China Marketing At The Crossroads

The problem is that these concepts and methods exist in articles, monographs and practice of many enterprises.

Do not say that enterprises, that is, marketing experts, scholars can systematically understand, understand and apply these concepts and methods are very small.

As a result, we see the phenomenon: almost all problems have been breakthroughs, but few enterprises have achieved balanced and comprehensive development.

That is to say, few enterprises can systematically enjoy the rich results of Chinese marketing.

The current situation is that the inheritance of Chinese marketing is mainly manifested in the self succession of a single enterprise, which creates a serious problem: the collective wisdom of Chinese marketing can not be inherited by the enterprise system.

This means that rich indirect experience can not be pformed into direct experience of more enterprises. Most Chinese enterprises still need to continue to explore in the new era.

Although great progress has been made, the development history of Chinese enterprises in the past 30 years is mainly about the history of the right to existence.

In this process, some enterprises stand out and become leaders in the industry.

Under the current circumstances, China's marketing has double tasks.

The first and most important task is to systematically summarize and refine the idea, method and path to enable enterprises to survive or even stand out in the competition by studying the development process of the leading enterprises in the industry.

This research can not only systematically guide the marketing practice of SMEs, but also provide help for leading enterprises to learn from each other's successful experiences.

This is the heritage of Chinese marketing.

Without systematic summarization and refining, we can not talk about inheritance. Without inheritance and reference, we can not talk about the qualitative change of Chinese enterprises as a whole.

Secondly, it is also the most urgent task at present. That is to make the leading industry of the industry become a super enterprise in the domestic and international market, and explore new ways and means.

This is the innovation and breakthrough of China's marketing.

So far, Chinese enterprises, including leading enterprises in the industry, are more accustomed to fighting.

In the words of teacher Liu Chunxiong, they fought each other and looked at each other for third reasons.

There was a little fire on the city gate and the smell of the pond fish.

Now the leading enterprises in the industry are formed without any "group".

Without referring to the international market, even in the domestic market, Chinese leading enterprises have to compete with multinational companies one to one or one to many.

Facts have proved that China's industry leading enterprises in this kind of competition are not handy, nor have they taken advantage of the whole.

If the leading enterprises in the industry can not continue to rise, they will not be able to provide new upsurge for SMEs in the industry.

In the case of high-end profits from multinational companies' leading industries, our enterprises can only get caught in the stalemate of competition and can not extricate themselves.

In the past, Chinese enterprises and multinational corporations could do what you did, and I did my competition.

Now, the leading enterprises in the industry have to face direct competition in the same target market.

This will inevitably test the marketing innovation ability and market promotion ability of Chinese enterprises.

In the early days, many handy experiences were not so good at present, or no longer in use; the things that early neglected, such as brand, core technology, R & D capability, organization function and meticulous management, are now factors that can not be ignored and avoided.

This is no longer a problem that Chinese enterprises are willing to. If China's leading enterprises want to finally go to the world, they must first dominate the Chinese market.

The Chinese market has a low level and a great strategic depth, which is enough to foster Super enterprises.

Leading the Chinese market is enough to make China's leading enterprises form a more perfect industrial chain than pnational corporations. And at the present time, the leading industry of China's industry must only form such an industrial chain so as to compete effectively with the pnational corporations at the high end of the industrial chain.

China's industry leading enterprises are also more accustomed to price competition, rather than value competition that they should be accustomed to.

Advertising industry, price war, promotion war and China's leading enterprises in channel wars are not good at value promotion, and they can not afford to compete with multinational companies for the huge cost of urban terminals.

At the same time, with the expansion of the scale of enterprises and the increase of social influence, China's leading enterprises in the industry are bound to shoulder more social responsibilities.

All of these need breakthroughs.

No matter aware or unaware, the inheritance and breakthroughs of Chinese marketing have been placed in the face of Chinese enterprises in a very realistic way.

If we do not take positive and effective actions and remain content in order, it will be very difficult for a stalemate industry to enter a new growth cycle.