Analysis&Design Of Marketing Management And Control System Of YX Trading Group

Management and control has been paid attention highly by theorists and entrepreneurs around the world, because it is an important guarantee in the course of the enterprise scale expansion, it is also an essential condition for enterprises group obtaining sustainable development. After20years of rise and fall in the business world, YX group has been on developing road by groups. Marketing management and control is the most important one among all kinds of enterprise management and control module, all through the ages entrepreneurs took it most seriously, but it is also the most difficult and headache thing for entrepreneurs. Strategy and implementation are essential factors of enterprise success. Enterprise strategy, no matter how great and detailed, away from the strong implementation, is nothing. With the view of marketing management and control, this paper will analysis and study how to design management and control module, how to implement after formulation of strategy, so as to let the YX group’s strategic vision form into being, to realize scientific management of the marketing team, as well as to establish management and control system to serve the company better.YX group is a fast growing private trading enterprises, the company’s sales volume rose from$6000000in2005to$133000000in2010rapidly. However, in2010-2011year it slid, with the richer of category and an increasing of team members, sales volume increases continuously, however, the gross profit rate dropped sharply, from26%in2009to around16%after2010, internal friction on management is too large. In2012, companies put forward a higher development goals, meanwhile, in the next2-5years, YX group has already been building and plan to build2-6of large and medium-sized building materials supermarket and commercial supermarket, there will be more employees stationed in Angola, with this condition, higher management system is required. Obviously, the current marketing management and control model has been the barrier for enterprise development. How to improve and adjust? How to increase the combat effectiveness of the team and executive force? How to get out of the present management dilemma? Marketing as a business priority among priorities, the control mode can enhance operating efficiency? The article surrounding the above theme is divided into six parts to launch the analysis. The first chapter introduces the research background, the research ideas and methods simply. The second chapter introduces the domestic and international marketing and marketing management theory study and application situation, and introduces the strategic management tool which is highly respected in theory circle--the Balanced Scorecard theory research and application. The third chapter mainly research and analyze inner and outer environment of YX’s current marketing, attached a set of diagnosis questionnaire on group marketing management and control system. The fourth chapter elaborates how to establish a set of effective marketing management control mode on the basis of above research and analysis. The fifth chapter analyzes the possible problems and the corresponding security measures for the above management and control operation. Finally, describe the conclusion and inadequacies in the thesis.This thesis, on practical data analysis and environmental analysis foundation, through the correlation theories of literature research and comparative research method, and combined with the actual analysis, analyze the YX’s existing marketing control modes and optimized management and control mode design plan, provide a design idea on the internal and external marketing environment factors, management and control system building, optimization of management and control flow, and enhancement of inside and outside environment for marketing force. YX’ understanding on marketing focuses on one side-internal marketing environment, while neglecting the grasp and control of external marketing environment, there is no systematic marketing strategy, lacking of the corresponding marketing support system to match it, in addition, the sales personnel assessment is mainly depended on financial index, resulting in delay of the long-term development strategy and the internal coordination, mission and vision in the enterprise can not form a unified view of value. The target of management and control is to implement and realize the strategy, based on the YX group analysis, under the existing conditions, hope the thesis can optimize the existing management pattern, improve its marketing management and control scientifically and effectively, be helpful to its future development.