"Small and Medium-sized Enterprises Marketing Channel Model Innovation and Strategy Analysis"
[Abstract] Diversified and personalized consumer demand, the traditional marketing channel model in some aspects of the shortcomings of the traditional marketing channel model, the ubiquitous marketing competition, and the rapid development of the Internet technology in the development of the modern market has become an influence on the small and medium-sized enterprises channel model innovation important reasons. Therefore, SMEs must endeavor to promote the innovation of SMEs' marketing channel model by establishing a multi-polar marketing channel model, creating a customer relationship management system, constructing a marketing channel alliance and vigorously developing network marketing, so as to enable them to gain a comparative advantage in the market competition under dynamics and uncertainty. This paper takes the small and medium-sized enterprises in Ji'an City as an example, and analyzes the reasons and strategies for the innovation of marketing channel mode.
[Keywords] small and medium-sized enterprises; marketing channel model innovation; Ji'an City
In the increasingly serious product homogenization today, the price and promotion has been difficult to become an important factor to win over competitors, but the marketing channel is not the same. As the famous American marketing scientist Don? Schultz said, it and integrated marketing communications as well as the ability to differentiate the enterprise to obtain a competitive advantage. As a very important concept in marketing, marketing channel plays an important role in the development of enterprises, especially small and medium-sized enterprises, and it is an important tool and carrier for the survival, development and growth of enterprises. However, due to the uncertainty of the external economic, political and legal environment and the constraints of their own scale, small and medium-sized enterprises want to win over their competitors in the fierce market competition environment, the disadvantages of its traditional marketing channel mode of high cost and low efficiency have been revealed one by one, and it is difficult to further obtain greater competitive advantages and breakthroughs, therefore, it is necessary to integrate the channel resources and solve the problem of small and medium-sized enterprises in the process of marketing by the innovation of the marketing channel mode. Therefore, it is necessary to integrate the channel resources, through the innovation of marketing channel mode to solve the problems existing in the marketing process of SMEs, and then develop and occupy the market, in order to seek greater development. This is SMEs in the dynamic and uncertain market environment in the context of a very worth thinking about.
First, the current situation of marketing channel mode of small and medium-sized enterprises in Ji'an City
Ji'an City is located in the central and western part of Jiangxi Province, located in the old revolutionary area of Jinggang Mountain, with an area of 25,271 square kilometers, and a population of 4,810,000 people. 2011, the total GDP of 87,906,000,000 yuan, ranked 6th among the 11 cities and towns in Jiangxi Province, and the per capita GDP of 18,300,000 yuan, ranked 9th among the 11 cities and towns in Jiangxi Province. The industrial growth rate in 2012 ranked 3rd in the province, and the overall economic situation is located in the middle and lower reaches of the province. Under the influence and constraints of multiple factors such as resource endowment, historical conditions, market scale and economic environment, almost all enterprises in Ji'an are small and medium-sized enterprises. In recent years, based on the in-depth implementation of a series of laws, regulations and policy measures such as the Law on the Promotion of Small and Medium-sized Enterprises, the Regulations on the Promotion of Small and Medium-sized Enterprises in Jiangxi Province, and the Implementing Opinions of the People's Government of Ji'an City on Further Promoting the Development of Small and Medium-sized Enterprises, small and medium-sized enterprises have been developing rapidly, and they have played a vital role in the city's sustained economic growth, the solution of employment problems and the development of science and technology innovation. As of 2011, the contribution of small and medium-sized enterprises to the GDP reached more than 50%, the tax paid accounted for more than 47% of the city's total financial income, the provision of urban jobs accounted for more than 60% of the city's jobs, 65% of the patented inventions and more than 80% of the development of new products, are completed by small and medium-sized enterprises.
