There is a key link in the construction of trademark marketing system, that is, the design of trademark organization structure, that is, what kind of departmental structure is used to straighten out the chain of command and execution of enterprise marketing. Unreasonable trademark organization structure will cause enterprise personnel to fight among themselves and waste marketing resources.
For example, some enterprises have a single trademark and set up sales departments according to product categories. The original intention is to maintain the balanced development of all product categories under the same trademark, which is beyond reproach. However, the sales volume of each category in the regional market does not match the brand image positioning. For example, Class A focuses on the high-end market, Class B sticks to the low-end market, and Class C fights price wars with competitors in the circulation market, which causes consumers in the same regional market to be confused about brand positioning and brands cannot establish a unified market image. The problem is that there is no unified trademark management department to coordinate the positive connection of various categories to the whole trademark image.
For another example, enterprises that implement multi-trademark strategy adopt an organizational structure divided by marketing functions, which leads to the phenomenon that all sub-trademarks develop unevenly under the leadership of the same functional manager. For example, in order to complete the sales task and profit target of the company headquarters, managers often focus on cultivating sub-trademarks that are already in a strong market position, but have no time to take care of the cultivation of sub-trademarks in the growth stage, and finally face the risk of delisting molecular trademarks within the region.
Reasonable organizational design can help enterprises upgrade their business and trademarks within the framework of specialization or diversification, single trademark or multi-trademark strategy. However, unreasonable trademark organization design will affect the conflict between different businesses of trademarks, scour their businesses and affect the competitiveness of trademarks.
Trademark organization design is the concentrated expression of trademark management operation mode in organizational structure. For enterprises, there is no single standard answer to ensure the efficient operation of this system. Only by comprehensively weighing the factors such as trademark positioning, product composition and functional division of labor can we build a scientific trademark organization structure.
Functional system. Suitable for enterprises with a single trademark and a single category. This kind of enterprise has a single product line, and the main energy of product research and development is also spent on the in-depth design of product line, which is also the simplest trademark organization structure. Many domestic enterprises use this model to operate trademarks. The model sounds simple, but the problems often appear in the uncoordinated pace and uncoordinated coordination of various functional departments. Under the functional organizational structure based on job specialization, it is very important for trademark managers to exert their ability of unified scheduling and coordinated operation. Organization. Suitable for enterprises with a single trademark and multiple categories. Such enterprises often carry out related fields with a single trademark.