From the development of the industry to today, we have all deeply realized that the essence of marketing is not complicated, but it is a relatively systematic and complicated thing to do. It is generally believed that marketing should be composed of several key elements. However, due to inconsistency in understanding, the expressions of these key elements are divided into 4P, 6P, 4C and 4R. However, marketing has always been to simplify the emergence and existence of tedious, just because of the internal and external needs of the organization (the internal requirements of further development, the external face greater competitive pressures), marketing functions and organizational construction will gradually expand and improve Its functions and organization will inevitably move in the direction of “simplenessâ€â€”specialization and division of labor, and professional means of operation (using professional people to do professional things) to carry out major marketing elements and fields. strengthen.
At the beginning of the development of any industry, most of the marketing functions were only reflected in the sales work. At that time, the company only focused on sales, and the sales staff only had to open the customer to take the order. In this stage (often the seller's market), the company has almost no requirement for the marketing staff, as long as they feel diligent and can speak. Slowly, as the industry transitions from the seller’s market to the buyer’s market, large-scale enterprises can perceive environmental changes and strengthen competition, but they are hindered by the inertia of thinking and past successful experience, and the entire industry’s understanding of marketing is still superficial. Confined to the sales level and cannot be fundamentally transformed. Therefore, for cost considerations, companies at this time want to find marketing talents—what they need to do for the sales staff. They need to do both customer development and Customer service, but also to help make market planning and promotion, if you can do technical services that would be better. With the further development of the industry into the buyer's market stage, the growth of a small number of large-scale enterprises and the increasingly sophisticated competition, the medium and large-sized enterprises are increasingly aware that they are only doing sales work, looking for marketing talents and extensively Marketing work can no longer meet the development of the industry and the need for further development of the company. On the other hand, due to the increasing competition, customers will have higher and higher requirements for marketing work. Therefore, the scope of the company's marketing work is more on the one hand. The more extensive it is, the second is that it requires more and more professionalism in the operation of various marketing tasks. Therefore, in order to achieve the effect of marketing to make things easier, the marketing function will inevitably gradually subdivide in the process of expansion. Some professional jobs are gradually divided out by more specialized people, such as technical service work, such as market work with consumers, such as product planning and channel management.
In the specific division of labor of the marketing function, there are horizontal and vertical divisions. Take the paint industry's situation, it is generally based on product marketing from top to bottom, take the first vertical and horizontal way to start the division of labor. For example, the product is divided into products, channels, promotions, markets, and after-sales services, and then the products are divided into development, technology management, manufacturing, and logistics according to the horizontal direction. The market is divided into advertising, establishment of stores, promotion, etc. The functions divide the channels into functions such as customer development, rule construction, and growth promotion.
For example, in recent years, the management function for channels has really started to take off in the industry. For the name of channel management, many industry friends may have heard it for the first time. It naturally follows the further professionalization of the marketing function as the industry develops. It is also a marketing model that responds to our local companies. Local companies basically adopt the channel-driven model). Especially for emerging companies, due to the late entry into the market leading to the late establishment of the channel system and a relatively large gap from the competitors, channel customers’ demand for business promotion is extremely strong, and companies cannot rely on the natural growth of customers. Customers are effectively promoted - in a hostile environment, a greenhouse is built to allow young seedlings to grow without scrutiny - to promote the growth of the company in a way that achieves customer success.
For the coatings industry, the emergence of such new marketing functions as channel management shows that the specialization trend of paint marketing has become more and more obvious, and the specialization era of market operations has arrived.