The Influence of Marketing Intermediary on Enterprise Marketing

Micro-marketing environment analysis supplier analysis 1. Necessity of supplier analysis A supplier refers to a supplier who provides raw materials, auxiliary materials, equipment, energy, labor services, capital and other specific resources for enterprise production. The change of these resources directly affects the output, quality and profit of enterprise products, thus affecting the completion of enterprise marketing plans and marketing objectives. 2. The influence of suppliers on enterprise marketing (1) The timeliness and stability of supply ensure that the supply of raw materials, spare parts, energy and machinery and equipment is the premise for the smooth progress of enterprise marketing activities. For example, cotton mills need not only raw materials such as cotton for processing, but also equipment and energy as production means and elements. Problems in the supply of any link will lead to the failure of enterprise production activities. Therefore, in order to ensure the timeliness and continuity of commodity supply, enterprises must maintain good relations with suppliers, and must timely understand and master the situation of suppliers and analyze their situation and changes. (2) Changes in the prices of supplied commodities will directly affect the product cost of enterprises. If suppliers raise the price of raw materials, it will inevitably lead to an increase in the cost of products, and if manufacturers raise the price of products, it will affect market sales; It can keep the price unchanged, but it will reduce the profit of the enterprise. Therefore, enterprises must pay close attention to and analyze the changing trend of suppliers' commodity prices, so that enterprises can be flexible, prepare early and respond positively. (3) Quality Assurance of Supply Whether the supplier can supply the production materials with guaranteed quality directly affects the product quality of the enterprise, and then affects the sales volume, profit and corporate reputation. For example, inferior grapes are difficult to brew high-quality wine, and inferior building materials are difficult to guarantee the century-old plan of the building. Therefore, enterprises must understand suppliers' products and analyze their quality standards in order to ensure product quality, win consumers and win the market. The internal departments of enterprises should fully consider the internal environmental forces and factors when analyzing the marketing activities of enterprises. An enterprise is an economic unit that organizes production and operation, and it is a systematic organization. Enterprises generally set up planning, technology, procurement, production, marketing, quality inspection, finance, logistics and other departments. The work of various functional departments within an enterprise and the coordination between them directly affect the whole marketing activities of the enterprise. There is much cooperation between the sales department and other departments of the enterprise, and there are often contradictions with the departments of production, technology and finance. Due to the different emphases of various departments, some contradictions are often difficult to coordinate. For example, the production department pays attention to the long-term production of stereotyped products, requiring fewer varieties and specifications, large batch, standard orders and stable quality management, while the marketing department pays attention to "short, flat and fast" products that can adapt to market changes and meet the needs of target consumers, requiring multiple varieties and specifications, small batch, personalized orders and special quality management. Therefore, when making marketing plans and carrying out marketing activities, enterprises must coordinate and handle the contradictions and relationships between various departments. This requires effective communication, coordination and handling of the relationship between departments, creating a good corporate environment and better achieving marketing objectives. Marketing intermediary analysis 1, necessity analysis of marketing intermediary refers to the general name of enterprises or departments that provide various services for enterprise marketing activities. Marketing intermediary has a direct and significant impact on enterprise marketing. Only through the services provided by relevant marketing agencies can enterprises successfully deliver products to target consumers. The main function of marketing intermediary is to help enterprises promote and distribute products. 2. The main target of marketing intermediary analysis is (1) middlemen. Refers to the intermediate link or channel through which products flow from producers to consumers, mainly including wholesalers and retailers. Intermediaries have an extremely important influence on enterprise marketing, which can help enterprises find target customers, open up sales for products, and create location, time and holding effects for customers. General enterprises need to cooperate with middlemen to achieve marketing goals. Therefore, enterprises need to choose qualified middlemen suitable for their own marketing, establish good cooperative relations with middlemen, understand and analyze their business activities, and take some incentive measures to promote their business activities. (2) Marketing service organizations. Refers to organizations that provide professional services in enterprise marketing, including advertising companies, advertising media management companies, market research companies, marketing consulting companies, finance companies, etc. These institutions will have a direct impact on the marketing activities of enterprises, and their main tasks are to help enterprises establish market positioning, carry out market promotion and provide convenience for activities. Some large enterprises or companies often have their own advertising and market research departments, but most enterprises entrust these professional companies to handle related affairs through contracts. Therefore, enterprises need to pay attention to and analyze these service organizations, and choose the organization that can best provide effective services for their own enterprises. (3) Material distribution agencies. Refers to the logistics organizations that help enterprises keep, store and transport, including warehousing companies and transportation companies. The main task of logistics organization is to assist enterprises to transport product entities to sales destinations and complete the movement of product spatial position. After arriving at the destination, there is still a period of time to sell, and it needs to be kept in custody. Whether these logistics organizations are safe, convenient and economical directly affects the marketing effect of enterprises. Therefore, in the marketing activities of enterprises, it is necessary