(1) Identification of opportunities, including market investigation, market analysis, production decision, market positioning, etc.
(2) New product development, including research, development and production of new products; (3) Customer development, including marketing planning, brand promotion, market promotion, product display, contract negotiation, etc.
(4) Order fulfillment, including product supply, delivery and transportation, payment settlement, etc.
(5) Retain customers and cultivate loyalty, including after-sales service and regular return visits. If these processes can be handled well, marketing is usually successful. If something goes wrong, the enterprise will face a crisis of survival.
The concept of marketing is to organize the production of products according to market demand and provide products to customers in need through sales means.
marketing
Marketing is a subject about how enterprises discover, create and transmit value to meet the needs of a target market and gain profits at the same time. Marketing is used to identify unsatisfied demand, define and measure the scale and profit potential of target market, and find the most suitable market segment for enterprises to enter and the market supply suitable for this market segment. Marketing in the true sense is marketing. In a sense, talking about what marketing should do for the company means talking about what ultimate goals and strategic goals the company should hold. From the company's point of view, the role of marketing is to ensure that customers and consumers become the central link of the enterprise. Its other function is to guide enterprise decision-making.
Marketing principle
Marketing does contain some relatively fixed principles.
Including: respecting the central position of consumers, competitors and distributors when formulating marketing strategies.
Subdivide each market and choose the best market segment according to your company's strength and goals.
Select market segments for each target market, and study customers' needs, perceptions, preferences and purchasing processes.
Gain an advantage in the target market by carefully defining, creating and delivering better value.
Is marketing an art or a technology?
Is marketing an applied science?
Fiberhome hired senior consultants to think that just as engineering draws nutrition from basic disciplines such as physics and chemistry, marketing is also rooted in several basic disciplines, including economics, psychology, sociology, organizational science and decision science. Marketing develops with the progress of these disciplines. I believe that marketing will eventually evolve into a demand management discipline, including a more comprehensive demand-driven and demand optimization theory.
Application of marketing
When did marketing widely adopt the conclusions of psychology, sociology and anthropology? Marketers gradually realize that the center of marketing activities is the buyer, not the seller. In order to understand buyers, marketers must study organizational behavior. Marketing researchers must use demographic, psychological, cultural and social influences to understand customers' needs, cognition, preferences and behaviors in order to find more effective marketing strategies.
Expansion of marketing concept
Marketing, as a term, has gone beyond the usual fields of goods and services. Is this a good thing? I have also made a lot of efforts to expand the use of marketing concepts. From 65438 to 0969, I wrote a paper entitled "Broaden the Concept of Marketing". In the article, I think marketing can be used not only by for-profit organizations, but also by non-profit organizations such as museums, churches and charities to attract customers, volunteers and endowment funds. I further discussed that marketing can be used to launch social activities, such as "no smoking", "no drugs", "eating healthy food", "exercising every day" and "no littering".
Limitations of marketing consumer development
Now whether all kinds of goods have met all our needs, whether the consumer demand is too small, and enterprises carry out marketing activities. When it comes to marketing, we always talk about catering to unmet needs. Now, there are indeed many products that meet most of our needs. My friend PietroGuido, who is Italian, wrote The Society Without Demand and put forward the following argument: Marketers should learn how to create demand, similar to Sony's way of marketing innovative electrical appliances. Enterprises should learn to change from market-driven (driven by consumer demand) to market-driven (committed to creating new markets). Many years ago, who would need walkman, big-screen color TV, miniature camera and other products. For enterprises, the new competitive need is to constantly discover new demands and new markets.
Marketing is the best way to meet individual needs.
People can satisfy their needs in many ways, such as stealing or begging. Marketing is to provide some value in exchange for what one person wants from another party. The basic idea of marketing is exchange, which is the most reasonable and widely accepted way in civilized society.
