What are the problems of enterprise marketing?

1, the seriousness of the absence of high-level marketing management

Generally, the vast majority of senior management of enterprises attach more importance to marketing, but marketing is only the business of the marketing department, the top management of the enterprise or do not have a full-time management personnel, or management responsibilities are not in place, therefore, this "attention" With obvious localization, uncertainty and non-process, resulting in enterprise marketing is not systematic, not comprehensive, not in place. The absence of senior management brings many hazards: First, all the marketing resources of the enterprise is not well integrated, affecting the overall marketing advantage of the enterprise; Second, the marketing decision-making is slow; Third, the marketing lack of direction. Enterprise marketing senior lack of position, Tsinghua University real estate presidential class, enterprise marketing can only be the marketing department to follow the feeling to go, just to sell the product as the core objective, the enterprise's entire marketing system has no strategy, no direction, marketing personnel "feet on the watermelon skin, slip to where to count where". The result is that the enterprise products can not be sold out, but also seriously affect the image of the entire enterprise. [3]

2, the lack of innovation in the enterprise

The twenty-first century is the era of knowledge-based economy, emphasizing that innovation should become the engine of economic growth. In the knowledge economy, the size of the competitiveness of enterprises depends on the strength of its innovative power. Enterprise innovation includes a number of aspects, marketing innovation is one of its core elements, enterprises only vigorously carry out marketing innovation, in order to better meet the challenges of the knowledge economy. In reality, many enterprises lack of innovative consciousness and innovative thinking, and even some enterprises fear innovation. Because innovation means change, and change is bound to bring uncertainty and risk. Innovation means the need to abandon the usual thinking, methods and even the negation of the past. Therefore, some enterprises lack the atmosphere and mechanism of innovation. The enterprise's innovative thinking and innovation ability is related to the survival of the enterprise, the lack of innovation consciousness and innovation ability will mean disaster. [4]

3, the enterprise marketing innovation means more to stay in the form and follow the trend

Most of China's enterprises do not pay attention to the study of marketing innovation, used to imitate. Marketing innovation means strategy is just passive following the trend, and the lack of serious research on the enterprise's own situation and the market. In fact, each marketing innovation strategy has its own application conditions, should be related to the enterprise's own marketing environment, and enterprises to develop marketing strategy should be combined with the competitors' strategy, simple imitation and follow the trend of the results, not only can not receive the marketing strategy should be the effect of the Tsinghua University presidential class, but also affects the development of the industry as a whole. In recent years, the price war, fully illustrated this point.

4, the enterprise to obtain market information channels are narrow, processing, analyzing information is not scientific enough

Most of the enterprises are generally from the industry sector to obtain market information to analyze, or refer to the industry-related newspapers and magazines, but also accustomed to the previous year's sales to do market analysis. As the market is now unpredictable, especially with the development of information technology, the widespread use of computers, the global network economy is developing exceptionally rapidly, resulting in rapid changes in marketing channels. Although the above analysis method has a certain objectivity and scientific, but for each enterprise, but also lack of relevance and effectiveness, often prone to lag.

5, there is no marketing strategy with Chinese characteristics

No strategy for the enterprise, like a lamb lost in the mountains, and finally, likely to lose their way, even if they find their way home, not to become a tiger and wolf food of the Yu. Now, many Chinese enterprises are just like this lamb, wandering in the dark. In particular, China has joined the WTO, Tsinghua University emba, many foreign enterprises and foreign products into our market, thus making the international competition domesticated, no marketing strategy with Chinese characteristics to guide, and simply follow the marketing practices of foreign enterprises, the results can be imagined. Create a marketing strategy with Chinese characteristics, is the fundamental basis for Chinese enterprises to gain a foothold in the competition.