Small and medium-sized enterprise marketing management problems and countermeasures

Focusing on the construction of the enterprise management team and the cultivation of talents is a key factor for enterprises to obtain sustainable development. So, what are the problems of small and medium-sized enterprise marketing management?

First, China's small and medium-sized enterprises marketing management status quo

The status quo of China's marketing mainly has the following aspects:First, marketing strategy is limited to verbal form. Many small and medium-sized enterprises to develop a marketing strategy only just stay in the verbal stage, not its practical use in business operations, and ultimately just become a? Verbal revolution. As a result of the development of marketing strategy is not implemented, most of the enterprises in the competitive process to develop a new marketing strategy at the same time also continue to change their own development direction, resulting in a waste of time and resources, and ultimately make the development of enterprises passive. Survey we see, most of the small and micro-industrial enterprises do not have brand awareness, with the accelerated construction of urbanization brought about by consumer upgrading, living space by the big market competition squeeze, in front of the capital of large-scale enterprises, brand and marketing strategy, part of the small and micro-enterprises in the market from the county extrusion of the townships and then to the countryside, an acre of the market is left with less than three points of the land, the profit margins and sales have been declining year by year. Secondly, sales have blindness. Some small and medium-sized enterprises in the absence of a clear consumer of this product blindly advertise indiscriminately. There is no clear positioning for their own consumers, that is, not clear about their age, gender, preferences, spending power and so on. This leads to its enterprise marketing with blindness, consumption of manpower and financial resources are relatively large, the enterprise product development also has a lot of adverse effects. Thirdly, some companies believe that marketing is a combination of advertising and promotion. After a lot of advertisements and a lot of product promotions, the sales of the products still can't reach the expected effect. Merchants began to ask for returns, a large number of products backlog, the loss of sales elite, small and medium-sized enterprises are again facing difficulties. The company can't help but be confused, where is the problem, is it the quality of the product or the price?

Second, the small and medium-sized enterprises marketing strategy problems and their causes

(a) the lack of market development capacity

1, the lack of marketing research.

Research shows that many small and medium-sized enterprises in the market research situation or not standardized, or not in-depth, or directly not. SMEs decision-making subjectivity is obvious, arbitrary, there is a general problem of blindness, the consequences of the enterprise products can not be marketable, increasing the uncertainty of business operations, the risk factor becomes larger, and even make the operation is facing great difficulties.

2, market competitiveness is not strong.

Although the relevant national economic system requires that the treatment of small and medium-sized enterprises should be treated equally, so that they enter the market as market players are fair competition, the survival of the fittest, but also introduced a series of policies to support small and medium-sized enterprises, but due to the small and medium-sized enterprises in their own size, strength of the gap in the reality of the market, the competitiveness of the competition is not strong, many small and medium-sized enterprises in the competition. Lost, a defeat until the exit of the market.

3, marketing tools are outdated.

Due to the general lagging of marketing concepts, the marketing tools under the guidance of this concept will inevitably be outdated. Many small and medium-sized enterprises are still clinging to the traditional sales model in the past, there is no sense of innovation and innovation power. For the emergence of new technologies, new equipment and new means are not sensitive to the use of its enthusiasm is not high, not much interest. For the increasingly popular online e-commerce marketing model, many small and medium-sized enterprises in this area is still a blank slate.

(2) the lack of marketing concepts and management

1, marketing concepts lagging behind.

To date, almost all enterprises have recognized the important role of marketing for their own development. Although many small and medium-sized enterprises also recognized this very early, but from the current status quo, the situation is not very optimistic. Either due to lack of awareness, or due to poor implementation, the existence of a variety of reasons directly lead to the lagging of their marketing concepts, and the marketing concepts of large enterprises or compared with the current mainstream marketing philosophy, there is not a small gap. Their marketing concept is still essentially stuck in the traditional production or product-centered level, not really establish? The customer is God?

2, marketing management is not standardized.

