Research On The Root Cause Of Marketing Phenomenon Of Garment Enterprises

The marketing of Chinese clothing enterprises is struggling in the harsh environment of "four pests".

"," one-sided "," blind "and" urgent evolution "is their existence and rampant, which is a huge obstacle to the growth and development of China's marketing theory and practice. The four victims are not confused, the marketers are confused and the business development is in danger. All the real marketing personnel need to be conscientious and responsible. Besides, this is a warning for advocating and self practice.

Surface marketing is one of the most important aspects of marketing: the current Chinese marketing has been seriously generalized. Sales are equated with marketing, promotion is equivalent to marketing, advertising is the same as marketing, and forced marketing is also equivalent to marketing. Even for some enterprises and so-called marketing people, marketing is just a gimmick for dressing up and deceiving themselves.

Surface phenomenon two, marketing by the concept of miscellaneous cards: all kinds of miscellaneous concepts constitute the "dangerous landscape" of China's marketing superficially. In this respect, some guys who have ulterior motives are seeking money out of their own purpose. On the other hand, they are ignorant and ignorant, do not understand the nature of marketing and the extent to which the so-called concept can connect with the practice of enterprises, and lack of practical tools and methods.

Exploring the root causes of marketing superficially:

1, culture

On the basis of farming economy, the Chinese culture, which is based on ethics and morality, has a certain degree of fragmentation from the marketing system which is derived from the equality and legal system in the western world. It manifests itself as a superficial tendency in marketing, that is, emphasizing art and technology, paying attention to results and neglecting the process, emphasizing short-term interests and long-term planning.

Since profit is the key word, there is no need to spend any effort to build a marketing system. As long as we can make money and do everything, it is marketing. At this time, marketing becomes a symbol. The name of marketing is only to make some behaviors less naked.

Construction of faults: China has the fastest pace of global change, which has brought severe tests to Chinese enterprises which lack the inherent foundation of marketing. On the one hand, the changing market requires enterprises to constantly adapt to the environment and competition, which undoubtedly needs corresponding marketing theory and practice support. On the other hand, because of the lack of a strong marketing system with local culture support, enterprises are faced with the concentrated display of marketing theories and methods of gradual development in the west when they seek to learn from marketing, so it is very difficult to make judgments and choices accurately, so that some necessary parts are omitted. 2, the rapid development of China's market led to marketing.

3, the demand confusion of garment enterprises from the opportunity oriented success to the continued development dilemma: the great success of China's past opportunistic economy has enabled many enterprises to live in a period of time without having to follow the commercial law. Many enterprises and marketers assume that there is no need to study.

The basic factors, however, are the changes in the market and the development of standardization, which have made qualitative changes in the living environment of enterprises. Only from the solution of the problem representation, it is inevitable to go to the misunderstanding of marketing superficially. Some superficial theories that sound reasonable and do not make sense are very popular. Therefore, the authenticity and the slime are difficult to distinguish and the mud and sand are falling down. However, enterprises still do not know self inspection after eating a number of losses and several times, so that the harm of topicalization has greater living space and is constantly flooding.