What is the meaning and characteristics of marketing strategy?

Marketing strategy is the general program to guide enterprises to carry out marketing activities, which mainly includes the following four aspects:

(1) Long-term goals set by enterprises in marketing activities:

(2) the direction and way of enterprise development:

(3) Enterprise's choice of market and products:

④ The use and distribution of resources by enterprises.

2. The characteristics of marketing strategy

Marketing strategy refers to analyzing opportunities and threats, evaluating strengths and weaknesses, so as to determine the overall goal and formulate an action plan to achieve the goal. It has the following seven main features.

(1) Global

The overall characteristics of marketing strategy are mainly manifested in two aspects: on the one hand, marketing strategy, as a scheme of overall business activities, pursues the overall business results; On the other hand, marketing strategies explain the relationship between the whole and the parts.

(2) Long term

Long-term means that the focus of marketing strategy lies in the future of the enterprise and seeks its long-term interests. This is mainly manifested in the long-term goals and effects of marketing strategies.

(3) Planning

The strategic goal and development direction determined by marketing strategy are principled and general provisions. On the one hand, it is the overall design of marketing activities, on the other hand, it is the overall plan for the future success of enterprises.

(4) Stability

Marketing strategy is a programmatic document to guide enterprises in a certain period of development, which must be stable, that is, it cannot be easily changed in a certain period of time, and it will not be adjusted too much in the case of environmental changes.

(5) Objectivity

Marketing strategy is dominated by enterprise marketing activities, and its objectivity means that it is not based on the belief or intuition of senior leaders, but is formulated on the basis of fully understanding the enterprise marketing environment and evaluating its own business resources and capabilities.

(6) Guidance

Marketing strategy is to analyze the substantive problems existing in enterprises. On the one hand, it plays a guiding role in enterprise marketing activities, on the other hand, it has guiding significance for the overall operation and long-term development of enterprises.

(7) adjustability

Marketing strategy is formulated according to the balance between external environment and enterprise capacity, so it should be adjusted accordingly with the change of external environment. The change of external environment leads to the change of marketing strategy.