Differences between Consumer Goods, Services and B2B
When marketing is applied to consumer goods, services and B2B, are they different? Many marketing concepts and tools originally came from some practical problems faced by the fast-moving consumer goods industry. Other tools come from durable products industry (whether for consumers or enterprises), daily necessities industry and service industry. The theoretical framework of marketing, which consists of STP (market segmentation and target market positioning) theory and 4P (product process, price, location and promotion) theory, can help us analyze any market, product and service. Of course, each market has its own characteristics and needs specific marketing concepts and tools. For example, service marketers will pay more attention to other 3Ps (physical evidence of personnel, service processes and service materialization) when making their own marketing plans. However, these market types (consumer goods, industry and services) do not need completely different theoretical frameworks. Otherwise, it will face the chaotic situation of market one, market two and market three, and it is impossible for industries to exchange relevant experience for reference.
Marketing Innovation —— The Main Theme of Enterprise Marketing in China in the 20th Century
In the 20th century, corporate marketing in China should be based on imitation. In the past 20 years since the reform and opening up, the marketing theories and methods of western enterprises have been introduced to popularization and application, and most of them are basically "painting". After entering the 2 1 century, there are different opinions about whether China's corporate marketing should focus on imitation or innovation. The author thinks that marketing innovation should be the main theme of enterprise marketing in China in 2 1 century. Marketing innovation is the inevitable choice for the development of China enterprises in the 2 1 century. The reason why China enterprises should regard marketing innovation as the main theme of the 2 1 century is mainly based on the following considerations:
1, formation of buyer's market
China market has entered the buyer's market from the seller's market in the past. Under the seller's market conditions, the total supply is less than the total demand, and enterprises can profit by imitating other people's production and marketing practices. However, in the buyer's market, because the total supply is greater than the total demand, it is difficult for enterprises to succeed only by imitating other people's production and marketing. Only by taking the road of innovation and forming its own marketing characteristics can we truly survive and develop. 2 1 Century China market is a long-term buyer's market, and insisting on marketing innovation is the treasure of enterprises based on the buyer's market.
2. Join the WTO
3, the challenge of knowledge economy
2 1 century is the era of knowledge economy, which will gradually replace the industrial economy and become the leading economy in the international economy. As an innovative economy, knowledge economy emphasizes that innovation should be the engine of economic growth. Under the condition of knowledge economy, the competitiveness of enterprises depends on innovation. Enterprise innovation includes many aspects, and marketing innovation is one of its core elements. Only by vigorously carrying out marketing innovation can enterprises better meet the challenge of knowledge economy.
4. Requirements of sustainable development
Facing the vigorous rise of the green tide in the world, the government of China solemnly promises to stick to the road of sustainable development. The key to realize the sustainable development of China's economy in the 2 1 century lies in the sustainable development of enterprises, which must avoid repeating the old practice of "pollution before treatment" and implement "clean" production and marketing, which requires enterprises to abandon the traditional marketing practices in the industrial era and explore new marketing practices, that is, marketing innovation.
2 1 Five Innovations of Enterprise Marketing in China in the Century
The marketing innovation of China enterprises in 2 1 century can be summarized into ten aspects: concept innovation, theory innovation, market innovation, technology innovation, product innovation, method innovation, strategy innovation, organization innovation, talent innovation, rules innovation and so on. This paper mainly analyzes five major innovations:
1, conceptual innovation
