China Marketing Driving Digital Transformation of SMEs
The sustainable and high-quality development of China’s economy, especially the transformation of new and old growth drivers and the building of an innovative country, cannot be separated from the healthy development of small and medium-sized enterprises. The development of the digital economy is in the ascendant.
In the past ten years, the scale of China’s digital economy has grown from 11 trillion yuan to 45.5 trillion yuan, and its proportion in GDP has increased from 21.6% to 39.8%. The current difficulties of small and medium-sized enterprises are becoming increasingly prominent. Policy risks, the risk of frequent epidemics and other unexpected events coexist, and the living environment of small and medium-sized enterprises is not optimistic. In this context, the digital transformation of SMEs is more urgent.
How are SMEs currently digitally transformed? In the process of transformation, what roles should the government and enterprises play?
The core problem of the digital transformation of SMEs is the cognitive breakthrough of entrepreneurs. Second, in the process of transformation, there must be specific operational entry points.
First, the training of digital talents in enterprises needs to be strengthened urgently; second, the guidance and suggestions of local governments for enterprises should be more targeted.
The digital transformation of SMEs is not enough to rely on their own efforts. China’s economic system determines that in the process of economic growth, the government controls more resources, so the importance of the government’s bailout policy for small and medium-sized enterprises is self-evident.
At present, local governments attach great importance to the development of small and medium-sized enterprises. Small and medium-sized enterprises are one of the main driving forces for economic growth, contributing a considerable proportion of employment and fiscal revenue to the national economy. However, in the process of promoting enterprise digitalization, local governments still lack specific focus to guide small and medium-sized enterprises. The digitization of small and medium-sized enterprises is not only the intelligence of an office system or the automation of management systems, but should be the CEO’s first-in-command project, and marketing drives the front-end and back-end digitization.
The digital transformation of small and medium-sized enterprises generally refers to enterprises above designated size, excluding small and micro enterprises. In terms of industry, in addition to the continuous digital transformation of the popular manufacturing industry in recent years, the service industry has more needs in this regard. Chen Xubin believes that under the background of economic downturn, the operating pressure of small and medium-sized enterprises is increasing, so the problem of enterprise survival must be solved first. Survival mainly faces the following problems. First, the company’s products must have a market. Market problems must be marketing problems.
Especially small and medium-sized enterprises, with marketing as the digital construction of the middle office, can be used as a decision-making engine to help the front office achieve more efficient business decisions. If the time is right, it can lead the digital transformation of the back office, including the digitization of other systems, so as to truly realize the coordinated operations of the front, middle and back offices within the enterprise, and then achieve comprehensive digitalization. This also shows that marketing digitization is a key first step, which not only solves the problems of the market, but also solves the problems of living today.
The second is the talent issue. In the digital transformation of SMEs, digital talents are the core driving force. In practice, most enterprises choose the “internal deployment + external talent introduction” method to form a “compound” digital transformation work team, and simultaneously promote the cultivation of compound digital talents. With the deepening of digital transformation, the business processes and workflows of enterprises will face a comprehensive digital transformation, and the department and position settings must be adjusted simultaneously with the skills required for the positions.
In the specific operation of enterprise marketing digitalization, marketing digitalization is the key first step in the digital transformation of enterprises. Entrepreneurs must first solve the problems at the cognitive level, form a professional marketing team for digitalization, and conduct training. They must also cooperate with the field of marketing digitalization. of experts have better communication and seek consulting on the digital aspects of marketing. For entrepreneurs, it is not about forming a team and then making a breakthrough, but taking action immediately after a cognitive breakthrough. In the end, it is necessary to have strategic consulting or industry experts with strategic consulting to avoid companies stepping on pits and taking detours.
Guidance at the government level should be more specific. From the perspective of practice, local governments should guide enterprises in operability and should not be limited to superficial work. The competent departments of small and medium-sized enterprises are generally local development and reform commissions and economic and information commissions. As government management departments, in the process of promoting the brand building of platform enterprises, they must change the traditional practice. Brand building is the role of entrepreneurs to play their own role, the government can only guide, it is difficult to lead. The role of the government should be to maintain the business environment, promote entrepreneurship, and take the leading actions by entrepreneurs for their own brand building, which the government cannot do for them.
As we all know, many innovations in digital marketing in China are leading the world. In the face of various difficulties in the digitalization of corporate marketing, the digital marketing industry does not simply rely on the brand owner, but is striving towards the direction of fully empowering customers to grow, coexisting, win-win, and common prosperity with all walks of life, so that the boundaries of services continue to grow. Extend and expand upstream and downstream. At present, there are still many well-known companies in the industry who are deploying the Metaverse and actively exploring the application of the Metaverse in the marketing field. The countless hidden and unknown opportunities in the Metaverse also bring new development opportunities for the digital marketing industry.
The communication about the Metaverse must not be a hot and eye-catching one. It is a long-term and continuous work. We hope to explore the future development of the industry under the Metaverse together with all parties in the industry, and reshape the social value of the digital marketing industry. , professional value, and even cultural value, and the new opportunities for enterprise development brought by this are self-evident.