Enterprises should strengthen the management of marketing activities, carefully analyze market development opportunities, rationally select target markets, and formulate effective marketing strategies and plans. The following is the enterprise marketing strategy paper I compiled for you for your reference.

Model essay on enterprise marketing strategy 1: Reflections on enterprise marketing strategy innovation

Marketing is the premise of enterprise marketization. Only by formulating detailed marketing strategies can enterprises tap the market demand, segment the market and understand the market demand direction. This paper mainly introduces the relevant contents of enterprise marketing, expounds the main innovative ways of marketing strategy, and requires major enterprises to break through innovation in the formulation of strategic objectives and the implementation of strategic processes, formulate marketing strategies in line with the market, and promote the sustainable development of enterprises.

Keywords enterprise market; Marketing strategy; reform

With the economic globalization, many foreign enterprises have entered the China market, and the market competition has become increasingly fierce. The entry of foreign companies makes it necessary for domestic enterprises to strengthen their own marketing strategies if they want to occupy a place in the market development. Formulating marketing strategies related to the market, understanding the overall development procedures of enterprises and markets, and formulating a scientific and reasonable evaluation system will not only become the pioneers of enterprise market development, but also have a long-term impact on their own economic activities. Therefore, it is required to formulate detailed, scientific and innovative marketing strategies.

1 Innovation of enterprise marketing strategy

The innovative development of marketing strategy is closely related to the normal operation and survival of enterprises, which is embodied in the following aspects: First, it meets the needs of market competition. Because the market economy will change, the marketing strategy in the market should conform to the long-term development of enterprises. Many enterprises don't realize the importance of marketing and combine the marketing department with the marketing department. But marketing is to introduce the products of enterprises through various channels, so that more people can understand the products of enterprises, so we must rely on the market, use the market and promote the market. However, due to the traditional marketing strategy, many marketing systems have many similarities and differences with the existing development requirements. On this basis, innovative marketing strategies have emerged, because innovation is an inexhaustible motive force for the development of enterprises. If the traditional propaganda and marketing methods are still used, they will inevitably be eliminated by the market. Therefore, in the new environment and background, enterprises should promote the development of the whole industrial chain through new marketing strategies; Second, an important tool to open up the marketing market. Strategic service innovation mode mainly relies on service network and sales network to open up the market, sell products, win word of mouth, and enhance the market influence and market share of enterprises; Third, enhance the market influence of enterprises. The application of marketing strategy needs a variety of marketing methods to work together. While increasing the sales quota of products, users and customers can accept the products of enterprises and accept many ideas of enterprises through products, thus improving the market competitiveness of enterprises.

2 innovative ways of enterprise marketing strategy

Innovation is not a single project, but a unified combination of multiple system projects. Therefore, it is necessary not only to have relevant technological innovations, but also to realize other innovations. Its innovative ways can be divided into the following aspects:

2. 1 corporate strategic development perspective

It is not enough for an enterprise's marketing innovation to stay on the surface, but also to consider marketing strategies on the basis of existing products. Therefore, it is necessary to do a good job in the layout of related industries at the level of enterprise strategic development. For example, the marketing strategy of Nongfu Spring should not only give customers new experiences and feelings through product appearance, but also let users know the intention of each product through product design and advertising. For example, baby water has introduced two links. Mom can take it, because mom's hands are small, so can dad. Because dad's hand is bigger, the node between them is in the designed groove position. But if it is not conveyed to consumers through advertisements, consumers will not attach importance to this kind of intimate design, feel the innovative marketing concept of enterprises and promote the sustainable development of enterprises. Because the enterprise's strategy is closely related to the enterprise's business philosophy, it is necessary to understand what products the enterprise needs and what market position it is in from the marketing level. When these problems are considered clearly, new marketing ideas can be realized with innovative ways of thinking.

