The so-called marketing management, in fact, is in the planning and implementation of the market concept, goods and services, design, pricing, promotion and other aspects of the process, in order to meet customer demand and organizational goals, thereby creating exchange opportunities for a process, which is through the analysis, planning and implementation and control, through a certain management of the exchange, so as to achieve the purpose. For a company, the guiding ideology of management and production, products, marketing and social marketing is inseparable, so marketing management it is inextricably linked with the company's internal administration.
At the same time with the idea of marketing management, I think it must be carried out from all aspects:
First, the basic goal
The task of marketing management and classification: Some people believe that the task of the marketer is to *** the customer's demand for the enterprise's products, in order to maximize the expansion of production and sales. I think this is a narrow understanding, marketing management should seek to create, establish and maintain the exchange of benefits between the company and its customers through analysis, planning, implementation and control. Thus the purpose of marketing is achieved. What must not be forgotten while having the task is the marketing categorization. For example: *** sexual marketing, developmental marketing, *** sexual marketing, turnaround marketing..., different classifications, different seasons, different products, there will be different management processes. The real management process is to identify, analyze, select and discover market opportunities in order to achieve the company's mission and goals, of course, it also includes the following points:
1, select an accurate target market;
2, determine a "controllable factors" and "uncontrollable factors" composition. Uncontrollable factors" composed of marketing mix;
3, the real management of a marketing section and its marketing activities, there must be a corresponding management specification as a support, that is to say, it must establish and improve the management of the various systems and workflow, specifically as follows:
1) Preparation for the standardization of the work; sales plan for the case; the periodic The production of schedules; the submission of information from various departments; the investigation and analysis of information; the holding of various meetings; the handling of estimated production; the acquisition and analysis of information; credit checks; ...
2) The standardization of the sales process; the valuation; ordering; delivery; the recovery of the payment of goods; ...
3) The accounting bookkeeping Management of the norms; the registration of the books; the classification of various summonses (such as sales summonses for orders, accounts receivable summonses, etc.); statistical survey reports; classification of books (such as: order books, accounts receivable books, collection books, auditing books, customer account books, etc.). ...
4) Franchise management norms; agency contract; franchise contract; direct hosting contract; security deposit; franchise gold; business management; customer eligibility; annual ordering meeting; the renewal of the contract and custody; ...
5) Advertising and publicity management norms ...
Second, the basic strategy
1, the company's business organization should be frequently changed so that all personnel are proficient in business, crisis awareness and can work effectively.
2, the company's employees must be fully committed to work, so that the work to high efficiency, high income, high distribution (high salary) direction.
3. In order to improve the efficiency of the operation, the company must significantly decentralize the authority, so that the employees can deal with various matters on their own.
4. In order to achieve the objectives of the company and to ensure the accountability system, it is necessary to adopt a policy that combines rewards and penalties.
5. In order to promote retail sales, a sales system should be set up to convert the original market into a seller's market so that the company can enjoy the right to control the agents and franchisees.
6. The main goal is to cultivate the retail stores and to guide them in the promotion method so as to increase the demand for *** to achieve the set sales volume.
7, the establishment of regular agent meetings to further strengthen the link with the terminal.
8, all the basic strategies must also be refined, should be specific and effective, implemented to all relevant departments and relevant personnel.
To be continued...
What is retail management
Retail management includes mastering the effective identification, utilization and development of target customers; mastering how to build a highly efficient, appalling retail store operations team; mastering the elements involved in the business of retail store operation and management; mastering merchandise planning, purchasing, and analysis, as well as financial statement analysis methods related to merchandising and retail store operations. The course is designed for students who want to learn how to analyze the financial statements related to retail store operations.
The Retail Management Professional Competency Level Certification System (RMPCCS) is a joint effort by the China Chamber of International Commerce (CCCI) and the National Retail Federation (NRF), two of the most authoritative organizations in the retail industry in the United States and China, which allows you to systematically master retail management.
