Abstract: In recent years, the development of Chinas very rapid chain management industry, the demand for talent chain management is increasingly strong chain management is necessary to build a more professional. Since 1998 Shanghai Commercial Vocational and Technical College offers chain management professional since, the country has more than one hundred colleges and universities offer the professional, trained a large number of professionals. In this paper, the necessity and feasibility chain management professional conduct of departure, focusing on the professional Order, 2 1 formula, elastic semester, labs and construction, has a certain theoretical and practical significance.
Paper Keywords: chain, management, professional, construction, Study 1. Chain chain management status quo is a modern form of organization and operation of the circulation is the basic direction of modern commercial and service development. The modern worlds first chain - United States, Atlantic and Pacific Tea Company, was founded in 1859, which is the earliest in the world at the time the formal chain. Shortly thereafter, in the industrial countries, the chain has achieved widespread success since the 1960s, some of the advanced industrial countries and regions have introduced a chain operation, into the 20th century, 80 years after the chain industry development is not only in the amount of fast, and infiltration from the retail, catering and other services to a variety of industries and business trends of internationalization.
Our chain industry started late. While the chain in China started late, but the development is very rapid. At present, China has more than 5,000 chain system, is the worlds largest national chain management system. According to statistics, there were all kinds of chain stores during the Eleventh Five-Year about 100,000, accounting for 20% of total retail and food and beverage industry, and also to an annual growth rate of 35% sustainable development. However, the pace of development chain industry is still difficult to adapt to Chinas rapid economic growth and the rapid increase in real per capita income.
But with the rapid development of chain industry is incompatible, our chain management personnel is relatively short. Since the development of the industry and lack of over-speed training mechanism, franchise industry is facing shortage of talent, which is particularly scarce managerial talent. According to a conservative estimate, the current national chain industry management talent gap of at least 600,000. Chain Store amp; Franchise industry is facing a huge shortage of talent, but one of the important ways to solve this problem is to speed up the training chain management professionals, universities and training skilled personnel is expected to provide high-quality talent to add.
2. The necessity and feasibility of the chain of professional construction management from the current point of view, the rapid development of chain operation in urgent need of a large number of application-oriented talents, and set up the management chain of the professional school is not much, so that the building became a professional chain management to improve important way QUALITIES.
High-tech is one of the most prominent features of the chain, this feature of the employees made a higher demand chain management personnel must be able to understand the professional knowledge of modern business management chain, with chain store operations management technique, in order to adapt to the modern chain management standardized and institutionalized, scale, modern requirements. However, due to the rapid development of chain operations, personnel demand too much, a considerable number of management staff without formal school education or professional training, many managers even after short-term job training, but they can hardly adapt chain business, require management.
Higher Education in the chain of professional construction management showed significant lag. In recent years, the rapid development of chain operations to universities introduced a new requirement is to speed up the management chain management theory to guide chain management practices. For now, the major construction chain management China is still the initial stage, only part of the institutions set up this profession, and to colleges based. Because it is new profession, the number of graduates is relatively small, so the chain of management personnel is still small, rapid development of the situation and trend of disproportionate chains, specialty building imminent.
Professional development is an important way to improve the quality chain management professionals. In general, the chain required personnel training through the following forms: First, study abroad and entrust foreign advanced business training, active learning advanced experience of foreign countries. The second is to encourage enterprises to adopt advanced approaches to foreign chains, set up their own training institutions, according to the actual needs of chain enterprises, the original corporate chain operations staff training and practical technology. Third, relying on universities, research institutions, on the chain operators staff training system. This approach is the most practical way of a personnel training. This is also to propose a requirement of our institutions, namely to accelerate the pace of building professional, strengthening the chain management theory, establishing chain management education and training base, qualified institutions should consider setting up chain management profession. Visible, professional development is an important way to improve the quality chain management professionals.
