Marketing refers to the process in which individuals or collectives get what they need by trading the products or values they create, so as to achieve win-win or multi-win. The following is a paper on the importance of marketing to enterprises, which I recommend to you. I hope you like it!
On the Importance of Marketing to Enterprises
The Importance of Marketing Channels to the Industrial Development of Enterprises
Abstract: This paper explores and analyzes the marketing channel strategies of Chengde Lulu enterprises. Firstly, it analyzes the marketing channel strategies of Chengde Lulu from the theoretical level, and then analyzes the problems existing in the marketing channels of Chengde Lulu, and puts forward the path selection of marketing channels of Chengde Lulu, with a view to providing useful reference for the marketing channel strategies of Chengde Lulu.
Keywords: Chengde Lulu; Marketing; Marketing Channels
Chinese library classification number: F274 document identification code: a article number: 1119-2374(2114)13-1114-13
1 Theoretical analysis of marketing channels
Fundamentally speaking, marketing channels are the bridge and link between every enterprise and the market, and they are the link between every consumer and the market. It is also called Trade Channel or Distribution Channels, which refers to the channels or channels through which products are transferred from producers to consumers. It is a commercial organization composed of a series of interdependent organizations, that is, the channels formed by the connection of various links in the circulation process of products from producers to users. The starting point of sales channels is producers and the end point is users, and the intermediate links include various wholesalers, retailers and commercial service institutions (such as brokers and trading agencies)
in recent years, with the change of market situation and fierce competition environment, marketing channels have shown a new development trend, which is centered on terminal market construction, from mechanization to omnibearing, from simplification to diversification, and the channel structure is flat. Effective enterprise marketing channels are of great significance to enterprises, which realize the seamless connection and communication of prices and information among enterprises, consumers and products. It can effectively strengthen the sales performance of enterprise products, thus reducing the sales cost; It can effectively reduce various market risks such as capital risk, unfair competition from competitors and transportation risk in the sales process of enterprises, thus effectively reducing their operating costs; It is the lifeline of the sustainable development of enterprises and the intangible assets of enterprises.
Nowadays, beverage manufacturers are aware of the importance of channel construction, and the effective construction of marketing channels is becoming a magic weapon for market competition. Compared with many international food and beverage giants, Wahaha has neither products with core competitiveness such as Coca-Cola nor the product development and innovation ability of Master Kong. The reason why it has achieved such impressive results is that it has established a relatively closed channel system. Hebei Chengde Lulu Co., Ltd. has been committed to continuously introducing high-quality products to meet the needs of consumers. The company has always attached great importance to the research and development of products. After Lulu almond dew, it has also developed a series of high-quality products with various specifications such as Zhenrun, walnut dew, Meiyanfang and Peanut Dew series. Although Chengde Lulu is one of the top ten domestic beverage industries, it has been at the end of the top ten for many years, and its output and beverage market share are far behind other leading enterprises. Its output only accounts for the whole? Top ten? 1.54% of beverage enterprises, but the output in the beverage industry is even lower, accounting for 1.39%, and its sales only account for 1.25% of the whole beverage industry. This shows that it still has huge development potential and market space, and new problems have emerged in recent years, which is the huge contrast between its many advantages and the slow sales promotion.
Exploring the marketing channel strategy of Chengde Lulu is of great theoretical and practical significance to the performance improvement and long-term development of Hebei Chengde Lulu Co., Ltd.. In view of the problems, the marketing channel strategy of Chengde Lulu urgently needs some theoretical support, thus providing some policy guidance for its development. Based on this, this paper makes a preliminary discussion on this research direction. On the basis of absorbing and drawing lessons from predecessors' research results, this paper will deeply study and discuss the marketing channel strategy of Chengde Lulu by combining the methods of literature analysis and normative analysis with relevant theories, with a view to providing useful reference for its development.
The specific structure of this paper is as follows: The first part is the theoretical analysis of marketing channels; The second part analyzes the problems existing in the marketing channels of Chengde Lulu. The third part is the path selection of Chengde Lulu marketing channel; The fourth part is the conclusion.
