Supply Chain Companies Marketing Strategy To Influence The Market Demand

With the coming of economic globalization and knowledge-based economy ages, whole market competition has become obviously internationalization and globalization. The rapid development of hi-tech also has improved productivity, shorten the life time cycle, and hasten the severity of market competition. At the same time, the customer requirements have become more and more individual, which caused the indetermination to continuously increase.Enterprises have to concentrate their attention on obtaining competitive advantage, because the traditional administration is no longer adaptable for the competitive environment. The coming concept of horizontal integration has shaped a chain which is through all the enterprises that from suppliers to the manufactories,and to the retail-supply chain, finally produced the supply chain management.Supply chain management has been the most effective way to improve the enterprise's whole competitive advantages.Supply chain is driven by the customer demands. Actually, one of the characters of supply chain is that the supply chain is faced with the customer demands. During the process of supply chain's operation, logistics, funds and information flows are all driven by customer demands inside. So the successful operation of supply chain depends on accurate demand forecast. Supply chain management has traditionally assumed that the demand pattern is exogenous. But in fact, the enterprise can use their marketing instruments to influence demand. These instruments include pricing, promotions (discounts, rebates, and many other types), shelf management, and other special deals. The task of marketing management is to regulate the demand's level, opportunity and quality, for promoting the realization of enterprise target. Different marketing tasks are under different marketing environment. Practical, enterprise can not only adapt to the demand, but also can create the demand when marketing instruments change people's concept of value and way of life successfully. Ignoring the relationship between supply chain management and marketing, enterprise can't enable the supply chain operate more effective.Fully understanding the demand that influenced by the enterprise's marketingstrategy, and making good use of it into the demand forecast, then demand is never exogenous again. In the other words, the achievement of the traditional demand forecast is potential demand, which should be adjusted further. And the process of adjustment depends on simulating the different marketing solutions. The aim of this article is to study the possibility of integration supply chain management with the marketing management from the seller-side of the enterprise, which side should help enterprise observe and influence demand; when fully analyzing the supply chain cost, enterprise can choose the optimal solution, which should provide the supply chain more opportunity to explore maximum values for all parties concerned, to enable supply chain work more effective.Integrating the supply chain management with marketing strategy is crucial to further improve the operational efficiency of the supply chain. Because of that, we should not only master various marketing instruments which influence the demand, but also keep them in line. So we must establish the promoting-mechanism for supply chain enterprise. The promoting-mechanism should enable the supply chain business work more smoothly, acquire the best result in plan and realize supply chain enterprise's double-win target.In closing, the supply chain system represents a huge potential power, which is a crucial fact for enterprise to obtain sustaining competitive advantage. And enterprise could not obtain sustaining competitive advantage without the correctly operation of marketing instruments. There is lots of supply chain activities involved with marketing strategies. Only when taking both marketing strategies and supply chain into consideration, the enterprise's supply chain system should be an effective system, which could provide hard support for enterpris...