What is management and operations?
It is a retail management term that refers to a series of management activities in which retailers train, supervise, assess, reward, and penalize their stores' operations through some hard and soft indicators.
The scope covers the entire store operation activities, including: member recruitment and management, receiving, ordering, replenishment, internal transfer, internal transfer, loss prevention, inventory, preservation of freshness, display, labeling, advertising and promotions, sales, goods organization, equipment maintenance and maintenance, security (fire, theft, poison, explosion), cashier, bag storage, returns, giveaways, personnel (including supplier promoters), management, planning and artwork, planning and artwork, security (including fire, theft, poisoning, explosion), cashier, bag storage, refunds, gifts, personnel (including supplier promoters), and other management activities. Management, planning and artwork, cleaning, market research, after-sales service, delivery, group purchasing, general affairs and administrative work.
What are the qualities and skills needed for retail operations management
Going to work in someone else's company will give you an idea
What are the aspects of retail business strategy
What is business strategy
Business strategy is the response of an enterprise to consider its own strengths and weaknesses in a competitive environment in order to form an advantage and to create a space for survival and development.
Business strategy cannot be static, but must be adjusted according to changes in internal conditions and external environment. Management must also be based on the body of the enterprise, different stages, there will be different management mode. In the world's rapidly changing environment of the times, to change in response to change, at any time to adjust the business strategy to serve the business strategy is the true meaning of business management. From this, we believe that the so-called business strategy, is in business management, in order to achieve a certain business objectives, in a certain market environment conditions, all possible to achieve the business objectives to take action and its course of action, program and competition, can be referred to as business strategy. It specifies the actions that should be taken in a situation that may be encountered and may occur. Because the business strategy activity is a difficult brain activity and rational thinking of creative activities, the correct use of business strategy to meet three conditions: First, to take action in order, the kind of later can not be modified or followed, to change to meet all changes in the action, can not be called business strategy. Secondly, the situation that will occur in the future is uncertain, if the possible situation is certain, there is no need to formulate business strategy. The third is that the uncertainty of the occurrence of the situation is reduced with the acquisition of information, and it is necessary to react in time to get information about the original uncertain things. In practice, due to the frequent occurrence of these three conditions, making the decision-making business strategy is quite complex.
Definition of business strategy
1, business strategy refers to the formulation of the enterprise's long-term goals, as well as to achieve the goals of the choice of course of action and the allocation of resources required. A. Chandler (1962)
2, business strategy is a grouping of goals or objectives (pattern), as well as to achieve the objectives of the main policies and plans, used to explain the current or future situation of the enterprise. Business strategy is the grouping of goals or objectives (pattern), and the main policies and plans for achieving them, which are used to describe the current or future situation of the business enterprise, and the current or future type of the company.K. Andrews (1965)
3. Business strategy is the connection between the activities of the organization and its products, and the market (mon thread), which is used to describe the basic nature of the organization's current situation and the future situation of the plan.J. Ansoff (1965)
4, Business strategy is the fundamental pattern of present and future resource allocation and environmental interactions that indicates how the organization will achieve its goals. Hofer & Schendel(1978)
5. Business strategy is a plan for integrating the organization's major goals, policies, and sequences of activities into a coherent whole. Quinn(1988)
6. Business strategy is the activities and plans of an organization to make the organization's goals compatible with its mission and, in an effective way, to make the organization's mission compatible with its environment. Thus, business strategy is a method of achieving mission or purpose for an organization, and it may also be a measure of purpose or performance for lower levels of the organization. Thomas (1988)
7. Business strategy is a coherent, integrated, and holistic plan that relates the company's strengths to the challenges of the environment to ensure that the basic goals of the business are achieved through appropriate organizational execution. Jauch & Glueck (1989)
8. Business strategy is how an organization defines its relationship with the environment in the pursuit of its goals, and the ways in which it adapts or reacts to the challenges of the environment. The concept of business strategy encompasses both purpose and method, and there is an interlocking relationship between the two, i.e., the method used to achieve an organization's higher-level purpose can become a lower-level purpose. Zhang Huocan (2005)
Characteristics of Business Strategy
Business strategy refers to the overall planning and countermeasures for a longer period of time in order to achieve the goals of the enterprise, on the basis of analyzing the external environment and internal conditions, and to strive for the survival and development of the enterprise in the competition. Its main features can be summarized as follows.
