The concept of marketing emerged in the mid-1950s, emphasizing“Customer focus”It believes that customers are the starting point and end point of enterprise marketing activities.The marketing characteristic of this concept oriented enterprise is that it is no longer to find suitable customers for its own products, but to design suitable products for customers.[1]
marketing managementThe concept, which originated in the United States in the early 20th century, is the guiding ideology andCode of ConductThe sum of.Enterprise marketMarketing conceptDetermines how the enterprise views customers andsocial benefitHow to deal with the coordination of interests among enterprises, society and customers.The marketing concept of the enterprise has experiencedProduction concept、Product concept、Selling concept To marketing concepts andSocial marketing conceptThe development and evolution process of.The real marketing concept is formed in the fourth stage of marketing concept, which is a major leap in the evolution of marketing concept.
It is required that all plans and strategies of enterprises should be consumer centric and correctly determinedtarget marketThe needs and desires ofcompetitorMore effectively provide the satisfaction required by the target market.Require enterprisesmarketing management Implementation“customers first”The principle ofCustomer satisfactionSo as to achieve the enterprise goals.
Concept Introduction
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The concept of marketing is a new business philosophy.This concept is based on meeting customer needs, that is, "what customers need, produce".Although this idea has a long historyCore principlesIt was not until the mid-1950s that it was basically shapedproductivityWith rapid development, the market trend shows that the supply exceeds the demand in the buyer's market. At the same time, the majority of residentspersonal incomeRapid improvement makes it possible to choose products. In order to realize the intensified competition among enterprises, many enterprises begin to realize that they must changeManagement conceptTo survive and develop.The marketing concept believes that the key to achieving the goals of an enterprise is to correctly determine the needs and desires of the target market, and more effectively deliver the goods or services expected by the target market than competitors, so as to more effectively meet the needs and desires of the target market than competitors.
The emergence of the marketing concept has fundamentally changed the business concept of enterprisesMarketingIt happened oncerevolution。The concept of marketing is different from that of sales promotion.
Establish a correct marketing concept: production concept, product concept, marketing concept, marketing concept, social marketing concept.
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Theodore Levitt Having made a deep comparison between the concept of sales promotion and the concept of marketing, he pointed out that the concept of sales promotion pays attention to the needs of the seller;The marketing concept focuses on the needs of the buyer.The concept of sales promotion is based on the needs of the seller, considering how to turn the product into cash;The marketing concept considers how to meet the needs of customers by manufacturing, transmitting products and all things related to the final consumer products.It can be seen that the four pillars of the marketing concept are: market center,Customer orientation, coordinated marketing and profit.The four pillars of the marketing concept are: factories,Product orientationTo promote and make profits.Essentially, the marketing concept is a philosophy oriented by customer needs and desiresOn Consumer SovereigntyIn the enterpriseMarketing managementEmbodied in.
On behalf of enterprises
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Many excellent enterprises adhere to the concept of marketing.Such as JapanHondaAuto companies will launch aAccordBrand new car.Before designing the new car, they sent engineers and technicians toLos AngelesRegional investigationexpresswayThe road lengthRoad width, collect the asphalt of the expressway and photograph the design of the entrance and exit roads.After returning to Japan, they specially repaired one9 milesLong expressways, including road signs andNotice boardThey are exactly the same as those on American roads.In designtrunkWhen the designers had different opinions, they went to the parking lot for an afternoon to see how people put and collect their luggage.In this way, opinions were immediately unified.As a result, Honda's Accord was very popular once it arrived in the United States, and was known as a good car acceptable to the world.
Another example is AmericanDisneylandJoy is as ubiquitous as air.It makes every child's dream come true from all over the world, and makes adults of all colors have a love for the past.Because when Disneyland was founded, its goal was clear: its products are notMickey Mouse、Donald Duck, but happiness.People come here to enjoy themselves.The park is all about fun.Everyone in the company should become a happy soul.No matter who the tourists go toAsk questionsEveryone must answer with "Disney etiquette", and never say "don't know".Therefore, tourists return here again and again to enjoy the joy and pay the price.In contrast, some of ourEntertainment City, Folk Village, World Scenery City, etc. The monotonous programs, expressionless explanations, and indifferent faces make people feel cold, but there is no joy to speak of?Therefore, it is urgent for Chinese enterprises to establish the concept of marketing.
