Analysis On The Marketing Problems Of State-Owned Enterprises Executives In The Market

This thesis aims to study marketing problem of the State Owned Enterprises in the market. The author hopes that this study can help attract the attention of the SOE executives on the high-level marketing, further build the SOE culture and broaden the SOE influence.The previous researches mainly study on the features of the SOE executives or the importance of establishing unique brand. This research talks about the shortage of marketing consciousness in the market from the perspective of the SOE executives, which is a topic rarely discussed in other researches.In the first chapter, the author mainly described the background and sign-ificance of the research on the marketing consciousness shortage of the SOE executives. In the second chapter, taking the Theories of Managers’ Roles as the theoretical base, the author concentrates three types of roles concerning marketing from the ten types put forward by Henry Mintzberg, which is “negotiator”, “spokesman” and “connector”. Comparing the marketing performance of the SOE and private enterprises, the author finds out that the SOE executives tends to act as “negotiator” and “connector” rather than “spokesman”, meanwhile, the author also points out that the role of enterprise spokesman has transformed into the enterprise image spokesman. In the third chapter, the reason of marketing problems in the SOE executives is analyzed. In term of the SOE system, the SOE adopts administrative level system, in which the promotion measurement of SOE executives is the enforcement of the order of the higher level rather than the market occupancy. In term of the social status of SOE executives, the executives usually have dual identities, which means they are also administrator besides executives. Henceforth, they will not show themselves much on the media to maintain their image. In the forth chapter, the author discusses that SOE executives adopting new marketing methods can help supervise operation of SOE, safeguard social stability, lift company popularity and attract more talents. In the fifth chapter, the author systemically introduces that SOE executives can engage in marketing with methods like image marketing, speech marking and incident marketing. Image marketing is a method taking appearance as communication media to spread the positive image of SOE executives to social media. The common types of image marketing include TV series, advertising spokesman and public activities. The speech marketing is strengthening public attention using speech and words, in order to lift the enterprise popularity. The common types of speech marketing include variety show, media interview, book, public speech and blog. The incident marketing is to plan a news event with SOE executives as the communication subject to draw the attention of social media and consumer, in order to meet the goals of lifting the positive image and popularity of products and company. There are two types of incident marketing, which is dependable marketing and active marketing respectively. In the sixth chapter, the author concludes the whole thesis on the basis of chapter five.Taking the Theories of the Managers’ Roles by Mintzberg and relative theories in management, communication and marketing as the theoretical base, the author takes books like Marketing and Management and The Essence of Management, and Chinese and foreign magazines like How to Break Blocking in the Election of SOE Executives and The Professional Manager System in Midea Group as the references. The relative essays on academic journal websites have also been searched with SOE executives, CEO marketing and media regulation as the key words. On the basis of previous research achievements, the author concludes the marketing consciousness deficiency of SOE executives in the market and discusses what methods should be taken to fix this deficiency.