Debate topic: Enterprise marketing, is the domestic market important or the international market important?

if we struggle and close our doors to the outside world, our living space will only shrink day by day, and we can't escape the fate of failure.

Enterprises should pay attention to the crisis and solve it according to the situation.

There is an old saying in China: there are unexpected events in the sky, and people are doomed to misfortune. On the one hand, it shows the possibility and variability of accidental crisis, on the other hand, it also shows the unpredictable helplessness of the crisis. We call the typical case phenomenon of "getting up quickly and falling down quickly" in giant group, Sanzhu group, Yinghaiwei network, red sorghum fast food, Aiduo VCD, Asia shopping mall, Qin Chi liquor, Nande group and other enterprises "small → big → empty mode". Domestic enterprises are vulnerable, and international famous enterprises are equally vulnerable. Enron, which once played an important role in the energy commodity trading market in the United States and even the world, suddenly collapsed almost overnight. Andersen once ranked first among the top five accounting firms in the world, and also occupied a decisive position in the enterprise consulting field, but it also collapsed under the involvement of Enron. Just when people haven't recovered from Enron's bankruptcy, the retail giant Kmart, which is almost equal to Wal-Mart, also declared bankruptcy, and its chain stores spread all over the United States and Canada. In April this year, Kirsch Group, Germany's largest film and television media group, also declared bankruptcy. In fact, before that, there were two famous European media groups, ISL and ITV, and WorldCom, Yukos and so on. The ebb and flow of the top 5 companies in the world is an ever-present alarm for enterprises struggling on the edge of pain.

the development speed of Chinese enterprises is much faster than that of developed countries, and the speed of collapse is also faster than that of developed countries. According to some data, the average life span of the world's top 5 enterprises is 4 years, that of multinational companies is 12 years, that of large and medium-sized enterprises in China is 7-8 years, that of private enterprises in China is only 2-3 years, and 7% of time-honored enterprises in China have died. Looking back, I said that "small → big → empty mode" is everywhere. At the end of last year, sasac director Li Rongrong said in his speech at the meeting of heads of central enterprises that 8.1% of the assets of central enterprises belong to auxiliary assets, and nearly one third of the existing employees belong to employees of auxiliary units. From this point of view, enterprises have done a lot, and it is really a major feature of us to use one-third of manpower, material resources, financial resources, time and energy to run less than one-tenth of the sideline business, and there is still great potential for reform. Otherwise, it is the top 5 in the world, not the top 5.

Let's take Starbucks as an example. This is a brand-new American company, and it didn't turn the stone into gold. In 1999, Starbucks and Time Company jointly launched a coffee shop magazine, Joe, with the slogan: "Life is full of fun, let's talk." The magazine only published three issues and went home; On June 3, 1999, it was announced that it would open up internet business and sell kitchen utensils. The company's share price fell by 28% the next day. Since 1998, Starbucks has opened five restaurants, but now all of them are gone. Schulz, the owner, said that the cooking level in Starbucks still needs to be improved ... But fortunately, Starbucks has always been in a strong sense of crisis. Although before it tried to open up new fields, its performance expanded faster than that of McDonald's in the same period in history, it was not paralyzed by its achievements and carried away by its victory. It constantly conducted crisis analysis at all levels and tried new fields, thinking about the macro strategy of the enterprise and what strategies it needed to use in the development of the enterprise in order to keep the enterprise from being eliminated by the trend. Finally, strengthen the main business, grasp the root, cultivate the core competitiveness, and create miracles one after another.

Maybe it is a good way to set up a crisis management organization, regularly analyze the crisis of all aspects of the current enterprise operation, including production, manufacturing, service, brand, sales, investment and financing, carry out risk classification management, establish a good interaction and cooperation relationship with the outside world, and improve the external living environment of the enterprise.

single spark can start a prairie fire, a manufacturing industry in China, is rising worldwide

In the past 1 years, among the top 5 companies, the number of American companies has increased from 151 to 189, Japanese companies from 149 to 82, and China companies from 3 to 15. The latest China companies to enter the top 5 are State Grid Corporation, Shanghai Baosteel Group, Hutchison Whampoa Co., Ltd. and Shanghai Automobile Industry Corporation. The other 11 mainland enterprises in China are: China Petrochemical, China Oil and Gas, China Life Insurance, China Mobile Communications, China Industrial and Commercial Bank, China Telecom, China Chemical Import and Export, China Construction Bank, Bank of China, Agricultural Bank of China and COFCO.