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Production concept
It prevailed at the end of the 19th century and the beginning of the 20th century.This concept believes that consumers like those goods that can be bought everywhere and at low prices, and enterprises should organize and use all resources and concentrate all efforts to improveproduction efficiencyAnd expand the distribution scope and increase the output,cost reduction。Obviously, the concept of production is a kind of heavy productionLight marketingThe typical expression of the guiding ideology of "We can sell whatever we produce".Enterprises that guide marketing activities with production concepts are calledProduction orientedEnterprise.
In the early 20th century, the United StatesFord Motor CompanyThe supply of cars manufactured exceeds the demand. Henry Ford once arrogantly declared: "No mattercustomer needI only have one kind of black car of any color.The Model T car produced by Ford in 1914“Production oriented”Business PhilosophyAnd create miracles under the guidance of.Make the production efficiency of T-type vehicles more perfect, reduce costs, and make more people affordable.By 1921,Ford Model TstatesideAutomobile marketOnOccupancy56%.
ChinaHong KongHNH International's marketing of its Naxos label provides us with an example of contemporary production concepts.Nike Label sells classic music tapes at low cost in the local marketsupplies, but it quickly went to the world.Nike's price is higher than its competitors（PolyGram And EMI), because itsmanagement expenseOnly 3% (largeMusic production20% for companies).Nike believes that if its price is 40% lower than that of other companies, it will be profitable.It hopes to expand the market with low prices and price cutting policies.
Product concept
It is a kind of marketing concept coexisting with the production concept, which emphasizes production over marketing.According to the product concept, consumers like products with high quality, multi-function and certain characteristics.Therefore, the center of enterprise management is devoted to productionHigh quality products, and constantly strive for perfection and improve the log.Under the guidance of this concept, company managers are often infatuated with their own products, so that they do not realize that products may not cater to fashion, or even that the market is developing in a different direction.They only rely onEngineering techniciansBut rarely letConsumer involvement。
The next generation computer (Next), with an investment of 200 million dollars in 1993, stopped production after 10000 units were delivered.It is characterized byhigh fidelityAudio and tapeCD-ROM, even including desktop systems.However, it is not clear who the interested customers are.Therefore, the product concept regards the market asProduction processThe end point of, rather than the starting point of the production process;And ignoredmarket demandDiversity andDynamic, pay too much attention to products and neglectCustomer needs。When some products are overstocked due to oversupply or unsalable, I don't know why the products can't be sold.Finally, it leads to "marketing myopia".
Du Bang invented a new type of fiber in 1972, which has the hardness of steel and weighs only 1/5 of steel.The managers of Dubang Company envisioned a large number of uses and a $1 billionBig market。However, the arrival of this moment was much longer than Dubang had expected.Therefore, the ultimate result of only focusing on mass production or precision manufacturing and ignoring market demand is that its products are ignored by the market, which makes operators in trouble.
Selling concept
Generated fromcapitalist economyBy“Seller's market”To“Buyer's market”The transition phase of.It was popular in the 1930s and 1940s.The concept of sales promotion believes that consumers usually have a buying inertia or countervailing psychology. If they let nature take its course, consumers will not consciously buy a large number of their own products. Therefore, the central task of enterprise management is to actively promote and vigorously promote sales to induce consumersBuy products。The specific expression is: "I try to make people buy what I sell".Enterprises that implement the concept of sales promotion are calledselling orientation Enterprise.Under the guidance of the marketing concept, enterprises believe that products are "sold" rather than "bought".
They are committed to product promotion and advertising activities in order to persuade and even force consumers to buy.They collected a large number of sales experts, made a large number of advertisements, and bombarded consumers with all pervasive promotional information.For example, the slogan of the Pilsberg Flour Company in the United States changed from "Our company aims to manufacture flour" to "Our company aims to promote flour", and it was the first time that the company was established within the companymarket researchDepartment, send a large number of salesmen to engage in marketing activities.
However, the concept of sales promotion, like the first two concepts, is also based on the enterprise as the center“Fixed sales based on production”, rather than meeting the real needs of consumers.Therefore, the first three concepts are called marketingold ideas。
Marketing concept
YesConsumer needsAnd desire oriented business philosophyOn Consumer SovereigntyEmbodiment of.It was formed in the 1950s.This concept believes that the key to achieving the goals of the enterprise is to correctly determine the needs and desires of the target market. Everything is consumer centric, and it is more effective and beneficial than competitors to deliver what the target market expects to meet.
