain focused on the relationship with other enterprises and the external environment of the supply chain, and tended to define it as the transformation process of transforming raw materials into products for end users through the processes of manufacturing, assembly, distribution and retail of different enterprises in the chain. It is an integrated supply chain formed by coordinating and integrating logistics, information flow and capital flow within customers, retailers, distributors, manufacturers and suppliers and in the whole supply network. Integrated supply chain management is characterized by the integration of network flow, department, organization, process and geographical distribution, and emphasizes the management of organizational contact surface, that is, the management of coordination, cooperation and operation between organizations. According to the characteristics of supply chain integration, the premise of supply chain management is that all members participating in supply chain organizations must change from the traditional business philosophy of seeking short-term and enterprise-level performance to the existence of supply chain organizations, so that the whole supply chain can obtain the concept of lasting, stable and high income. Companies should no longer be the main body of competition, and the competition between physical supply chains will expand the connotation of competition to the field of competition and cooperation. As the supply chain is a functional network structure mode in which core enterprises connect suppliers, manufacturers, distributors, retailers and end users into a whole through the integrated control of information flow, logistics and capital flow, three important issues need to be paid attention to in the process of realizing supply chain integration, namely information integration, coordination and organizational connection. First of all, the supply chain is cross-industry and cross-department, involving all activities of supplying a product to the final consumer. Therefore, supply chain management needs a seamless information flow driven by market consumers, that is, it requires rapid transmission from retailers to upstream, and requires node enterprises in the chain to enjoy demand information, inventory situation, capacity plan, production schedule, promotion plan, demand forecast and delivery schedule. Supply chain partners must work together to make the production and use of products roughly synchronous; Secondly, in the era of supply chain competition, the reliability of supply chain depends on the weakest link in the chain, which is like the "Kannikin Law" we often say. The quantity of barrel water is determined by the shortest barrel, so the enterprises involved in the supply chain should pay more attention to the cooperation between enterprises, so that the functions of procurement, production, distribution and sales shared by enterprises can develop harmoniously; Thirdly, organizations in the supply chain must have close organizational relations, and supply chain partners need to determine and maintain their communication channels, and should work together for a goal, otherwise supply chain integration cannot be completed. The content of supply chain integrated marketing management is based on the marketing of supply chain integrated marketing, which does not wait until the products are produced to find customers and promote them, but starts with the needs of key customers and suitable customers, with the goal of maximizing the value in the process of meeting customer needs. Therefore, the content of supply chain integrated marketing management can be reflected in the following aspects: directly facing the end customers, providing personalized services, establishing good customer relationships, accurately and reasonably classifying and analyzing customers through customer relationship management, and then designing and serving products according to the demand characteristics suitable for customers and key customers. To win customers and win the market, it is necessary to establish a good relationship with customers, let customers participate in product design, understand the manufacturing process, conduct customer consumption training, respond to customer complaints in time, and provide personalized services to customers. It is difficult for an enterprise to provide personalized service to its end customers. Only by giving full play to the resource advantages of supply chain integration can we provide customers with all-round services from product design to after-sales service. As we all know, the management of supply chain can reduce the overall logistics cost and expense level, speed up the capital turnover and information transmission, and maximize the rational use of various resources in the supply chain. Therefore, the whole industry supply chain management is the best choice to adapt to the international economic development trend and improve the scientific management level. Enterprises in the supply chain management environment have their own resource advantages, and they can be willing to provide support and services to other enterprises with their own superior resources, pursue the lowest cost and the fastest market response, and maximize their benefits. Therefore, they are not only willing to form an alliance with enterprises in the supply chain, but also willing to form an alliance with non-industry outside the supply chain to achieve marketing purposes. Turn the supply chain into a customized production line. In the past, the design, production, testing, packaging and transportation of products were all before marketing, and marketing began only after the products left the factory. Supply chain management has changed the way of product design, production, storage, distribution, sales and service. Integrated marketing of supply chain starts with the idea of products, and brainstorms with customers according to the information idea of customer database, so that customers can participate in design and evaluation, and produce and serve around core customers, while other varieties and production businesses of core customers are dispersed to other advantageous enterprises in the supply chain through outsourcing, so that all enterprises can realize resources through the supply chain. Information inventory makes the supply chain a warehouse. The essence of integrated logistics management is to replace inventory with information and use supply chain as warehouse to realize agile distribution of logistics. Relying on the advantages of supply chain integration, information inventory enables product development, material procurement, production planning, finding suppliers and manufacturers, financing, manufacturing control, packaging and transportation to operate in parallel at the same time, so that raw materials can be delivered to the processing plant on time, products can be delivered to the point of sale on time, and customers can easily buy the products they need. In this process, although the company has not established a huge inventory system, the information inventory