What Is The Highest Level Of Marketing Management Of Clothing Enterprises?

In marketing management, is marketing important or important? Some people say that there is no performance without management, and others say that good management without performance is useless.

Learning from Han steel in the whole country makes most enterprises in China understand a truth that "management benefits".

But in China, no matter how advanced he is and how backward he is, it is rare to be able to really handle marketing management.

"White cats, black cats, as long as catching mice is a good cat", Deng Xiaoping's famous saying in Sichuan was widely circulated in the early days of reform and opening up, and of course this has also become the goal of enterprises.

In the process of training for many enterprises, they often hear the marketing directors say, "no matter how much you sell, you can sell as long as you can sell."

This "result oriented" marketing management is not very scientific, but it points out the first level of marketing management: the purpose of marketing management is the result.

"It must be said that words must be done, and deeds must be done", of course, what kind of process produces what kind of results.

"What we should say is what we should say, what we should do and what we must see" is the quintessence of the ISO9000 quality assurance system. These three sentences can also be effectively used in marketing management, and should be the quintessence of marketing management.

To make the process of marketing management scientific, institutionalized and standardized should be the second realm of marketing management, and the key to marketing management is process.

"Genius and idiot are all in the first line". Many enterprises have been over emphasizing the cultural heritage, experience, savvy and responsiveness of business personnel as criteria for evaluating employees.

However, excellent enterprises focus on precisely

The highest standard of management is to let all the personnel of the marketing system eventually form. After getting up in the morning, everyone will have to wash their faces, brush their teeth, comb their hair, and fix their clothes so that all salesmen can "become accustomed to habit and become accustomed to themselves", thus forming a scientific, institutionalized and standardized sales management and achieving the goal of enterprises.

Below, according to my years of practice knowledge, explore what effective enterprise marketing management mode is.

First,

According to the experience of many years of enterprise experience, whether it is large or medium sized enterprises, they are basically pyramidal marketing management structure: President, marketing director, regional manager, provincial manager, area manager --- Supervisor -- grassroots business.

Once such an enterprise, in 2001 or so, has become a black horse in instant noodle industry by virtue of the differentiation advantage of its products. It was almost completely disintegrated in 06 years, and still can not enter the benign market operation.

Of course, it leads to today's situation, and the management structure of talents is also one of the key factors to the end.

Later, I consulted the elites who had done many years of marketing in this enterprise. What is their biggest confusion in business? What they get is basically the same answer. The enterprise is pyramidal management structure, resulting in many good methods and rationalization proposals can not get the response of the decision-makers. At the same time, the company's marketing strategy and tactics are difficult to carry out to the grass-roots marketing personnel.

So that the bureaucracy has been brought to the bottom of the business.

Thirdly, the foundation of management is substitutability.

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"The collapse", late, false accounts, lazy, slow down and so on, the situation has occurred frequently. For this reason, the company has adopted various strong management measures, including strengthening management system, strengthening rewards and punishments, incentives and even expulsion, but no matter what management methods are not very irritating to them, it has been corrected after being sanctioned and punished, but it has been corrected on the surface. However, these salesmen are very aware of the fact that the company can no longer manage to kill them any more. The author has served such a company, not many salesmen, about 50 people, and the mobility of the company staff is not very high, but they find that these salesmen have become more and more "

This is a typical alternative problem.

In view of this situation, we help enterprises recruit a large number of new employees, and strict training, and then sent to work.

In order to prevent newcomers from being assimilated by old people, new managers and managers are led to operate in a new, new and new market, so that new forces can produce more than one or two shocks to the old forces.

At first, the old employees didn't care much, but after a while, when they found that the company's determination to introduce new employees and saw the rapid growth of new employees, they virtually constituted a fatal pressure on them. In fact, they eventually changed the attitude and working methods of the old staff with the strength of new people.

The source of this pressure is "substitutable".

Soon, all systems were well implemented.

As can be seen from the above example, substitution is the premise of management and the premise of any management system.

A better system, method and process must be built on the basis of personnel replacement.

Under the premise of not understanding, few people can be obedient to management. Only those who are managed are truly aware of the necessity of being managed so that they can obey management obedient.

The formulation of any management measures, if employees are involved, will enhance staff's understanding of the system and measures, thereby enhancing their executive power.

Simple coercion will only backfire.

So another key element of obedience to management is the understanding and identification of employees, which is also very important.

The enterprise marketing management mode discussed above is the author's own experience in marketing management for many years. It is intended to help some small and medium-sized enterprises to quickly get rid of the plight of the enterprise through the correct marketing management mode, thereby further enhancing the brand image and competitive image of the company.