Small and medium-sized enterprises marketing management is not standardized is highlighted: marketing management in the short term without meticulous, operational plans, and the long-term lack of marketing strategy, there is no great vision and grand blueprint. Marketing management lack of procedures and norms, the specific functions of management can not be responsible for the person, authority and responsibility is unclear. Short-term plan lack of sharp focus and more likely to be inconsistent with the actual situation, or appear? Marketing myopia? , too much pursuit of short-term interests and neglected the long-term interests of the future of the enterprise marketing and the lack of a clear understanding of where to go, did not develop a scientific, practical and feasible marketing strategy, often in the environment under the impetus of the flow of the tide, the lack of flexibility and initiative.

3, the lack of scientific and rigorous marketing plan.

Although some of the stronger SMEs in the fierce market competition to survive, but if the enterprise does not have a scientific and rigorous marketing plan to guide, or difficult to survive and develop. Research shows that a large number of small and medium-sized enterprises in China's marketing did not seriously analyze the actual situation than just a repetition of past experience, the process is full of arbitrariness, lack of science and relevance. In today's economic globalization, the development of information technology is particularly important, some strong foreign enterprises come to China, how should develop a scientific and rigorous marketing plan, what kind of measures should be taken to meet the challenge, this is all enterprises should think about the problem. Enterprises must play to their strengths, by increasing production, improve quality, reduce costs to improve competitiveness, but at the same time can not ignore the role of marketing, to develop a scientific and rigorous marketing plan, can not rely on experience, blindly follow the trend, short-sightedness, the pursuit of short-term interests, the lack of long-term macro-strategic objectives, then the development of the marketing strategy is not feasible.

4, backward marketing tools, lack of creativity.

Currently, many small and medium-sized enterprises realize the importance of marketing, in order to better adapt to the new economic situation, enterprises must change the traditional marketing methods, learn to use advanced scientific marketing to arm themselves. Some small and medium-sized enterprises on the understanding of marketing is relatively one-sided, narrow information channels, the market is not enough to open up, ultimately leading to backward marketing methods.

5, the lack of brand competitiveness.

Brand is an intangible asset, brand building is crucial to the long-term development of enterprises. Neglect of brand building or brand featureless is a common problem faced by SMEs marketing. Some SMEs do not have their own brands, some did not register their trademarks in a timely manner, and therefore can not protect themselves well, there is no lack of some SMEs have their own unique brand, at least in a region with a strong brand advantage, but due to weak brand awareness, negligent management, slowly lost only the relative advantage. Their own brand has not been effective publicity and characteristics of the excavation, publicity is not in place and similarity is another important performance of SMEs brand building is not effective.

6, the development of network marketing is not perfect.

Network marketing has many features, such as instant interactivity and interactivity, but because of some of the characteristics of China's small and medium-sized enterprises themselves, there are still a lot of misunderstandings in network marketing, such as do not understand the methods of network marketing, the operation of the lack of reasonableness; there are also companies that believe that their own sales are good, there is no need to take the method of network marketing and so on. In short, many small and medium-sized enterprises to adopt the benefits of network marketing is very limited, the real value of network marketing is not fundamentally reflected.

(C) the quality of marketing staff is not high

1, the marketing team is not sound.

The marketing team is uneven, good and bad is also a major weakness of SME marketing. The weakness of the marketing team of small and medium-sized social awareness factors, such as the employment of small and medium-sized bias; there are reasons for their own management, such as small and medium-sized payroll management problems or the lack of effective incentives, etc.; there are also the quality of the marketing staff themselves, such as the limited ability to flat performance, etc., all of which leads to small and medium-sized marketing team is extremely unstable, the marketing staff of the high rate of jumping, the quality of marketing staff is also difficult to ensure the quality of the marketing team is also difficult to ensure the quality of the marketing staff. The quality of marketing personnel is also very difficult to ensure that the marketing team is in need of sound and perfect

2, the lack of marketing ethics.