The overall situation of the marketing channel model of small and medium-sized enterprises in Ji'an is as follows:
(a) Backward concept of innovation in marketing channel model and a general lack of innovation ability
With Ji'an? Eleventh Five-Year? The completion of the plan, transportation, public **** services and other kinds of infrastructure is becoming more and more perfect, which gives the electronics, food, pharmaceuticals, textiles, electricity, machinery and other pillar industries to create a good environment. National Jinggangshan Economic and Technological Development Zone, the National Export Processing Zone, the National Electronic Information Technology Innovation Base, the National Wind Energy Industry Base, the National Processing Trade Industry Base, the National Taiwan Business Undertaking Base, as well as the development and completion of the Ji-Tai Corridor has become a small and medium-sized enterprises of the rapid development of a powerful engine. At present, small and medium-sized enterprises in Ji'an City, facing a very good opportunity for development and development platform, but due to historical conditions and geographical relations, most small and medium-sized enterprises are still sticking to the rules and regulations, do not think of progress, did not y realize that the marketing channel model innovation will give enterprises a greater competitive advantage, so that it occupies a larger share of the market. Many enterprises in the marketing channel mode is still a simple copy of the marketing channels of large enterprises, not according to their own product characteristics of another way to create their own unique channel model. In addition, due to the entire economic development of Ji'an city is not high, the atmosphere of commercialization is not strong, the wage income is relatively low, it is difficult to attract high-quality, highly educated marketing professionals to the enterprise employment, which leads to the vast majority of enterprises generally lack of channel management and channel innovation capabilities, even if some enterprises in some aspects of innovation, but due to the lack of professional market research and forecasting, without a profound study of the customer demand patterns and demand characteristics, the customer's needs and needs, and the customer's needs. Even if some companies have innovated in certain areas, the lack of professional market research and forecasting, and the lack of a deep study of customer demand patterns and demand characteristics often leads to general innovation effects, which differ greatly from expectations.
(B) to the traditional marketing channel mode
At present, the marketing channel mode adopted by the small and medium-sized enterprises in Ji'an City, in different forms, there are wholesaler-dominated indirect channel mode, there are also retail terminal-dominated channel mode as well as e-commerce based on the Internet channel mode of a variety of different types. However, through visits and observations and in-depth interviews with some enterprises, it was found that the vast majority of enterprises in Ji'an City still use the traditional pyramid marketing channel model, the model's structure is generally the enterprise? Wholesaler (agent)? Retailers? Consumers. As a third- or fourth-tier city in Jiangxi Province, Ji'an City is dominated by agricultural production, undeveloped industry and a weak business atmosphere, which leads to the slow development of the retail industry. In addition, due to the more conservative ideological concepts and e-commerce and other digital technologies have not been popularized, the network marketing of this modern channel model has not been implemented enough, as a result, the wholesaler-driven channel model is still prevalent, and it is difficult to change in a short period of time.
(C) The possibility of disconnecting or interrupting the capital chain of the marketing channel is greater
SMEs need a certain amount of capital as a guarantee to establish a mature channel model. However, due to the 2008 global financial crisis, the subsequent impact is still continuing, coupled with the overall economic situation in the country is not very prosperous, resulting in many enterprises profits fell significantly. Most of the small and medium-sized enterprises in the city of Ji'an are no exception to the powerful impact and influence of this economic environment. In the channel model there is such a practice, many dealers like to rely on a small part of the cash to achieve a small large product shelves in order to achieve the purpose of their own scale, this way for the large-scale enterprises with sufficient funds, there is no great risk, but for the funds and cash flow is not generous small and medium-sized enterprises, it means that once the cash flow is interrupted, it is not just the channel model is in trouble, enterprise production The company's business is affected by this, and the seriousness of the situation can lead to bankruptcy and liquidation of the company.
(D) channel marketing control ability is weak
Ji'an City, small and medium-sized enterprises of various types, nature, state-owned enterprises, foreign-funded enterprises, private enterprises and individual enterprises, etc., in the different nature of the enterprise in the overall economic development of private enterprises in the momentum, has occupied half of the city's total economic volume. Even if the current international and domestic economic development environment is not very good, but the number of enterprises also still maintain a relatively fast growth rate. However, the vast majority of enterprises face a **** the same problem lies in the low effective profitability of assets, that is, the scale is relatively weak. In this context, the enterprise's channel model may face two situations: First, inside the channel model, if you meet the strength of the more powerful dealers, due to their own market awareness and brand degree is low, you will lose the right to speak in the channel dialog. In order to reduce the sales risk, the distributor will attach some unequal treaties such as credit sales, price reduction and restriction of supply to other distributors to control the enterprise, which will lead to the enterprise in the channel model has no free space for development and growth. Secondly, if you meet the strength and reputation of the relatively small dealers, many companies will be worried about their products and brands can not be well promoted, channel services can not be well protected, the maintenance of the product is very weak and a series of problems.