The emergence of marketing concept isMarketing PhilosophyA qualitative leap and revolution, it not only changed the traditional old ideaslogical thinkingWay, and inbusiness strategyAnd methods.It requires enterprise marketing management to implement the principle of "customer first", so as to achieve enterprise goals.Therefore, the enterprise is in the process of decidingProduction and operationIt is necessary to conduct market research, select the target market according to market demand and the enterprise's own conditions, organize production and operation, and maximize customer satisfaction.
The enterprises that implement the marketing concept are calledmarket orientation Enterprise.Its specific performance is: "We will try our best to make every dollar of customers buy full value and satisfaction".At that time, the senior intelligence department of Bell Company of the United States made an advertisement, which can be called the latest and best model focusing on meeting customer needs: "Now, today, our central goal must target customers.We will listen to their voices and understand their concerns. We value their needs and always precede our own needs. We will win their respect.Our long-term cooperative relationship with them will be based on mutual respect, trust and our hard work.Customers are our lifeblood and all the reasons for our existence.We must always remember who is our service target. It will be our responsibility to know what, when, where and how customers need at any time.Now, let's continue to do this, and we will keep our promise ".
Since then, the trend of consumer supremacy has been the western trendcapitalist countryIt is generally accepted by all countries that,protect consumers ' rightThe laws ofProtection organizationIt is becoming stronger and stronger in society.According to the "theory of consumer sovereignty", the marketing concept believes that the sovereignty to decide what products to produce does not lie in the producer, nor does it lie in the government, but in the consumer.
Social marketing concept
It is a marketing concept centered on the long-term interests of society, and it is a supplement and amendment to the marketing concept.
Since the 1970s, with the global environmental destructionResource shortage、Population explosion, Inflation and NeglectSocial servicesSuch problems are becoming increasingly serious, and the demand for enterprises to take into account the overall interests and long-term interests of consumers is growing.A series of new theories and concepts have been put forward in western marketing academia, such as human concept and reasonConsumption concept, ecological principles, etc.The common point is that the production and operation of enterprises should not only consider the needs of consumers, but also the long-term interests of consumers and the whole society.Such ideas are collectively referred to asSocial marketing concept。
The basic core of the concept of social marketing is to achieve consumer satisfaction andThe publicAs the fundamental purpose and responsibility of the enterprise.The ideal marketing decision should take into account: the satisfaction of consumers' needs and aspirations, the long-term interests of consumers and society, and the marketing benefits of enterprises.
1. Production conceptProduct conceptThe concept of sales promotion is generally called the old concept, which is enterprise centeredCorporate interestsThe concept of dealing with marketing problems for the fundamental orientation and the highest goal;
2. The concepts of marketing and social marketing are calledNew ideas, respectively referred to as consumer centered customersGuiding conceptAnd the concept of social orientation centered on the long-term interests of society.
Leavitt once compared the difference between the old and new concepts represented by the concept of sales promotion and the concept of marketing
Sales concept: the order is from inside to outside.It starts from the factory, focuses on the existing products of the company, and gains profits through mass marketing and promotion.
Marketing concept: adopt the order from outside to inside.It starts from a clear market, focuses on customer needs, coordinates all activities that affect customers, and obtains profits through creative customer satisfaction.
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Marketing concept of creating demand
New field of modern marketing concept
Modern MarketingThe core of the concept is to take consumers as the center. It believes that market demand causes supply, and every enterprise must organize the production and sales of goods according to the needs and wishes of consumers.For decades, this concept has been recognized, and it is also favored by entrepreneurs in actual marketing activities.However, withconsumer demandOfDiversity, manydenaturationWith the emergence of the feature of seeking difference, the demand shows a vague and uncertain trend of "no mainstream". Many enterprises are often uncertain about the market demand and trend, and it is more difficult to adapt to the demand.In addition, it fully emphasizes thatDesire to buyAnd needs to organize production, which will be suppressed to a certain extentProduct innovationInnovation is the key to successful operation.For this reason, in the contemporary fierce business war, some enterprises have summarized the practical experience of modern marketing and put forward a new concept of creating demand. Its core is that marketing activities are not limited to adapting to and stimulating demand, but also whether they can produce the demand for products.
JapanSonyChairmanakio morita It stated: "Our goal is to lead the consumer masses with new products, rather than ask them what they need and create needs." Sony's understanding is novel in at least three aspects:
First, production needs are more important than products, and creating demand is more important than creating products;
Secondly, creation needs are more important than adaptation needs. Modern enterprises should not only meet adaptation needs, but also focus on "leading the consumer with new products";
Third, "creating demand" is a marketing means, but alsoenterprise operation It is the development of the marketing concept that has been emphasizing "adapting to needs" in recent decades.