to understand and study the material distribution institutions and their business changes. (4) financial institutions. Refers to the financing institutions in enterprise marketing activities, including banks, trust companies and insurance companies. The main function of financial institutions is to provide financing and insurance services for enterprise marketing activities. In modern society, any enterprise should conduct business through financial institutions. Changes in the business activities of financial institutions will also affect the marketing activities of enterprises. For example, the rising interest rate of bank loans will increase the cost of enterprises; The limited sources of credit funds will make enterprises in trouble. To this end, enterprises should maintain good relations with these companies to ensure the stability of financing and credit business and smooth channels. Customer analysis 1, the necessity of customer analysis customers refer to consumers and producers who use the final products or services that enter the consumption field, and are also the ultimate target market of enterprise marketing activities. The influence of customers on enterprise marketing far exceeds the environmental factors mentioned above. Customers are the main body of the market, and any enterprise's products and services can only win this market if they are recognized by customers. Modern marketing emphasizes that meeting customer needs is the core of enterprise marketing management. 2. Market type analyzed by customers (1) Consumer market. Refers to individuals and families who buy products or services to meet their consumption needs. (2) Producer market. Refers to organizations that buy products or services for the purpose of making profits by producing other products or services. (3) the middleman market. Refers to organizations that buy products or services for resale and profit from them. (4) Government market. Refers to government agencies that purchase products or services to provide public services or transfer these products and services to others in need. (5) International market. Refers to individuals and organizations that buy products or services abroad, including foreign consumers, manufacturers, middlemen and governments. 3. Requirements of customer analysis The customer needs of the above five markets are different, requiring enterprises to provide products or services in different ways. Their needs, desires and preferences directly affect the realization of enterprise marketing goals. Therefore, enterprises should attach importance to the study of customers and analyze their demand scale, demand structure, demand psychology and purchase characteristics, which is the starting point and premise of enterprise marketing activities. Social public analysis 1, the necessity of social public analysis The social public is the general name of all kinds of groups that have relations with enterprise marketing activities. The public's attitude towards enterprises will have a great influence on their marketing activities, which can not only help enterprises establish a good image, but also hinder the image of enterprises. Therefore, enterprises must deal with the relationship with the main public, strive for public support and preference, and create a harmonious and relaxed social environment for themselves. 2. The object of social public analysis (1) is the financial public. Mainly including banks, investment companies, securities companies, shareholders, etc. , they have an important impact on the financing ability of enterprises. (2) the media is open. It mainly includes newspapers, magazines, radio stations, television stations and other media. They have mastered media tools and extensive social contacts, which can directly affect the public opinion's understanding and evaluation of enterprises. (3) the government and the public. Mainly refers to the government agencies and departments at all levels related to enterprise marketing activities, and their policies that may have restrictions or opportunities for enterprise marketing activities. (4) the community public. Mainly refers to non-governmental organizations related to enterprise marketing activities, such as consumer organizations, environmental protection organizations and other mass organizations. Corporate marketing activities involve the interests of all sectors of society, and the opinions and suggestions of these associations from the public often have a very important impact on corporate marketing decisions. (5) the community public. Mainly refers to the residents and community groups near the location of the enterprise. The community is the neighborhood of the enterprise. Enterprises maintain good relations with the community and make certain contributions to community development, which will be well received by community residents. Their word of mouth can help enterprises establish an image in society. (6) internal disclosure. Refers to the managers and general employees within the enterprise, and the marketing activities of the enterprise cannot be separated from the support of the internal public. In marketing activities, we should deal with the relationship with employees and arouse their enthusiasm and creativity. Competitor analysis 1, analyzing the necessity of competitor competition is an inevitable phenomenon of commodity economy. Under the condition of commodity economy, any enterprise carrying out marketing activities in the target market will inevitably encounter challenges from competitors. Even if there is only one enterprise providing products or services in a certain market and there is no "obvious" opponent, it is difficult to conclude that there are no potential competitors in this market. The situation of enterprise competitors will directly affect the marketing activities of enterprises. For example, the changes of competitors' marketing strategies and activities will directly affect the marketing of enterprises. The most obvious is the change of competitors' product prices, advertising and promotion methods, as well as the strengthening of product development and sales services, which will directly pose a threat to enterprises. Therefore, before making marketing strategies, enterprises should first find out the production and operation status of competitors, especially competitors in the same industry, so as to know ourselves and carry out marketing activities effectively. 2. The content of competitor analysis Generally speaking, enterprises need to understand and analyze competitors in marketing activities: (1) How many competitors there are; (2) the scale and ability of competitive enterprises; (3) the dependence of competitive enterprises on competitive products; (4) Marketing strategies adopted by competitive enterprises and their reflection on other enterprises' strategies; (5) The sources and supply channels of special materials that competitive enterprises can gain advantages.