What is financial marketing? What are its main features? What are its main types?

Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.

The development of marketing theory has the following four stages:

The first stage: the initial stage. Marketing was founded in the United States from the end of 19 to the 1920s, and originated from the development of industry. At that time, the research scope of marketing was very narrow, only studying the setting of advertising and commercial outlets. And set up related courses in universities in Illinois and other States. The change from "American Advertising Association" to "National Association of Advertising and Marketing Teachers" provides organizational guarantee for marketing research. At this time, the research characteristics of marketing are as follows: a. Paying attention to promotion and advertising, but the theory, concept and principle of modern marketing have not yet appeared; B. Research activities are basically confined to university classrooms and professors' study rooms, and have not been paid attention to by society and business circles.

The second stage: the application stage. The application stage was from the 1920s to the end of World War II, and began to take shape. American domestic enterprises began to use marketing means to operate enterprises on a large scale and open overseas markets, and European countries followed suit. 193 1 set up "American marketing association" to preach marketing. 1937 The merger of the above two organizations attracted the participation of academic and business people, and marketing began to move from university platform to society. The development of marketing at this stage is manifested in application. Because of the unprecedented economic crisis in the capitalist world from 65438 to 0929, the economy experienced the Great Depression and great contraction, the purchasing power of society dropped sharply, and the market problems were unprecedentedly acute. This crisis has dealt a great blow to the whole capitalist economy. At this stage, the research characteristics of marketing are: a. There is no narrow concept of product promotion; B. Study promotion and advertising on a deeper and broader basis; C. study the organizational structure of enterprises conducive to promotion; D. Marketing theory research has begun to move towards the society, which has attracted the attention of the broad business community.

The third stage: the formation of the development period. The 1950s to 1980s were the development stages of marketing. The military economy of the United States began to turn to the people's economy, social goods increased sharply, social productivity increased substantially, but the corresponding consumption level of residents did not get much improvement, and the market began to appear in a state of oversupply. At this time, American marketing experts W.Aderson and R.Cox put forward that "generalized marketing is any activity that promotes producers and consumers to trade potential goods or services." This view makes marketing enter a new stage. Originally thought that the market is the end of the production process, now it is considered as the starting point of the production process; Originally thought that marketing is selling products, now thought that marketing is to understand consumers' needs and desires through investigation, to produce goods or services that meet consumers' needs and desires, and then to meet consumers' needs and desires; So that marketing can get rid of the enterprise framework and enter the social field of vision, with obvious management orientation.

The fourth stage: the mature stage. Since 1980s, it has been a mature stage of marketing, which is manifested in the following aspects: a. Association with other disciplines, such as economics, mathematics, statistics, psychology, etc. B. Start to form its own theoretical system; The 1980s was the revolutionary period of marketing, and it began to enter the field of modern marketing, which made marketing learn the marketing category.

(1) Integrated marketing communications: refers to the comprehensive integration of various communication modes of enterprises, including general advertising, direct communication with customers, promotion, public relations, etc. And seamlessly integrate scattered communication information, so that the overall communication effect of enterprises and their products and services is clear, continuous, consistent and enhanced.

(2) Database marketing: the marketing behavior of collecting consumer behavior information and manufacturer's sales information on the network or entity in a specific way, accumulating these information in a fixed format in the database, and using this database for statistical analysis at appropriate marketing opportunities.

(3) Internet marketing: Internet marketing is an integral part of an enterprise's overall marketing strategy, and it is a variety of activities that are carried out to achieve the overall business objectives of the enterprise and create an online marketing environment with the Internet as the basic means. The functions of network marketing include website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion.

(4) Direct marketing: In the absence of an intermediary marketer, direct consumer (CD) channels are used to contact and deliver goods and services to customers. Its biggest feature is "direct communication with consumers or sales activities without going through dealers", which is a marketing model to measure the response or transaction results by using one or more media to reach the area where any target object is located in theory, including regional and positioning division.

Usually, the media communication tools used in direct marketing are different from the mass or specific multi-mass marketing media (such as TV advertisements), but mainly focus on a few or non-mass marketing media (such as printing advertising information on tissue packaging and then distributing it to potential consumers, as well as catalogues, telemarketing, TV shopping, online sales, etc. ).

⑤ Relationship marketing: In many cases, companies cannot seek instant transactions, so they will establish customer relationships with long-term suppliers. What the company wants to show its customers is excellent service ability. Nowadays, most customers are large global companies. They prefer suppliers who can provide supporting products or services in different regions and solve problems in different regions quickly. When implementing the customer relationship management plan, the organization must pay attention to both customer and product management. At the same time, companies must understand that although relationship marketing is important, it will not be effective in all cases. Therefore, the company must evaluate which department and which specific customers are most conducive to adopting relationship marketing.

⑥ Green marketing refers to the marketing activities that enterprises strive to meet consumers' demand for green products in order to meet their consumption habits of green consumption, with green environmentalism as the value orientation of products and green culture as the production concept.

⑦ Social marketing is based on the dual characteristics of "economic man" and "social man", and uses means similar to commercial marketing to achieve the purpose of social welfare; Or use social welfare value as a means to promote its goods or commercial services.

Like general marketing, the purpose of social marketing is to consciously change the behavior of the target population (consumers). But different from the general commercial marketing model, the motivation of behavior change pursued by social marketing is more from non-commercial motivation, or simulating non-commercial behavior as a commercial selling point.

⑧ Virus marketing is an information dissemination strategy, which quickly expands its influence by copying information cheaply by the public and informing other audiences. Compared with traditional marketing, the characteristics of voluntary acceptance by the audience make the cost less and the income more obvious. The face of is completely new.