Relationship MarketingThe concept is formed compared with the concept of transaction marketingmarket competition The result of intensification.The essence of the traditional transaction marketing concept is that the seller provides a commodity or service to exchange money for the buyer to realizecommodity valueIt is the exchange of value between the buyer and the seller. The two parties are a pure trading relationship, and no other relationships and exchanges will be maintained after the transaction.In this transaction relationship, the enterprise believes that it is a victory to earn money by selling goods, and whether customers are satisfied is not important.In fact, the customer'sSatisfactionDirectly affectRepeat purchase rate, which is related to the long-term interests of the enterprise.Thus, since the 1980s, the United Statestheoretical realmWe began to attach importance to relationship marketing, that is, all marketing activities to establish, develop and maintain long-term and successful trading relationships.Its focus is to establish a good and stable relationship with suppliers, buyers, side organizations, etcPartnershipsAnd finally establish a solid and reliable business relationship“Marketing network”To pursue relationships in all aspectsMaximize benefits。This kind of pursuit from every transactionProfit maximizationIt is the characteristic of relationship marketing and the new trend of today's marketing development to pursue the maximization of relationship interests with all aspects.
The foundation and key of the concept of relationship marketing is "commitment" and "trust".Commitment refers to the desire and guarantee of one party to maintain a valuable relationship with the other party because it believes that the relationship with the other party is very important.Trust is generated when one party has confidence in the reliability and consistency of its trading partners. It is a desire to rely on its trading partners.The existence of commitment and trust can encourage marketing enterprises and partners to commit to relationship investment, resist the temptation of some short-term benefits, and choose to maintain the relationship with partners to obtain the expected long-term benefits.Therefore, the core of relationship marketing is to reach "commitment trust" and then start to develop the relationship between the two parties.
Green marketingThe concept is that in today's society, the environment is damaged, pollution is aggravatedEcological imbalance、natural disasterNew concepts put forward against the background of threatening human survival and development.Since the 1980s, with consumers from all countriesenvironmental awarenessWith the increasing of, a green tide has been set off around the world,Green engineering, green factories, green storesGreen goods、green consumption Many experts believe that we are moving towards a green era, and the next century will be a green century.Under the impact of this wave, the concept of green marketing naturally came into being.
Green marketingThe concept mainly emphasizesconsumer demand It is organically integrated with the interests of enterprises and environmental protection. Its most prominent feature is that it fully takes into accountresource utilization And environmental protection, requiring enterprises toproduct designThe whole marketing process from production, sales to use should take into account the conservation and utilization of resources and environmental protection interests, and achieve safety, health, pollution-free, etc. The goal is to achieve the common aspirations and needs of mankind - resourcesSustainable utilizationAnd protection and improvementecological environment。To this end,Develop green productsProduction, sales and development ofGreen industryIt is the foundation of green marketing, and also the key to the success of enterprises in marketing activities under the concept of green marketing.
Cultural marketing concept
Cultural marketing concept refers to a kind of marketing concept that enterprise members jointly acquiesce and implement in action, so as to form a cultural atmosphere in enterprise marketing activities. It reflects the indivisibility of economy and culture in modern enterprise marketing activities.The marketing activities of enterprises inevitably contain cultural factors, and enterprises should be good at using cultural factors to achieve market success.
In the whole process of marketing activities,Cultural infiltrationAt all times.First, there is culture in the goods, and the goods are not just some kind ofuse valueItems.At the same time, it also condensesaesthetic value 、Knowledge value、social value etc.Cultural valuesContent of.“Kongfu Family Wine”The reason why it is famous overseas and favored by overseas Chinese tourists is not only because of its mellow wine taste, but also because it meets the cultural needs of overseas Chinese for homesickness and ancestor worship.Japanese scholar Shotaro Motomura once said, "Enterprises can't just produce things like in the past, but sell the wisdom and joy of life". "Now is the time to sell wisdom, joy and local lifestyle through commodities".Second, culture is condensed in operation.The success of Japanese enterprises' operation benefits from the values that all employees in their enterprises believe in and abide byMode of thinkingAnd the code of conduct, the so-calledcorporate culture。Respect in marketing activitiesHuman value, attach importance toCultural construction, attach importance toManagement PhilosophyThe spirit of innovation and change has become the trend of business development.U.S.AIBMThe company's trinity value system of "respect for individuals, customer first, and pursuit of excellence";Panasonic's concept of "creating people before creating things";Swiss RolexThe shift of the watch's seat to the right of "being kind to people and being strict with things", etc., fully shows that the factors of enterprise culture are the cohesion of all kinds of personnel in the enterpriseSpiritual supportIt is the source and guarantee for enterprises to gain advantages in market competition.
