Six Problems In Clothing Marketing Management

　　 Question 1: Marketing work No plan

The basic rule of marketing is to make marketing plans and plan marketing according to plan. Marketing plan management includes not only how to develop a practical marketing target, but also how to implement it. The specific contents are as follows: Based on the analysis of the current market situation and the current situation of enterprises, formulate clear marketing objectives and other qualitative and quantitative objectives; and implement specific objectives. Executive personnel Duty and time. However, many of our consultant's clothing enterprises have unclear annual, quarterly and monthly market development goals, sales plan, customer management service plan, brand promotion plan and so on in the management of marketing plan. Even a certain marketing plan has not been decomposed according to regions, customers, products, salesmen, time and so on, so that the plan can not be concretely implemented. Once there was a brand of men's trousers. The management only gave the general target figures to the salesmen, but did not instruct the salesmen to formulate the implementation plan. Some of the plans were not quantified to every salesman's content, so the salesmen did not know how to formulate specific marketing activities. Because there is no definite marketing plan, the marketing work of the enterprise has lost its goal, and there are no marketing strategies, plans, measures, supporting measures, uncertain budget, no implementation of personnel, no concept of space and time for marketing activities, and no marketing process monitoring and effectiveness testing measures. This type of enterprises in the fierce competition of clothing brands, the marketing work of a company is like a buffalo who broke into a fire, and finally hit the head and broke the blood flow.

　 Question two: management of marketing staff out of control

"As long as the results, regardless of the process", do not supervise and control the marketing actions of salesmen, this is a common problem in Henan clothing enterprises. Many enterprises are very extensive about the management of their salesmen: announce a business policy to their salesmen, then send the salesmen to the market like Dove, and only wait for the salesmen to bring an order to the enterprises and develop a piece of market. However, it brings a series of problems to the enterprise: for example, the salesman has no plan, no assessment, and can not control the actions of the salesmen, so that the marketing plan can not be guaranteed. The marketing activities of the salesperson are opaque, the risk of enterprise operation is increasing, the salesman's work efficiency is low, the marketing cost is high, the salesman's marketing level is not high, and the team building of the salesmen is not strong enough.

　　 Question three: customer management Rough service

Enterprises have a good management of customer maintenance, customers will have business enthusiasm, and actively cooperate with the manufacturers' policies. "Service is the soul of marketing". If an enterprise always carries out high-quality, characteristic and comprehensive services to its customers, the customer will try to do well in sales. If an enterprise neglects or misleads its customers, it will lead to market risks. However, many enterprises do not have effective communication, guidance and management to customers. As a result, enterprises can neither mobilize the enthusiasm of customers nor effectively control market sales risks. In the marketing process, customers are generally not loyal to enterprises, do not respond positively to the marketing policies of enterprises, and do not conscientiously cooperate with enterprises. All these are the results of improper management or improper management to customers. At present, a large number of similar problems exist in Henan clothing enterprises. This has become another major factor that has troubled Henan's clothing brand healthy and rapid development and has been calling the whole country after the product.

　　 Question four: lack of market informatization

Twenty-first Century is the information age. The modern market economy is also an information-based economy, and information is the life of enterprise decision making. The salesperson is in the front line of the market. He knows most about the market trend, the characteristics of consumers' needs, the changes of competitors, and the requirements of dealers. If the information is timely feedback to the enterprises, it is of great significance for decision-making. On the other hand, the problems in marketing activities should be reported to the superiors quickly so that management can make timely and accurate countermeasures. The results of salesmen's work include two aspects: one is marketing volume, the other is market information. Two. As far as the development of enterprises is concerned, the amount of marketing is not important, and the important thing is market information. Because sales volume is yesterday, it has been realized, and what has turned into reality is not changed, so it is meaningless to enterprises. What is meaningful is market information, because it determines the marketing performance of tomorrow and tomorrow's market. However, many of our local garment enterprises have not asked the salesmen to collect information or merely ask for formalism, nor have they set up corresponding specialized market information centers and a set of systematic business reporting and information analysis system, so that they can not collect and analyze information effectively and effectively. In this regard, I sincerely appeal to Henan's clothing enterprises to attach great importance to information, analyze information, and find new business opportunities from information.

　　 Question five: performance appraisal incentive is not perfect.

Many garment enterprises do not regularly assess salesmen's marketing performance, and enterprises need regular quantitative and qualitative assessment for marketers. The quantitative includes examining the salesperson's marketing results, such as sales volume, customer number, profit margin and information volume; qualitative assessment includes assessing the salesperson's spirit of cooperation, enthusiasm for work, loyalty to the company and so on. The establishment of a system for assessing salesmen can determine the rewards, rewards, punishments, elimination and promotions of marketing personnel in a fair and reasonable manner, so as to mobilize the enthusiasm, stability and loyalty of salesmen. On the other hand, a review and analysis of the performance of salesmen can help salesmen make progress. An important part of marketing management is to train the salesmen's marketing ability. If the salesmen do not progress, they will not improve their marketing performance.

Question six: imperfect marketing management system

Many garment enterprises have no system matching marketing management system and matching marketing management policies. If a company's marketing work can not think of big problems, the prerequisite is that there are no obvious defects and omissions in the marketing management system of enterprises. Many enterprises do not match the marketing management system. They seem to be missing a piece of wooden cask. They are unable to hold water. Their characteristics are: many should be encouraged without encouragement, some should be punished without stipulations in the system; there should be no reward system for the behavior that should be encouraged; there is no corresponding punishment system for the prohibited acts; the reward can not be cashed in time, and the punishment can not be implemented in practice.

Practice has proved that no management marketing has become a trap that restricts the smooth development of marketing and internal management. To do a good job in brand marketing, enterprises must establish a sound marketing management system. Fortunately, we have seen that some garment enterprises in Henan have seen this point. Under the guidance of professional clothing operation and management companies, they have established a standardized marketing management system and enterprise management and operation system, and have made great progress under the guidance of scientific operation system.