College Students' Graduation Thesis "Innovation of Marketing in the New Period"

I. Introduction

As the core part of enterprise management, marketing plays an important role in the economic development of the whole society. Global economic integration, world diversification and the rapid development of the information age are impacting the whole economic market in China, and also have a great impact on the development model of enterprises. In order to keep up with the pace of the times and quickly connect with the international community, innovative marketing is imperative. Marketing can not only promote the rapid development of enterprises, but also effectively enhance the competitiveness of enterprises, which is the premise for enterprises to stand on the market. Therefore, innovative enterprise marketing in the new period has important practical significance.

Second, the current situation of enterprise marketing in the new period

The current situation of enterprise marketing in the new era is mainly manifested in the following aspects: First, globalization. With the advent of economic globalization, enterprises are no longer only facing the domestic market, but also facing the international market. Second, informatization. With the popularity of the Internet, the world has entered the information age, and the scope and speed of information dissemination are unprecedented. Therefore, network marketing has also developed rapidly, not only because it greatly reduces the marketing time and process, but more importantly, it can shorten the distance between enterprises and consumers and communicate directly. Third, take customers as the center. Compared with the previous marketing, the marketing in the new era not only pursues the quality of products, but also pays attention to the service to customers. On the premise of ensuring quality, we should take the customer as the center, implement the purpose of "customer is God", pursue customer satisfaction, improve customer loyalty, and meet customer requirements and needs as much as possible.

Third, the marketing problems faced by enterprises in the new era

(A) the lack of a sound marketing theory

The lack of perfect marketing theory is the main marketing problem faced by enterprises in China at present. This is because China's market economy started late, there is still a big gap compared with western countries, and the actual experience is relatively lacking. Most of the existing marketing theories come from western countries, and there is no perfect marketing theory of their own. In addition, the scholars who study marketing only copy the western theories, and don't conduct in-depth research in combination with China's own situation, so that there is no mature marketing theory suitable for China, which makes China's marketing theory derailed from the international market and even divorced from China's practice.

(B) Short-term marketing planning objectives

Marketing planning is related to the long-term development of enterprises. As an important part of business activities, it plays an important role. Therefore, when we formulate the marketing planning objectives of enterprises, we must have a long-term vision, adjust at any time according to the changes of the market, and formulate the marketing objectives that are in line with the enterprises themselves through the overall grasp and analysis of the market. At present, most enterprises in our country only pay attention to the immediate interests when formulating marketing objectives, without considering the later development, and are completely unaware of the importance of long-term planning. In addition, because there is no long-term planning goal, all aspects of the enterprise can not be carried out, which makes the enterprise lack motivation in the later development and the market shrinks, which seriously affects the development of the enterprise.

(C) inadequate control of marketing management

The inadequate control of marketing management is mainly manifested in the fact that most enterprises simply sell products and ignore the marketing process. In the new era, it is not feasible to focus only on the results without asking about the process. Without a good marketing process and effective management and control of the marketing process, the expected goal cannot be achieved. As the grass-roots personnel of enterprises, marketers are not only selling products. They are enterprise personnel who directly face customers and need good quality, effective marketing methods and excellent service attitude. However, the marketing staff of many enterprises just did not do this, because the marketing management of enterprises is not in place. Extensive marketing management control can not make marketers achieve the corresponding performance goals, but will have a great impact on the enthusiasm of marketers, which is not good for the whole marketing team and will increase the marketing risk of enterprises in the long run.

Fourth, innovative marketing measures in the new period.

(A) concept innovation

The new era is an era of globalization and informationization, which is very different from the previous era, so we must have a brand-new marketing concept. Only by innovating the market concept can we keep pace with the times and adapt to the requirements of the times. First of all, we must have a global marketing concept. The formation of global integration makes it necessary for enterprises to have the concept of global marketing. Secondly, we should establish the concept of heterogeneous and customized marketing. The new period is different from the traditional period, and the homogeneous marketing and large-scale marketing in the traditional period are no longer applicable. Finally, the concept of interactive marketing is formed. The traditional one-way marketing concept is one-way transmission when transmitting information, while the interactive marketing concept is multi-way transmission, which can receive and process information in time, communicate and serve consumers in real time.