3. Chain professional construction management precisely because the necessity and feasibility of the chain of professional construction management, as chain operations personnel tr
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Century Development and Trend of Marketing
College of Business Administration, Shandong University of Finance, Jinan 250014, China
E-mail: sliu66@126.com
Abstract
Since the marketing was established about one century ago, with the advancement of the society and the variance of the environment, it has gone through dynamic development process with continual changes, enrichments and perfections.This article will expatiate on the development and trend of marketing from three aspects including marketing concept, marketing strategy and marketing means.
Keywords: Marketing concept, Marketing strategy, Marketing means, Innovation development
The marketing was originated in US at the beginning of the 20th century, in its development course with almost hundred years, it research objects have developed from circulation domain to production domain and after domain, its contents are continually enriched, its concepts are continually updated, and its system is gradually matured. The father of modern marketing, Philip Kotler appraised that the marketing had become a sort of applied science which was established on the bases of economics, behavioral sciences and modern management theories. With continual developments of science, technology and economy, the marketing has experienced many innovation developments in its grown course, and these innovation developments are embodied in marketing concept innovation, marketing strategy innovation, and marketing means innovation.
1. Innovations of marketing concept
The market management concept is the guidance idea of the enterprise management activities, which is also called business philosophy. With the variances of the age and the continual advancement of the society, the ideas to guide enterprise management activities have changed continually, i.e. the market management concepts have experienced innovations and developments. They are embodied in the innovations and evolvements of five representative enterprise management concepts such as production concept, product concept, salesmanship concept, marketing concept and social marketing concept.
1.1 Production concept
The production concept is a sort of rather old management concept, which management idea starts from the view of enterprise, takes production as its centre, and sells what the enterprise produced. This concept was existed before 1920s, and at that time, the social productivity was correspondingly lagged and the market trend was the sellerrsquo;s market in which the demands were bigger than the supplies, i.e. if only enterprise produced, the market must exist. In such market conditions, the management concept (production concept) made enterprises try their best to organize all resources, increase outputs,reduce costs and enhance distributions as their central missions, but donrsquo;t consider customersrsquo; different demands in the market, and the missions of the marketing department of the enterprise were very simple, and the activities of marketing research were almost hardly inexistent.
1.2 Product concept
The product concept is still an old management concept, which idea consists in that customers always love bargains and if only the products are good, customers would become surplus and the products have good market. Enterprises blindly create cheap and excellent products but ignore customersrsquo; real demands. In Theodore Leviltrsquo;s “Marketing Myopia”, he pointed out that the railway stopped increase and the movie almost made Hollywood overwhelmed completely because railway enterprises took railway but not transportation as their guidance, and Hollywood took movie but not amusement as its guidance, in a word, they made same mistake, i.e. the marketing myopia.
1.3 Salesmanship concept
Comparing with two former concepts, the salesmanship concept possesses some innovations and developments, which directs enterprise emphasizing production and strengthening advertisement and salesmanship. Enterprises exert salesmanship and advertisement to hawk products to actual customers and potential customers, conquer competitors, enhance market occupation and acquire abundant profits through advertisement and salesmanship. This concept existed from thelate of 1920s to 1950s, because in this period, with the development of science and technology, the production technique had improved, the product amount and varieties increased quickly, and the market development trend was gradually transformed from sellerrsquo;s market to buyerrsquo;s market
1.4 Marketing concept
This is a completely different management concept comparing with three former concepts, which means that the start and centre of the enterprise marketing is to fulfill customersrsquo; demands, i.e. enterprise produce what customersrsquo; needs. This concept was originated after 1950s. The consecution of management concept is reversed, and enterprises organize productions and distributions according to customersrsquo; demands and desires starting from the market demands, but donrsquo;t attract or search customers through producing products in the past. It is a sort of revolutionary innovation development from salesmanship concept to marketing concept, and it is one of important concepts of capitalism enterprise management idea. Just as American managerialist Peter F. Drucker pointed out in “Management”, one of two functions of enterprises was marketing. The occurrence of marketing concept makes the traditional marketing develop to the modern marketing.
1.5 Social marketing concept
The social marketing concept is further developed and perfected on the base of marketing concept, which meanings is that the products provided by enterprises are not only to fulfill customer
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