The full text of New Concept of Modern Marketing is as follows:
Abstract: Marketing concept is constantly developing and innovating with the development of production, the progress of science and technology and the change of market environment. Scientific marketing concept with modern consciousness plays an important role in enterprise marketing activities. Under the current market economy, competition among the masses is one of the characteristics of the market. Business operators must build new marketing concepts, innovate marketing concepts, establish the concept of winning with famous brands, corporate reputation and high-quality services, and develop all-round marketing concepts with equal emphasis on extension and connotation. This paper expounds several modern marketing concepts for reference.
[Keywords:] green marketing network marketing integrated marketing service marketing knowledge marketing
Marketing concept refers to the guiding ideology and fundamental principles for enterprises to carry out all marketing activities in a certain period of time and correctly handle the interests of enterprises, customers and society under certain production and operation technology and market environment conditions. It is not static, it is constantly changing and innovating with the marketing environment. It is the beacon light of enterprise marketing activities, guides all activities of enterprise marketing innovation, and enables enterprise managers and marketers to actively and effectively promote the innovation of all marketing activities of enterprises.
First, the concept of green marketing
Green marketing, also known as environmental marketing, refers to the business and sales activities that enterprises use marketing means to meet the needs of society and consumers without harming human beings and their future needs. It is produced and developed with the increasing concern of society for the environment. The industrial revolution not only makes the economy grow at a high speed, but also makes the earth's resources decrease rapidly. The living environment of human beings has been destroyed unprecedentedly, and people's awareness of environmental protection has been continuously enhanced. Since the 1970s, environmental protection movements aiming at protecting the environment and protecting the earth have flourished all over the world. Subsequently, a consumption concept with the purpose of improving the quality of life came into being, which prompted marketing practice to eliminate and reduce the impact of products on human living environment, namely? Green marketing? It followed. Clean production under the concept of green marketing? 、? Green packaging? 、? Green food? 、? Green products? And environmental protection has gradually become the decisive factor of enterprise market positioning and product positioning, and the key to the success or failure of marketing.
The main viewpoints of green marketing concept are social responsibility and sustainable development. It is emphasized that enterprises should pay attention to protecting the earth's ecological environment in marketing, and strive to reduce or eliminate the damage and influence of production and operation on the ecological environment, with a stronger green color. Environmental awareness is not a flash in the pan. As long as enterprises lack environmental awareness, they will face the threat of bankruptcy. According to a market survey report, about 50% of French people and 80% of Germans are willing to choose environmentally friendly goods when shopping in supermarkets. More than 90% consumers in Japan are interested in green food. Nowadays, not only consumers are concerned about environmental protection, but also the government pays more attention to combining trade and environmental issues when formulating policies. Modern enterprises can only adapt to the trend of sustainable development by establishing a brand-new sustainable development management concept, striving to carry out green marketing, developing green products and implementing green production. Enterprises can further guide consumers, promote the comprehensive establishment and realization of sustainable consumption patterns, and undertake the responsibilities and obligations of promoting social development and ecological environment development, which is the unity of economic, social and environmental benefits of enterprises.
Second, the concept of network marketing
The concept of network marketing is to break the traditional marketing methods in the past and use the network to carry out marketing activities. Merchants set up their own virtual stores on the Internet to display goods, customers shop through the Internet, and merchants deliver goods to their doors. Similarly, customers can feed back their opinions to the production process through the Internet, allowing producers to produce according to consumers' needs and tastes. For example, Dell Computer Company has always been faithful to skip middlemen and serve customers directly. The company sells computers worth $120,000 through its website every day. In 2000, half of the sales were made through the Internet. Dell's website enables customers to identify and order the ideal machine that suits their needs, and also becomes an opportunity to establish good communication with customers. General Motors Buick Automobile Factory allows customers to design their favorite models, and customers can choose their own body, axle, engine, tires, color and internal structure. Customers can see the appearance of the car assembled by the parts they choose through the network, and can continue to replace the parts until they are satisfied. This marketing method is becoming more and more popular in modern market conditions. There are about 65,438+0,200 Internet service providers in the United States, half of the 500 largest companies in the United States have already operated online, and there are countless small and medium-sized enterprises.
Third, integrate marketing concepts.
