What are the common marketing problems of enterprises?

Marketing is in the creation, communication, dissemination and exchange of products, for customers, clients, partners and society as a whole to bring economic value of activities, processes and systems, mainly refers to the marketers for the market to carry out business activities, the process of sales behavior. As the name suggests, "marketing" includes two parts: marketing about market strategy development, market layout, etc., and marketing about marketing channel construction, marketing team management, marketing strategy, customer relationship management, etc. In this paper, we will analyze the common marketing activities of traditional B-side enterprises. In this article, we will analyze the common marketing problems of traditional B-side enterprises.

Market Strategy Layout Errors

Market strategy is a macro tactical approach in marketing activities, the most important thing in the market strategy is the market layout. The so-called "market layout" refers to the marketing activities in where to start, where to focus market resources? Reasonable market layout can make the enterprise products combined with the market characteristics, the formation of the best market matching pattern, maximize the advantages of market resources, unreasonable market layout will lead to the waste of market resources, and even cause market loss. The failure of the Wukong bicycle to a certain extent can also be said to be the failure of the market layout, in December 2016, Lei Houyi recruited partners across the country to establish the "Wukong bicycle", into the **** enjoy the bicycle market. Lei Houyi is a typical Chongqing people, Wukong bicycle base camp is also set up in Chongqing, and from the beginning of Wukong bicycle operation to the eventual withdrawal from the market, have not been involved in the market outside Chongqing. As we all know, Chongqing is known as the "mountain city", with many steep slopes and steps, the geographic environment determines the public's demand for **** enjoy the bike is small. In addition, Chongqing as a southwest mainland city, the degree of Internet development compared to the east is low, the public acceptance and recognition of new Internet products than the first-tier metropolis, the whole market layout of the Wukong bicycle set in Chongqing, seems to be doomed to failure from the outset. The two giants of **** enjoy bicycle, ofo and Mobay, its market first layout in Beijing, Beijing has the largest number of commuters, for **** enjoy bicycle market demand is huge, and the highest degree of development of the Internet, the two giants in the beginning of the market layout on the successful positioning.

Enterprises to develop market strategies, reasonable market layout to carry out preliminary scientific market research, to the traditional B-oriented enterprises, for example, research should include political, economic, cultural and other macro factors, followed by the situation of competitors, market share and other factors.

Marketing strategy development, customer management system

Marketing strategy refers to the actual operation of the market, the micro marketing tools, including marketing staff tactics, marketing tools, customer relationship management and other aspects. In all of the above aspects, small businesses focus on marketing tactics and marketing means, large enterprises have generally formed a fixed marketing model, the problem focuses on the construction of customer management system. For the traditional B-oriented enterprises, customers have a lot of **** characteristics, individual customer turnover is large, easy to develop into a continuous cooperation customers. However, B-side customers, if the public relations and customer relationship management is not done, it is very easy to lose. The system's CRM system (customer management system) reacts to the company's marketing dynamics and customer attributes by analyzing the customer's characteristics, sales process, cycle, and other data, which affects the company's future marketing decisions.

Marketing channel construction

For traditional B-oriented companies, there are two main types of marketing, one is direct sales by corporate marketers, and the other is through the establishment of agent sales, of which agent sales is the most important way of sales for B-side companies. Companies involved in agent sales, must face the problem of channel construction. Channel construction includes the development and maintenance of primary agents, the management of secondary agents. The development and maintenance of primary agents focuses on the establishment of a primary agent in which areas, the number of primary agents, the commission points and incentives for agents in different areas, how to stimulate the enthusiasm of the primary agents and other issues. The management of the secondary agents are faced with two choices, namely, the enterprise directly manage the secondary agents or indirectly manage the secondary agents through the first agent. If the enterprise direct management of secondary agents, can deepen the depth of the market in a certain region, to a certain extent, to avoid the market monopoly behavior of the first agent, but direct management of the second agent will increase the management costs of the enterprise; indirect management of the second agent through the first agent, the advantages of the company's management costs can be saved, the focus of the channel construction on the first agent development and maintenance, but the disadvantage is that the first agent is easy to form in a certain region, the first agent is the first agent, the first agent is easy to form in a certain area. The disadvantage is that the first agent is easy to form a market monopoly in a certain area, and then with the help of the monopoly situation, the company puts forward more rebates and policy concessions, compressing the company's profit margin.

On the issue of enterprise channel construction, similar to ancient China is to take the feudal system or county system of difference. The core factor to consider in a country's adoption of the feudal or county system is how to make the country peaceful and united, and the core factor to consider in the choice of the way to manage the construction of the enterprise channel is how to maximize the profits of the enterprise.

Marketing team management

The management of the marketing team is many companies in the marketing analysis and marketing planning is often taken into account, but the management of the marketing team involves the management of people, but also a more complex aspect of the enterprise marketing issues. How many salespeople are arranged in different market areas? Which provinces and cities are specific salespeople arranged to carry out sales operations? Which customers to visit? The above questions are some of the common problems in marketing team management. After big data analysis and market research of the key market arrangement of sales staff should be redundant secondary market, while the ability of the sales staff should be arranged to make a difference. In the arrangement of specific sales staff, B-side sales face more obvious geographical characteristics of customers, need to consider more sales staff personality characteristics, habits and its sales area responsible for the degree of match of local customs. For example, in the northeastern market, the characteristics of northeastern people almost do not drink and do not talk about business, if the company assigned the sales of introverted not good at drinking in the South, its sales in the northeastern sales resistance than a know the northeastern customs, business way of sales resistance is greater.

Financial Process System Design

The impact of financial process design on corporate marketing is mainly indirect, and is easy to be ignored by companies. The design of the financial process on the impact of enterprise marketing is mainly manifested in the reimbursement of sales personnel expenses link. Traditional B sales, sales staff in order to achieve personal performance, will spend more energy to maintain the relationship with customers, gifts, meals and banquets are essential. For this type of expense, most companies take is the sales first advance, later in accordance with the company's standard financial reimbursement system with invoices; a small number of companies take is based on the ability of the sales staff and the market responsible for the customer situation, in the enterprise reasonable public relations cost standards, in each month or quarter in advance of a part of the sales reserve. Compared with the two financial reimbursement system, the former sales staff in the customer maintenance by the personal economic situation at the time of the impact of its enthusiasm will be affected, and the latter financial reimbursement system, although in the short term will increase the cost of the enterprise expenditure, but in the long term to the sales staff in the customer maintenance to provide a free play space, but also stimulate the enthusiasm of the sales staff.

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