Strategic innovation

Strategic innovation includes product strategic innovation and distribution strategic innovation. Product strategy innovation is mainly to make the product have enough connotation and extension, not only to improve the knowledge and technology content of the product, but also to make the knowledge and technology contained in it become valuable commodities. In other words, enterprises guide consumers' needs by understanding customers, and use advanced technology to produce personalized goods that meet customers' needs. The innovation of distribution strategy refers to the innovation of sales channels through powerful internet system, which is no longer limited to the previous sales channels, such as expanding the distribution channels of enterprises through platform transactions, online stores or third-party payment. Online virtual platforms such as Alibaba and Alipay are all innovating in this way, and the effects and achievements of online transactions are obvious to all. Undoubtedly, this has caused a huge impact on the existing fixed sales channels of enterprises. This kind of online shopping has brought unprecedented experience to consumers. Real-time answers and real-time appointments have not only brought the relationship between consumers and enterprises closer, but also greatly changed the marketing channels of enterprises.

(3) Market innovation

With the increasingly fierce competition among enterprises in the market, the current market can no longer meet the needs of many enterprises. Whether to fight for the existing "cake" that has been robbed or to make a new "cake" is a question worthy of consideration by most enterprises. Some enterprises have to share a piece of the existing market under the great competitive pressure, so the cost of investment is often not proportional to the income, while some enterprises choose to look to new markets, such as high-tech markets and rural markets. Because the high-tech market requires high technical level and huge cost, most enterprises cannot develop, and the rural market, as a key market supported by the state, has great development potential.

(D) management innovation

In the new era, the center of marketing management no longer stays on business results, but pays more attention to business quality and process. We should aim at pursuing customer satisfaction and loyalty, not at low cost and high efficiency. Therefore, customer relationship management is the theme of marketing management innovation and should be customer-centered. In addition, the demand-based marketing system is also the focus of marketing management innovation. Simply put, the marketing system corresponding to the real demand is to transmit the actual information and demand reflected by customers to the relevant departments of the enterprise, and then carry out professional design and production to meet the needs of customers. This has an absolute advantage over the previous speculative marketing model, which makes the production and operation no longer rely on forecasting, but come from the actual needs of customers.

Verb (abbreviation of verb) conclusion

If enterprises want to continuously enhance their competitiveness in the future market, they must constantly break through the innovation of marketing, which will not only enable enterprises to develop and progress better and faster, but also promote the continuous progress of social economy. Of course, in the process of marketing innovation, enterprises must proceed from reality, accurately grasp the market trend, combine their own characteristics, and constantly improve the marketing innovation system to promote enterprises to better adapt to the market.

The second part of college students' graduation thesis is "Problems and Countermeasures in Enterprise Marketing Management"

China's market economy system is also constantly improving, gradually changing from a seller's market to a buyer's market. In order to promote the further development of China's market economy, we must carry out constant reform and innovation. Marketing management is very important to the development of enterprises and has a profound impact on the sustainable development of enterprises. Enterprises need to deeply analyze the bad problems existing in marketing management at this stage and apply effective measures to improve them, so as to promote the development of enterprise marketing management and achieve good results, enhance the core competitiveness of enterprises in the market and lay a good foundation for enterprises to achieve sustainable development. It is of practical significance to study the problems and countermeasures in enterprise marketing management, and the related contents will be elaborated in detail below.

First of all, analyze the problems existing in enterprise marketing management at this stage.

1. The marketing management concept is too backward.

Influenced by the traditional planned economy, in the face of today's buyer's market, the marketing management concept of enterprises has not changed according to the new form of the current market economic system and can't keep pace with the development of the times. Enterprises still pursue the concept of product production and promotion under the seller's market conditions. Some enterprises do not realize the importance of marketing management, pay more attention to the pre-sale and after-sales service of products according to the actual situation of enterprise development at this stage, and the coordination between the sales departments of enterprises is poor, which can not promote the development of enterprises well.

2. Enterprise marketing management strategy is too backward.

The development of science and technology is accelerating, social culture is progressing, and the market environment is becoming more and more complicated. However, the in-depth investigation of enterprise's marketing strategy shows that enterprises can't make it according to the actual situation of development at this stage, and still apply traditional marketing management strategies, paying less attention to some new marketing strategies, such as enterprise brand marketing strategies and network marketing strategies, which has caused certain restrictions on the development of enterprises.

3. Enterprise top marketing management can't present systematic characteristics.

This paper takes China's construction enterprises as an example, and the top management of enterprises attaches great importance to the development of marketing management. However, there are some limitations and uncertainties in this emphasis, which eventually leads to the failure of systematization and standardization of enterprise marketing management. Every department of an enterprise needs to have its own marketing function, but the marketing functions of different departments of the enterprise cannot be well presented because of the lack of system. In addition, some departments of enterprises think that the development of departmental work has little to do with enterprise marketing, and they don't pay much attention to enterprise marketing decisions, which leads to the failure to really implement enterprise marketing decisions. The marketing efficiency of enterprises is poor, and many bad marketing problems can not be solved in time, which limits the development of enterprises. It will also have a negative impact on the enthusiasm and initiative of enterprise marketing managers and reduce the overall operational efficiency of enterprises.

