With the intensification of market competition and the acceleration of the process of world economic integration, the marketing environment in 2 1 century has undergone tremendous changes, and the consumption hotspots have also changed, which makes enterprises have to adopt new marketing strategies in the future market competition. The following is what I recommend to you, I hope you like it!

The first article "Ten New Trends in Marketing"

With the intensification of market competition and the acceleration of the process of world economic integration, there are many new development trends in marketing in 2 1 century: rapid marketing, experiential marketing, honest marketing, innovative marketing, cooperative marketing, green marketing, knowledge marketing, service marketing, network marketing and global marketing.

Keywords: 265438+new marketing trends in the 20th century

With the intensification of market competition and the acceleration of the process of world economic integration, the marketing environment of 2 1 century has undergone tremendous changes, and the consumption hotspots are constantly changing. All these make enterprises have to adopt new marketing strategies in the future market competition. Only in this way can they adapt to the ever-changing trend and occupy a place in the market competition. Looking at the successful experience of many enterprises at home and abroad, at present, the following new marketing trends deserve our attention.

Rapid marketing

Modern society has entered a highly developed information age, and the most important thing in the information age is speed, which has become the key to the success or failure of enterprise marketing. Napoleon famously said, "I won the war because I always arrived at my destination five minutes earlier than my opponent." Napoleon's words still apply in the new era. Isfan, vice president of Boston Consulting Group, also believes that "one day, speed will surpass cost and quality and become the primary business goal covering all enterprises". Nowadays, world-renowned big companies are making unremitting efforts to improve their market competitiveness by "speeding up". The development of Haier is the best example. Haier has gone through a century-long history of multinational companies in 18. What does Haier rely on for its rapid development? "Compared with famous multinational companies, Haier has no advantage in capital, technology and scale, but Haier has a comparative advantage, that is, speed. When dealers make requests, we will satisfy them faster than those established multinational companies. " Zhang Ruimin, CEO of Haier, pointed out Haier's advantages and the way to success, that is, rapid marketing.

experiential marketing

Experience means that enterprises take service as the stage, goods as props and consumers as the center, and create activities that can let consumers participate and deserve consumers' aftertaste. Only those experiences that can truly * * * customers' feelings, hearts and brains, and further integrate into their lives, will make customers feel a strong shock in their hearts, truly capture customers' minds, get customers' support and recognition, and establish a long-term sustainable relationship with them.

In today's era, more and more consumers are eager to experience, and more and more enterprises carefully design and sell experiences. The future competitive strategy of enterprises will rely more and more on creating experience. Grove Andrew Grove, president of Intel Corporation, once pointed out: "Our industry is not only manufacturing and selling personal computers, but also transmitting information and vivid interactive experiences."

Honesty marketing

Honesty is the golden rule of market economy. The more developed the market economy is, the more attention should be paid to honesty, which is the inherent requirement of the market economy and the cornerstone and symbol of modern civilization.

Honesty is the premise and basic principle of marketing. Establishing the principle of good faith is the requirement of realizing marketing objectives. The goal of modern marketing is no longer limited to choosing marketable products, but to pay more attention to safeguarding consumers' interests and providing good services, so as to shape the good image of enterprises and products, attract consumers and expand the market. In this process, honesty plays a very important role. In fact, in the process of marketing, in addition to introducing the quality of products, only when every customer feels their integrity will customers trust their marketing content and products themselves. Once the enterprise attracts these consumers with integrity, they will indirectly become the second pusher of the enterprise, thus improving the reputation of the products and driving the increase of market share. Therefore, for the long-term interests of consumers and society, and for the survival and development of enterprises themselves, it is a wise choice for business operators to implement honest marketing.

innovation marketing

Innovation is the soul of the era of knowledge economy, which provides a good external environment for enterprise innovation. Enterprises should have a strong sense of innovation and tenacious spirit of innovation. As the basic strategy of enterprise marketing, innovation mainly includes the following aspects: concept innovation. Knowledge innovation is a challenge to the old traditional concepts of human beings and also to the modern marketing concepts. In order to adapt to the new economic era and make the innovation strategy fruitful, we must establish a new concept, that is, taking conceptual innovation as the guide and driving other innovations to go hand in hand; Organizational innovation. It includes the organizational form, management system, institutional setup, rules and regulations of enterprises, which is the guarantee of marketing innovation strategy; Technological innovation. With the acceleration of scientific and technological progress, new technologies are constantly emerging, and the life span of technology is getting shorter and shorter. Technological innovation is the core of enterprise marketing innovation. Product innovation. Technological innovation will eventually be implemented in product innovation, so product innovation is the key. Due to the accelerated frequency of technological innovation, the market life of new products is getting shorter and shorter; Market innovation. The market is complex and changeable, and the unsatisfied demand of consumers exists objectively. Marketers should be good at catching market opportunities, discovering new demands of consumers and seeking the best target market. In short, in the era of knowledge economy, innovation strategy is the lifeline of enterprise survival and development.

