Marketing Can Not Drink Away Sorrow.

A profound review of the past 20 years of marketing in China can not be said that the road is not tortuous; the marketing concepts created by many local successful enterprises and marketing experts are not broad and not strong enough.

In order to remember this history, marketing leader Lu Taihong has written a blue book on Chinese marketing, which has analyzed China's marketing situation and development process for more than 20 years in detail. It is regarded as the emotional regression line of Chinese marketers, so that every time we pick up this book and put it on our chest, we are proud to be the pride of Chinese marketers.

However, the reality of China's marketing is getting more and more confused. Its research and development also deviate from reality and become a "concept quarrel".

With the maturity of product R & D technology and the sudden growth of enterprise funds, the marketing management level of local enterprises in China is far behind their development.

Behind a lot of seemingly strong corporate bodies, there is a marketing team with simple minds and a habit of flaunting theory. Their ability to grasp the rapidly changing marketing war is worrying the industry.

Facing the current situation of China's marketing, we ask ourselves.

We can no longer allow this kind of marketing atmosphere to go on. How to help Chinese marketing go beyond quantitative change to qualitative change and how to make China's marketing more sober and less intoxicated? This is what we care about.

Marketing status: common sense is ignored, "concept quarrel" malicious irrigation

Philip, Kotler, the father of marketing, said: marketing is committed to finding the needs of customers and based on it to produce marketable products. In short, marketing aims at finding and meeting human needs.

Michael, the father of the American strategy, said: marketing is the ability to effectively reorganize all kinds of competitive elements in a specific field.

Tom, Peters, the most passionate manager in the world, said: marketing is the creation and dissemination of a standard of living.

Song Qinghou, President of Wahaha, China's most mysterious marketing guru, said: marketing is the relationship between business and sales.

More marketing planning people: marketing is the process of planning and guiding sales.

From the first edition of Xinhua Dictionary in August 1980, we can not find the detailed concept of "marketing". "Marketing" has made people listen to their ears, but it took only 20 years.

However, it is rather regrettable that the reality of marketing environment has not become rational because of the baptism of 20 years. Instead, it has gone to the edge of "conceptual quarrel" (romanticism Marketing).

Many professional marketing (Planning) people have become accustomed to opening up the "core" closed "competitiveness".

It is customary to find new marketing principles and methods through a large number of case studies. I do not know whether marketing is ever changing and never has a Bible. It is used to how to apply military tactics and tactics to win the enemy in the market, but forget the paradox of "no military situation and water uncertainty". It is used to find a theoretical fulcrum when it comes to problems, and try to turn marketing into a high-end luxury goods. It is customary to regard itself as a professional manager and not be afraid of thinking, but it is only the provider, helper and service provider of marketing decision, but not the final decision-maker.

All these.

The marketing environment in China has been largely mired by some so-called professionals, and the so-called new concepts emerge in an endless stream; the so-called new theories often unintentionally looted the industry, allowing any professional to become antiques overnight; many marketers have lost their way or felt a strong sense of oppression; marketing books crowded before and after, and confuse the public.

The research and development of China's marketing has gradually deviated from reality. Some of the "grass bag" marketers will only hold theories, pointing out rivers and mountains and encouraging words, and they will try to debase "marketing classics" and turn them into unfathomable spring and white, which will be divorced from many ordinary marketing people, and then make a scholar's attitude to guide people in order to relieve their worries.

Of course, too much deliberation on the definition of "marketing" seems to be a bit of a suspicion.

If we must deal with it in a hierarchical way, I think the various means and methods of marketing should belong to the phenomenon level, and in essence, marketing is to facilitate the simple paction of commodities.

In the environment where the commodity competition is not fierce and the distinction of value levels is obvious, the main basis for consumers to choose commodities is still the simple value equivalence concept. However, with the increasingly fierce competition and the increasingly homogenization of goods, consumers are unable to accurately identify the value of a commodity. Therefore, the decision process of buying behavior is no longer simply determined by the concept of equivalence, but rather depends on the communication results of enterprises (consisting of human beings, human beings) and consumers.

From this point of view, marketing is not a classic of exaggerated description, nor does marketing require too many theoretical fulcrum. Marketing is basically a "common sense" communication process between people.

The reality of marketing, however, bears too many false civilizations, deified, faulted, and irrigated by malicious intent, and increasingly wants to be stripped of all living beings, becoming a weapon for a few people to master.

Tear off layers of fig leaf, and see the geometry of marketing.

I think the mode of direct selling explains more directly what marketing is.