2.2 Improve the operational efficiency of enterprises

The marketing effect of an enterprise directly affects its operational efficiency. If there is no marketing in the process of promoting products, products will become an empty shelf. Even if the overall structure is novel and innovative, its sustainability cannot be guaranteed. Therefore, enterprises must lay a solid foundation at all levels to ensure the development of their product marketing strategy innovation activities. First, the number of products. To ensure sufficient products, mainly to improve customer satisfaction and establish good customer loyalty; Second, product quality. At present, the establishment of many marketing concepts in the market is closely related to consumers, so we should establish targeted marketing concepts according to the situation of consumers. However, the quality of many products has not changed much, so consumers may buy them for a while, but they can't guarantee long-term loyalty. Taking Haier Company as an example, the company has always adhered to the concept of "sincerity to eternity", which not only ensures the quantity of products, but also ensures the quality of products, making Haier products become assured products in the minds of consumers. It is by adhering to this principle and concept that Haier can adapt to the needs of market competition, and at the same time, it has achieved strong development in market competition with reduced production costs. Third, establishing a suitable marketing model is reasonable and effective, which can help enterprises to market on the one hand; On the other hand, it can also make enterprises profitable. As mentioned above, in order to promote the innovation of enterprise marketing strategy to the level of enterprise spirit marketing, it is necessary to close the products well and do a good job in market positioning. The formulation of an appropriate marketing model needs to pay attention to the mutual existence of all parties and keep pace with the development of the times. The development of the times gives people more control and space to play, so consumers and customers tend to be personalized when choosing products, especially young people. Many people like to be independent and don't like to follow the trend. Therefore, it is necessary to formulate marketing strategies according to different consumer groups, which is also the reason for the development of "personalized" marketing model. This marketing model is welcomed by the clothing industry. Nowadays, many brands should promote each other in the process of design and development, and understand that the design that consumers want to make can conform to the market trend, and it is increasing year by year. However, in order to realize the long-term development of enterprises, it is only one aspect of enterprise development to formulate personalized marketing model. In addition, we should establish a perfect marketing system, on the basis of satisfying product quality and consumers, increase their appearance demand and improve various after-sales service projects.

3 Conclusion

Scientific enterprise marketing strategy is the main driving force of enterprise development and will play a key role in the rapid development of enterprises. Therefore, we should attach importance to the significance of marketing strategy to enterprise development. The traditional thinking mode of attracting customers only by improving product quality can no longer adapt to the current market development trend. In the process of development, we should understand the shortcomings in strategic marketing and put forward targeted measures to promote the rapid development of enterprises.

References:

[1] Ji Dequn. On the innovation of enterprise marketing strategy and its countermeasures [J]. China Commerce and Trade, 20 14.

[2] Yuan Jun. On the specific analysis of enterprise marketing strategy [J]. Technology and enterprise, 20 14.

Model Paper on Enterprise Marketing Strategy Part II: Enterprise Marketing Strategy under the Internet

The appearance of new words such as "internet plus" and "+Internet" shows that the Internet has brought new development approaches to the marketing of commercial enterprises. At the same time, the vigorous development of the Internet has also brought new challenges to commercial enterprises. The traditional single communication channel has been broken, and a wider variety of marketing channels have emerged. How to choose an effective marketing strategy is very important for a commercial enterprise. Therefore, from the perspective of social consumer preference, combined with the characteristics of commercial enterprises and the tipping point theory, this paper expounds how commercial enterprises can obtain the best marketing strategy at present.

Keywords: marketing strategy; Internet; Critical point theory

The essence of marketing is how commercial enterprises get more attention from consumers and the purchasing potential brought by attention. The more attention, the greater the probability of consumers consuming enterprise products. Although we have entered the Internet era and the marketing channels are increasing day by day, many commercial enterprises are still facing severe marketing problems. How to attract more attention and create more consumption in the Internet environment is very important.

First of all, study the marketing strategy from the perspective of improving product strategy.

