How to improve the marketing ability of enterprises

1. Establish the concept of "overall marketing" Facing the strong marketing offensive of foreign and overseas enterprises in the domestic bearing market, China bearing production enterprises began to attach importance to the sales work of enterprises, such as expanding the sales team.

Improve the quality of sales staff, etc. However, there are still many enterprises with backward market concept, which have not really turned to the concept of "overall marketing", and in fact still adhere to the past "sales concept". Therefore,

All employees of the enterprise must be trained in the concept of "overall marketing", so that all employees can establish the concept of "overall marketing", that is, taking the target market as the starting point, taking the user's demand as the center and taking the overall marketing as the means.

, by meeting the needs of users to obtain profits.

2. Establish a high-quality marketing team (1), and adopt the method of "please come in and send out" to train marketing personnel, so as to improve the overall quality of the enterprise marketing team.

(2) On the premise of not affecting the design and development of the enterprise, some technicians are transferred to enrich the marketing team.

(3) Recruiting graduates with college education or above, consisting of senior engineers and technicians with high technical level and rich practical experience and marketing personnel.

(4) Hire senior talents who know both technology and marketing with high salary.

3. Establish a marketing-centered operation mechanism. Under the concept of "overall marketing", marketing work is not just a matter for the marketing department. All departments of an enterprise should take the principle of "satisfying users".

Committed to meeting the needs of users, the marketing department should instill this principle into other functional departments in their daily work. For the marketing manager of an enterprise, he is faced with two major tasks: one is to coordinate the marketing activities within the enterprise.

; The second is to coordinate the relationship between marketing and functional departments such as technology, procurement, production, quality, finance and service under the goal of user interests. For high-tech products such as bearings,

The cooperation between marketing department and technology development department is particularly important.

4. Strengthen the construction of marketing information system. Enterprises must designate special personnel to be responsible for the collection and research of market information, timely investigate and analyze the changing market demand, and master the direction of product development.

To study and formulate medium and long-term plans for enterprise product development. The collection and analysis of market information includes two aspects: user information and competitor information. When any enterprise conducts marketing activities,

To understand the market environment and formulate marketing strategies, it is necessary to collect extensive, systematic and accurate market information and conduct comprehensive analysis.

5. Highlight your own advantages and provide good services. For bearing enterprises in foreign countries and other regions, bearing production enterprises should be good at publicizing their own advantages in marketing, rather than simply comparing technology, quality and price with their competitors.

We should not blindly fight the price war. The advantage of bearing manufacturers is that they can provide good service, which must be brought into full play. Bearing is a high-tech product, and pre-sales and after-sales service is very important. Service should be valued as much as sales.

You can even regard service as an important business, directly generating income, not just an auxiliary sales job.

6. Establish a national and even international marketing network. When exploring domestic and foreign markets, bearing production enterprises should gradually implement the agency system, appropriately develop and train agents, invigorate marketing means and broaden sales channels.

Establish a national and even international marketing network.

In the past, most bearing manufacturers in China relied on their own sales teams to sell their products directly to users.

However, due to the sales teams of most enterprises, how to improve their marketing ability and enhance their competitiveness? Zheng Changhong of Fujian Longxi Bearing (Group) Co., Ltd. should not be too big, and enterprises should increase their market share.

, we must walk on two legs and establish "double sales channels" (direct sales channels and indirect sales channels). That is, on the one hand, relying on the sales staff of the enterprise itself for direct sales,

On the other hand, it relies on agents for distribution.

7. Form a coordinated and effective promotion and combination strategy (1) with strong professionalism and high technical content.

High technical service requirements. The buyer has strict requirements on the variety, specification, model and quality of bearings, and generally cannot replace each other.

Bearing technical performance is complex, so installation and maintenance, spare parts supply and operation technical training need to keep up.

(2) Both buyers and sellers have specialized knowledge of commodities. The high-tech content of bearing itself requires enterprises to explain the product characteristics in detail. If the seller lacks bearing knowledge,

It is impossible to introduce the performance, purpose and usage of bearings to users, which affects the sales of bearings. After the buyer knows the performance, application, technical requirements and application effect of the bearing in detail,

After careful consideration, I decided to buy it. The above characteristics of the bearing market determine that the effect of its marketing means is obviously different from that of consumer goods. With the popularization and development of computers, network marketing has become a new marketing method. For bearing manufacturers,

The purpose of online marketing is not to guide online sales, but to focus on other effects brought by online marketing. Enterprises should pay attention to the following aspects when conducting online marketing.

The layout of the home page must focus on the target user group of the enterprise, not just a bunch of gorgeous pictures and vague text descriptions. (2) Actively participate in relevant industry organizations to expand corporate visibility,

So that the nodes of the enterprise can be conveniently searched on the websites of related industries. Enterprises should realize that the important content of network marketing is information service, and pay attention to meeting users' information needs when visiting websites.

8. Make clear the market positioning and formulate the correct market competition strategy. Facing the new situation, bearing production enterprises should make clear the target market. In recent years, due to the serious arrears of triangular debts between state-owned enterprises

It is undoubtedly correct for some bearing manufacturers to turn to the southeast coast to explore the private enterprise market. But automobile, airplane, military industry and other industries are the mainstream markets of bearings. Bearing manufacturers should compete with foreign competitors in the mainstream market. therefore

While exploring the private enterprise market, we should focus on exploring the mainstream market. The requirements for bearings in these two markets are different. Private enterprises in the southeast coast generally undertake short-term and quick processing tasks, and will switch to other projects within two or three years after recovering the cost.

The requirement for bearing life is not high, but the operator's level is low and the maintenance is poor, which requires the bearing to have high reliability in harsh environment and requires the bearing manufacturer to design the process route for it.

Equipped with bearings with suitable performance. Generally speaking, the mainstream market has higher requirements for bearing life, and the reliability requirements are put forward for a better use environment. Users will put forward performance requirements for bearings according to their own technical routes.