(a) the overall characteristics. It is the overall development of the enterprise as the goal, the provisions of the business direction and overall behavior, it has constraints on the various sectors of the enterprise and all levels of business activities and management behavior and guiding role.
(ii) long-term characteristics. It points to the future development of the enterprise, and provides for the development of the enterprise in a longer period of time policy and objectives. On the basis of research and prediction and scientific planning, visionary and far-sighted to seek long-term development and long-term interests. It takes into account the reality of the enterprise, but also constraints on the "year red" "when the red" by the spell equipment and abuse of resources of short-term behavior.
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What is the meaning of wholesale and retail
Wholesale distribution refers to dealers or wholesalers
Dealers, that is, in a certain area and field only have sales or service units or individuals. This is the dealer. Distributors have an independent business organization, ownership of goods (buyout of the manufacturer's products / services), to obtain operating profits, multi-species business, the process of business activities are not or rarely subject to the restrictions of the supplier, and the supplier's responsibilities and rights are equal.
Dealers: as the name suggests, are businessmen who buy goods from companies. They buy goods by no means for their own use, but turn around and sell out, they just go through the hands, and then sell it, the concern is the spread, rather than the actual price. The business does not sell on credit to the dealer, but receives money for it. A dealer is a merchant, which is a business unit. So the "dealer" is usually a business, or a business unit that gets money from the business to buy goods.
Dealers
Dealer survey is divided into a separate part of the survey content, but dealers as from the enterprise has been to the end of the retailer's sales channel chain in an important link in the market role is very huge. Moreover, dealers have access to the most market information. Therefore, the investigation of the dealer can be involved in almost all the investigation content, and it is also so, the investigation of the dealer is exceptionally important.
Dealers in the Chinese market, both traditional and the backbone of the channel force, is encountering a wave of channel flattening and the test of the new channel force, under heavy pressure dealers or passive or active in the business development strategy to make adaptive adjustments:
One is that part of the dealers began to manufacturers OEM or even invest in their own factories to produce their own branded products, channel resources to maximize the benefits;
The first is that some dealers began to manufacturers OEM or even invest in their own factory production of their own branded products, so that channel resources
Secondly, some distributors started to enter the retail field, extending downstream to the channel, stabilizing and consolidating their position in the market;
Thirdly, they maximize the access to advantageous product resources, share the operating costs and risks with the products, and pursue the scale of the category of the enterprise business. Regrettably, more dealers are becoming subordinate to the producers, completely by the producers of the "set", but also in the terminal retailers and producers of the double "squeeze" under the difficulties, the more frightening is the vulnerable groups in the dealers are constantly being eliminated out of the game.
1
This is the first time that we have seen a new generation of distributors.
1, the agent can be the agent of a single brand or multiple brands, generally a single brand; distributors must be the agent of many brands, such as Shiping distribution, Longlin distribution; dealers is a more general title, dealers, including agents, distributors, and simply traders (can be from the manufacturer can also be sourced from other places).
2, agents are distributors and dealers, but distributors and dealers are not necessarily agents. There is no difference between a distributor and a dealer.
3, distribution is a sales method concept. Distributor is a transfer station, a manufacturing enterprise will be entrusted with the product transfer station sales. Agents are authorized by the manufacturing enterprise in a certain area time terminal sales. Distributors are similar to traders, free trade.
4, distributors broadly speaking, including agents dealers; agents and dealers exist whether or not to obtain authorization. Of course, there are also more agents of nature agents.
