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Marketing: Avenue To Jane

2011/4/25 18:39:00 42

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Today

Marketing

From the reform and opening up to the current 30 years of marketing history, from the introduction and practice of the early marketing theory textbooks to the gradual development of the Chinese marketing theory framework, marketing has been recognized and understood by Chinese enterprises, combined with Chinese wisdom and practiced in practice. In recent years, the marketing theory and methodology of Chinese characteristic market economy are emerging one after another.

In China

market

In marketing practice, Philip Kotler's 4Ps (derivative to 6Ps-11Ps) marketing mix theory has been the peak of many Chinese enterprises. He has not seen many classic product wars, price wars, advertising wars, channel wars, terminal wars, brand wars, and the development of marketing theory jungle has greatly influenced and promoted the rapid development of China's market economy and many Chinese enterprises.

Complex things, simplification - contribution! This was once a brand cosmetics.

Language, its philosophy is very profound and meaningful. In the current Chinese marketing and business circles, a lot of marketing books (any small point of marketing can deduce a lot of thick parts), so that many enterprises and new people entering the marketing field do not know, so they even poison them deeply.

First, it is at a loss: in China, the guiding role of marketing theory is different in different industries. In the consumer goods field, especially in the fast moving consumer goods industry, the theory and practice of marketing have been highly developed and valued. In the field of industrial products, the application and practice of marketing theory is still at a basic stage, and there is still a long way to go.

When the marketing books on the lower berth land are not seen, bookstores and airport bookstores are basically occupied by the half shelves of marketing books, so many theories and methodologies have made many enterprises and new people who have just entered here feel at a loss what to do. Marketing is essentially a discipline of integrating science with art. In this industry, just like the military law cloud: many cases are "overcoming no longer"!

Two, it is a barrier: to replace the whole marketing system with the magnification of a certain point of marketing, from the fall of the "advertising campaign" in the early days of CCTV to the extreme methodology of all kinds of colors, but it is a systematic project. From the consumer research and research, product, channel value chain, channel construction and management, brand communication and promotion, marketing organization and management system, rights marketing, public relations and so on, every link needs resonance to achieve everlasting success.

The three is the temptation: from the Sanlu melamine to the "lean meat essence" incident in Shuanghui, these once famous enterprises and brands have always been the winners or even the kings in the marketing war, but they forget that from the perspective of business operation, marketing is just a means to achieve the goal of enterprise performance, and it has gone into the devil of fire and poisoned deeply.

At present, the marketing is diversified, and the origin of Angelica is from complex to simple. The mountains are mountains, water is water, and our marketing soldiers must work ten times.