What is the concept of traditional marketing and what are its characteristics?

Relationship marketing is with the continuous expansion of the market, product innovation, service areas continue to expand and the emergence of a new marketing concept, understanding, acceptance and application of this concept, the continuous development of the socialist market economy, will have far-reaching significance Since the emergence of modern marketing since the 1950s, almost every decade there will be a new marketing concept. From the consumer demand-centered marketing concept, to meet the long-term interests of consumers and society for the purpose of social marketing concept, etc., marketing theory continues to develop, but also promote the continuous deepening of marketing practice. Into the 1980s, marketing theory has made new breakthroughs and progress. Aiming to establish, consolidate and develop all kinds of relationships with the enterprise's stakeholders, "relationship marketing" has become the most popular marketing concept, known as the end of this century and the future of the 21st century marketing concept. The first to put forward this theory were scholars from Northern Europe. They put the marketing activities of enterprises in the overall social and economic system to examine, that enterprises as a subsystem of the social and economic system, its business activities are with the surrounding factors, including customers, suppliers, distributors, competitors, banks, government agencies and other interaction process. Establishing a good relationship with these individuals or organizations is the core of marketing activities and the key to marketing success. Therefore, relationship marketing is defined as an activity (process) in which a company establishes long-term, stable, mutually trusting and beneficial relationships with customers, suppliers, distributors and other stakeholders or organizations. Enterprises and parties achieve their respective goals through mutually beneficial exchanges and the ****same fulfillment of commitments. The long-term relationship between a company and its customers is the core of relationship marketing, and maintaining and developing this relationship is an important part of relationship marketing. To realize the goal of relationship marketing, enterprises must provide high-quality products, good service and fair price; at the same time with all parties to strengthen the economic, technical and social aspects of contact and interaction. Relationship marketing is a historical breakthrough in the development of modern marketing concepts. It is very different from traditional marketing in terms of content, substance, scope, and means of realization. Relationship marketing and traditional marketing concepts to analyze and compare, for a comprehensive and in-depth understanding of the deep connotations and essential features of relationship marketing, to speed up the rapid spread and application of the theory in China undoubtedly has a positive significance, but also very necessary. First, the shift of marketing focus marketing is the enterprise to achieve its profit target and the market demand for business sales activities. How to achieve its marketing objectives, in different socio-economic conditions using different means. In the commodity economy is not developed under the conditions of the seller's market, the enterprise is mainly through the improvement of labor productivity, increase the number of products to meet market demand, practicing the "concept of production". Socio-economic development to the buyer's market-oriented market conditions, the enterprise's business concepts shifted to the consumer demand-centered track, through market segmentation, product development, pricing, channel selection, sales promotion, and other means to achieve the enterprise's profit target. Whether it is the concept of production or the concept of marketing, the focus is to maximize the profit of each transaction, emphasizing the maximum satisfaction of the interests of the enterprise, and the transaction is regarded as the basis of marketing, without the establishment and maintenance of a wide range of close relationships with customers in an important position. Relationship marketing, on the other hand, is different in that it views marketing as an activity in which a company establishes market relationships. It is considered that it is the center of gravity of marketing for enterprises to establish strong interdependent relationships with customers, suppliers, distributors, etc., and to form a marketing network through the establishment of relationships. In this network, the marketing goal of the enterprise is not to maximize the profit of each transaction, but to maximize the interests of network members, and finally to form a mutually beneficial network members, *** with the development of the situation. Here the transaction is no longer the basis of marketing but becomes a relationship, and the transaction is considered to be the behavior that occurs naturally on the basis of the relationship. The direction of marketing is to try to change the customer's purchasing behavior into a customary behavior, and to establish the customer's "loyalty" to the enterprise. The shift in marketing focus is the most essential difference between relationship marketing and the concept of marketing lore. Second, the expansion of the market scope of the traditional marketing vision is limited to the target market, that is, through market segmentation and determine the customer base. The market scope of relationship marketing is much larger, it not only includes the customer market, but also includes the supplier market, intermediary market, labor market, influencer market and internal market.