Innovative Wings Of Marketing

Developing China market "The innovative marketing" is the most vivid portrayal of history. Even today, why do many new industries and new businesses stand out despite the fact that many industries have been "white hot"? The "charming" market in China is not only reflected in the huge space and capacity, but also in the evolving cultural environment and the endless consumption demand. Marketing Strategy provides an opportunity for every latecomer to play a grand role. Those new market people, not in their own recognition and insight, found the new changes that affect the industry trajectory or the key short board restricting the development of the industry, and then adapt to and promote this change, or break through the short board of the industry, and finally rewrite their status or even the industry situation.

Compared with the mature market, these changes and short boards constitute a strategic opportunity in the developing Chinese market. If any enterprise wants to build its own "good and fast" growth path in the mire of competition, the first consideration is how to find and seize this opportunity, especially the unique background of the rapid change of the Chinese market, making this problem the direction for enterprises to keep thinking.

The key word here is "finding" rather than "bumping into". This means different stages of the development of China's market in the past 30 years. Anthony Van Agtamil pointed out acutely that the power of a non-traditional thinking is rising. He summed up the success of these newly rising enterprises as "creative adaptation" and created a new and unique one through a special "emerging market innovation strategy". business Pattern and a distinctive development strategy.

"Finding a way that suits us and coming out successfully" is a high generalization of the exploration mode of internationalization of Chinese enterprises. In China's practice, the first contribution to marketing innovation is to break through the bottleneck inside and outside the system. The second contribution is to establish the feasibility of transforming manufacturing organizations into service oriented organizations. The third contribution is to discover the bridge value of products, activate the third attributes of products (three attributes, namely functions, spirits and investments), and turn brands into relationships, that is, establish a dual loop system, break the original one-way access, and form a closed loop.

Innovative thinking means infinite possibilities. This is a "new market", and every road means innovation. Now, Chinese marketing is facing upgrading, which requires practitioners and theorists to work together to solve it. Innovative marketing, a "new recruit", controls the tide and surpasses predecessors, and establishes its market leader status in one fell swoop. It is not only the sales figures, but also the Chinese market which has been in a "sandwich" state, and it has rewritten the market pattern.

China has become the first power to promote global economic growth. The Chinese market is becoming the largest blue ocean and longest tail in the world. The market stage of China is far from chaos to big governance. Many brands are weak, many of them are leaded, and many sectors are still blank, and many industries need to be integrated urgently. China's sustained economic growth and the historic upgrading of the consumer market have made strategic opportunities for empire building in many areas. This is the unique global strategic opportunity.

Looking at the world, many countries and enterprises have begun to change the "China strategy" to transform China from the world's largest processing plant into a truly large world market, and even a big savior of the global market. From this, we can predict the golden strategic opportunity period of Chinese enterprises' leaping development. It is a typical manifestation of the core competitiveness of enterprises and a wise choice of successful entrepreneurs to seize and resolutely grasp the Chinese strategic opportunities and enhance the concept of innovative marketing.

Independent innovation is a broad concept. From the perspective of enterprises, independent innovation is the way for enterprises to survive. Its definition is defined by authoritative departments, which means that enterprises continuously improve their international competitiveness through the introduction of innovation, integrated innovation and original innovation. However, such a definition is only a way to express independent innovation. From the perspective of technological innovation, we locate whether an enterprise has a higher ability of independent innovation, it depends on whether the enterprise has a higher sales rate of new products (or new services), and whether there are more patent applications or even authorized numbers. {page_break}

However, the fundamental flaw of this definition is the neglect of the market evaluation of enterprise value, because an independent innovation enterprise also includes the acquisition of famous trademarks and the enhancement of brand value in the harvest of intellectual property. We can easily feel the potential of independent innovation from the successful cases of domestic brands becoming international brands. The independent innovation of enterprises is a common matter of all departments. Self innovation can be interpreted as a new and greater material production capacity that enables human and material resources to own independent intellectual property rights. Enterprises must transform social needs into various opportunities conducive to enterprises, which is another aspect of understanding of independent innovation.

In view of this, the evaluation of the results of independent innovation depends on the technological performance and market performance of enterprises, that is, to enhance the dominance of enterprises in technology and market layout, and to control the layout of technology depends on patents and standards, and expand the market layout by brand. From the perspective of the expansion of the scope of enterprise innovation, the development of modern enterprises requires not only technological innovation, but also strategic innovation, especially marketing innovation, because the concept of innovation is based on technology, and at the same time inspecting other aspects of enterprise management, such as strategic management and business mode of enterprises, are particularly critical. The technological concept of independent innovation is very inadequate and may even jeopardize the correct development of enterprises. Enterprises with good balance between technology and market resources and capabilities will have the chance to become the pioneers of independent innovation.

It is true that technological innovation is difficult to implement in many enterprises, which is caused by lagging behind in the important management function of innovative management in the management function of enterprises. Since R & D is only part of innovation, technological innovation will be difficult to do with R & D or technology management. Independent innovation includes planning, organization, budget, personnel and performance evaluation, as well as technology development, product development and market development. Effective integration of creative management, R & D management, manufacturing management and marketing management system, coupled with the guidance of strategic management, can create high efficiency and low productivity.

We should develop new products and new markets to find ways for enterprises to develop in the market gap, and occupy the market with unique technology and products. In this sense, the most important person for enterprises to engage in technological innovation should be marketers. Because marketers need to analyze and judge the future market, and marketers are very aware of the potential needs of the market or users. Therefore, marketers are part of scientific and technological personnel -- marketers are conducting market research. The imbalance between Market Research and technology research is a common problem in most enterprises at present.

Marketing should constantly predict and predict the market demand changes for enterprises, and design the product positioning of the enterprises as a whole. In the process of technological development, enterprises first need to depict strategic intentions and make a scientific analysis of the competitive situation before they can establish products and finally consider the realization of technology. This "strategic market, product, technology" industrial chain, or the way of independent innovation of enterprises, is of great value. Most enterprises lack such overall thinking and can not effectively transmit market signals to the technology sector. Ignoring the innovative function of marketing is the real reason why many enterprises do not have high independent innovation ability. Those who only attach importance to the introduction and training of technical personnel, attach importance to the purchase of equipment and attach importance to technological enterprises, have yet to make new breakthroughs in independent innovation.

To sum up, enterprises need more marketing innovation. Innovative marketing is the acquisition of creativity, the positioning of the market and the planning of value realization. Only marketing innovation can promote the development of enterprises. Marketing innovation is embodied in the visit to consumers, that is, it can accurately grasp the needs of consumers, and make use of the Internet to enable consumers to conduct experiments, namely, experiential marketing. It can also interact with consumers through computer simulation of the products being designed. It can also make use of the long tail theory to realize the popularization of digital products and create innovative products. There are many ways of marketing innovation, and people with insight need to discuss them together. We believe that enterprises will be able to write more and more brilliant new chapters of marketing innovation with fruitful results.