5, mainly from the product ownership to distinguish: distributors have ownership of the product; agents generally do not have ownership, and only receive brand sales commissions. Distributors generally only do channels do not do terminal.
6, distributors: authorized by the original manufacturer, sales of the full range of products, on behalf of the manufacturer to deal with business. Dealers: able to get the goods in the original factory traders, not authorized by the original manufacturer, the original factory will not rebate. Agents: authorized by the original factory, sales of some products, the original factory will rebate and so on. Agents in some foreign countries also called distributors. Agents of the supporter is the original factory (for a single brand existence only), we generally understand the distributors and dealers is the whole and market resources, customer service, multiple points of support!
7, dealers are divided into ordinary dealers and special dealers. The former is unrestricted and outside the ordinary daily necessities as no restrictions, while the latter and large agents or manufacturers have certain sales, product prices and other aspects of the special agreement. Distributors are between agents and dealers. Agent is a product in the sales process authorized by the manufacturer in a certain region qualified to sell the product business. It is divided into regional, national, provincial, city and county level, etc., and is divided into exclusive agents, general agents, graded agents, all agents have the corresponding privileges, the agent level is low in principle by the management of the higher level of agents.
A lot of companies on the factory representative of the duties written in: for the effective management of dealers. There is this that many sales people as on the imperial sword, but also like a decent management up, in fact, for dealers with "management" word can not be practical ......
How to systematically learn chain store management operations and retail
The characteristics of chain management Chain management has the following basic characteristics: 1. Chain management is a contractual relationship between the authorizer and the authorized person, that is to say, the relationship between the authorizer and the authorized person is dependent on the contract between the two parties to exist and maintain; 2. Chain management does not exist between the authorizer and the authorized person. There is no tangible asset relationship between the authorizer and the licensee in the chain business, but are independent legal subjects, each of them independently assume external legal responsibility; 3. The authorizer has the ownership and/or exclusive right to the authorized matters involved in the contract between the two parties, while the licensee obtains the right to use (or the right to utilize) and the right to income based on the right to use through the contract; 4. The authorization in the chain business refers to the right to use (or the right to utilize) of the intangible assets, including intellectual property rights, rather than tangible assets or their use. rather than tangible assets or the right to use them; 5. the licensee has the obligation to pay fees to the licensor according to the contract between the two parties; 6. the licensee shall maintain the uniformity required by the licensor in the contract. [edit paragraph] The characteristics of chain management The characteristics of chain management, namely six unity: unified procurement, unified distribution, unified logo, unified marketing strategy, unified price, unified accounting. [edit paragraph] The advantages of the chain business model The main advantages of the chain business franchise model are: 1. Authorized person only brand, business management experience and other inputs, you can achieve the purpose of large-scale operation, not only in the short term to get back, but also to make the intangible assets to rapidly enhance. 2. 2. The licensee can save a "learning curve" that he/she has to go through since starting his/her own business due to the purchase of a successful operation system, including the necessary fumbling process of choosing profit points, opening markets, etc., which reduces the business risks. 3. The licensee can own his own company and control his own income and expenditure. The start-up cost of the licensee's business is lower than that of other business modes, so the licensee can recover the investment and make profit in a shorter period of time. The licensee can get the help and support from the experienced licensor in site selection, design, staff training, marketing, etc., so that its operation will quickly move towards a virtuous cycle. 