Therefore, we prefer to define "marketing" as "common sense", so as to achieve a simple paction of commodity value through common sense guest communication.

Pan marketing era: "dividing the crowd" is a sobering needle.

Market research, market segmentation, product positioning, brand design and creation, channel design and control, advertising, public relations, personnel promotion, team building, organization and management, assessment and incentive mechanism are integrated and systematically applied. This is what we understand "Pan marketing" theory.

But no matter how the marketing becomes "pan", how many patterns, and how the marketing mix is complicated, the pan marketing era is a distinctive customer oriented era. The marketing communication in this era is more individualized, individualized, targeted, service oriented and initiative. Therefore, as long as we grasp the main contradiction of "communication", we grasp the essence of all marketing processes.

As a more direct, more pragmatic and clearer communication thinking, "focus" has dominated the numerous marketing mix to a large extent, and it has eliminated the impetuous and contention of a hundred schools of thought.

Lots of people have strong pertinence. In other words, sub marketing thinking can always make front-line salesmen at the right time, suitable places, suitable communication with the right people, or always make the message that they want to convey at suitable time, suitable place, suitable medium and suitable crowd, so the message will not be easily filtered out by consumers, and it will not be disgusting, and the thinking of the masses will also greatly reduce the business cost, and get rid of the quarrel of "the idea is king", "theory is king", "advertising is king", and the bad habit of individual performance.

However, just as many enterprises in the country have been building the banner of "dividing the crowd", this tool has been distorted by some of the old ministers who are used to preaching and showing off. "False points" are constantly emerging in the domestic marketing circles, covering up the real voice.

Many enterprises are aware of the importance of dividing the crowd, and are constantly practicing its importance. However, ignoring the "crowd" is not a way or means, but a way of thinking and business mode, that is, all marketing activities should take the guiding principle of dividing the masses as the guiding ideology. Any marketing hand segment needs to go from the "mass" to the present "crowd", including the segmentation of customers, the selection of public media, and the creation of narrow reports, etc. all of them need to take the premise of dividing the crowd, and many old people have retorted: "marketing is still good for the masses to add points, and different products have different characteristics."

One foot has stepped into the division, the other is still melancholy, in other words, the confidence of the public is insufficient and the marketing classics that have been flaunting in the past will not be abandoned.

No matter how bad it is.

Nothing can prevent a healthy new thing from happening.

The crowd was not submerged in the cradle from all aspects of spittle.

To inform the company: MPI, Focus Media, provincial public building television network, etc. its services include the nationwide, inter provincial TV advertisements, mobile video advertising, urban rail pit advertising, video games, narrowband networks, narrow advertising network, and so on. These services are targeted at office white-collar workers, fashion media consumers and game enthusiasts. The prices are low and the waste rate is very low. Therefore, they have won many traditional media customers, breaking the "mass communication" situation of traditional media and large online media. They have established a banner of resistance to mass communication and mass communication. After several years of practice, they have received very good communication results. Since the end of 2002, there has been a group of mass media companies specializing in the distribution of marketing.

(customer) database marketing is a very straightforward way of thinking in sub marketing.

The CRM with customer database as the core should not be merely an information technology means. It should be a process of acquiring, maintaining and increasing profitable customers, and a marketing mode centered on customer communication.

Through CRM, we can effectively mine, develop and enhance the relationship with the target customers, maximize customer value, increase company profits and maximize shareholder rights. In essence, CRM is a mode of thinking that uses information technology to achieve relationship marketing and distribution strategy.

However, with the development of marketing, the traditional CRM (Figure 1) focuses on the model of customer information form management which can no longer meet the needs of market development and marketing decision analysis. Careful analysis of the spatial distribution rules of customers and the internal factors that affect the spatial distribution of customers are conducive to the development of enterprise product market.

First of all, the various services provided by enterprises to customers are on the surface of the earth. They have spatial distribution characteristics and spatial scales, especially those that need to provide tangible product services through pportation. The pportation of their products is a typical spatial phenomenon and process, that is, logistics.

Secondly, enterprises, as service providers, have their own spatial distribution characteristics.

Third, the spatial distribution of customers is also the most important point.

A very important attribute of customer information is the spatial location of all kinds of customers. It reflects the spatial distribution, spatial concentration, spatial composition, behavior characteristics, profit contribution rate and risk, mutual relationship among different sub sectors, as well as the following aspects of wake-up call, demand feedback, activity evaluation, etc.

To achieve this core application, the mode adopted by space CRM is:

Global service.

We can locate the quantity and quality attributes of all the countries in the world to polygons on the national units, and use thematic mapping analysis functions to analyze them.