2 problems existing in marketing channels of Chengde Lulu
The market of Chengde Lulu adopts a multi-channel operation mode combining dealer system and direct selling system. At present, with the change of economic system, channels and markets have also begun to change, which has brought new challenges to market development, and various potential contradictions have followed, which have more or less affected the operation and quality of channels, which are embodied in the following three points:
2.1 Contradictions between direct selling channel system and dealer channel system < P > In general, direct selling channel system usually focuses on customers with strong brand effectiveness, high product sales and great industry influence. In terms of service, the requirements put forward by some customers are more complicated, requiring the service personnel in the enterprise to have good quality and comprehensive ability. In addition, the staff also need to pay a after-sales visit. In addition to the usual delivery, order taking and visiting services, the relevant staff also need to be responsible for the application, implementation and overall plan of the promotion activities of customers. These customers are fortress customers and core customers developed by Chengde Lulu Company, which not only promoted Chengde Lulu Company to achieve high sales volume and high economic profit level, but also developed key ways to promote new products and enhanced the brand influence. However, the direct selling system of Chengde Lulu Company has the characteristics of high operating cost and high input cost. Except for some small and medium-sized enterprises within the scope of enterprise coverage and service, if other users want to carry out promotional activities, they need dealers to make plans, implement and realize them, which has the advantages of low operating cost. However, the quality of operation is also easily influenced by the concept, strength and enthusiasm of dealers, which further hinders the sustainable development of Chengde Lulu Company.
because the direct selling channel itself has the characteristics of high investment, at this stage, compared with the growth rate of the dealer system, the direct selling system is growing faster, and its sales performance is also very impressive, showing an upward trend year by year. All kinds of situations have increased the operating cost of Chengde Lulu Company. At the same time, due to the rapid development of direct sales channels, it has also occupied and impacted the development space of dealer system in the market, which has caused great losses to the interests of dealers. To some extent, it has reduced the enthusiasm of dealer system operation and limited the speed of dealer system to explore the market, which is a frequent problem in the current market.
2.2 market price disorder causes the imbalance of channel price structure
Looking at the current market situation in China, it is found that the biggest problem that puzzles consumers is the chaotic market price, and Chengde Lulu enterprises are not immune to this problem. Because of the price confusion, the end customers learned from the dealers that the same products have different prices. This profit-seeking factor has seriously affected the current market structure, causing many dealers and end customers to complain, destroying the original price structure, causing many end customers to no longer trust Chengde Lulu Enterprise, and also reducing the enthusiasm of products during the operation period. For a long time, it will have a great impact on the market industry. To sum up, the root cause of its problems is the lack and loopholes in management and the vague definition of customers.
2.3 dealers' low operating enthusiasm affects the decline of channel control
At this stage, Lulu enterprises in Chengde are gaining momentum in the market, and the dealer system is also recognized by the majority of customers. Although the sales ratio of the direct selling system is also rising, because of its high investment and high risk, core customers generally think that it cannot be selected as a means of long-term development. Therefore, in the future, the majority of customers will still choose the dealer system as the main sales system, laying a good foundation for expanding the sales market. However, if the operation mode is wrong or the enthusiasm is not high, it may make the ability of enterprises to control market channels and core customers decline.
At present, the market information is changing rapidly and the competition is extremely fierce. For a long time, it has not only failed to effectively solve related problems, but also affected the interests of enterprises in a large range. This situation will inevitably lead to market expansion and restrictions on the promotion of new products, which will restrict the healthy, long-term and reasonable development of enterprises.
3 Path Selection of Marketing Channels of Chengde Lulu
3.1 Channel Opportunity Point Inventory and Market Share Target Setting
3.1.1 Channel Opportunity Point Inventory. Through the inventory of current channel opportunities, we can subdivide various types of market share, product market capacity, and make clear the total number of customers and other situations. In order to create a more solid, in-depth and extensive end customer and a more stable and advanced sales channel network system, Chengde Lulu Enterprise has made great improvements, which is also the premise of achieving sustainable development and various goals. To improve the channel plan, we should make clear the scale of its channel customers and the target market capacity, which can be used as the basis for tracking the activity process and improving the overall plan. By checking all kinds of opportunities in the market, we can determine the specific situation of competitors, market capacity and product market share.
3.1.2 set the market share target of Chengde Lulu in each market segment. By judging the opportunity points in the market, we can determine the current market share and the total market capacity, and combine the actual situation of Chengde Lulu enterprise to analyze the position of the enterprise in the market in detail. It is necessary to formulate time-bound, relevant, achievable and measurable, which conforms to the basic principles of SMART.