4. It is not a competitive relationship between the licensor and the licensee, which is conducive to the expansion of market share with ****. The essence of the business model of chain management is that the enterprise uses intangible assets for capital operation and realizes the effective method and way of low-risk capital expansion and scale operation. This is also the chain management can be rapid development of the fundamental reasons. [Edit paragraph] Three forms of chain management Chain management is a form of business organization and business system, refers to the operation of similar goods or services of a number of enterprises, in a certain form to form a consortium, in the overall planning of the professional division of labor, and in the division of labor on the basis of the implementation of the centralization of the management of the independent combination of business activities into a whole scale of operation, so as to achieve economies of scale. Chain management includes three forms: direct chain, franchise and free chain. Franchise alliance FC (Franchise Chain) that is, by the headquarters of the technology and management experience, guidance to teach the franchisee the technical experience of the operation, and charge a certain percentage of royalties and guidance fees, this contractual relationship that is franchised. Franchise headquarters must have a set of complete and effective operation technology advantage, so as to transfer the guidance, so that the franchise can quickly operate, and at the same time to obtain benefits from the franchise network to grow. Therefore, how to inherit the operating technology is the key to franchising. Direct Chain RC (Regular Chain) is a chain of stores operated directly by the head office, that is, by the company's headquarters to directly operate and invest in the management of each retail point of the business model, this chain does not have the existence of a franchise. The headquarter adopts a deep management style, directly ordering and controlling all retail outlets, and the retail outlets must undoubtedly accept the headquarter's command completely. The main task of a direct chain is "channel management", which means to obtain profits from consumers through the expansion of business channels. Therefore, direct chain is actually a "management industry". Voluntary Chain (VC) is a store that voluntarily joins a chain system. This kind of store is the original existence, not the beginning of the franchise store by the chain head office counseling to create, so in the name should be different from the franchise. Voluntary franchise system, the ownership of goods belongs to the franchisee owner, while the operation of technology and store brand is held by the headquarters. Therefore, although the operation of the voluntary franchise system is maintained in each franchise on the "fate **** the same body" identity generated by the unity of power, but also take into account the "life **** the same body" the premise of cooperation and development, on the other hand, to maintain the autonomy of the franchise at the same time! On the other hand, it is necessary to maintain the autonomy of the franchise operation, so the voluntary franchise can actually be called "the industry of ideas". Meaning that focuses on the communication between the two, in order to achieve ......
What is the business category
The business scope of the company
Business scope reference (by category) Business category
Business Limited Company, Industrial Company Limited, Trading Company Limited:
Daily necessities, needle and textile, clothing, shoes and hats, apparel and clothing, curtains and fabrics, carpets, decorative items, cosmetics, washing equipment, washing supplies and appliances, thermal insulation and heat preservation. supplies and appliances, thermal insulation materials, waterproof and leak-proof materials, household appliances, crafts and gifts, jewelry (except loose diamonds), jade, toys, flowers and trees, sporting goods, sporting goods, lamps, computer hardware and software and accessories, packaging materials, office supplies, cultural and office supplies, paper products, paper, furniture, timber, decorative materials, construction materials, printing machinery, hotel supplies, sanitary ware, ceramic products, glass products, leather products, rubber and rubber goods glass products, leather products, rubber and plastic products, automobile and motorcycle parts, compressors and accessories, bearings, pipe fittings, valves, wires and cables, power tools, electromechanical equipment, refrigeration equipment, instruments and meters, fitness equipment, lighting appliances, photographic equipment, photographic equipment, telecommunication equipment, communication equipment, audio equipment, sound equipment, electronic products, electronic components, hardware and electrical appliances, alternating current and direct current power supply products, environmental protection equipment, office equipment, fire-fighting equipment, environmental protection equipment, steel, wire and cable, building and decorative materials, machinery parts, chemical raw materials and products (except for hazardous chemicals, monitoring chemicals, fireworks, civil explosives, and easy-to-use poisonous chemicals), metal materials (except for special control), metal materials, metal products (except for special control), air-conditioning, refrigeration equipment, a class of medical equipment (Class II, Class III need a license), Commercial vehicles and more than nine-seat passenger car sales, hotel supplies, computer hardware and software and consumables, fasteners, standard parts, instruments and meters, communications equipment (excluding satellite television broadcasting ground receiving facilities) wholesale and retail, engaged in the import and export of goods and technology (import and export business necessary for the content of the business), and other business operations involved in the administrative licensing, with a license International Trade Co. Import and export business of goods and technology (import and export business necessary content), etc. Clothing (or footwear, cosmetics) Co.
