How to succeed in enterprise marketing management in the era of change?

After that, with the rapid development of the Internet, the content and mode of marketing management have been extended to varying degrees. Lu Gang, a senior consultant of AMT, said, "The change of the traditional economic model has changed consumers of the same commodity, the purchase channels of commodities are more diverse, the promotion methods emphasize interaction more, and the communication methods between enterprises and consumers are developing in a more equal direction." Lu Gang, senior consultant of AMT, said that marketing management is easier to understand than to do. We all know that the purpose of marketing management is to achieve enterprise goals, but do you understand the complex content contained in these simple four words? Lu Gang pointed out that marketing management includes internal marketing, integrated marketing, relationship marketing and performance marketing. First of all, the top management within the enterprise should reach a consensus and have common marketing values, so as to export our products and our values. Secondly, enterprises should integrate various resources for marketing in various ways. Relationship marketing is a process of coordinating multiple relationships between enterprises and customers, channel members and partnerships. The ultimate performance marketing is to measure the investment return of management marketing activities and marketing projects, and comprehensively consider whether it has a wide impact. With the constant change of the external environment, the marketing theory is also developing, from 4P to 4C to 4R, the marketing theory is constantly enriched, and the real economy has also undergone earth-shaking changes. The arrival of the Internet era has subverted the traditional marketing concept. "The 4P theory consisting of products, prices, channels and promotions is the core of all marketing. With the further development of economy, 4C theory further enriches the content of marketing management, and people-oriented and customer-centered communication saves customers' costs and provides convenience. After the Internet industry has made great progress, the marketing environment has changed again. People realize that marketing management is constantly full of external changes, and 4R theory comes into being, and there must be long-term interaction between enterprises and customers. " After understanding the content and theory, to customize the marketing management model that suits you, the model needs to be considered in many aspects. "To do marketing management, enterprises must first position products and industries, and different strategies are different according to positioning. In addition, they need to develop reasonable performance to motivate employees. " Lu Gang believes that product, marketing strategy, team, stable customer source and sales base are all issues to be considered in marketing management. They need to be organized into processes to adapt to the development of the market, so that the whole marketing process can operate in a long-term, effective and reproducible way. Regarding the sensitive management of enterprise marketing expenses, Lu Gang thinks that marketing expenses are used at all nodes of company marketing, and the key investment should be made according to the node with the greatest benefit from the input-output ratio, and the specific expenses should be adjusted with the change of the key points. Fully support enterprise marketing management AMT is a consulting +IT company that focuses on process management and knowledge management, and most of the marketing management will be synchronized with process projects. Through data management and data screening, it helps enterprises to sort out their processes and provide marketing services to customers. Consulting companies are more in the position of the third party, ensuring a neutral and objective view of the problem. Moreover, consulting companies have a lot of information to refer to, and provide corresponding consulting and services after finding the root cause of the problem. For enterprise organization adjustment, the third-party organization will be more suitable than internal personnel, which is its advantage. Lu Gang described the fuel card project of an oil company that AMT is currently carrying out. "Fuel card marketing has a large amount of data and is closely connected with consumers. The conclusion drawn from this will make the service more vivid, let the two forces of enterprises and customers promote each other, and guide customers' potential service needs while meeting their basic consumption needs. Moreover, the fuel card can also provide other value-added services, truly taking customers as the center and service as the core of the project. " For the successful case, Lu Gang introduced a refrigerator exporter's marketing strategy for the domestic market. "In view of the saturation of the domestic primary market, it is suggested to develop the tertiary and tertiary markets mainly in rural areas. However, due to the large scope of market management, it needs a very large team to support it. Therefore, AMT suggests starting with decentralization and responsibility. In order to cope with the local business alliance that has also been formed, it is necessary to give the managers of a region the greatest authority, form a consistent interest with local agents, and give the terminal personnel the corresponding decentralization to ensure the marketing flexibility in third-and fourth-tier cities. In addition to decentralization, we must also attach the same responsibility to transform business talents into business talents. " The proposal of strategy is only the preliminary work of marketing management, and the subsequent landing cannot be separated from its support. But what kind of system can better support the complex process of marketing? Lu Gang believes that the current customer management software based on CRM is mostly used for marketing, while others are developed according to the specific conditions of enterprises. This software should have the following characteristics: first, the software or platform should have a very fast response speed, otherwise it will take a lot of time for the enterprises to examine and approve at different levels; second, it needs clear authority regulations to make all the events that need to be handled clear at a glance; finally, it is very important for large enterprises to become a platform for exchange and sharing, and to copy and apply good experience. With the support of IT, information is collected and analyzed without leakage, and promoted to the knowledge level to help enterprises make decisions. Lu Gang said, "An iron and steel enterprise needs to manage the change of customer loyalty. According to the survey, its customer loyalty changes with the change of data. From the four dimensions of satisfaction, enterprise competition and enterprise transaction, the loyalty system is made, and the calculation model is made through the system. Finally, the existing customers are graded and evaluated, so there are three kinds of stable customers, the customers who may be lost and the customers who have already lost. We can analyze the causes of losses and ways to improve them, and pay attention to customer data at any time so as to take action in the first place. " Future marketing changes are still going on. At present, the most popular marketing method is Weibo marketing, and all kinds of information can spread quickly on Weibo. Lu Gang believes that the existing functions in Weibo are more promotion functions, which belong to the 4R category, but not all. In other words, enterprises can interact with customers for a long time through Weibo, but the current profit model is not clear. "Weibo's traditional promotion will soon make customers tired and disgusted. We need to involve customers in an interactive way, appropriately encourage users to participate, and let customers actively participate. This new marketing model gives consumers more initiative. " Lu Gang pointed out. The strong demand of consumers and the rapid development of the Internet have further promoted the great progress of Internet marketing, while Weibo marketing is only one kind of Internet marketing, which is essentially marketing other than different carriers, and ultimately creates value for enterprises and realizes profits. Lu Gang emphasized that the Internet economy is still in its infancy, and Internet companies must have a clear profit model in the future. At present, Internet marketing is more about the long-term benign interaction between enterprises and customers, and has not formed real enterprise benefits. Driven by various trends, the marketing reform has intensified. Internet has caused a qualitative subversion to the sales channels of traditional enterprises, and evolved into the whole network coverage from online to offline. And the promotion method has been pushed from the previous "push-pull combination" to the present, promoted from the market level, and paid more attention to maintaining long-term interactive relationship with customers.