makes the logistics more agile, which leads to the company saving costs and maximizing the interests of customers. Let all enterprises in the supply chain serve customers together. In the traditional marketing model, the enterprises on the supply chain nodes are a game relationship based on price and profit squeeze. From suppliers to end customers, it is essentially a "game chain", and the interests of one party are often the interests of the other. The integrated management mode of supply chain can reform this drawback, because the good operation of supply chain is based on the full trust and cooperation among supply chain members, and the supply chain members are a win-win strategic alliance of trust and cooperation. The success of one party serves the success of the other party with its own core advantages, and the success of the whole supply chain is based on the success of each member enterprise in the supply chain. The failure or damage of one party will lead to the damage of other enterprises and even the whole supply chain. They are "a loss, a glory." If enterprises in the supply chain tamper with the supply chain rules, squeeze suppliers or ignore the quality of customer service, they will be abandoned by customers in the real environment. At this time, the core enterprise and other members of the supply chain will take concerted action to remove it from the supply chain, because its existence may cause the collapse of the supply chain. Therefore, the benign supply chain integration should be through the seamless connection of the supply chain, so that all enterprises can jointly serve customers, so that every member of the supply chain can share benefits in the process of serving the final customers. Improving customer value through modern information technology is the link of supply chain integration. Using modern information technology can make the internal supply chain of enterprises smoothly connected, and by providing good online customer service, customers can easily solve their own problems through the network. Therefore, modern information technology is an important aspect of improving customer value. The influence of supply chain integration on marketing management In the global market competition environment, the success of enterprises is no longer measured by the degree of "vertical integration", but by the degree to which the knowledge accumulated and used by enterprises adds value to products or services. While concentrating resources on core business, enterprises make up for their own shortcomings by using the resources of other enterprises, thus becoming more competitive. But at present, many enterprises still think that reducing inventory cost, manufacturing cost and transportation cost and improving customer service quality cannot be achieved at the same time, because they think that reducing costs may mean reducing customer availability; Reducing the manufacturing cost may lead to the inability to customize or cut corners according to the individual needs of customers; Reducing the transportation cost means extending the delivery time, or failing to deliver the goods on time according to the time and place required by customers, which are the inevitable conclusions based on the traditional "vertical integration" management mode. In fact, in the supply chain environment, the use of modern information technology and appropriate supply chain design can reduce these costs, while maintaining the level of customer service unchanged or even improved. That is to say, in marketing management, through the coordination and interaction of supply chain integration, resource optimization and advanced technology application, customer costs can be reduced, customer value can be improved and value-added services can be created. It is embodied in: changing traditional value standards and establishing new values. Customer satisfaction is a sign of measuring value. Supply chain management should always understand the customer's value standards, and maximize the unity of meeting customer needs and improving enterprise operation efficiency; We should stand in the customer's position, look at the production and operation with the customer's eyes according to the customer's needs, and provide customers with personalized high value-added products and services through the integrated operation of the supply chain, organic integration, reasonable layout and orderly operation; It is necessary to track customer demand, listen to market demand information, find potential customers, constantly explore the market and expand market share; In every link of the supply chain, we must put an end to all ineffective flows and waste, so as not to increase unnecessary expenses for customers; Increase investment in science and technology, increase investment in services, and carry out value innovation competitions; Carry out business process reengineering according to the requirements of value-added. Paying attention to logistics service logistics as the main means of market competition, as an advanced organizational model and management technology, as one of the main means of market competition, has received unprecedented attention. At present, the theory and application of logistics have made great progress. Logistics information management has greatly improved the labor production efficiency through modern management tools and methods such as bar code, numerical control tools and GPS, and reduced the marketing cost to a certain extent because of the improvement of logistics efficiency. Modern logistics has been widely regarded as an important opportunity for enterprises to please customers and strengthen their value proposition, and it is also an important profit source besides reducing material consumption and improving labor productivity. Strengthen staff training to achieve marketing objectives. Marketers are not only employees of enterprises, but also service providers of customers. Therefore, enterprises should hire marketers that customers like, and marketers that customers like are excellent employees of enterprises. In order to make marketers become good consultants for customers' consumption plans, the main responsibility of enterprise managers is to train employees to serve customers. Only in this way can the marketing goal of the enterprise be realized. Improving customer service quality through e-commerce platform The core of modern supply chain management is effective cooperation through the network of customers and suppliers. The importance of e-commerce to manufacturing and distribution is undoubtedly advanced supply chain management. In order to improve productivity, reduce costs and enhance customer service, we must strengthen the effective application of e-commerce means. If high-speed and low-cost communication and cooperation with customers and suppliers is the key success factor of effective supply chain management, then an all-electronic supply chain (E-chain) is the future prospect, and the information system supporting the future supply chain management will be the perfect combination of eERP and e-commerce platform.