First of all, we should establish the concept of international marketing, pay attention to the research and development of product technology of commercial enterprises and the fluctuation of market consumer preferences, which is the most important part of the marketing strategy of commercial enterprises. Commercial enterprises should keep abreast of changes in external environment, consumer preferences and competitors' strategies. Products are the basis of marketing of commercial enterprises, including combined marketing, positioning, direct sensory experience, series product development, brand effect and so on. Among them, positioning, sensory and price strategies have the greatest influence on consumers.

1. product positioning strategy

The development of society has experienced the industrial age characterized by the maximization of product production, and the assembly line operation in the industrial age has enabled more consumers to consume the same goods. However, with the intensification of this trend and the arrival of the Internet era, consumers' attention range has expanded, and whether the positioning of a product within its attention range is too ordinary, more and more consumers begin to want to break away from ordinary tastes and enter a specific taste range to distinguish it from mass products. Therefore, commercial enterprises should position products within a certain range, increase consumers' different ideas about products, attach new services and product personality attributes to products on the basis of ensuring product quality, guide consumers to form a product discussion atmosphere, such as product forums and product circle of friends, and stabilize mobile consumption demand through personality attributes and services to form a permanent consumer group.

2. Product sensory strategy

The traditional product sensory marketing strategy mainly focuses on visual * * *, and the traditional marketing environment information is relatively less. The complex traditional visual merchandising can bring consumers a direct visual sense and a strong contrast with the environment, so the traditional visual merchandising can bring good advertising effect. However, the Internet era has changed people's environment, enabling people to obtain a large amount of information at any time, and the amount of information can no longer arouse people's strong concern, so people turn to the quality of marketing information. The more information, the less attention consumers get. The way of high quality and direct information expression is more likely to win the favor of consumers. Through research, many Internet companies have unique features of web product display, and consumers have begun to pay attention to simplified product senses. Simplified marketing advertisements can make consumers grasp the core information of products more quickly, such as the simplified packaging of Xiaomi Rainbow battery.

3. Product price strategy

In addition to the above two strategies, price strategy is also a major strategic factor that directly affects whether consumers buy. Regarding the price strategy, it is a supplement to the first two strategies. The core idea of price strategy is to maximize long-term profits, which makes it impossible for commercial enterprises to blindly fight for prices in product price formulation. It is necessary to reduce the production cost on the premise of ensuring the quality, but it is not necessary to reduce the product price. In economics, there is a commodity called Jia Xu commodity. As prices rise, demand increases instead of decreasing. The best price strategy is to keep the products at the price of Ji Fen, while the products of Jia Xu are relatively low-grade and necessary. The price of Ji Fen needs multiple factors such as product positioning, sense and quality as the basis. On this basis, moderate product price fluctuations can make consumers feel scarce.

Second, study the marketing strategy based on the tipping point theory.

With the vigorous development of the Internet, people have more and more channels to obtain information, which brings great opportunities and challenges to the marketing strategies of commercial enterprises. The impact of traditional marketing methods based on pure advertising star model has gradually numbed consumers. At the same time, because the stars who participate in the advertising shoot do not guarantee the authenticity of the advertising products, the star advertisements made solely for advertising are easily labeled as "fake" by consumers, and the freshness of similar advertisements to consumers conforms to the law of diminishing margins. Therefore, a new marketing strategy was born in the Internet environment. That is, the event marketing strategy, the products of commercial enterprises are only by-products, and the commercial enterprises themselves, as protagonists, will have a sense of substitution for consumers by participating in the whole deductive process or marketing atmosphere of a major event, such as Rio cocktails and Ammushi milk marketing in Running Man. Compared with the "hard implantation" of traditional star advertisements, consumers are more likely to accept story-based marketing channels. Story marketing involves a theory, namely the tipping point theory. The tipping point is to let consumers take the initiative to pay attention to an internal event, so as to expand the influence of the event, rather than let consumers passively accept marketing information. The tipping point theory is Malcolm? A concept mentioned by Gladwell in "The tipping point" expresses the idea that many incomprehensible trends conform to a fixed pattern, and it is easy to produce trends and get widespread attention if you master this pattern. By combining the tipping point model and marketing strategy. Communicators and communication channels are very important links to open the marketing market. One of the characteristics of communicators or channels is their extensive influence, and there is a strong trust relationship between communicators and professional circles. The information generated by professional circles has enough influence on communicators. Communicators trust people and products in professional circles, and products also attract enough attention of communicators. Traditional TV media have a similar process of advertising through stars. However, star advertising itself has commercial attributes, its purpose is to promote products, and communicators do not participate in commercial marketing. Its starting point is to recommend products because of their Excellence. Moreover, the communicators and channels here break away from the shackles of traditional TV media and video media, and turn to pure words and real emotional expressions such as Weibo and WeChat, which will give consumers higher credibility. Moreover, in many cases, communicators do not actively recommend products in professional circles, but consumers actively consult, rather than passively accept advertising communication, as shown in Figure 2. The disseminator itself is no longer limited to stars, and the disseminator can be anyone with Internet influence, that is to say, the disseminator can be someone in a professional circle, such as the marketing of Xiaomi mobile phone. The third part is consumers. There is no strict boundary between consumers and communicators. Consumers can also be communicators, such as recommendations in the WeChat circle of friends. The recommendation of WeChat circle here is not an advertisement of WeChat circle, but a non-profit product recommendation. The above is about the important influence of individuals on marketing, and the marketing effect depends on individual personality characteristics and the influence generated by personality characteristics.