Concept innovation is the forerunner of enterprise marketing. China enterprises in 2 1 century should not be satisfied with establishing marketing concepts, but should pursue new marketing concepts suitable for 2 1 century. I think we should emphasize the following new concepts: First, the concept of family marketing. The core of the marketing concept in the 20th century is that customers are supreme and regard customers as "God". In fact, there is no "God" in the world, and God is too high for people to adapt. The concept of family marketing emphasizes that customers should be regarded as "friends" or "relatives" rather than "gods". By establishing new family relationships, the distance between enterprises and customers can be minimized. By becoming "friends" with customers, customers become "friends" of enterprises forever. Imagine that when customers become "friends" of enterprises, they will not "invest" in their products. This is called "emotional investment" of enterprises, in exchange for "monetary investment" of customers. The second is the concept of global marketing. Economic globalization is the most important trend of world economic development, and the objective law of modern mass production itself inevitably requires the realization of global division of labor. Under the trend of this economic law, enterprises and products from all over the world have gone abroad to seek development opportunities in the world. Many products have become global products, and many pillar industries have become international pillar industries, not products or industries of a certain country. In particular, powerful multinational companies have long incorporated the global market into their own marketing scope and guided their marketing activities with global marketing concepts. For example, Coca-Cola Company has production bases in dozens of countries and markets in more than 65,438+000 countries, becoming a global company headquartered in the United States; Airbus is no longer a French company, but a European company, and extends its marketing tentacles to various markets. These companies are focusing on the world map to carry out global marketing activities. Haier is an early enterprise in China with this awareness, and they clearly put forward to realize "Haier's internationalization, an internationalized Haier". The so-called "internationalization of Haier" means that through large-scale export and setting up factories abroad, Haier can quickly go to all countries in the world. 1998 In the case of a serious decline in China's exports, Haier. Wound exchange increased by 36% year-on-year, and surged in June and March this year 13 1%. The so-called "international Haier" is to localize Haier in all countries of the world. According to reports, Haier first took this step in the United States with the most developed knowledge economy. Instead of simply China Haier, the design center is located in Boston, the marketing center is located in new york, and the manufacturing center is located in South Carolina, so that Americans can run American Haier and American resources can "nurture" American Haier. The third is the concept of knowledge marketing. The knowledge economy in 2 1 century is different from the industrial economy in the 20th century, and intellectual capital will become the first capital, which determines the competitive advantage of enterprises facing the future. Knowledge advantage is the most important advantage in the era of knowledge economy. Bill Gates' Microsoft's total assets on the balance sheet are only about 4% of GM's total assets, but its market value is equivalent to four times that of GM. This is because Microsoft produces and manages computer software, an important product in the era of knowledge economy, while GM produces and manages automobiles, a typical product in the era of industrial economy. In the era of knowledge economy, the marketing concept of enterprises should also be changed accordingly, that is, the concept of knowledge marketing should be established. The concept of knowledge marketing is the product of the development of knowledge economy and a new marketing concept to adapt to the knowledge economy. It attaches great importance to knowledge, information and intelligence, and wins in the increasingly fierce marketing war with knowledge and intelligence rather than experience. Therefore, we should fully capture and make use of market information, develop and produce high-tech products, and select and apply modern marketing manuals. The fourth is the concept of green marketing. Since the publication of the Declaration on Human Environment in the early 1970s, the green wave has been rising and sweeping the world, which will make 2 1 century a green century. The rise of green wave has brought the rapid growth of green demand and promoted the vigorous development of green market. According to relevant data, the world green market reached $427 billion in 1995; It will reach $600 billion in 2000 and increase to120 billion in 20 10. With the continuous expansion of green market regulations, enterprises will inevitably take the concept of green marketing as a guide and try their best to meet the green needs of consumers in various countries. The concept of green marketing emphasizes that enterprises organically combine market demand with environmental protection in marketing activities, vigorously develop green products, and minimize or even eliminate the harm caused by environmental pollution.
