How to establish an elite team of liquor marketing

With the development of the market and the escalation of competition, the technical update of liquor marketing is faster and faster. The marketing of liquor should not only compete with beer and red wine, but also face the competition of various substitute consumer goods. With the increasingly obvious consumption trend of brand consumption, liquor brand management has become a new topic for liquor enterprises. In such a market environment, domestic traditional enterprises have to compete with international enterprises at the market terminal. More importantly, there is a huge gap between domestic enterprises and international enterprises in concept, consciousness, technology, strength and strategy. The market share of liquor is shrinking step by step, and the brand personality is gradually converging-many enterprises are at a loss in marketing technology. However, the lack of technology, concept, strategy and tactics makes liquor enterprises unable to break through the shackles of traditional industry development. Therefore, the construction of marketing team has become the basis for enterprises to win competitive advantage, control market terminals and win liquor market. At present, the marketing team of liquor enterprises has the following problems: 1. The quality of marketing team is low, and the concept of team building and management is backward. When liquor enterprises consider the construction of marketing team, they only consider the marketing team as a cost factor. -so many bonus points are popular. This concept will inevitably lead to the short-term behavior of team building, making it difficult for enterprises to consider the construction of marketing team strategically and systematically. They only pay attention to the sales results, but have no time to take care of the sales process; They just ask marketers to manage the market mechanically, but they have no time to take into account marketing feedback and management innovation. In fact, the marketing team is an important asset of liquor enterprises and the basic condition to ensure liquor brands to achieve excellent performance in the market. 2, blindly believe in wizards, geeks, so-called marketing experts, senior managers, and lack patience with the training of ordinary employees and middle-level marketing management cadres. 3. The backwardness of marketing technology leads to the lack of systematic training and management of marketing team construction, and the marketing team becomes the company's policy spokesperson or the company's acquirer in the market, or the implementer of advertisements. They mix in the dealer's sales team. Those who cooperate well with the dealer will become the wage earners of the dealer and get another salary from the dealer; If you don't cooperate well, you will become the policy executor of the company. 4. Due to the imperfect marketing management system, many liquor enterprises have frequent talent flow, so it is difficult to cultivate marketing talents with professional liquor marketing skills and professional marketing skills. Because most liquor enterprises are working hard in other places, the imperfect marketing management leads to out-of-control marketing management-enterprises only focus on use, not on training; Enterprises only pay attention to the present, not to the future. The lack of a minimum environment for respecting talents makes the marketing teams suspicious and intrigue with each other, thus greatly weakening the combat effectiveness of the marketing teams. 5. The quality of marketing personnel is worrying. This is inseparable from the enterprise environment. Many enterprises transfer excellent personnel to administrative departments and technical departments, while sending poor quality personnel to the marketing front line. The marketing of enterprises is fighting in the periphery. Enterprises lack management and monitoring of marketing. Enterprises lack training and education for employees. The marketing team even lacks the minimum discipline and loyalty to the enterprise. They are insensitive to their work and rely on their own performance. Share false advertising fees in the market, create false competitive information, and embezzle promotional expenses. This situation will inevitably give enterprises. 6. Lack of senior marketing management talents, brand design talents and brand management talents. Liquor enterprises often solve the problems of product development, brand design and marketing management through the cooperation of external institutions. Due to the fierce market competition, enterprises simply have no opportunity and lack patience to train their own senior talents. From the problems existing in the current liquor marketing team, it can be found that the fundamental reason that affects the foothold of professionals in liquor industry lies in the lack of new ideas, scale and innovation motivation in this industry. Judging from the development trend of China Liquor in the future, the professionals needed for liquor marketing team construction are: 1, brand management experts 2, brand design experts 3, marketing technology experts 4, market analysis experts 5, logistics management experts 6, sales executive managers 7 and sales executive backbones, which cannot be found in China Liquor Industry at present and can only be imported from outside. For example, from foreign companies, or other brother industries. Brand management experts, brand design experts, marketing technical experts, market analysis experts and logistics management experts are all imported from any industry. Sales executive manager and sales executive backbone must be introduced from health care products, medicine, beverage or beer industry. Because the competition level of these industries is relatively high and the management of sales execution is relatively mature, it is beneficial for liquor enterprises to strategize when they win at the terminal. The management team composed of the above marketing elites will become an important capital for liquor enterprises to stand out. Judging from the present situation of human resources in liquor enterprises, we can establish the marketing team of liquor enterprises in the following ways: 1, and establish the human resources management strategy. People are the foundation of enterprise development, and the construction of enterprise marketing team is also an unremitting process. 2. Establish a new mechanism for introducing, cultivating and motivating talents. Talent introduction is an urgent problem for liquor enterprises, and it is also the basis of marketing team building. In order to introduce talents, liquor enterprises must do well in the following aspects according to the actual situation of enterprises: (1) Establish and improve the human resource management system and formulate a perfect talent promotion system; (2) Identify talents suitable for corporate culture. If an enterprise is strong enough to attract capable and talented marketing professionals, it must increase the absorption of senior talents; If an enterprise wants to embark on the road of development, it must pay more attention to those talents in the upper and middle classes. Talent training is an inevitable requirement for maintaining and increasing the value of human resources in enterprises. Only by combining training with practice and attaching importance to the link of marketing training, marketing talents must mainly grasp several aspects: (1) periodicity and institutionalization of marketing training; (2) marketing training is instilled into the whole work; (3) Pay attention to the corresponding check between training and actual work; Incentive mechanism is an important issue in the construction of marketing team. Incentives are not simple bonuses and red envelopes.