Second, small and medium-sized enterprises marketing channel model innovation reasons
(a) diversified, personalized consumer demand is the fundamental motivation for marketing channel model innovation
According to the principles of sociology, when a country's per capita GDP between 1000 to 3000 U.S. dollars, the entire society will accelerate from the traditional monist structure of society to the diversified modern society transformation. The transformation of society. China's GDP per capita was 5,414 dollars in 2011, ranking 89th in the world. Therefore, the trend of diversified consumer demand will persist in a later stage. In addition, due to the continuous development of society, economy and culture as well as the continuous improvement of people's material living standards, consumers are increasingly pursuing themselves and displaying their own personalities. The trend of diversification and personalization of consumer demand has given a signal to the enterprise marketing, and the core of marketing is to try to meet the customer's needs. Customer demand as a starting point to guide the entire marketing process, is the main idea of the modern marketing channel model construction. As a platform and link between producers and consumers, the marketing channel model needs to adapt to the changing trend of consumer demand, and strive to make changes and innovations on the basis of the original channel model. That is, the consumer as a starting point, through the integration of enterprises, dealers and their respective activities of the channel resources, to achieve the lowest cost, the fastest speed, the best service to meet customer demand purposes. If SMEs still stick to the original traditional channel model, the development of enterprises will be greatly restricted. Therefore, consumer diversification and personalized demand for these two changes in the trend will drive the marketing channel model innovation, which is the fundamental reason.
(ii) there is a certain degree of defects in the traditional marketing channel model, forcing small and medium-sized enterprises on the marketing channel model of innovation inherent amendments
At present, most of the small and medium-sized enterprises to use the channel model is the traditional marketing channel model, the main reason is that small and medium-sized enterprises are small in scale, not enough money, in order to save marketing costs, can only rely on the intermediary to connect the market, the model has a certain degree of flexibility and adaptability, and can be used as a tool for the development of the market. With a certain degree of flexibility and adaptability, in a certain period of time will be widely existed and applied. However, because the marketing channel is too long or too wide, its defects are further magnified with the integration of channel resources and the expansion of channel scale. The defects of the traditional marketing channel model are mainly reflected in the following aspects: First, due to the channel is too long, can not quickly grasp the consumer demand for product quality, color, style, etc., resulting in a serious lag in responding to customer demand. Secondly, the transaction relationship between enterprises and intermediaries is relatively loose, each fighting for each other, all in pursuit of their own revenue maximization as the goal. This relationship will lead to cooperation between the two sides may be interrupted at any time, increasing the transaction costs of enterprises. Third, with the expansion of the channel, there will be more intermediaries involved, will share part of the profits, and with the channel process of lengthening, channel costs will be further increased, consumers will be subject to higher product prices, and ultimately will affect the competitiveness of enterprises. The above deficiencies will force companies to make intrinsic corrections to the channel model and grow their competitive advantage through innovation.
(C) The ubiquitous marketing competition is the external driving force of SMEs' marketing channel model innovation
Competition is a characteristic of the commodity economy, and it is both a challenge and an opportunity in the process of enterprise development. Comparatively speaking, small and medium-sized enterprises are more competitive due to the constraints of small scale and lack of capital. Product quality competition, brand competition, price competition, channel competition, etc. have a profound impact on the business strategy and management, marketing competition has penetrated into all levels of business development. If small and medium-sized enterprises want to win over competitors in the fierce marketing competition and expand market share, they must understand and know consumer demand more quickly and conveniently, so as to satisfy consumers' needs and desires more effectively. Therefore, from the perspective of the marketing channel model, if the original inefficient and redundant marketing channel model is still maintained and not let go, it will be a missed opportunity and be taken advantage of by competitors. For many companies, the establishment of efficient, fast, effective marketing channel model is in the competitive environment to quickly open and occupy the market to gain a competitive advantage of the inevitable choice.
(D) The rapid development of e-commerce is a platform for SMEs to innovate their marketing channel model
E-commerce is a revolution in the concept of deep marketing relative to traditional trade because it shortens the time of information flow and saves the processing cost of logistics, cash flow and information flow transmission. In recent years, based on the e-commerce platform of the Internet technology update speed is increasingly accelerated, with the help of e-commerce platform under the Internet for marketing activities has become a major change in the production and operation of the enterprise trend. 70% of the enterprises in the United States in terms of business development are done with the help of the Internet. According to statistics, China's e-commerce market turnover in 2010 has exceeded 4.5 trillion yuan, and reached more than 6 trillion yuan in 2011, a year-on-year growth of 33% (see table below). In the next few years, China's e-commerce service industry will usher in its development? Golden Age? In recent years, Ji'an is also increasingly by the profound impact of the Internet environment, many companies have also begun to use the network marketing channel mode to sell products to save costs and bring more benefits to consumers. Through the Baidu keyword search? Ji'an small and medium-sized enterprises? , it was found that some enterprises have begun to build their own portal to expand brand awareness and shorten the communication incentives with customers. This is a good indication that in the context of the development of the Internet, Ji'an enterprises are beginning to pay attention to the innovation of network channel mode, which is a good start.
