Ten Trends Of China'S Marketing Innovation

China's marketing is in a state of chaos and grey.

Grey is between black and white, which breeds a new kind of innovation.

That means that China's entire marketing is facing the innovation from "point" to system innovation, which I call "a new round of market innovation".

China's economy is in a new developing opportunity period. Chinese enterprises are facing a new strategic pformation period. The marketing of Chinese enterprises is in the stage of innovation and pformation of marketing mode.

The marketing of Chinese enterprises should enter from the innovation of "point" to the stage of market system innovation.

The "point" is highly efficient and inefficient, the innovation of "point" and the lack of systematic innovation capability are the core issues of enterprise marketing in China. The marketing ecology that is compatible with the core issues is embodied in the chaotic or grey state of marketing, which is the general characteristic of the marketing ecology of Chinese enterprises.

The so-called chaos, first of all, means that each stakeholder in marketing is in a stage from game, contradiction, conflict to Yu Junheng. Secondly, it means that the related subjects of the industrial value chain are from role chaos, role dislocation to role clarity and role reset.

We call this chaos the grey area of marketing.

Gray is between black and white, and it breeds a new demand for innovation and impulse of innovation. That means that China's entire marketing is facing a new round of market innovation, that is, from "point" and "surface" innovation to system innovation.

The marketing innovation of Chinese enterprises mainly presents the following 10 basic trends:

Trend 1

From the business management of marketing to the strategic management of marketing, it can be said that in the past, Chinese enterprises did not win by strategy, but by relying on opportunities, relying on entrepreneurs' perception, unconventional market operation, and relying on skills on the terminal, winning close proximity games.

Under the new market competition environment, with the improvement of consumer demand quality and demand level and the changes of market competitors, the shortcoming of this short-sighted marketing mode is becoming increasingly prominent. The problem of marketing strategy concept and marketing strategy management ability is increasingly pressing in front of Chinese enterprises.

Chinese enterprises urgently need to build a big marketing concept based on strategy.

The concept of "big marketing" is embodied in the following aspects: as an entrepreneur, we must have the idea of big marketing, and as a distributor, we must establish the thinking of circulation entrepreneurs.

That is to say, we should consider the marketing issue from a strategic point of view, and take marketing as an important part of the long-term competitiveness of enterprises.

From the short-term marketing behavior to the long-term marketing behavior, the enterprise should establish a strategic marketing organization, establish a scientific strategic marketing decision-making mechanism and decision-making procedures, adjust the channel relationship with marketing strategy, and play the "combined boxing".

Enterprises should focus on pursuing short-term market expansion, focusing on market cultivation, paying attention to market ecological relationship, and paying attention to the overall market planning and operation.

In the future, the management ability of Chinese enterprises will first come from its strategic management capability.

Trend two

From the point of marketing and the innovation of marketing to the innovation of marketing system, it should be said that Chinese enterprises have created many unique marketing methods and methods in the operation of the market, especially on the market terminals.

Chinese enterprises are also relying on the unique skills of the terminal, which surpassed the multinational corporations in a short time.

However, in the global market competition environment, the marketing competition of enterprises is no longer based on a single idea or a set of ideas. It requires enterprises to change systematically from their strategy, mechanism, system to the whole marketing mode.

Only by systematic pformation and innovation can the marketing competitiveness of the whole enterprise be improved.

The so-called "point" and "surface" innovation from marketing to system innovation mainly include the following aspects:

1., we must carry out systematic innovation of marketing concept.

Chinese enterprises are not short of new marketing concepts, but lack of systematic integration and management of marketing concepts.

First of all, the marketing concept of an enterprise should be consistent with the core values of the enterprise and be adapted to the cultural requirements of the enterprise.

Secondly, the enterprise management team should establish a big marketing thinking, and the entrepreneur team and the enterprise marketing team should reach a consensus on the marketing concept.

From top to bottom, enterprises must realize that marketing is no longer a matter of marketing department, but a responsibility of all managers and even employees.

In particular, R & D departments and functional management departments should establish market and customer value orientation.

Thirdly, we should upgrade the marketing concept to the management level, so as to make the marketing concept "landing" and implement the marketing concept in the process construction and system construction of marketing.

2., the so-called marketing system innovation does not mean completely pushing down the past marketing mode. It is an innovation to improve and improve the marketing system itself.

In the past, we understood innovation as a creative destruction rather than a creative one.

Today, the marketing mode of Chinese enterprises has accumulated and accumulated many successful things.

System innovation just needs to abstract and summarize the successful marketing experience of Chinese enterprises. It should inherit its reasonable components and carry out systematic innovation on the basis of inheritance.

3. innovation involves the synchronous, organic, coordinated and balanced innovation of all marketing operation elements, including marketing mode, marketing organization and process, marketing operation mechanism and so on.

We should strive to improve the ability of marketing system innovation, and upgrade the marketing innovation to the management level, and effectively manage the marketing innovation.

Trend three

From a single terminal to the king, to the interaction between terminals and products and brands, effective collaboration with terminals is the magic weapon for Chinese enterprises to surpass pnational corporations.

This mode is adapted to the market competition environment and marketing ecology of China at that time.

But with