LED enterprises need to build a strong marketing team1

An important factor that determines the competitiveness of an enterprise is the strength of the marketing team. The marketing team strength can not be formed simply by gathering people. It is composed of many sub-target systems such as marketing planning power, sales execution power and challenging target power. At the same time, a strong marketing team must be a career-oriented community composed of a group of members who share the same values and business outlook with the enterprise. In the three aspects of product power, brand power and channel power that support the growth of enterprises, the strength of marketing team power 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. The quality of channel development, development efficiency and sustainable growth are important indicators to measure the strength of the marketing team. At present, most lighting enterprises in our country lack the power of sales channels. The main reasons are as follows: first, the marketing team is highly mobile; The second is the lack of marketing talents, especially the lack of marketing management talents with regional market operation ability; Third, team management is weak, and most business personnel are in an inefficient state. The fundamental reason is that the common values identification system under the support of core products has not been formed. The key measure for China's LED enterprises to build marketing team strength is to establish the following marketing team management systems: first, the marketing personnel career planning system. Marketing personnel are the builders, managers and service providers of marketing in various regions of an enterprise. Enterprises should establish an operation mechanism that grows together with the marketing team in terms of performance and business outlook. The second is the marketing team training system. Enterprises should have systematic training programs to help them continuously improve their learning ability, business ability, and cultivate 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, use the target to guide, assess and motivate marketing personnel, clarify the direction, and ensure strong organizational power and execution. The fourth is the process management and guidance system. Strengthen the supervision, inspection and guidance of the marketing process to promote the effective implementation and implementation of various marketing strategies and plans.