Three, small and medium-sized enterprises marketing channel model innovation specific measures
(a) to create a customer relationship management system, and customers to maintain a long-term, effective and sustainable relationship
Customer Relationship Management (Customer Relationship Management, referred to as CRM), is a way to ? Customer Relationship One-to-One Theory? Based on the theory of one-to-one customer relationship, the purpose is to improve the relationship between the enterprise and the customer a new management mechanism. This concept was first proposed by the Gartner Group, and has been widely implemented in the United States and other developed countries, which has a significant effect on enterprises to increase revenue, optimize the sales process and improve customer satisfaction. If SMEs introduce customer relationship system, it will be a useful attempt and breakthrough in marketing channel innovation. It can shorten the sales cycle of the channel, significantly improve the success rate of future transactions, can be convenient and effective to the enterprise to provide customers with relevant information, consolidate the link between the enterprise and the consumer, timely judgment of the customer's future needs, and try to meet these needs, the enterprise can also use the database in the CRM inside the consumer's history of the data to understand and analyze the consumer behavior and preferences, and thus be able to The company can also use the database in the CRM to understand and analyze consumer behavior and preferences, so as to be able to track services and maintain long-term, effective and sustainable contact.
(2) Jumping out of the boundaries of a single channel to establish a multi-polar marketing channel model
Small and medium-sized enterprises often only establish a specific marketing channel model for cost-saving and risk avoidance reasons. However, the market environment and competitors have a strong uncertainty, small and medium-sized enterprises if only stick to a certain form of marketing channel mode, often will be bound by their own, do not get rapid development. Therefore, enterprises should be dynamic in the establishment and selection of channel mode, must constantly adapt to the evolution of the development stage of the enterprise and the uncertainty of the market environment, the establishment of multi-polar marketing channel mode to diversify risks and increase market share. Multi-polar marketing channel model refers to the enterprise to establish two or more distribution channels to obtain more consumer market information, so as to better meet consumer demand for such a channel. Due to the traditional marketing channel mode itself has the defects, the establishment of multi-polar marketing channel mode becomes more urgent. Multi-polar channel model can cover a larger market, but also to obtain a greater profit value, and can better control the risk of enterprise management in the channel. Therefore, with the maturity of the market environment and the further growth of enterprise strength, multi-polar marketing channel mode is an inevitable development trend of small and medium-sized enterprises.
(C) the construction of marketing channel alliance, the formation of effective long-term cooperation in order to decentralize the assumption of market risk
SMEs want to be based on the fierce competition in the market environment, you can consider the construction of marketing channel alliance. Competition and cooperation coexist in the marketing channel alliance can be balanced to save transaction costs and unity and realize the interests of both sides. Through the establishment of channel alliance can obtain competitive advantage, more effective to achieve their respective economic goals. Channel alliance refers to the integration of upstream and downstream organizations of small and medium-sized enterprises in various industries in the region, resources **** enjoy. Enterprises joining the channel alliance in accordance with the signed agreement can provide each other with funds, sources of goods, logistics, brand and management and other aspects of the full range of support, the formation of risk *** share, benefit *** enjoy, channel mutual alliance relationship. On the basis of the channel alliance, small and medium-sized enterprises can also use the associated channels, that is, the use of large enterprise channels to sell their products, can effectively overcome their own in the self-built channels encountered in the lack of funds and many other difficulties.
(D) vigorously develop the e-commerce platform based on the network marketing channel mode
Many small and medium-sized enterprises in the awareness of network marketing is still relatively thin, not willing to spend energy and money to change and innovation, but the network marketing for small and medium-sized enterprises to open up an unprecedented business space. Network marketing has the convenience and transparency of the characteristics of the supply and demand for both sides of the low cost, supply and demand information to facilitate communication, so the two sides have a strong attraction, will be the current and the future for a long time in the enterprise marketing channel mode change trend. Based on this, small and medium-sized enterprises should be advocated and encouraged to vigorously develop e-commerce-based network marketing model. Enterprises can utilize a variety of ways under the e-commerce platform, such as the establishment of QQ groups, release of corporate microblogging, advertising in forums and the establishment of their own portals for online sales. As the establishment of network marketing model also requires certain funds and costs, small and medium-sized enterprises in this regard has certain difficulties, so you can rent monthly or yearly method to use the Internet call center, video conferencing system, etc. These closely integrated with the Internet communication function of the software, which will enable enterprises to significantly reduce information technology costs and expenses.
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