Headquarters of the power of marketing.docVIP

 PAGE \* MERGEFORMAT 14 Headquarters of the power of marketing Yang Dong Jiangsu, Beijing was founded a decade ago Begonia company, and gradually developed into a group, under the jurisdiction of five enterprises, business across the country, has more than 30 subsidiaries and marketing team size of more than 300 people. Last year, the company set up marketing headquarters to expect the overall coordination of the various divisions marketing. But after a year of operation, seem to have some effect, it seems not obvious, but also a number of new problems cropped up, making Yang Dong was very puzzled. Yang Dong often go to market, when he went to visit the market in Shandong, the customer said that his company’s sense of obligation, but some of the external image of the earth; when he went to Hainan to visit clients, the client says that his company has the stamina, give people confidence, only affinity is not enough. The original two branch manager has a different understanding, a pursuit of profit, marketing is everything; the other a stress-front investment, and then make windfall profits. Yang Dong returned to Beijing, always felt wrong, the image of two very different divisions, marketing headquarters of the unified management of the brand is not enough. Last year, the annual wrap-up meeting held at the end, a number of subsidiaries operating excellence, a number of branches operated usual number. According to marketing incentives, the result is two statements scene, is also a branch manager for a busy year, the income gap in there several times, earning less branch manager of the psychological imbalance. Companies to rotation next year, the regional re-adjustment, lucrative branch manager was very reluctant. The company’s problems, Yang noted that, based on the industry of marketing research thorough enough, the lack of system data, thereby affecting the output of the division of marketing evaluation. Marketing Management Division Six Problems Generally