This is a new consumer-oriented marketing concept in Europe and America since the 1990s. This theory is the ideological fusion of manufacturers and distributors, who play a stable role in the market and jointly carry out marketing activities for consumers, each with its own advantages. The traditional marketing concept emphasizes competition too much, and the relationship between enterprises is only transaction and competition. The competitive strategy adopted by enterprises is often to compete for the same cake, which aggravates the deterioration of the external competitive environment of enterprises. In the era of network economy, global economic integration has fundamentally changed the competitive landscape. The competition among enterprises has shifted from pursuing tangible assets to high-tech and intangible assets, and from price and quality competition to information competition. Talent competition. Faced with the severe challenges of accelerating technological innovation and intensifying global economic competition, and in line with the development of the times, enterprises increasingly need to cooperate for competition, so that enterprises with different advantages can pay attention to mutual cooperation while competing, and this can be achieved by complementing each other's advantages, integrating resources and making a big cake together? Win-win? Or? Win more? .
Enterprises not only adopt a cooperative attitude to improve the relationship with competitors, but also begin to pay attention to the good cooperation of production, supply and marketing of the whole value transfer system, jointly create more value, pursue the win-win situation of the whole value transfer system, fully tap the huge productivity hidden among enterprise organizations, and improve the overall competitiveness of the whole system. The ECR marketing model, which is popular in developed countries in Europe and America, has changed the traditional relationship between retailers and suppliers, and enabled retailers and suppliers to establish cooperative alliances, pay close attention to consumers' needs from the standpoint of consistent interests, enjoy resources through * * *, reduce supply chain costs, improve supply chain efficiency, and enable consumers to obtain more and better goods and services with less money, time, energy and risk, and finally realize suppliers and services.
Fourthly, the concept of service marketing.
Professor Grunos is the most influential service marketing scholar in Northern Europe and one of the pioneers of service marketing. What is his definition of service? Service is an act or a series of acts to solve customer problems in an intangible way between customers and service employees, tangible resources or service systems? What are the key words here? Clients? Who can provide better service, who can win and retain customers, who can gain a foothold in the fierce market competition, so as to achieve their marketing goals.
First of all, service competition is the only choice after price war. Since the 1990s, with the wide application of high technology, the rapid flow of information and the convergence of product hardware standards, the marketing environment of enterprises has undergone tremendous changes. A fair and orderly market competition environment has gradually taken shape; The variety, quality and price of goods are roughly the same; The profit is shrinking, which makes the price competition reach the limit. And whoever can provide quality service to customers will win customers and win the market. The emergence of service competition is a change to the traditional competition mode. Secondly, service marketing is an effective way to retain customers. In the buyer's market, the best way to survive is to improve customer satisfaction. First of all, when buying products, customers not only want to get physical products, but also want to get psychological satisfaction. Therefore, the best way to seek the long-term interests of enterprises is to provide good service, impress consumers' hearts with sincerity and warmth, cultivate loyal customers and stimulate repeated purchases. Secondly, dissatisfied customers will bring high costs. The study found that the cost of attracting a new customer is more than five times that of retaining an old customer. If the customer's repurchase rate increases by 5%, the profit will increase by 25%. Third, service has become a new type of investment that can bring huge profits. Service is the added value of goods and the extension of products. If the service can bring some added value and make customers feel value for money, they will be willing to buy it. The demand of customers determines the price of this service. For the benefit of customers, service is an investment and can get rich returns.
V the concept of knowledge marketing
Knowledge marketing refers to spreading the new technology contained in products and its influence on people's lives while marketing products, so that consumers can germinate their demand for new products and achieve the purpose of broadening the market.
Bill Gates' practice of teaching computers before selling them is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation, equipped some libraries in low-income areas with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" launched by Shanghai Jiaotong University's Only Company, through holding popular science lectures in the community, presenting biological popular science books to the citizens, organizing popular science knowledge contests, etc., has improved the citizens' scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that no other form of product marketing can achieve, making the microecological reagent market grow from zero to nearly 10 billion yuan in a short period of 10 years.
Ending of intransitive verbs
In the process of applying marketing concept, the basis of marketing decision comes from market research and analysis and evaluation. The scope of marketing decision is the potential target market and the real product sales market. The goal of marketing decision is that enterprises are invincible in competition and seek stable development in meeting market demand. This is the real purpose of the new marketing concept we are going to discuss.
References:
[1] Party: Marketing, Dongbei University of Finance and Economics Press, 200 1