Enterprise Management Needs To Return To The Market And Find The Essence Of Traditional Marketing.

< p > only market economy exists < a href= "//www.sjfzxm.com/news/index_c.asp" > marketing < /a >, planned economy only sells without marketing. The difference between the two stems from their attributes: sales are physical and marketing is emotional. Sales can only fill the material needs of people in the planned economy. Marketing is constantly creating a free market economy where consumers are not satisfied and found the material and emotional needs. < /p >
In the past 35 years since reform and opening up, China's marketing has been synchronized with the reform of P. In the years of "crossing the river by feeling stones", Chinese marketers have brought into full play their ingenuity and wisdom in the application of Sinicization of international marketing theory, and created many miracle of Chinese marketing. It has also created a generation of personal heroes who are active in all walks of life. < /p >
< p > in a certain period of time, the strategic losses of multinational corporations in the Chinese market in some areas, or the strategic contraction of some markets, the theory of transnational corporations encountering China's marketing "Waterloo" immediately appeared in theory. Therefore, Chinese Marketing often surpasses the idea of transnational corporations, making Chinese marketers much encouraged to compete in the market. However, after 35 years of reform and opening up in China, when we take stock of China's marketing achievements, we find that China's marketing results are so pale! < /p >
< p > the largest market in the world is being partitioned by multinationals. In many industries, Chinese brands almost all fall into foreign brands, which have been acquired, controlled and called by Chinese multinationals. It is equal to China making the largest market in the world, but the owners are multinational companies! < /p >
< p > in China, where the Chinese companies consider themselves to have the leading edge, it is finally found that the multinational companies are reluctant to enter the industry. For example, solar energy. Or multinational companies are quietly controlling the history of China's a href= "//www.sjfzxm.com/news/index_c.asp" by the hands of capital through the "/a". For example, liquor. < /p >
< p > with the disappearance of China's demographic dividend, China is rapidly entering the middle class era. The cost advantage has been shifting to the rest of the world. The massive use of robots has made the manufacturing industry in the United States recover rapidly, and the dream of China's world factory has gradually become sober. The story of "refusing to reject China made" in American consumer life now finds that winners are not Chinese companies. Because Chinese companies only occupy the lowest end of the industrial chain, production and processing links. And this price advantage is being replaced by factories around the world. < /p >
< p > the growth rate that has made Chinese enterprises proud is not the excellent marketing management of Chinese companies, but the growth that has been brought along in the process of overall market growth. If the growth rate of some companies is below the average growth level of the industry, then it will also achieve a growth rate of over 30%, which is actually a setback. Because these seemingly growing companies do not get the status of the industry, do not get the right to speak the market, did not get the brand. Just fill in the natural blank, get the low quality production scale growth, and when the industry growth slows down, these low quality growth scale of production becomes a burden again. < /p >
< p > the phenomenon of rapid increase in average industry growth appeared in the early days of last century and entered the World Trade Organization in twenty-first Century. Just after opening up, the demand for large-scale market has not been met. Companies are being driven by the market to grow rapidly. Large scale large scale blank market needs to fill demand. Extensive growth of companies has followed many dark industries, but today, most of the dark horse has disappeared. The only remaining number is /p!
< p > China's marketing in the past 35 years, we deplore the fact that the marketing of most Chinese enterprises still rely on the huge market and the low production and processing costs. They are doing nothing related to brand marketing. Consumers do not perceive the emotional or other values beyond Chinese products, and perceive the physical and functional attributes of consumers. Product quality and inspection standards must reach a higher level and the price should be very low. So, if there is a life experiment such as "if the Americans leave China's products", the result seems to be that Chinese products have won the victory, but they only rely on short, low cost, low added value and low profits to earn a short market share. Today, if Americans can do away with the temptation test of low-priced products, they may be experimenting with products produced in Mexico or the United States. < /p >
After reviewing the dismal marketing achievements of China over the past 35 years, we can not help but ask, what is the essence of marketing? < /p > p
< p > we need not talk about the complicated marketing theories such as 4P, 4C, 4R, 4S, positioning, a href=, //www.sjfzxm.com/news/index_c.asp, marketing strategy, /a, golden section, customer management and so on, which directly point to the essence of the problem. What is the basis of marketing? Why does the product exist? What is the goal of marketing? < /p >
< p > first, all products are based on a certain way of life, and then they have value and price. If a company's product can maintain good performance and experience besides the way of life, the company can maintain a larger share in the market competition. If we further provide consumers with promotional returns and services and accumulate reputation and loyalty, the company can become a leader in the industry and create a brand. < /p >
< p > lifestyle dominates people's consumption patterns and dominates people's consumption habits. Ordinary enterprises and products fill the lifestyle and are at the primary stage of marketing competition. Excellent enterprises and products become representatives of certain lifestyles. They are in the advanced competitive stage of marketing, forming brands. Excellent enterprises have created a new way of life, and form an industry, become the endorser of this way of life, become the pronoun of life and industry. < /p >
< p > lifestyle also determines the market size of some industries, and the market size of some industries is based on the natural limitations of some way of life. For example, after becoming a monopolist in the microwave oven industry, Galanz has met the industry's limitations. Galanz, which accounts for more than 60% of the world's market share, has annual sales of only about ten billion. Now Galanz is actively transforming into the white and beige (Bing Xi) appliance field, and replanning its development goals. < /p >
< p > some industries are shrinking due to changes in lifestyles. For example, tobacco and liquor (height). Consumers have a better understanding of the dangers of tobacco. More and more consumers have quit smoking and quit smoking because of the importance of health. The traditional liquor industry, because of the popularity of low-grade wine derived from Western lifestyle and the Westernization of business lifestyle, as well as the spicy and strong taste of liquor, has kept the liquor industry shrinking. Moreover, the demand of the mainstream consumers of the younger generation for liquor is less and less. However, due to traditional accumulation and technological heritage, the tobacco and liquor industry will continue to exist for a long time, and will inevitably develop towards luxury, providing only a small number of people with high experiential and addicting services. < /p >
< p > industry based on the breadth and depth of lifestyle determines the size of the market. The catering industry and the fast selling industry are not only hard to define boundaries clearly, but also become bigger and bigger as the population grows and the lifestyle is semi finished and mobile. But the profit margins of the industry change with the economic environment. Very interesting is the catering industry, in the financial crisis, consumers voluntarily give up the frequency of eating out and eating consumption. But the bar business is rising because of the financial crisis. Consumers are increasing the consumption of bars because of the need to relieve pressure. < /p >