Overall marketing concept
The authority of American marketing academia in 1992Philip KotlerPut forward a new concept of cross century marketing -——Overall marketingIts core is to proceed from long-term interests. The company's marketing activities should include all the important actors that constitute its internal and external environment. They are: suppliersdistributor, final customers, staffFinance company, government, allies, competitors, media and the general public.Composition of the first fourMicro environment, the last six are embodiedMacro environment。The company's marketing activities should be carried out from these ten aspects.
(I)Supplier MarketingFor suppliers, the traditional approach is to select a number of suppliers and encourage them to compete with each other.More and more companies tend to regard suppliers as partners, trying to help them improve the quality of supply andtimeliness 。For this reason, first, strict qualification criteria should be determined to select excellent suppliers;The second is to actively strive for those suppliers with outstanding achievements to become their own partners.
（2） Distributor marketing: due to limited sales space, the position of distributors has become increasingly important.Therefore, developing distributor marketing to obtain their active or passive support has become a part of manufacturers' marketing activities.Specifically, the first is "positive marketing", that is, direct communication and cooperation with distributors;The second is to carry out "side marketing", that is, the company tries to bypass the subjective preferences of distributors, and establishes and maintains consolidated customer preferences through intensive advertising, quality improvement and other means, thus forcing distributors to buy the brand products.
（3） The ultimate customer marketing, which is the traditional marketing, refers to the activity process of the company to confirm and serve a specific target customer group through market research.
（4） Employee Marketing: Employee Yescorporate imageAnd the true provider of services.Whether employees are satisfied with the company directly affects hisWork enthusiasm, which affects customer satisfaction, and then affects the company's profits.Therefore, employees should also become an important part of the company's marketing activities.Employee marketing is also known as“Internal marketing”。On the one hand, it requires improving staff'sservice level , EnhancedsusceptibilityAnd the skills to get along well with customers;On the other hand, it is required to strengthen communication with employees, understand and meet their needs, and encourage them to exert their maximum potential in work.
（5） Marketing of financial companies: financial companies provide a key resource - capital, so marketing of financial companies is crucial.The capital capacity of the company depends on its financial company andOther financial institutionsCredit.Therefore, the company needs to understand the credit evaluation of financial institutions, and pass the annual reportBusiness planSuch tools affect their views, and the skills of which constitute financial company marketing.
(VI)Government marketing: of all companieseconomic behaviorAre bound to be subject to a series of laws promulgated by the government.Therefore, it has become the content of many companies' marketing activities to carry out government marketing to promote them to formulate legislation and policies that are beneficial to themselves.
（7） Allied marketing: because of the expansion of the market in the global scope, it is increasingly important for the company to seek allies.The allies generally form a loose alliance with the company to help the development of the company in the fields of design, production, marketing, and so on, and both parties establish a mutually beneficial cooperative relationship.How to identify, win and maintain an ally is a problem that needs to be solved by an ally's marketing, which must be based on its own actual resource status andBusiness objectivesWe will try to attract them to participate in the cooperation once they are determined, and we will continue to encourage them in the process of cooperation to achieve maximum cooperation benefits.
（8） Competitor marketing: the common view is that competitors are competitors competing for market and profit.In fact, competitors can be transformed into cooperators. As long as "management" is appropriate, this kind of management will be applied to competitors to form the bestCompetition patternThe process of obtaining the maximum competitive income is "competitor marketing".
(IX)Media Marketing：mass media, such as radio, newspapers, television, etc., which directly affect the company's public image and reputation, the company even has to be manipulated by it.For this reason, the purpose of media marketing is to encourage the media to make favorable publicity and try to dilute the unfavorable publicity.This requires, on the one hand, building good relations with journalists, and on the other hand, trying to win the trust and goodwill of the media.
(X)Mass Marketing: Company'sEnvironmental behaviorThe last one is Volkswagen. The company gradually realizes that the public opinion has a vital impact on its survival and development.In order to be popular with the public, the company must widely collect public opinions, determine their new focus of attention, and design some targeted programs to strengthen communication with the public.Such as funding varioussocial activities, extensive contact with the public, etc.
