Marketing literally understands that everyone knows that it is the meaning of operating sales, while operating sales is to face the market and consumers, so everyone refers to marketing and the market, so it is called "market" Marketing". There are several current theoretical disciplines that describe the definition of “marketing” from different perspectives:

1. Definition under the American Marketing Association: Marketing is an organizational function and procedure that creates, communicates, and transmits value to customers, and manages customer relationships in order to benefit the organization and its stakeholders.

2. The definition under Philip Kotler emphasizes the value orientation of marketing: marketing is a social and management process in which individuals and groups create products and exchange products and values ​​to meet needs and desires.

3. The definition given by Gron Rose emphasizes the purpose of marketing: marketing is based on a kind of interest, through mutual exchange and commitment, to establish, maintain, and consolidate the relationship with consumers and other participants, to achieve the purpose of all parties.

4. EJMccarthy defines marketing as a process of social and economic activities that aims to meet social or human needs and achieve social goals.

From these definitions, marketing is actually how to build a good relationship between consumers and other consumers involved in consumption, and to bring benefits to the company in a stable and sustainable manner. Since marketing has such a role, why is there such a question: marketing should not be "marketing" mistakes?

In the process of brand planning for some enterprises, Fuzhou Enge Enterprise Management Consulting Co., Ltd. found that these companies often talk about marketing and marketing, but ignore the marketing. The basic starting point, or the use of the concept of marketing to operate the market, paid a heavy price.

Marketing is the source of corporate profits, so all companies use marketing as their key work. However, because it is the focus of all enterprises, he has become a hot spot in the market, and the salesman is constantly on the market. Demand for the market, marketing books are vast, and the concept continues to innovate from the four phases of product introduction (introduction, growth, maturity, and recession) to the Boston Matrix (question mark products, star products, cash cow products, thin dog products); From 4P (product product; price price; channel place; promotion promotion) theory to 11P (product Product; location Place; price Price; promotion Promotion; exploration Probing; segmentation Partitioning; priority Prioritizing; positioning Positioning; power Power; public relations PublicRelations; People people) theory, from Red Sea tactics to blue ocean strategy. . . . . . Too many to mention.

However, because of these escalating theories, some companies are struggling to follow suit, and professional managers use the enterprise platform to try and demonstrate. As a result, because they do not have a solid marketing foundation and gradually implement them in stages, they often make The so-called "marketing" is a blow to the castle in the air. Of course, this is not to say that there is any problem with marketing theory, but that marketing theory has certain limitations in its application. Just like a successful brand or product, he has certain uncertainties in specific time periods, specific market areas, specific promotion methods, specific business and financial support. Although there is some reference to it, we can also find some evidence basis or effect traces of marketing theory in the process, but if we only imitate according to the theory, it will only make the company pay a heavy price. Does marketing theory help marketing? Do you want these theories? I can only say that I need these theories here, because he comes from practice and is the result of continuous summarization of people and experts in our industry. But the theory of marketing is that different theories and marketing methods should be applied at different stages.

For example, in the marketing rules mentioned above, although 11P has been reached, 4P is the basis of the law. Since it is the foundation, then we should start with these foundations. From the beginning of new product development, it is necessary to carry out a clear analysis and positioning around 4P, including the production and research costs involved in the product, packaging, product interest points, target audience and so on. Then, according to the retail price of similar products in the market and according to the final cost and product distribution channels, promotion methods, etc., a clear price system is established; later, according to the sales behavior of the market competitive brand and market changes, the form of the induction method is determined----promotion.

It can be seen from the above that the 4P principle is not a very single vocabulary. He is a combination of actions and is a coherent and continuous process. In the process of setting up products, if modern enterprises do not start from the basic 4P, but blindly set up a product and let the market passively receive, then even if a large amount of manpower is invested, the results of material resources are very vain;

However, many companies today do not pay attention to the analysis and implementation of the basic work links of marketing. In order to save the market time and expenses, the small-scale market or department comprehensively analyzes products, audiences, purchasing behaviors, channels and prices. . . . . . One-sided pursuit of profit and share or giving success, blindly using marketing theory tools, relying on scattered advertising or a large number of promotional activities to passively pull the market, or some companies blindly treat all similar products as competitors, give themselves Enterprises have increased the burden of redundant market response, but did not pass objective analysis, and grasp the same quality, the same price range, the same target audience, the real competitors. Blindly setting competitors will only allow enterprises to enter a vicious circle of vicious competition. Only when the company locates the product, it will achieve zero interference, and carefully analyze it based on the marketing 4P principle, so that his competitors will be clearly visible. Only can be targeted.

Japanese marketing guru Matsushita Yukisuke once said: "We don't deny that tactical tricks or gimmicks are attractive, but also cause consumers' curiosity and topics. However, when curiosity and topic loses freshness, charm will turn into a bubble. Attraction, therefore, marketing would rather focus on overall planning and team execution, rather than just relying on inspiration to compete."

This shows that marketing is originally a combination of strategy and down-to-earth implementation. It is more about better analysis and evaluation in the basic links, and then steadily and steadily. According to a behavior of random change, he needs a lot of professional support. For example, finance major, consumer psychology and behavioral science, and law major. . . . . . But he needs more serious comprehensive assessment before each step of marketing. Marketing is not blindly using dogma, nor is it blindly colliding with the market with passion and experience. Otherwise, the marketing you do will be countered by the "marketing" that you think is in your mind.

In short, although marketing is complicated, there are not so many mysteries, as long as you can seriously analyze the market (advantages, disadvantages, opportunities, threats), analyze consumers (what, why, how), analyze product benefits (with What benefits, what to bring to consumers), the advantages and disadvantages of analysis channels (modern circulation, traditional circulation, special channels), correctly set competitive brands, analyze real competitors (whether it is the same quality, whether it is the same price positioning interval, whether It is the market behavior of the same target consumer group, reasonable pricing system, middleman profit, and induced consumption means, then your marketing products will certainly occupy a certain market share.

Now everyone knows that China's market is very irregular, and the imitation in the industry is very high. Especially in those areas with low technical content, there will definitely be a large number of products or sales model imitation, and these imitations appear. It will definitely turn the market into a red sea. Everyone is competing with each other to break the blood. At this time, the blue ocean in the business of the business may be like an oasis in the desert. It is unrealistic and can be encountered. . Throughout the various industries, no single product is completely exclusive, monopolistic, and cannot be imitated. Therefore, from the above analysis, we are more encouraging companies to do marketing in a down-to-earth manner, with sales execution as the details, and ultimately achieve the purpose of the company, to open up the company's own blue ocean.

Acrylic Rhinestone Buckle

Rhinestone Shoe Clip, Rhinestone Buckles, Rhinestone Buckle Sliders

Bestyle Fashion Accessories Co.,Ltd , http://www.shoe-accessory.com