At present, SMEs account for 99% of the total number of registered companies registered in industrial and commercial registration. The total output value of SMEs, sales revenue, and total taxes accounted for 60%, 57% and 40%, respectively; SMEs offer approximately 75% of urban employment opportunities. More than 60% of the total exports in recent years are SMEs. It can be seen that the important position and role of SMEs in my country's national economy. As an important economic organization form, SMEs play a pivotal role in the world's economy, and a few large enterprises and a large number of small and medium-sized enterprises are co-character for the scale structure of most countries. The necessity of establishing a marketing mechanism is currently the average life expectancy of my country and medium-sized enterprises in China. The SME "short life", this is the fact. From the end of the 20th century from the end of the 1990s, my country's SMEs created a myth in the development of the world economy. A large group of SMEs such as "Qin Chi", "Three Plant", "Dragon" and "Sun God" have become a "star company", "Star Enterprise", "Star Enterprise", "" " The stars nowadays today, the scenery is not there, people use the "Two Third Year" to summarize the short life of SMEs. According to relevant departments, there are no life cycles for 68% of my country's small and medium-sized enterprises in China for more than 5 years. The domestic theoretical circles have conducted many research on this "short life" of SMEs, and the more concentrated views have "blind diversification", "the one-sided pursuit speed", "renowned and not pragmatic", "talents Structural unstable "theory," rulescent mode "theory, etc. The authors believe that the deeper cause of "short-lived" in my country is prone to "short-lived", and the company lacks scientific, healthy and long-acting management mechanism. Marketing management is like a heart in people, one of the indispensable central links of the company's survival and development. The marketing management mechanism has problems, such as human blood circulation systems, respiratory systems, neurological problems, and enterprises will not May have a long life. The operational management mechanism is not perfect, it will inevitably lead to marketing decisions such as SMEs, marketing team construction, market operations, etc., can only rely on "three shots" (take head decision making, chest assurance, do not take butt and hover) , Then the appearance of "short-lived" phenomena of SMEs "only two or three years" will become inevitable. The long-range marketing management mechanism of the enterprise mainly includes marketing innovation mechanism, marketing decision mechanism and team incentive mechanism, etc., only to build these management mechanisms to coordinate and resolutely implement, enterprises can benefit youthful and grow, and grow and grow, Green, realizing the leap from excellent to excellence. (1) Marketing innovation mechanism 1. Marketing concept innovation marketing concept is the idea and understanding of enterprises in the development of marketing and adapting to new marketing environments, which is the soul of corporate marketing innovation. The innovation of ideas should have four aspects of the content, the correct market awareness, quality awareness, competition awareness, and strengthen cooperation awareness. At present, there are most marketing concepts of SMEs in my country to stay in the product concept phase. Under the new situation, enterprises must establish marketing concepts in the big market in order to adapt to economic development and market competition, and should take appropriate marketing measures while adapting to external macro environments, affecting external macro environments. The implementation of the marketing strategy of the company, in addition to the "GPS Combination" of the Target Market, must also add "political power" and "GPS" combination of "public relations". The competition thoughts contained in this concept have significant guiding significance for the international management of SMEs. Due to the large proportion of traditional industries in my country's SMEs, it should also establish a new concept of "green marketing". Enterprises should meet environmental standards when choosing product production technology, producing raw materials, and manufacturing procedures; when designing and packaging decoration design, they should try to reduce product packaging or product residues to reduce the adverse effects on the environment. Actively guide consumers to reduce pollution during product consumption, during use, pay attention to save resources, thereby combining economic benefits and environment, ecological organic combining, forming sustainable development of enterprises.
2. Marketing Organization Innovation Modern Enterprise Marketing Organization has shown a jointization, flatness and conceptual development trend. In the fierce market competition, the independent enterprise "Solitary Competition" is impossible to win. From a reality, my country's small and medium-sized enterprises are small, powerful, and among the competition of large enterprises, and its marketing organizations will still stay in the sales department rather than marketing. Therefore, in order to improve the unfavorable competitive position, facing the changes in domestic and foreign marketing sites, SMEs must establish strategic alliances through mutual shares, mergers, joint, alliances, etc., adjust marketing organizations, carry out network marketing, strengthen marketing, and implement The continuous innovation of marketing organizations. In the process of organizing innovation, we must first select a good partner; secondly to identify the best cooperation or joint form, agree to the principles of joint principles and allocation. In addition, we have to deal with various problems generated after the joint, and truly achieve complementary advantages. At the same time, eliminate the diaphragm between enterprises, improve marketing efficiency and innovation efficiency, and jointly develop the market with relevant functional departments, specially cooperate with the research and development department, timely communication information, relying on technological innovation to carry out product innovation, meet market demand, thus Improve the integrated competitive strength of enterprises. 3. Marketing Technology Innovation Camp is a technique and method used in the process of conducting marketing activities. Contains determination of the target market, product positioning pricing, distribution and promotion and advertising strategies, etc. Since most of the domestic SMEs have not truly master professional marketing technology, they must establish a professional marketing planning department in the enterprise, and the personnel of the professional marketing plan must be selected, and the professional marketing consultant is hired, and the marketing plan of the company is developed and implemented. Marketing planning process and steps: 1. Market situation analysis, 2, decide the marketing objectives, 3, to form a variety of related strategies, 4, choose the best strategy, 5, get management approve, 6, develop tactical plan, 7, integrated enterprises plan. (II) As a complex marketing of enterprises, multi-sectoral, multi-links, including a variety of decisions, so marketing decision-making mechanisms have become an extremely critical central link in the marketing process. 1. Democratic participation mechanism. Even the mechanisms involved in the company's decision-making, including employees to participate in enterprise decisions in different forms and related systems. Employee participating in corporate decisions have direct participation and indirect participation. The direct participation is mainly voted, petitions, participation hearing, etc .; indirect participation methods mainly have the investigation before the decision-making, and express opinions through media and people's representatives. These different ways of participation have their own characteristics, suitable for different decision-making backgrounds, conditions and problems. 2, expert participation mechanism. That is, the mechanism of letting experts from experts to participate in the business decision process. Experts participate in enterprise decisions have personal participation and organizational participation, and there are also formal participation and informal participation. Specific participation methods include: providing research reports to corporate decision makers; entrusting research and drafting programs by corporate decision-making departments; as the highest decision makers help decision-making. 3, constraint mechanism. The restrictions on corporate decisions include the restriction of decision-making power, the process of decision-making behavior, and the review of decision-making programs and the evaluation of their implementation results. Therefore, the decision constraint mechanism relates to the corresponding constraints and systems. 4, coordination mechanism. In order to avoid sectoral conflicts due to segmentation, functional intersections, interest orientation, to promote the mechanism of cooperation decisions in various departments in solving cross-sectoral problems. It also involves the coordination department and the system of standardization of coordination department. (3) Incentive mechanism 1, interest priority principle ancient language: "The world is bustling, all of them are Lilai; the world is bustling," We, people's demand is low to high-profile: physiological needs, safety needs, social needs, respectable needs and self-realization needs, people only pursue higher level needs after meeting low-level demand. Contact active, as employees who fight on marketing fronts, they most validly the interests and reality.