Third, study the marketing strategy from the perspective of consumers.

Consumer perspective means that consumers pay different attention to different products. From the consumer's point of view, it is how to choose products and where consumers pay attention. Every consumer has a set of decision-making mechanism in his heart, which is used to choose the product that is most in line with his own interests, and the choice of consumers determines whether the marketing of a product is successful or not. The basic principles of consumer decision-making mechanism are: when the consumption environment is safe, consumers tend to consume for short-term and immediate benefits; When the consumption environment is in crisis, consumers tend to choose a long-term conservative consumption pattern. The consumption environment here not only refers to the space environment, but also includes whether the funds are sufficient and whether an industry is trustworthy. Different levels of safety in the consumption environment will make consumers feel different. When the consumption environment is safe, the consumption desire will be stronger, leading to short-term consumption; When the consumption environment deteriorates, people will feel the crisis, produce long-term observation behavior, and retain basic consumption habits. Whether the consumption environment here is safe or not is related to the information that plays a key role in all the contact channels of consumers, which is a subjective feeling of consumers. When the channels that have great influence on consumers maintain a positive attitude as a whole, consumers will feel that the environment is safe, and vice versa. So this verifies the importance of the second part of the communicator's attitude to consumers. Combining Figure 3 and Figure 2, consumers will respond according to the positive or negative information displayed by their most trusted communication channels. Of course, in Figure 2, there is no absolute stability among consumers, communicators and communication channels. If consumers receive low-quality information for a long time, the channel between consumers and communicators will be broken. Taking the genetically modified corn incident in Dika, Guangxi, which began to spread on 20 10 as an example, genetically modified food encountered unexpected strong * * * in the process of marketing and promotion, because genetically modified food caused serious distrust and crisis to consumers, which led to people's consumption desire at a serious low point, even strong * * *. Under normal circumstances, the problem of food consumption will only involve the color, aroma and taste of the food itself, but because transgenic touches the bottom line of consumer life safety, it has triggered a strong rebound. When thinking about marketing strategy from the perspective of consumers, we need to consider Maslow's demand theory. In modern society, for ordinary people, the physiological needs such as food and clothing have been basically solved, and the demand for safety has become the most basic and long-term demand in current society, and any product that touches the bottom line of safety will be eliminated; When the basic needs of the lower level are met, the marketing strategy of the higher level is more likely to succeed.

To sum up, with the advent of the Internet era, the focus of marketing strategies of commercial enterprises is gradually changing in different forms. The main change is from the traditional media marketing strategy to the Internet marketing strategy. Only with clear positioning and appropriate marketing strategies can we get the maximum long-term corporate income at the lowest cost.

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