The Research On Enhancing Market Execution Of HY Company

With the "second five" to promote, market mechanisms and constantly improve, increasedcompetition, the enterprise market has become the key to the survival and development ofenterprises how to research and development, marketing has become a powerful tool for companiesvying for market. Modern most enterprises have a basic understanding of how to conduct a marketanalysis and marketing plan, so that the most important difference between enterprises that canexecute marketing plans in place. Company HY AVIC Group’s large-scale construction machineryspecialized enterprises, However, with the expansion of the size of the company and a cleardivision of labor, a lot of marketing issues will successively exposed: the lack of marketingconcept, the lack of marketing staff, marketing The department’s position is not high, marketerslack of enthusiasm, marketing and technical departments of the conflict often cannot guaranteewhen the quality and quantity to meet customer demand. These issues are not only not conduciveto the stability of the marketing channels, is not conducive to the normal operations of thecompany. How to use the advantage to expand its product market share and improve marketingexecution, HY company faced major problems, this paper aims to improve marketing execution,HY company marketing system enhanced internal coordination, marketing staff give full play tothe initiative, the establishment of a strong implementation of the marketing team to expand thecompany’s market share, and establish a good corporate image, enhance the company’scompetitiveness.In this paper expounded the theory of executive power and the theory of marketing execution,execution "dry the reel" model and other relevant the execution theory, combined with the use ofempirical analysis and normative analysis, systematic approach and problem-driven method usinga combination of three elements model and institutional factors affecting HY company marketingexecution, the problems and causes of the four aspects of the process factors, team and culturalfactors analyzed, and then from the company’s marketing policy and the integrity of the system andoptimization, marketing execution process optimization, establishment of the strong executionLearning marketing team, the establishment of the implementation of the type of marketing culture,marketing innovation system optimization and upgrading of the five proposed countermeasuresand suggestions to enhance HY corporate marketing execution.System and strictly enforced to enhance the protection of the corporate marketing execution,strengthen the establishment and improvement of the system of corporate marketing, and strictimplementation of the concrete implementation of the system, and check it carefully, leaders leadby example in order to abide by regulations, outstanding system safeguards implementation force role; process innovation to proceed from the marketing strategy process innovation and marketingoperations process innovation, marketing strategy processes and marketing operations processredesign; team is the key to improve marketing execution, customer-centric marketing conceptfrom foster strengthen the cooperation between the distribution sector leaders to improve theleadership and implementation capacity and enhance the quality of the workforce to build fouraspects to create learning marketing team; executive culture is the basis for promotingimplementation, build a the executive culture should be perfect rules and regulations, traininggood habits to form the core the township concept and thinking of performed, future internationaldevelopment while strengthening the implementation of the implementation of the cultural,compacted execution cultural base; re-industrialization, low-carbon economy, the next generationof the development of new energy, Smarter Planet routes the inevitable choice, therefore,accelerate the cultivation and development of the "green industry" is the trend of the futuredevelopment of the company must be. Improve marketing execution is a systematic project, shouldbe comprehensive construction, and not the other. A HY company to improve marketing executionstrategies and suggestions of this thesis explores certain reference and guidance for reference, butalso for other enterprises.