To make employees who have effectively incentive marketing front, companies must follow the principle of interest priority. Priority principles are embodied in practice, including "strategy" and "tactics". The "Strategy" part refers to the incentive mechanism of enterprises to develop interests, increase transparency, fair, fair, open, inspiring morale, improving combat power; "tactical" part refers to enterprises in specific marketing work, according to their own Policy, "Distribution according to work", "more work more", combine working performance with personal income, truly reflect personal value. 2, full decentralization and authorization of incentive mechanisms with interests, the incentive mechanism, which can undoubtedly motivate employees on the marketing front, but this is not enough. In order to better incentive employees, marketing supervisors and managers should appropriately change the currently adopted single interest approach, not only use material stimuli to encourage employees, but also give employees fully decentralized and authorized. This is very significant for employees on the marketing front. Fully decentralized and authorized, enabling employees on the marketing front to control the tradition of tight control, let them have a certain degree of freedom to control their activities, take responsibility, to meet their self-realization, this is a very good An approach to the employee of motivating the marketing front. Of course, in the process of full decentralization and authorization, you need to master the issue of "degree", free space to give employees on the marketing front, but at the same time, discipline is also necessary. This is an unavoidable problem. 3, "Succession" plans to market in marketing, the most critical factors are people, the most scarce resources are also people; every employee on the marketing front, especially those outstanding employees attach great importance to personal future career development. Special attention to learning opportunities, development prospects and work space in the enterprise. I am very deeply, in order to effectively motivate employees, I finally implement the "successor" program, let employees have improved and sublimated in marketing, which is also the performance of employees' responsibility for employees. The "successor" system can be summarized as "all the members of the whole staff, grading off work, and special people", that is, as long as it is the employee of the marketing front, all participate in the "successor" plan; everyone must have the last level Quality, at any time to try "progress" for people in the previous level; each alternative must have a master carry, and this master is generally its direct boss. From a business perspective, this system can avoid a larger impact on enterprise normal marketing work due to marketing members; from the perspective of employee, this is a bigger development space for them, and this The development space has continuously broaden the high-level demand for employee self-realization with the strengthening of personal abilities. Enterprises to implement the "successor" program, can formulate corresponding training systems on the employees on the marketing front, weekly or monthly hold cases, all employees have the product technology, market market, marketing tools and skills, and exist. Problems and improved methods, etc., to promote joint discussion and exchange, promote common growth; experts from the relevant industry, scholars come over, participate in various learning classes, seminars; "Imperial use, people do their best", active, bold, active Let go of the use of employees, give more workspace, to make them more challenges, grant greater power, let them have greater fun or challenge, inspiring their enthusiasm for work and feeling for business, for Enterprises create more value. 4. Communication and atmosphere communication in the marketing field is not general, it can play a bridge between employees and enterprises, deepen the understanding and understanding of both parties, relieve both parties' nervousness, and is an effective incentive employee.
The content of marketing work is more and more complicated. The employees of marketing front are repeatedly facing the above pressure, the dealers 'complaints, consumers' complaints, and their mental suppression, and communication can put out the depressed venting of employees, reduce troubles, Lightly, let the leadership understand the needs and unevenness of the employee of the marketing front, know what they need, thus, timely, effectively master the employee, to close the relationship between the two sides; properly meet the needs of employees, establish a good "bilateral" relationship Discover, believe, cultivate, improve employees, in marketing, pay attention, support employees, to develop customers more space. At the same time as communication, strive to create a good working atmosphere. Give a certain gift at the birthday of employees, let his business pay attention to employees, give him a feeling of his family - people who have conscience will not be opposite to the home; more communication between the upper and lower levels, and lift the psychological troubles of employees; encourage There are often many emotions between employees, communicate, enhance their feelings, and strictly prohibit employees to dismantle the Taiwan to mount each other, encourage employee unity and cooperation, and eventually create a comfortable working environment for all employees. These measures, the system is an important way to effectively motivate the employees of the marketing front. Source: China Management Communication Network
