1. New opportunities and challenges brought by economic globalization.
China is in a unique position in the whole market economy, and our marketing and commodities have attracted attention not only in China, but also all over the world. For example, Galanz's microwave oven products have reached 80% of the world market share. Therefore, some people criticize China for always making low value-added products in manufacturing. People make money by technology, and we make money by labor. I think these criticisms actually ignore a problem, that is, China's economic development is in the primary stage of industrialization, and it is actually a very difficult science for our manufacturing industry to form its large-scale production capacity and ensure the smooth flow of quality, market supply chain and logistics under the conditions of large-scale production. If we try our best to improve the so-called brand competitiveness, improve the so-called technical content and compete with the world's top 500 companies when the production capacity is relatively low and the production scale is relatively small, in fact, we have not correctly understood our positioning. Galanz put forward a good concept called "manufacturing share". The manufacturing share of Galanz microwave ovens in the world is 80%, and all the 28 most famous microwave oven brands in the world are produced by Galanz. In the process of producing these brands, Galanz embodies the idea of being a global supplier and a global manufacturer, so there is such a question-in the process of economic globalization, how will corporate marketing in China go? Can it become a world brand and compete with the world's top 500? Should we be more tolerant and patient about the behavior of enterprises? There is such a process of manufacturing a big country, and there is such a process of continuously forming a large-scale production capacity, so that others can make big money and we can make small money. However, the process of making small money is a necessary stage in the transition to making big money. At the same time, through such efforts, we can form our own ability of moderate development of manufacturing industry. China's competitiveness lies not only in its institutional advantages, but also in its extensive and profound low-cost labor force and our ability to imitate and innovate in the manufacturing industry. Under the background of economic globalization, how to evaluate China's enterprise marketing, such as how to treat China's brand road, is a problem worthy of our study.
2. The new opportunities and challenges brought by the strategy of building a well-off society in an all-round way.
The theory and method of building a well-off society in an all-round way put forward by the Central Committee have brought influence to China and even the whole world. For us, building a well-off society in an all-round way is pregnant with huge business opportunities, and there are also many problems that need to be studied and discussed. Our marketing is not only for urban consumers, but also for rural areas and wider areas. Marketing should not only study high-end and high-end consumers, but also study people's consumption and demand in the transition from adequate food and clothing to a well-off society. Building a well-off society in an all-round way provides a huge research space for the development of Chinese marketing. Some people say that the world should not underestimate China, because China has a huge domestic demand market, which is very attractive to the whole world.
3. New opportunities and challenges brought about by social and economic changes.
The transformation of government function, city function, enterprise behavior and the perfection of policies and regulations have not only created a very good development space for marketing, but also brought many topics. For example, urban marketing should study the improvement of urban functions in the process of urban development and how to meet the needs of citizens; Another example is educational marketing. Schools should meet the needs of the educated, which is also an exchange and a marketing. Therefore, the field of marketing is constantly extending, from the material field to the non-profit field, from a region to a broader market.
4. New opportunities and challenges brought by the information technology revolution.
Professor Smith, winner of the Nobel Prize in Economics in 2002, put forward the concept of "experimental economics", which uses empirical data to describe the whole process of economic phenomena and the behavior of buyers and sellers. He put forward a view that the behavior in the market is regular, and the information precipitated by a large amount of data can be described repeatedly after processing. Therefore, he believes that economic phenomena can be reflected through demonstrations and experiments. The most important reason why Professor Smith won the prize is that he solved the problem of electricity supply price in the United States and Europe, the problem of water price in the water industry and the problem of medical pricing in medical expenses. This gives us a very important enlightenment: we have been trying to quantify the exchange behavior in marketing and simulate it to form a model for people to imitate. But for a long time, we have all failed, because our information capture is far behind the changes of social and economic phenomena, and many figures are insufficient and the response speed is too slow. But now, the change of information technology makes it impossible. It can provide us with ever-changing numbers, and then we can use advanced scientific methods to simulate and measure them. Therefore, people keep thinking, using information technology to describe the problems in marketing, and promote marketing to extend to databases and networks.
5. New opportunities and challenges brought by brand survival.
2 1 century marketing is brand-oriented marketing. People become impatient in the face of a lot of commodity information. In the face of a large number of goods, people's way of thinking has changed, looking for brand purchase, because in the face of many goods, only brand goods are safe, and brands represent a kind of reputation quality. Branding is the premise of further development of enterprise marketing.
Marketing is gestating new theoretical innovation.
1, the network economy has changed the exchange law and put forward an innovative marketing theory-network marketing.
The internet has changed communication. The original circulation is physical circulation, but it is virtual in the network situation. The concept of time and space has changed, and the exchange time has become 24 hours a day, and every minute can be exchanged. Space has changed, not only in a certain market, but also beyond national boundaries, and can penetrate into every inhabited place. Therefore, the network will change people's lives, change people's consumption habits, and also change exchange.
2. The development of information technology makes the exchange research in marketing quantitative-marketing engineering.
Data mining technology enables information to be analyzed through the database, so that many behaviors can be simulated and measured in advance. The marketing strategy of an enterprise can be simulated in the computer in advance, and then the virtual market simulation is reflected in the actual market, thus forming a science-marketing project.
3. The development of psychoanalysis technology makes marketing pay more attention to the study of exchange behavior-consumer behavior.
In recent years, in the United States, the birthplace of marketing, the most respected by marketing scientists is the extensive application of psychological research results to study the occurrence of exchange behavior. Because exchange is ultimately human behavior, and the occurrence of human exchange behavior is ultimately determined by its psychological process, that is, whether to adopt exchange behavior is determined by its needs and desires. Therefore, in the recent period, more than 40% articles in authoritative international marketing magazines focus on the exchange process and the changes of consumer behavior studied by behavioral economics.
4. Pragmatic communication is giving birth to specialized marketing.
People study and learn marketing in order to solve problems and guide the profits of enterprises, so various specialized marketing are emerging, such as financial marketing, real estate marketing, high-tech product marketing, non-profit organization marketing, and even urban marketing and educational marketing. This is a practical way to solve the problem formed in various fields, industries and regions.