Marketing concept is the guiding ideology of enterprise marketing activities and the basic condition for effectively realizing marketing functions. Marketing concept runs through the whole process of marketing activities, which restricts the marketing objectives and principles of enterprises and is the basic strategy and means to achieve marketing objectives. The following is what I recommend to you, I hope you like it!

The first chapter "Analysis of Enterprise Marketing Concept"

Abstract: Marketing concept is the guiding ideology of enterprise marketing activities and the basic condition for effectively realizing marketing functions. Marketing concept runs through the whole process of marketing activities, which restricts the marketing objectives and principles of enterprises and is the basic strategy and means to achieve marketing objectives. Whether the marketing concept is correct or not is directly related to the quality and effect of enterprise marketing activities. This paper analyzes some basic problems of modern enterprise marketing concept, especially the research on combining it with enterprise culture, which is of guiding significance to enterprise marketing practice.

Abstract: Marketing concept is the guiding ideology of enterprise marketing activities and the basic condition for effectively implementing marketing functions. Marketing concept runs through the whole process of marketing activities and restricts the marketing objectives and principles of enterprises, which is the basic strategy and means to achieve marketing objectives. Whether the marketing concept is correct or not is directly related to the quality and effectiveness of enterprise marketing activities. This paper analyzes some basic problems of modern enterprise marketing concept; In particular, the research combined with corporate culture is of guiding significance to corporate marketing practice.

Keywords: marketing; Marketing concept; Marketing philosophy

Keywords: marketing; Marketing concept; Marketing philosophy

China Library Classification Number: F274 Document Identification Number: Part A Number:1006-4311201336-0152-02.

1 Overview of new marketing concept

The new century calls for new marketing ideas.

First of all, China's entry into WTO requires the establishment of new marketing concepts. Joining the WTO is first of all an entry of "idea", which means a commitment to abide by international business rules, which will bring more marketing development space.

Secondly, the new economic era requires the establishment of new marketing concepts. The meaning of new economy is a sustainable economy based on information revolution, digital knowledge and technology, with innovation as the core and high technology as the driving force. The new economy has the characteristics of information economy, knowledge economy and speed economy. The new economy brings new changes in marketing content, innovation in product form and innovation in demand. Its development process is from manufacturing economy to service economy, and then to experience economy. The new economy has brought innovation in marketing methods, mainly manifested in differentiated marketing, personalized marketing and experiential marketing.

1.2 the meaning of marketing concept

Idea is an idea, an idea or a method, a rational judgment and recognition of value and a way of thinking. Marketing concept is the value cognition and way of thinking formed in marketing activities and guiding marketing activities. It is constantly updated, enriched and developed with the deepening of marketing practice. Different enterprises have different marketing ideas. Traditional market economy is a resource allocation mode and execution mode oriented by market demand, while the definition of modern market economy is a resource allocation mode and execution mode oriented by market demand combined with national macro-control. The core competitiveness of an enterprise means the innovative spirit and the ability to dynamically integrate resources endowed by the unique knowledge and skills of the enterprise, and its core is the innovative idea.

2 Modern marketing concept

The difference between modern marketing concept and traditional marketing concept lies in paying attention to the fundamental change of customers and environment.

2. 1 marketing concept

Marketing concept refers to the basic guiding ideology for enterprises to make business decisions and organize marketing activities, and it is also the business concept of enterprises. It is an idea, an attitude, or an enterprise way of thinking. Marketing concept is a management guiding ideology of "taking consumer demand as the center and market as the starting point". According to the concept of marketing, the key to achieving organizational goals is to correctly determine the needs and aspirations of the target market, and deliver the content that the target market expects to meet more effectively and favorably than competitors.

2.2 Social marketing concept

With the global environmental damage, resource shortage, population explosion and other problems becoming more and more serious, the call for enterprises to take into account the overall and long-term interests of consumers, that is, social interests, is getting louder and louder. A series of new concepts have been put forward in the field of marketing. For example, the concept of human nature, rational consumption and ecological norms. Its viewpoint is that enterprises should not only consider the needs of consumers, but also consider the long-term interests of consumers and the whole society-known as the concept of social marketing. This concept requires enterprises to determine the needs, desires and interests of the target market, satisfy customers more effectively than competitors, and at the same time safeguard and promote consumers and social welfare.