Clothing, shoes and hats, cosmetics, daily necessities, needlework, textile fabrics and accessories, housewares, baby products, leather products, down products, bedding, packaging materials, handicrafts and gifts, cultural products, paper products, office supplies, fabrics, toys sales etc.
Electronics (Equipment) Co.
Electronic products, electromechanical products, household appliances, rubber products, lighting appliances, electronic components, wires and cables, fasteners, standard parts, laser equipment valves, valve fittings, laboratory equipment,, experimental instruments, experimental equipment, clean room equipment, filter materials, stainless steel products, aluminum alloy products, communications equipment, machinery and accessories Construction materials, computer hardware and software and accessories, electromechanical products, telecommunications equipment, wire and cable, lamps, power tools, engineering machinery equipment and accessories, lamps, furniture and accessories sales, engaged in the field of information technology, electronic technology, intelligent science and technology within the technical consulting, technical services, technology development, technology transfer, investment consulting, business consulting (consulting projects in addition to brokers), the installation of electrical appliances (in addition to) Proprietary control) lighting design (involving administrative licensing, with a license)
Services
Business Services Limited, Cultural Services (Communications) Limited, Translation Services Limited, Cleaning Services Limited Enterprise (market) marketing planning, corporate image planning, business management consulting, talent intermediary, talent recommendation, talent information consulting (the above three need talent intermediary service license), equity investment, equity investment, talent recommendation, talent information consulting (the above three need talent intermediary service license) Service License), equity investment, equity investment management (registered capital of more than 100 million yuan) market information consulting and investigation, business consulting, translation services, investment consulting, investment management, exhibition services (except for exhibitions and sales), lighting design, construction and decoration works, environmental protection works, communications engineering, real estate development (special industries), interior design, architectural design, civil engineering, engineering project management, plumbing and electrical engineering construction, installation and maintenance services of electrical appliances, freight forwarding, freight forwarding services, graphic design and production, art design, logistics and warehousing, flower etiquette services, crafts and gift design, clothing design, courier services, photographic services (except for printing), color expansion, green maintenance, car decoration (special industries), financial consulting (except for bookkeeping) (except for intermediaries of consulting projects), labor services (special industries) ) (except vocational intermediary), product packaging design, advertising equipment leasing, electrical installation, maintenance, machinery and equipment leasing, janitorial services, green maintenance, landscaping projects, engaged in the field of environmental protection science and technology, technical consulting, technical services, technology development, technology transfer, education information consulting, "another charge.
Enterprise Management (Investment Management) Limited, Business (Information) Consulting ......
What is the difference between operation and marketing 5 points
Operation: 1, the company's annual production and operation plan is responsible for the completion of the organization and coordination;
2, the company's medium- and long-term development planning is responsible for organizing, promoting, and executing the responsibility;
3, due to the research of serious distortion of the information, affecting the company's major decision-making to the company's losses, should be held accountable for the corresponding economic responsibility! and administrative responsibility.
Marketing: 1, market analysis.
2, the development of sales targets.
3, decide the sales strategy.
4, organizational action.
5, benefit plan and fund management.
6, put forward market development proposals.
From the above we can see that these two are fundamentally different.
What is the operation management trainee
Many companies recruit freshmen, freshmen have a unified name is the trainee, or management trainee; and operation is a module in the company, with sales, technology, etc., in general, the operation is included in many aspects, such as production, logistics, finance, etc., but the specifics of the company to look at the stand, you mentioned the training program and so on is nothing. The training program and so on is not conclusive, the relative standardization of foreign enterprises may have a fixed process, the private sector is relatively weak, for the corresponding performance appraisal, etc., really not in the scope of your considerations, is the company's HR to do the thing