Lighting industry marketing market, the five missing"

Because of the time development of the market economy is relatively short Chinese sake, China marketing theory and practice is not mature, the operation of modern marketing knowledge Chinese enterprises lack of complete market, the blind imitation of foreign theory, the trend of the phenomenon is more prominent. The lighting industry system is not perfect, the intensification of contradictions of the lighting industry, also the most important is the five largest loss caused by China's lighting industry, lighting industry can't do anything, it is not difficult to see that China lighting companies marketing people still have a long way to go.

Lack of marketing strategy

There is no business strategy, like in the darkness and fought the enemy, only chaos fist. Now, China's enterprises are really get the world strategy. Most of the enterprises just China plan period, start-up time is not muddle along, had been thinking about the future, caused by blind operation of enterprises.

Now many enterprises have their own specific marketing strategy, but all the staff, including R & D personnel, production personnel, not really focus on the marketing strategy perspective, often just as marketing sales department to sell the problem, that is the Sales Department of things, not the market integration operation, no the integration and management of customers based on the internal value chain, internal marketing resources can not get effective coordination and integration, and marketing strategy need to be implemented to each department, each person, as a business, such as what the overall real face market, how to make the whole all employees to assume responsibility for the market. Is the basic marketing strategy exists, otherwise the strategy has become empty talk. As an enterprise, only the development of appropriate strategies and in accordance with the changes in the market in a timely manner to adjust the strategy, and the specific strategy to everyone, to comply with the needs of the market.

Lack of marketing management

Now is not a business marketing oriented company, in fact, look at the composition of the marketing department will know, many state-owned enterprises are still in production and scientific research combined with the state, big plant and office buildings from the production department, technical department, security department, the administrative departments of various organizations have to work staff of hundreds of people, the president, chairman, production assistant, assistant marketing department is everything, but only two or three people, now many private enterprise development to a certain stage, but also made such a big enterprise disease, blind pursuit of large, but did not seize the key. Just imagine, the marketing department of the enterprise so a few people, even if it is a marketing genius can not solve the problem of an enterprise marketing. This organizational structure of the problem is actually a reflection of an enterprise in the marketing of what kind of position, as well as the level of marketing management. Chinese enterprises in order to make a difference in marketing, the first problem is to carefully examine their own marketing department, timely expansion of professional marketing team.

Lack of marketing execution

At present, many enterprises still face the problem of marketing execution, the marketing concepts are flying in the air, but is not to implement the marketing behavior of the earth, the reasons for this, one is not put into the real marketing corporate strategy at this level up thinking, thinking of the whole marketing system is not enough. Enterprise marketing strategy can not be effectively implemented, including the reasons for the middle of the marketing manager failed to accurately understand the marketing decisions of the enterprise, or the top can not listen to the views of the middle. Because of these distances, so that the transaction costs are very high within the enterprise, the marketing manager put forward a lot of marketing changes, and innovative ideas, often without high-level recognition and support. And a lot of marketing strategy has become to the top is very much, to the middle of only five or six minutes, to the bottom left only two points, often lack of understanding and execution.

Lack of marketing tactics

In China's enterprises just know the meaning of marketing, many companies believe that marketing is advertising, this concept still exists. It is a popular fashion for domestic enterprises to spend a lot of money on CCTV. The past is a single enterprise more scientific marketing tactics, in fact need to play is a combination of boxing, such as advertising, terminal can not keep up, keep up with the terminal, service and product quality can not keep up, even including the brand logo, brand appeal, value is not in the process of each product in the to obtain a unified performance, this is the enterprise to consider the overall.

"Brain" lack of marketing

Chinese marketing planning, consulting, advertising, public relations, marketing circles everywhere, claiming to be the king, the master planning ideas but the master plan meet the eye everywhere, how can it is difficult to define for the enterprise to bring what kind of effect. This is due to the immaturity of China's marketing environment, however, the reason why these so-called planning masters can be popular, the main reason is that companies still believe in a single move can dominate the market. In fact, enterprises really need what kind of marketing "brain", how to cooperate with the "brain", many enterprises do not understand that.