2. Market innovation
With the emergence of buyer's market in China, the competition among enterprises has also entered the Warring States period. Facing the increasingly fierce marketing war, do enterprises struggle for the existing market or seek the potential demand that consumers have not met, or create new demand? Some people vividly compare it to robbing an existing "cake" or making a new "cake". Market innovation is not to grab the existing "cake", but to make a new "cake". In the face of strong competitive pressure, some enterprises adopt the low-price strategy of "making profits but not letting the market" to support the existing market, and the result is often not worth the candle. Smart companies look to new markets. Take the washing machine as an example. When the urban washing machine market was saturated, Haier expanded the rural washing machine market. President Haier learned that farmers in Sichuan and other places used washing machines to wash sweet potatoes and potatoes, and immediately organized enterprises to develop washing machines that could wash sweet potatoes and potatoes, which were favored by local consumers. It can be seen that the multi-level nature of consumers and the diversification of demand provide a broad space for market innovation, mainly in new interval markets, new professional markets and new group markets. Focusing on the 2 1 century, enterprises should attach great importance to expanding the following markets: first, high-tech markets. High-tech market is a market with extremely broad development prospects in China, with huge market demand potential, involving many industries and great expansion value. Well-known enterprises such as Microsoft of the United States and Founder of China Peking University have achieved great success in expanding this market. The second is the rural market. About 70% of the population in China live in rural areas, with a total of 900 million people. Due to the difference between urban and rural areas, the current consumption of rural residents differs from that of urban residents by about 10 years. Therefore, some commodities that are saturated in the urban market, such as home appliances, still have development potential in the rural market. According to relevant data, at the end of 1997, rural households had 27.3 color TV sets, 8.8 refrigerators and 210.9 washing machines per 100 households, which was basically equivalent to the average level of urban residents in 1986 of 27.4 sets, 12.7 sets and 59.7 sets. 1997 The Engel coefficient of rural residents is 55. 1%, which is equivalent to the level of urban residents in the early 1980s. Of course, there must be a market for developing the rural market. We shouldn't copy what people in the city use to the countryside. We should develop new products and improve existing products according to the needs of the local rural market. The third is the tourism market. The development prospect of the tourism market is very promising. According to the analysis and forecast of the International Tourism Organization, with the improvement of people's living standards and traffic conditions, more and more people will choose to travel abroad and increase tourism consumption. Tourism products will become an important pillar industry that keeps pace with the steel industry in the 2 1 century. The organization also believes that China will become a major tourist consumer in the world in 2 1 century. The tourism consumption boom brought by the National Day holiday this year shows that China has great potential to expand the tourism market, and relevant enterprises in China should devote themselves to the development and expansion of this emerging market. The fourth is the elderly market. According to the recent announcement of relevant government departments, China has entered an aging society ahead of schedule. At present, the elderly over 60 years old account for 10% of the total population in China, which is about1300,000. With the passage of time, the number of elderly people in China will further increase. The existence of a large number of elderly people will inevitably lead to the development of the elderly market, especially the potential demand for elderly food and health care products, which is a new group market that enterprises should focus on expanding. As early as 1970s, Japanese enterprises began to expand the market for the elderly, and developed a series of new products ranging from basic necessities to entertainment. Now the elderly market has become an important market in Japan. Because the elderly have rich life experience, thrift and other unique consumption characteristics, it is very difficult to expand this market. Enterprises should face up to the difficulties, formulate and implement the "offensive" strategy, and stick to it, and there will be gains. The fifth is the cultural market. China is an ancient civilization with a long history and a multi-ethnic country with rich cultural resources. However, China did not pay enough attention to the development of cultural industry and the expansion of cultural market, and only regarded it as an ornament for the development of market economy. The so-called "cultural platform, economic and trade singing opera" is the best portrayal. In fact, the cultural market is also of great development value. The world-famous Hollywood Film Studio and Disneyland are both successful examples. The recently held Shanghai International Art Festival is operated according to the marketing method, which has led to unprecedented commercial prosperity and a large increase in financial resources. Of course, in the process of expanding the cultural market, we should also carry out marketing innovation, and we should not copy it mechanically, otherwise we will suffer. For example, after the success of Shenzhen's "Golden Rust Shenzhou" miniature landscape, some companies imitated its practice and built the "Three Gorges" miniature landscape in Yichang. As a result, the audience was few, because of the mistake in choosing the construction site. Imagine who would be interested in seeing the fake Three Gorges when it is really close at hand.
