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The Way To Learn Strategic Marketing

2010/7/10 11:40:00 31

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If we want to give a clear definition of strategic marketing, it is "to do what is good for tomorrow."

Not only do today's work for today, but also for tomorrow, not only from today's opportunity to grasp tomorrow's market, but also to choose today's opportunity from tomorrow's market.

This is not only the logical thinking of strategic marketing, but also the thinking way of strategic marketing.

Strategic marketing

It is in the increasingly complex market environment, people's deep understanding of the nature of the market is also facing the more intense market competition, people's effective grasp of marketing methods.

Conventional

4P Marketing Theory

It takes the enterprise as the center, it emphasizes the function of products more. 4C marketing theory turns to consumer centered and is a leap in marketing cognition.

However, traditional marketing activities emphasize more on satisfying the current interests of customers. Because of changing demands and interference from competitors, enterprises often get into trouble.

Strategic marketing is a new marketing concept and thinking method. It believes that marketing is the unity of product orientation, customer orientation and competition orientation, and is the integration of system marketing elements.

Strategic marketing emphasizes that in the face of increasingly complex market environment, if enterprises focus only on products and customers, but ignore competitors, enterprises will often lose in marketing.

Strategic marketing is a thinking method based on competition. Its purpose is to create more living space for enterprises under the premise of meeting the needs of customers. It requires enterprises to rise to the height of their own strategy to understand the market and management marketing, requiring enterprises to regard marketing strategy as the core strategy of enterprises, and regard marketing as the core issue of enterprises.

Strategic marketing never excludes traditional marketing theory, and holds that enterprises should create 4C value as a starting point of value thinking and creation to better create value for customers. 4P should be the end point of value creation and delivery.

Strategic marketing is a refined marketing mode, which includes all the processes of traditional marketing.

The difference is that all activities in strategic marketing are guided by customer value and end with customer value.

The Chinese market is a unique and complex one.

Two element structure

The market is quite different from the eastern and western regions. The markets in North and South are very different. The difference between urban and rural areas is quite different, and the maturity of consumers is quite different.

Therefore, studying the theory and method of strategic marketing under the Chinese market environment has become an important topic facing the academic and business circles.

In fact, all theories have a localized problem. The original copying of foreign practices is obviously not feasible.

In the marketing field, some experts call the Chinese marketing theory and method "Chinese marketing", which is the Chinese pformation of Western marketing theory.

In my opinion, strategic marketing is not antagonistic to Chinese marketing, but complementary.

Chinese marketing emphasizes short-term effectiveness and is realistic realism. Strategic marketing pays more attention to medium and long term effects, and it is an ideal realism.

Or the Chinese marketing concerns today is the reality today, today is today; strategic marketing emphasizes today is the future of today, is tomorrow's today.

A wise enterprise should combine short-term and long-term thinking with today and tomorrow.

Since the reform and opening up, Chinese enterprises have been able to effectively block the rapid expansion of multinational corporations by relying on the large supply of market opportunities, by accurately grasping the Chinese market's right time, geography, human and dominant position, and coping with it quickly, as well as many "Chinese style" unique skills.

However, we should also be soberly aware that with the further development of the global competition pattern in the Chinese market and the "going out" of Chinese enterprises, the weakness of Chinese local enterprises is gradually emerging, and their comprehensive strength and competitiveness are far behind that of pnational corporations.

Moreover, in order to adapt to the Chinese market, multinational companies are also accelerating their localization and integration.

Because multinational companies have already trained their own marketing capabilities in the fierce market competition environment, including their talents, technology, capital and other comprehensive strength, Chinese enterprises can not surpass in the short term.

When the financial crisis brought the world's attention to China, more multinational companies accelerated the strategy of laying out troops in the Chinese market.

In the face of the drive of multinational corporations, what competition do Chinese enterprises rely on? On the one hand, Chinese enterprises should continue to give full play to their local advantages and avoid confrontation with multinational corporations.

On the other hand, Chinese enterprises must seriously study and learn the marketing mode of pnational corporations, and rapidly localization, so as to enhance their dual advantages in marketing competition.

At the same time, Chinese enterprises must not stick to old practices and blindly hold their own hands, because today's market is not yesterday's market. Under the trend of big international environment and Global trade becoming more and more open, Chinese enterprises will face all-round competition from foreign enterprises, and after more than a few decades and decades of experience in the Chinese market, more and more multinational companies have become more powerful.

In the future, with the emergence of more middle class and the maturity of emerging markets, China will have more market opportunities.

The essence of strategic marketing is to base ourselves on reality and look to the future, cultivate today, plan tomorrow, and do the best for tomorrow.

Therefore, in the face of all kinds of opportunities, enterprises should grasp the logic of strategic marketing and learn the way of thinking about strategic marketing.