There Are Six Major Problems In China's Marketing.

　 Present China Marketing There are six major problems.

Since China entered the market economy from the planned economy, it has gone through 20 years of ups and downs. Business management still Marketing Management From the most primitive market instinct to a certain height of the theoretical system, this reflects from one side that China's market has been getting closer to the international market, such as Haier's services, Lenovo's channel management, Wahaha's brand operation, Changhong's market strategy, Galanz's low cost expansion, etc. These outstanding enterprises, whether in the field of internal management, product development, marketing and after-sale services, have received great attention because of their great success. Philip Kotler's "marketing management" has been honored as the marketing Bible because it has nurtured the first generation of marketing people in China. Despite the guidance of modern marketing theory, China's marketing has been baptized for more than 20 years. At the same time, with China's accession to the WTO, we have more and more direct contacts and exchanges with world-class marketing experts. However, a comprehensive survey of China's marketing circles, even some of the more famous experts and famous enterprises, whether their comments or articles, and even the actual market operation, are confused about some basic concepts in marketing theory, and borrow the six phenomena in our country to get a brief understanding of the problems that should be paid attention to at present.

What are the six major problems existing in the marketing of our country?

First wonder: the marketing department and the sales department do not divide.

This is the first problem, because so far a large number of enterprises still have such problems. I believe that most marketers have deep feelings. Almost 80% of the enterprises and their bosses are hard to distinguish or explain clearly the functions of the marketing department and the sales department. People who have studied management or marketing know that the marketing department and the sales department are two completely different concepts. Although they are all facing the market, the main functions of the marketing department are: market information collection and research, formulation of marketing plan, advertisement design and copywriting, media plan and promotion effect evaluation; and the main function of the sales department is the direct completion of the product sales task and the manager of the marketing network. If the market department is likened to an army's staff headquarters, the sales department is a combat unit directly attacking the enemy. But in reality, many enterprises often call the sales department the marketing department, or only the sales department does not have a marketing department. According to the survey, the phenomenon of heavy sales department and light marketing department in domestic enterprises is very common now.

　 Second weird: sales channels mixed with marketing network

One of marketing 4P is the channel, and the channel mentioned here refers to the product from the manufacturer to the consumer's hand. From the perspective of marketing, the meaning of the word "channel" is too narrow, because the channel is vertical, and the marketing network needs to be crisscrossed and distributed scientifically and reasonably. For example, at present, the IT industry which calls the loudest channel, the choice of distributors and the establishment of sales outlets often lack rational layout according to the market characteristics and consumption situation, which is mainly reflected in the horizontal shortage, that is, the lack of information interaction and resource sharing between dealers and distributors, agents and agents. This causes the IT industry to pay attention to the drawbacks of the concept of network rather than the concept of network. So far, many IT enterprises simply do not understand the concepts of channels, networks, networks, nets, networkers and outlets in the network. It has been said that forming a marketing network requires vertical cooperation between wholesalers, distributors and retailers, as well as between wholesalers and wholesalers, distributors and distributors, retailers and retailers, but this is only one of the network systems. In order to achieve the success of marketing, the company also needs to cooperate with banks, advertising agencies, technology departments, government departments and judicial departments. Only by crisscrossing, the two systems operate together, can enterprises win in the market.

Third wonder: the concept of dealers and agents is vague.

This is a common but easily confused problem. Even a lot of business management experts and marketing professors are inadvertently mixing up the two. Especially in a business investment project, many dealers who join the company are called agents. {page_break}

So what are the agents and dealers? What are the differences between agents and dealers? Philip Kotler has already made a very clear explanation in his book "marketing management": the so-called agent refers to the enterprises and private organizations entrusted by the enterprise to help the enterprises find the market or even sell products to the enterprises. Its obvious feature is that it does not have the ownership of the products, and only collects the corresponding commissions, such as the actors and brokers and the agents looking for foreign products in our country. But dealers are very different. Although they are similar to agents in some aspects, they are also selling products of enterprises. However, franchisee franchisee sells products of enterprises, which fully owns the ownership of the products of the enterprise, that is, dealers will pay the cost of products in cash according to the requirements of enterprises, so as to get the ownership of the products. If the enterprise sells the product to the distributor, it will die regardless of whether the distributor chooses the company or not, so the dealer will need to take some risks. Because the agent only pays part of the cooperative margin (and also does not pay), he will not have to pay for the product fee. After the product is sold out, he will settle the Commission with the enterprise himself, so it is not risky.

It can be seen that dealers and agents are indeed two completely different concepts.

