How to improve the competitiveness of enterprises in marketing

1. Set up the concept of "overall marketing" Facing the powerful marketing offensive of foreign enterprises in the domestic bearing market, bearing production enterprises in China began to attach importance to the sales work of enterprises, such as expanding the sales team and improving the quality of sales personnel. 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, it is necessary to train all employees of the enterprise in the concept of "integrated marketing", so that all employees can establish the concept of "integrated marketing", that is, taking the target market as the starting point, taking the user's needs as the center, taking the integrated marketing as the means, and obtaining profits by meeting the user's needs.

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 aim at "satisfying users" and devote themselves to meeting users' needs, while the marketing department should instill this aim into other functional departments in their daily work. For the marketing manager of an enterprise, he faces 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 bearings, a high-tech product, the cooperation between the marketing department and the technical development department is particularly important.

4. Strengthening the establishment of marketing information system Enterprises must designate special persons to be responsible for the collection and research of market information, timely investigate and analyze the changing market demand, grasp the direction of product development, and study and formulate long-term 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, it needs to collect extensive, systematic and accurate market information, and make a comprehensive analysis when understanding the market environment and formulating marketing strategies.

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, and should not blindly fight price wars. 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. We should attach importance to service as much as sales, and even regard service as an important business, which directly generates income, not just as an auxiliary sales work.

6. Establish a national and even international marketing network In the development of domestic and international markets, bearing production enterprises should gradually implement the agency system, appropriately develop and train agents, invigorate marketing means, broaden sales channels, and 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, Zheng Changhong of Fujian Longxi Bearing (Group) Co., Ltd. cannot be too large because of its own sales team. If an enterprise wants to increase its market share, it must take a two-legged approach and establish "dual sales channels" (direct sales channels and indirect sales channels). That is, on the one hand, it relies on the sales staff of the enterprise itself for direct sales, on the other hand, it relies on the agents for distribution.

7. Form a coordinated and effective promotion and combination strategy with strong professionalism, high technical content and high technical service requirements (1). 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 and can't introduce the performance, purpose and usage of bearings to users, it will affect bearing sales. After careful consideration, the buyer decided to buy the bearing after a detailed understanding of its performance, use, technical requirements and use effect. 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 direct online sales, but other effects brought by online marketing. Enterprises should pay attention to the following aspects when conducting online marketing: ① 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, expand the visibility of enterprises, and make the nodes of enterprises easily searched on relevant industry websites. 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, some bearing manufacturers have turned to the southeast coast to explore the private enterprise market, which is undoubtedly correct. 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 the task of short-term and fast processing, and switch to other projects within two or three years after recovering the cost. There is no high requirement for bearing life, 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 and equip it with bearings with appropriate 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.