An important factor in determining the strength of a company's competitiveness is its marketing team. The marketing team is not formed by simple personnel gathering. It is composed of many sub-target systems such as marketing planning power, sales execution force, and challenge target power. At the same time, a strong marketing team must be a group of business communities with shared values ​​and career views and a running-in member.
In the three aspects of product strength, brand power and channel power to support the growth of the company, the strength of the marketing team is first reflected in the exertion of channel power. The primary function of the marketing team is the development, maintenance, upgrade and growth of sales channels. Channel development quality, development efficiency, and sustainable growth status are important indicators for measuring the strength of marketing teams. At present, most lighting companies in China lack sales channel power. The main reasons are: first, the marketing team is highly mobile; second, lack of marketing talents, especially the lack of marketing management talents with regional market operation capabilities; third, weak team management, most business personnel In an inefficient state. The fundamental reason is that the common value identity system under the support of core products has not been formed.
The key measure for China's LED companies to build marketing team strength is to establish the following major marketing team management systems: First, the marketing staff career planning system. Marketers are the builders, managers and servers of marketing in all regions of the enterprise. Enterprises must establish an operational mechanism for growth together with the marketing team in terms of performance and business perspective. The second is the marketing team training system. Enterprises must have systematic training programs to help them continuously improve their learning ability, business ability, professionalism and cooperation spirit. The third is the responsibility and target management system. It is necessary to clarify and standardize the basic responsibilities of the marketing team, and establish a corresponding target management system to guide, evaluate and motivate marketing personnel with objectives, clear direction, and ensure strong organizational and execution. The fourth is the process management and guidance system. Strengthen the supervision, inspection and guidance of the marketing process to facilitate the effective implementation and implementation of various marketing strategies and plans.
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