Problems and Countermeasures of Enterprise Marketing in China

[Marketing] On the Problems and Countermeasures of Integrated Marketing Strategy in China Enterprises.

/soft/20/233/2008/5220550 17 127

abstract

The theory of integrated marketing communication, which was born in 1990s, is the concrete embodiment of the consumer-oriented marketing concept in the field of communication and publicity. The theory of integrated marketing communication has been widely used since it came into being. In the era of comprehensive marketing, integrated marketing strategy is not only a sharp weapon for enterprises to carry out marketing activities, but also an effective means to integrate various effective resources in enterprise management and realize enterprise development.

Based on the concept, characteristics and strategic significance of integrated marketing to the development of enterprises in China, this paper finds that there are a lot of problems in the use of integrated marketing strategies by enterprises in China through various channels, and many enterprises have no corresponding countermeasures to solve these problems. After a full analysis of these problems, this paper gives corresponding solutions to these problems, which will enable China enterprises to use integrated marketing strategies more freely in the future, greatly improve the competitiveness of China enterprises and provide a good marketing environment for the development of China enterprises.

Keywords: integrated marketing, strategy, countermeasures

catalogue

Abstract 1

Abstract 2

Quotation 1

1 Integrated Marketing Overview 2

Definition 2 of integrated marketing

1.2 characteristics of integrated marketing 2

1.3 strategic significance of integrated marketing communication to China enterprises 2

2 China enterprises integrated marketing strategy 4

3 China enterprises in the use of integrated marketing strategy problems 5

3. 1 unscientific organizational structure 5

3.2 improper integration of marketing strategies, incoherence and improper timing 5

3. 2. 1 How to integrate and connect marketing strategies 5

3.2.2 How to choose the opportunity to implement integrated marketing scheme 5

3.3 Integrated marketing communication budget planning unscientific 6

3.4 Marketing personnel to participate in integrated marketing communication management mechanism is unreasonable 6

3.5 Difficulty in evaluating the effect of integrated marketing communication and lack of future planning 7

3.5. 1 "black box" 7

Time and opportunity 7

3.5.3 Sources of information or incentives 7

3.5.4 Difficult interference variables

The uncertainty of the future 7

4 China's enterprises to use integrated marketing strategy development countermeasures 9

4. 1 Solving the problem of organizational structure-making the company a customer-centric organization 9

4.2 Solve the problem of marketing integration and convergence, and choose the best marketing communication opportunity 10.

4. 2. 1 Do a good job in integrating and connecting marketing strategies.

4.2.2 Seize the opportunity and solve the timing problem 10

4.3 Customer-centered financial allocation to solve financial budget and planning problems 1 1

4.4 Comprehensively manage communicators and solve unreasonable management methods 1 1.

4. 4. 1 Recruiting marketing personnel matching the company's requirements is the basis for ensuring execution.

4.4.2 Use specific goals to guide the work direction of marketing personnel. 12

4.4.3 Detailed work plan is a means to improve process management 12

4.4.4 Real-time management of marketers with effective tools 12

4.4.5 Assess the sales staff with scientific assessment indicators 13

4.4.6 Implementing an effective reward system 13

4.5 Using 3C three-dimensional evaluation method to solve the problem of integrated marketing evaluation and planning 14

Conclusion 16

Reference 17