How to distinguish between business model and marketing?

Business model is an organic system to realize customer value and enterprise value. The essence of business model is value system, and the essence of marketing is to realize value through exchange. We find that there is little research on value in the western marketing system, which is a fundamental loophole in the western marketing system. If you don't understand the internal logic of value, how can you fundamentally understand the exchange realization value?

Marketing realizes value through exchange, and business model reveals the logical system of value exchange. Business model is equivalent to the "bridge" and "path" of marketing. It constructs the value exchange system and realizes the exchange, thus realizing the essence of marketing. The existing marketing theory is more about marketing in form, such as product design, product manufacturing, product distribution, advertising promotion, product price, supplier channels, dealer channels, target customers and so on. The business model starts from the core of value and realizes customer value and enterprise value.

Strictly speaking, the business model is to grasp the essence of marketing from a higher level, and to look at marketing and do marketing from the essence of marketing. The position of business model in marketing is meta-strategy, and its core content is the content and flow direction of value stream in the exchange process. In other words, it fundamentally solves the specific content of value in marketing and how value is exchanged and occurs. For example, McDonald's is favored by consumers and becomes the largest fast food giant in the world. If we use traditional marketing theory to explain the success of McDonald's, we will feel far-fetched. The quality of McDonald's hamburgers and other products is not the best, the price is not the lowest, there are not many promotional activities, the channels are not necessarily the best, the service is not the highest, and the store design and decoration are not the most luxurious. Even some domestic enterprises have imitated its products, prices, store design, services and even positioning, but still can't do McDonald's. Why? From the traditional marketing theory, it seems difficult for us to find the answer, because we pay too much attention to the "form" of marketing and ignore the "quality" of marketing.