3. Product innovation
"Products are always new and enterprises are always green" is a popular motto in business circles. It tells us that only by constantly innovating products can we maintain the youthful vitality of enterprises forever. Some century-old enterprises at home and abroad are not old because they constantly strengthen product innovation. The secret of success of Yantai Polaris Watch Company is to introduce dozens of new varieties, new colors and new styles every year. If we don't insist on product innovation, there will be a major crisis in the development of enterprises. Wuhan Changjiang Audio once made a profit of more than 70 million. At that time, the leaders thought that putting money in the bank with interest would also bring a considerable income, so they did not invest in developing new products. In less than a few years, VCD replaced the stereo, and the manufacturer of Changjiang Audio was forced to close down because it lost the market. Product innovation should proceed from the overall concept of products, focusing on the following aspects of innovation: First, product standard innovation. In the process of product development, on the one hand, enterprises should innovate according to national standards and international standards to meet the requirements of international certification standards such as ISO9000 and ISO 14000. On the other hand, it is not appropriate to mechanically copy a certain standard. Instead, we should take the requirements of consumers as the ultimate standard and strive to make products meet the needs of consumers to the greatest extent. The second is the innovation of product varieties, colors and styles. With the rapid development of science and technology, the life cycle of products is shortened day by day, and the popular colors and styles of products change faster. Therefore, enterprises must constantly speed up the upgrading of products and introduce new varieties, new colors and new styles in time to adapt to changes. The third is product packaging innovation. Packaging innovation should conform to the characteristics and value of products, and carry out moderate packaging to prevent over-packaging and simple packaging. The selection of packaging materials should also be based on environmental protection and try to save limited resources. At present, we should pay attention to correcting the ideal of "packaging" in society and prevent the spread of the phenomenon of "selling goods for one skin". Fourth, product brand innovation. On the one hand, we should update brand design and use according to the development of the times and the changes of competition, on the other hand, we should expand brand awareness according to the development of enterprises and strive for national and international famous brands. Fifth, product and service innovation. Service is an extension of tangible products, which can bring greater benefits and better satisfaction to consumers, so it is increasingly becoming an important part of products. As Professor Levitt, an American marketing scientist, said: The key to future competition is not what kind of products an enterprise can produce, but what kind of added value it provides for products: packaging, service, user consultation, credit purchase, timely delivery and everything that people measure by value. The famous IBM company emphasizes "IBM is service" in its advertisement, which reflects that the company attaches great importance to the concept of product service. Product service innovation emphasizes the continuous improvement and improvement of service level and quality, and constantly introduces new service items and service measures in an effort to make consumers get the greatest satisfaction or satisfaction. Product innovation should also conform to the international trend, develop in the direction of multifunction, diversification, miniaturization, simplification, bodybuilding, comfort, environmental protection and novelty, and pay attention to the implementation of product elimination strategy. Product elimination strategy is a strategy for enterprises to consciously eliminate old products and introduce new products according to the changing law of market demand. By denying the product itself, enterprises continuously inject "fresh blood", which makes the growth curve of enterprises show a steady upward trend.
4. Method innovation
In marketing practice, on the one hand, enterprises should dare to creatively apply international advanced marketing practices, on the other hand, they should boldly propose and implement new marketing methods. The innovation of marketing methods is mainly reflected in: First, flexible marketing. That is, a method for enterprises to adjust marketing activities in time and flexibly to meet individual needs. Adopting this marketing method requires enterprises to change the highly unified and standardized centralized management in the past and implement practical and flexible decentralized management; Change the previous production mode that a production line can only produce one standardized product, and establish a subsystem composed of computer design, control and management, which can produce products with different shapes, scales, colors and styles on a production line; Change the previous circulation mode of relying solely on middlemen, and establish a "outsourcing internal system" production and marketing mode with information network as the intermediary and close contact between producers and consumers. The second is network marketing. That is, a way to carry out marketing activities on the Internet. Enterprises can establish websites through the Internet, transmit commodity information, attract the attention of online consumers and make online purchases. It is predicted that in the 2 1 century, online shopping will be the most important way for people to shop. In China, with the passage of time, more and more consumers will buy online, and the third is zero inventory marketing, that is, a marketing method of taking orders before production and zero inventory. The key to this method is to get enough orders, so it is particularly important to strengthen the ordering work before production. Network marketing will gradually develop into an important method. The fourth is flawless marketing. That is, the method of not leaving any regrets to customers in the whole marketing activity. Including product defects-100% guaranteed quality, sales defects-100% guaranteed selection and service defects-100% guaranteed satisfaction. The fifth is event marketing. That is, through or with the help of an important event to strengthen marketing and expand the market. Changhong Company promoted its products and expanded its market with the help of the important event of Ke Shouliang crossing the Yellow River, which is a successful example. The premise of event marketing is to fully grasp and make use of an influential event, and organically combine it with enterprise marketing to achieve the purpose of "crossing the sea by the wind" and "sail before the wind". The sixth is database marketing. The original meaning of marketing database is the names and addresses of customers and potential customers collected for direct marketing; Later, it developed into a tool for market research, such as collecting market data, demographic data, sales trend data and competition data. , and analyze the data with appropriate software. At present, it has played an important role as a part of the whole management information system. It can collect and manage a large amount of information, so as to show us the "basic state" of customers, so that we can analyze consumers, determine the target market, track market leaders and conduct sales management. It is a powerful tool to help plan the overall marketing plan and plan, control and measure communication activities. The marketing database can integrate related resources (e-mail, telephone, sales, third-party channels, etc.), coordinate and dispatch in a unified way, and direct and targeted scheduling. For example, direct personal visits are needed for key customers, rather than email and telephone visits; In addition, in the communication with customers, which way to adopt depends on its economy and can achieve the same effect. Why not choose a more economical way? Marketing database provides a powerful tool for enterprises to allocate resources reasonably.