Co-sale

Cooperative marketing means that manufacturers and distributors jointly carry out marketing activities to consumers in order to increase their income. Its essence is the integration of manufacturers and distributors in marketing ideas, facing the market together, looking for factors that arouse consumers' enthusiasm for buying, and achieving the purpose of stimulating consumers to buy. In the cooperative marketing strategy, in order to effectively use the distributor's channels to sell products, manufacturers need to assist distributors in commodity deployment, publicity and promotion. , so as to realize industrial and commercial cooperation, strategic alliance, production and marketing cooperation, complementary advantages and common development. Cooperative marketing strategy effectively overcomes the disadvantages of manufacturers and distributors acting in their own way.

green marketing

Green marketing refers to a strategy that enterprises take environmental protection strategy as their business philosophy, green culture as their values, and consumers' green consumption as their center and starting point, and strive to meet consumers' green consumption needs. The key of green marketing is how to make the marketing activities of enterprises pay more attention to the environment and protection. The key point of enterprise's "green marketing" is to use "green culture" to market products or services and establish an image.

Green marketing strategies include: paying attention to the development and production of "green products" in product strategy, and enterprises should consider the characteristics of low energy consumption, low pollution and recycling at the beginning of product design, which not only protects the environment, but also minimizes the waste of resources; In terms of price strategy, according to relevant data, the price of green food abroad can generally increase by 40%- 100%, and the price of various products marked "green" can increase by 20%-80% compared with similar products; In the channel strategy, we can set up various green product stores and counters; In the promotion strategy, we should take various measures, attach importance to the sales of green products, vigorously publicize green products, and let consumers really like green products, buy green products and enjoy green products. In a word, green marketing strategy is the general trend of international marketing strategy.

Knowledge marketing

The so-called knowledge marketing refers to a brand-new marketing behavior that takes the scientific and technological innovation of products and the popular science propaganda of innovative products as the starting point, thus cultivating and creating the market.

Knowledge marketing is to spread new science and technology to the public in a simple way and their influence on people's lives. Through popular science propaganda, consumers not only know what it is, but also sprout the demand for new products. Only Company of Shanghai Jiaotong University launched the popular science activity of "Give you a healthy golden key" on 1998, held popular science lectures in the community, widely distributed biological science books to the public, and held popular science knowledge contests through the media. These activities do not include product promotion and do not require participants to buy their products, but the effect is far from what any form of product marketing can achieve. By improving citizens' scientific health concept, people's demand for biotechnology products has been triggered.

To implement the knowledge marketing strategy, we must first establish the concept of knowledge marketing and run it through marketing activities. Secondly, continuously develop knowledge-based products; Third, vigorously cultivate knowledge marketing talents to provide talent protection for enterprise development.

Service marketing

With the progress of science and technology, the overall improvement of enterprise management level, the enhancement of consumers' purchasing power and the change of demand trend, service elements have replaced product quality and price in market competition and become a new focus of competition.

The practical experience of many enterprises shows that more and more enterprises have deeply realized the importance of service marketing, and a very important aspect of future enterprise competition lies in service competition. The secret of the success of Japanese enterprises is to establish the concept of customer orientation and implement the service marketing strategy. Service marketing strategy generally includes the following aspects: first, from the customer's needs, develop products that satisfy customers, and enterprises should strengthen market research to determine customer's needs; The second is to provide customers with satisfactory services and enhance customer loyalty. In order to attract customers, enterprises must add extra "value" to their products by providing services; Thirdly, enterprises educate employees on "customer first service", so that the concept of "customer first" is deeply rooted in people's hearts and forms a strong customer first atmosphere; Fourth, keep in constant contact with customers.

Internet marketing

Network marketing refers to the marketing activities carried out by enterprises using modern information network resources. Internet marketing brings new opportunities for enterprise marketing, because it has its unique advantages: first, it reduces intermediate links, facilitates online marketing, is not limited by time and space, provides global marketing services 24 hours a day, and can know whether the required products are out of stock without going directly to the store; Second, the network marketing illustrated, showing the prototype of the goods; Third, the information stored and transmitted on the network is far more accurate than other media; Fourth, it can quickly adapt to market conditions, adapt to changes in market demand, update products and adjust prices in time; Fifth, reduce costs, so that enterprises have low-cost competitive advantages; Sixth, the relationship has been established, which enables enterprises to integrate various marketing activities such as product description, customer opinions, advertising, public relations and customer service. And conduct one-on-one two-way interactive communication to truly achieve the comprehensive effect pursued by the marketing mix.

Omnibus market

Global marketing refers to a marketing method in which enterprises regard the world market as a whole and plan and coordinate in a unified way to gain global competitive advantage when carrying out marketing activities. To carry out global marketing, enterprises can benefit from many aspects based on the location advantage of factor cost differences among countries, the cost advantage brought by global layout and its protective effect on the market.

The 16th National Congress of the Communist Party of China clearly stated that the implementation of the "going out" strategy is an important measure in the new stage of opening up. Therefore, we should adapt to the new situation of economic globalization and China's accession to the WTO, participate in international economic and technological cooperation and competition on a larger scale, in a wider field and at a higher level, make full use of the international and domestic markets, optimize the allocation of resources, broaden the development space, update business ideas, improve marketing methods, improve management level and enhance the competitiveness of enterprises.

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