Research Of ASK Enterprise Improving Executive Ability Of Marketers

Business growth mainly rests on three elements of organization, personnel and resources. The enterprise development process is the process of motivating employees to integrate resources by organization, which is performed by the entrepreneurs. If the process cannot proceed well, the development of enterprises will have problems. The execution of this process affects the enterprise development by directly affecting the three elements. Therefore, executive ability is a crucial issue for every enterprise. It is difficult even impossible for an enterprise lacking of executive ability to implement whatever grand strategies and effective measures. Enhancing executive ability not only can improve efficiency, but also can help to form unique competitive advantages so as to achieve business goals.ASK is a national high-tech enterprise, combining pharmaceutical research and development, production, marketing and sales. During the rapid development, it is difficult for the enterprise to implement its marketing strategies due to executive ability problems of its marketing personnel. In the current case that the competition of pharmaceutical industry is increasingly severe, ASK must improve its marketing executive ability in order to improve its competitiveness to gain a foothold in the market. Among them, establishing a sales force with strong executive ability is a key element to achieve success. This paper made in-depth analysis about the situations and problems of the marketing personnel’s executive ability of ASK and explored the main causes. Then, it put forward policy recommendations and designed programs to help to enhance and improve the marketing personnel’s executive ability according to the actual situations of ASK.Firstly, it made detailed analysis based on relevant principles of executive ability and problems of ASK marketing staff. Secondly, it conducted careful analysis and systematic elaboration focusing on three major aspects of strategies, personnel and operations, combining theories of executive ability. Thirdly, according to the five factors of executive ability, it put forward concrete measures to improve the executive ability from five aspects, namely, making clear strategic goals, creating cultures of executive ability, improving rules and regulations, strengthening personnel management and establishing rational organizational structures. Finally, it evaluated the expected effects.