4. The comprehensive quality of marketing managers needs to be improved.

In construction enterprises, many employees have no clear understanding of marketing management. What they do is more sales promotion, but they don't realize the service characteristics of marketing. It is to enhance the social reputation of enterprises and make construction enterprises recognized by many customers. Enterprises have not yet raised marketing to the height of corporate culture. At this stage, enterprises not only need to introduce their business to customers, but also need to let customers know their own culture.

Second, the analysis of enterprise marketing countermeasures

1. Change the concept of marketing management

Construction enterprises need to innovate marketing management concepts according to the new form of market economy development, so as to ensure that the marketing management of enterprises can keep pace with the times and fully display its important role. The trend of economic globalization is accelerating, and the pressure of market competition borne by enterprises is getting heavier and heavier. Construction enterprises need to face not only domestic competitors, but also many foreign competitors, and these enterprises also have rich marketing experience. Therefore, enterprises need to formulate marketing strategies from the perspective of economic globalization to push enterprises to the international stage.

In order to make a marketing strategy that conforms to the enterprise's own characteristics and gain a firm foothold in the fierce market competition, enterprises must make clear the actual needs of customers. Enterprises need to pay attention to the maximization of customers' interests, so that customers can have high satisfaction with the business development of construction enterprises, thus promoting the establishment of long-term cooperative relations between them and enhancing customers' affirmation of enterprise business. The concept of energy conservation and environmental protection has been deeply rooted in people's hearts, and construction enterprises also need to integrate the concept of "green" into the marketing process to promote the gradual development of the green market. This marketing strategy is not only an inevitable requirement for the modernization development of construction enterprises, but also an inevitable requirement for China to implement the sustainable development strategy.

2. Innovative marketing strategy

Construction enterprises need to pay attention to the innovation of marketing strategy, and pay more attention to new marketing strategies such as brand marketing strategy and network marketing strategy. In the past, construction enterprises only used price wars and advertising wars to gain market share, which is not the best way to enhance their core competitiveness in the market. At present, enterprises need to attach importance to brand building and use brand culture to help construction enterprises gain more market share. Quality is the lifeline of enterprise development. In the process of strengthening the construction of enterprise brand culture, we also need to pay attention to the improvement of enterprise product quality.

Construction enterprises need to constantly strengthen service awareness, pay more attention to pre-sale and after-sales service, and regard customer satisfaction as an important criterion to evaluate the quality of business development, so that business development can be affirmed by customers. At present, with the continuous development of information technology and network technology, construction enterprises also need to build a marketing framework based on network platform, so as to enhance their marketing management ability and lay a good foundation for promoting their sustainable development. The construction of network marketing system is not only to use the Internet as the main channel of enterprise marketing, but also to build a marketing network belonging to the construction enterprise itself, which can have a perfect network marketing system for both enterprise business promotion and after-sales service. Strengthen the communication and exchange between construction enterprises and customers, realize interactive marketing and expand the customer base of construction enterprises.

3. Establish a scientific and practical marketing organization framework and establish the overall marketing of the enterprise.

Modern marketing emphasizes the overall defensive ability, which reflects that many enterprise departments were not United enough before and had no clear goals, so their power was dispersed and it was difficult to manage market development and marketing. Like fighting. Without a core leader, confusion will only lead to final failure. It can be seen that high-level marketing management plays a vital role in marketing. Therefore, enterprises should establish a perfect marketing organization system, market information management system, target and plan management system according to market development. Through a complete sales management system, the sales management level and its responsibilities, work standards and workflow are clearly defined, and the objectives, sales managers and business personnel, dealers and market information are organized in the best way, so as to give full play to the overall offensive and defensive capabilities of the enterprise, occupy the market to the maximum extent and realize the enterprise objectives.

4. Improve the comprehensive quality of marketing personnel and give full play to the promotion role of marketing personnel.

Marketing personnel of enterprises directly contact and negotiate with consumers on the ground. Their negotiation skills and consumers' ability to chat directly affect consumers' first impression of the enterprise. Marketers are the facade of an enterprise and also play a very important role in its business model. Therefore, enterprises should systematically train and manage marketing personnel, and learn from their enterprise consciousness, product knowledge, negotiation ability and consumers' psychological inquiry ability. At the same time, after understanding their own specific development, we should also understand the ideas of competitors, so that marketers can learn marketing ability from all aspects, so as to better develop the marketing power and management of enterprises.

& gt& gt& gt More exciting "tours" are on the next page.