3.2 improvement scheme of direct selling channel system
Make strict definition and relevant standards for customers of direct selling system within the enterprise, and use this as a standard to check the personal data and quantity of customers, and strictly distinguish the dealer system and direct selling system of the enterprise, which are compatible with each other and do not interfere with each other, so as to avoid all kinds of sharp contradictions that may arise between them.
In general, Chengde Lulu has set the following standards for customers of direct selling system: if the customer channel is an Internet cafe, the scale should be at least 151 and above; The supermarket or canteen in the school is basically set in the campus of junior high school or above; The monthly sales volume of the catering industry should be 51 natural boxes and more than 81 dining tables, with a minimum area of 511 square meters; The minimum area of small supermarkets is 1.51 square meters, and all large supermarkets and hypermarkets are covered. At the same time, enterprises should also do a good job in managing the operation of direct sales channels.
3.3 dealer channel system improvement scheme
Chengde Lulu enterprise should choose high-quality customers as its core customers, take staff size, warehouse capacity and business philosophy as its measurement standard, and take administrative regions as its main division premise. The number of customers in each regional market should be determined according to the dealer's requirements and standards, and at the same time, it should be equipped with a professional technician of the enterprise. The two should cooperate tacitly. No matter in depth or breadth, it is our responsibility to tap the potential of customers, realize various activities carried out in the enterprise market channels, and ensure the completion of the planned market targets and market share, so as to enhance the position of Chengde Lulu enterprise in the market.
3.3.1 the management of WAT dealers should be strengthened, so that they can exert their greatest enthusiasm in the daily operation of Chengde lulu enterprise, and this is also the work that enterprises should start to improve. WAT dealers should work out market share targets and business plans with Chengde Lulu Enterprise every year to ensure annual profitability, development targets, cash flow balance, various expenses, purchase of storage and transportation vehicles, brand packaging sales and related staffing. Develop a trustworthy and friendly cooperative relationship with WAT dealers, pay attention to their internal business activities and management activities, and actively participate in them.
3.3.2 collect personal files and related materials of WAT dealer customers, and establish a complete core customer file after integration. At the same time, this is also the premise for dealers to improve their performance, improve their business status, daily business management and long-term cooperation with Chengde Lulu Enterprise. It can be seen that the real cooperation between WAT dealers and Chengde Lulu Enterprise depends not only on simple interests, but also on the trust and friendly cooperation between them.
3.3.3 According to the development strategy and market operation share plan formulated by Chengde Lulu Enterprise, WAT distributor has many advantages, which belongs to an active sales channel and is also the main body of the long-term development of the enterprise. It not only has the ability to actively explore the market, but also can reduce the costs incurred by the enterprise in the operation process. In view of this, when selecting WAT customers, Chengde Lulu Enterprise should consider not only the staff size and warehouse of the customers.
3.4 price management in channel improvement scheme
When setting market prices, Lulu enterprises in Chengde should adhere to scientific and objective principles, and at the same time, take the interests of dealers at all levels as the main reference factors to reduce the negative impact on dealers at all levels. At the same time, price management should be the key improvement content of enterprises. If the price system is not well managed, it will not only shake the stability of market areas, but also hinder the improvement work of enterprises, which will even seriously affect the whole group and even the whole company.
At present, the products produced by Lulu enterprises in Chengde have faded into a mature stage, and the stability of market prices will often affect the interests of end customers and wholesale customers, not only that, but also the loyalty of enterprise products will be affected. Therefore, enterprises should consider market competition factors and product positioning when setting prices. Accurate positioning and analysis of products is the premise of setting market prices. In addition, an objective price system should be formulated according to the goals set by current customer channels.
4 Conclusion
This paper first analyzes the marketing channel strategy of Chengde Lulu from the theoretical level, and then analyzes the problems existing in the marketing channel of Chengde Lulu, and based on the above analysis, puts forward the path selection of marketing channel of Chengde Lulu, with a view to providing useful reference for the marketing channel strategy of Chengde Lulu. The marketing channel of Chengde Lulu described in this paper is a strategy worth exploring, but it must be combined with the actual situation in concrete practice, and some new problems must be actively dealt with, and these