Analysis And Design Of Marketing Control Coordination System Of Yunnan Y Group And Its Subsidiaries

Along with the development of our country's economy,the increase in the size of the large state-owned enterprise groups in China,the group parent company how to control the size and number of unit has been in urgent need of solution and discussion,for production of state-owned enterprises,marketing control synergy between parent-subsidiary are an important part of enterprise control module,is also a group company in the marketing control can improve the operation efficiency,an important part of the lower marketing costs.With the diversified development and scale expansion of yunnan Y group,how the parent company plays a synergistic role in marketing control coordination will determine whether the marketing plan of the company can be effectively implemented.This paper will study how the parent company achieves synergies with its subsidiaries in marketing control,so that the development of yunnan Y group can better adapt to the enterprise's strategic planning.Y group is a key state-owned enterprises in yunnan province of yunnan,the group during the "twelfth five-year" development,enterprise scale and production level reached a certain height,at the early stage of the "much starker choices-and graver consequences-in",however,the group's sales and profits were down,according to the survey of group parent company and interviewing related subsidiary plate group leaders found that weak group parent company in the marketing control synergy,in their own way group subsidiaries,not form a resultant force.How to optimize and adjust the parent company's marketing control coordination to improve the group's operating efficiency and make it more suitable for the group's strategy and development? How to divide the marketing control coordination of the parent company into stages to optimize the marketing coordination scheme? How to promote the coordinated development of group parent company's marketing control through effective performance evaluation system?This article will revolve around the above problems,the parent company of the group's marketing control synergy mode were analyzed,and find out the group parent company and subsidiary of marketing control together,and on the basis of this puts forward marketing parent-subsidiary control collaborative optimization scheme,provide optimized scheme proposed collaboration stage division and in order to better implement the idea of the performance evaluation system.In order to elaborate the above problems,this paper will be divided into five parts.The first part introduces the background of the research and the ideas and methods of the research.The second part mainly introduces the research,development and application status of group control theory and marketing coordination theory.The third part will study and analyze the existing marketing control coordination system of yunnan Y group.The fourth part will optimize and design the above marketing control coordination system,divide the coordination stage on this basis,and finally establish a performance evaluation system for the marketing control coordination system,so that the marketing control coordination system can operate better between the group and subsidiaries,and provide the team with the ability to execute.The fifth part summarizes the article and explains the shortcomings.Referring to relevant studies at home and abroad,there are many independent studies on management control mode and marketing coordination.Meanwhile,these two theories are also important subjects in enterprise management.However,there are few domestic and foreign studies on marketing control coordination mode of group companies.The contribution of this paper is to combine the theoretical foundation of the control mode and marketing synergy to Y group marketing control synergy between parent-subsidiary system optimization design scheme is presented and the design for better implementation performance evaluation scheme is given,so as to adapt to the long-term development of the company,at the same time meet Y group strategy implementation and promotion of company "much starker choices-and graver consequences-in" and then the completion of a period of planning.On the other hand,it also provides reference for the research of related problems of similar companies,and makes beneficial exploration and attempts for the research of marketing control coordination between parent and subsidiary companies.