2.3 Eco-marketing concept

In marketing management, enterprises should not only consider the needs of consumers and the expected goals of the company, but also take the promotion of social development as a long-term goal. Therefore, corporate advertising and pricing strategies should take social interests into account. If you can't do this, you will be condemned by society and even abandoned by society. Many enterprises encourage consumers to spend most of their marketing activities, but a large amount of consumption will make social resources more and more exhausted. If the use of cosmetics or washing products continues to cause damage to river organisms or the environment, it is necessary to purchase advanced and complete chemical components to reduce emissions. The fast food industry should consider the adverse aspects of its products to the human body, and the entertainment industry should provide good spiritual products. Therefore, in addition to our own interests, we should aim at protecting limited environmental resources.

2.4 service marketing concept

Western economists believe that 70% of customer churn is due to the lack of service level. The cost of winning a new customer is 6- 10 times higher than the cost of maintaining an old customer. Meet the basic needs of customers, the turnover can be increased by about 20%, the customer satisfaction can be increased by 5%, and the turnover can be doubled. When customers are dissatisfied, 75.3% people may stop or reduce their purchases. For every customer who complains, if the complaint is solved quickly, 82% customers will buy again.

2.5 brand marketing concept

Simply put, brand marketing means that enterprises make their unique product image deeply remembered by consumers through some means. According to the experts of these brand simulcast strategies, brand marketing mainly refers to the marketing strategy process in which enterprises make use of consumers' product demand, and then use quality, culture and unique propaganda methods to make brands win the psychological recognition of users and finally form brand benefits. Brand marketing is a process in which target customers use various marketing strategies to form cognition-recognition-re-recognition of corporate brands, products and services. From a high level, brand marketing is to show the image, popularity and good reputation of the enterprise to consumers or customers, thus forming the brand image of the enterprise's products or services in the minds of customers and consumers.

3 four stages of the development of enterprise marketing concept

3. 1 Enterprise marketing is a marketing product.

In marketing, the overall concept of products can be divided into five levels: ① The level of core benefits refers to the basic utility or benefits that products can provide to consumers, which consumers really want to buy. ② Tangible product level. It is the concrete material form of products when they appear in the market, mainly in the following aspects: quality, characteristics, style, trademark and packaging, and it is the material carrier of core interests. ③ Expected product level. In marketing, customers are the dominant position, and consumption presents personalized characteristics. Different consumers may have different requirements for products, so the design and development of products must meet the personalized consumption needs of customers. ④ Extend the product level. Refers to the buyer's demand provided by the producers or operators of products, mainly to help users make better use of core interests and services. ⑤ Potential product level. In addition to the extended product level, enterprises also provide product levels that can meet the potential needs of customers. Mainly a product proliferation service. The main difference between it and extended products is that customers can still make good use of the core interests and services of the products they need without the potential product level.

3.2 Enterprise marketing is marketing culture.

The so-called marketing concept refers to the attitudes, ideas and concepts held by enterprises when dealing with the interests of enterprises, consumers and society in the process of marketing activities. The formation of enterprise marketing culture is an important embodiment of the maturity of enterprise marketing. The formation of enterprise marketing culture is due to the correct concept and spiritual support, which makes the concept form in everyone's long-term work and is also a guide for everyone to form. With its unique marketing culture, it can not only enhance the corporate image, enhance corporate cohesion, but also motivate employees, so that the marketing work of enterprises can be further promoted.

3.3 Enterprise marketing is marketing philosophy.

The reason why modern enterprises almost regard the concept of social marketing as the guiding ideology of marketing is because this concept advocates that marketers should give consideration to the interests of enterprises, consumers and society, and win the understanding, trust and support of consumers and the public with excellent corporate image. Therefore, in this sense, the concept of social marketing can also be understood as the concept of corporate image. That is, with unique, distinctive and excellent business philosophy, we can deepen customers' impression of the enterprise, cultivate customers' loyalty to the enterprise, achieve the goal of being accepted by the society and obtain an ideal space for survival and development. The value of enterprise marketing culture mainly lies in building core competencies such as technology, service and management that enterprises have but other enterprises do not have. The unique marketing culture of an enterprise is a feature that other enterprises can't imitate, and it is all the core competence of the enterprise itself.

Enterprise marketing culture is its own unique culture, so it should be unique. Because enterprise marketing culture is the guiding ideology that runs through enterprise business activities, and it is also the feedback of entrepreneurs' own business ideas. Although enterprise marketing culture is the deduction of intangible culture, the core of this cultural deduction is to carry out activities with its own unique business philosophy. The technology, high technology and management system of enterprises can be imitated, but only the marketing culture of enterprises is difficult to imitate.

References:

[1] Lv Qunzhi. New concept of enterprise marketing [J]. Inner Mongolia Science and Technology and Economy, 200 10.

[2] Zhang Yunru. Teach you to deal with new marketing ideas [J]. Policy and management, 200 107.

[3] Li ping ECR: New Marketing Concept [J]. Jiangsu Business Theory, 199908.

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