母子公司营销管理控制点研究

Research on Control Points of Marketing Management of Parent Company

集团公司管理的核心在于母公司结合管理模式,利用控制点对子公司实施管理与控制,充分发挥协同效应和母合优势。通过专家访谈和问卷调查,结合回归分析,首次尝试梳理总结了集团营销管理在营销战略、目标市场、品牌管理、价格及渠道管理、营销执行管理等方面的58项控制点指标,进一步划分为关键、重要和一般控制点,构建了母子公司营销管理控制点分类指标体系。母公司管理模式越分权,关注的控制点数量越少、重要性程度越高,下放给子公司的权力越多,反之则反是。

The core of the group company management is that,combining the management mode,the parent company uses the control point to manage and control subsidiaries,to gives full play to the synergistic effect and the mother-in-law superiority.Through expert interviews and questionnaires,using qualitative and quantitative analysis,we attempt to sort out and summarize 58 control points in group's marketing management,including marketing strategy,target market,brand management,price and channel management,and executing management,and further divided these points into the key,important and general control points,to build a parent-subsidiary company marketing management control point classification index system.The more decentralized parent company's management model is,the fewer the number of control points of concern is,the higher the degree of importance of points is,and the more power it delegates to the subsidiaries,and vice versa.