　 Fourth wonder: marketing and distribution

This phenomenon is quite common. Literally, it should be well understood. The theoretical meaning of marketing refers to a social and managerial process by which individuals and collectives create products, sell products and exchange products and values with others to get what they want. Distribution refers to the use of marketing network functions to differentiate and spanfer products, such as an enterprise's delivery of products to 10 provincial distributors in the country, and the wholesale of 10 provincial distributors to more than 10 downstream two dealers. The two level distributors distribute products to more retailers in downstream cities at the same time, while selling products at the same time, so that the products can be differentiated and spanferred, thus achieving the function of differentiation and spanfer of products. That is to say, distribution refers to the spanfer and sale of enterprise products in various channels, and marketing is, of course, all business activities of enterprises, including strategic mergers and capital operation of enterprises. Marketing is a big concept and distribution is a specific behavior, so the concept of distribution and marketing is completely different and should not be confused.

Fifth wonder: chain operation and franchise.

Chain operation and franchising is a popular topic in our country at present. One of the reasons why it is popular is that it can rapidly expand the market of enterprises. The successful operation of many foreign enterprises has set a good example for us. Famous McDonald's, KFC and so on, the successful use of this expansion method in China is relatively successful or relatively successful, such as chain store and restaurant chain, such as natural beauty chain, Ma Lan noodle, Quanjude roast duck and small fat pot.

Chain operation needs more standardized management capabilities and brand integration and promotion capabilities. At present, Chinese enterprises are relatively weak in this respect, but because of the great demand in the market, this problem is not yet a threat to enterprises. Because chain operation is invested by enterprises themselves, the quicker the expansion is, the easier management and capital gaps will arise.

Franchising, as the name implies, refers to the use of one's own business success experience and the influence of its own brand, and the so-called secret recipe and professional skills to attract enterprises and private investors to join. The authorized enterprises only need to export brand, management and skills, so that the franchisee can continue to use the brand of the authorized party, and even purchase the special equipment in accordance with the management mode of the Licensor for daily operation.

McDonald's and KFC both have their own direct investment outlets, and there are also some franchises that outsiders invest. Because of its strong brand influence, excellent unified management and unified logistics and distribution capabilities, it is difficult to see which stores are self operated chains and which stores are franchised.

How to distinguish these two concepts? Chain operation is a mode of expansion of enterprises. Franchising is only a way of chain operation. {page_break}

　 Sixth weird: Marketing Director and marketing director confused

This problem is very difficult for ordinary people to distinguish. At the same time, because of the ambiguity of these two positions, the concept of these two jobs is unclear. In the recruitment revelation of the Shenzhen special zone newspaper, I saw such a job advertisement: Sales Vice President - annual salary of 200 thousand; Marketing Director - annual salary of 150 thousand. We will be confused. What are the terms of reference of the deputy chief marketing director? What is the marketing director of this company to manage? Or why do we have a deputy general manager for sale?

As a matter of fact, marketing director has become popular in the industry recently, mainly because of the changes in the internal organizational structure of enterprises, especially the implementation of market-oriented organization structure in many enterprises, and the marketing departments of enterprises are changed to marketing centers, and their positions become the general supervision system. The job description of the director of marketing is very clear: under the authority of the general manager of the company, he manages the marketing work of the company in a comprehensive way; the marketing center generally consists of a marketing department, a sales department and other relevant departments. However, a company has a marketing department or a marketing company, a marketing department or a marketing company has a general manager, a sales director and a marketing director, so it is easy to distinguish between the director of marketing and the director of marketing, though they have the same place in the job title, but the management scope is completely different. The marketing director is the comprehensive management of the whole company's marketing work, and the director of marketing is only responsible for the research of the enterprise market, the collection and collation of information, the planning and execution of the integrated marketing plan, and the public relations of the enterprise.

A friend was introduced by a headhunter company to a group company in Dongguan. The position is the director of marketing, but the actual management work is the scope of marketing director. Strictly speaking, what the company needs is actually a marketing director rather than a marketing director.

(excerpts from China fashion brand network, the article is called "the six most strange aspects of Chinese marketing". )

Although the six strange phenomena of marketing mentioned above do not cause any significant impact on the actual work due to confusing the concept, we, as well as some of the more famous enterprises and marketers, should not confuse these conventional concepts. As in Chinese, Chinese phonetic alphabet is not allowed to be read correctly. As a marketing director or a friend who wants to develop this position as a director of marketing, in daily marketing management, we must strictly distinguish the role and meaning of each concept and do not mix it up arbitrarily, so that we can arrange all kinds of work very accurately and carry out various specific tasks, so as to avoid making jokes and even unnecessary economic losses due to vague concepts and ambiguous meanings. Therefore, we should systematically grasp the concept system clearly.

After understanding the internal content of the above enterprises, we will start to understand the company's business development.

Product characteristics.

Competitors.

Market operation strategy.

Market channels.

The market profitability of the year.

Therefore, understanding from two aspects of company management and business can effectively help the director of marketing to carry out his work.