5. Talent innovation
Although the content of marketing innovation is quite extensive, the key is talent innovation. Without talent innovation, other innovations are empty talk. Marketing talents in 2 1 century are no longer operational marketing experts, but knowledge-based marketing generalists. It has the following important characteristics: (1) strong sense of social responsibility; (2) High cultural literacy; (3) innovation and enterprising; (4) Perfect combination of science and technology generalists and marketing professionals; (5) Strong knowledge application ability, etc. Whether marketing innovation can become the main theme of enterprise marketing in China in the 2 1 century depends on whether there are a group of such knowledge-based marketing talents.
Future marketing development direction
The future development of marketing is mainly in the direction of diversification. Let me briefly explain why the development direction of marketing is diversification. First, from the perspective of the subject of marketing, enterprises are the main units of marketing, generally traditional marketing. Of course, traditional marketing is not the only subject of marketing. For example, the development of various organizations and individuals is also the main unit of marketing. Second, from the perspective of marketing objects, the marketing objects of enterprises are no longer a single product and service, but various valuable things that can be effectively used. Thirdly, from the perspective of marketing operation mode, marketing is no longer a simple traditional marketing mode, but a variety of contemporary marketing modes. For example, the popular online marketing, wireless marketing, voice marketing, these marketing methods, generally large enterprises will choose flexibly, and at the same time match with traditional marketing to produce the most suitable means for enterprise marketing. Fourth, as far as the unknown marketing development is concerned, no one can say for sure what will happen in marketing development, and no one will give this clear answer. Even experts can't be sure what will happen in the future, because it is very simple from a philosophical point of view: "The development of things is unknown and always changing." Fifth, from the development of marketing, people constantly solve difficulties in the process of continuous practice, and constantly sum up theories in solving difficulties and various marketing practices, so that various marketing theories can be sublimated and developed. At the same time, while the theory is constantly improving, people use this sublimated theory to guide marketing practice. Of course, this is relatively simple from the perspective of linguistics and economics. From the practical application, marketing is a big problem for enterprises. No matter the products and services of enterprises are inseparable from marketing, marketing is really a headache for enterprises. But I always believe in one thing: "People's wisdom is infinite, mainly because you are willing to play, use your brains and solve any problems." Some people may say, "You make marketing too simple". Yes, there are too many marketing things. No matter which way I say marketing, it is impossible to complete marketing. The marketing practice of an enterprise is more complicated, which is not made clear by mouth, but made by the enterprise itself. In fact, marketing is hard to say, but it is very simple. Many things are often because people think things too complicated, so that they are afraid of her and refuse her, leading to failure. The same is true of marketing.
Internet marketing
The definition of network marketing
Network marketing is an integral part of an enterprise's overall marketing strategy, and it is carried out to achieve the enterprise's overall business objectives. Internet is the basic means to create various activities in the network marketing environment, and it is the medium to implement marketing activities in new ways, methods and concepts, which can more effectively promote the realization of individual and organization trading activities.