How many marketing strategies are there? Does SWOT analysis count?

A "green marketing": establish a good image and be a "longevity" enterprise.

It is far from effective to protect the earth's ecological environment only by the environmental protection department. It must become an important responsibility of all departments, especially enterprises that may have a direct impact on the earth. As a legal person closely related to the earth, enterprises must unswervingly assume the social responsibility of protecting the ecological environment of the earth, consciously and timely guide their marketing activities with the concept of "green marketing", and improve the social benefits of their marketing.

Establish a "green concept". "Green demand" requires enterprises to establish "green marketing", incorporate environmental awareness into business decisions, and carry out marketing activities centered on eliminating and reducing the impact of products on the ecological environment. If China enterprises want to face the world and enter the international market, they must pay attention to the international "green marketing" strategy, so as to embark on a new road of coordinated development of economy and social environment.

Develop "green products". The so-called "green product" refers to the whole process from production to use, recycling and disposal, which is harmless or minimal to the ecological environment, meets specific environmental protection requirements and is conducive to the recycling of resources. In recent years, many large enterprises in Europe have produced "green products" in succession, and more and more enterprises have found that the appearance of "green products" can not only curb environmental damage, but also save expenses and increase competitiveness. In China, some smart entrepreneurs are also actively developing "green products", the most striking of which is the rise of "Huayi" fluorine-free green refrigerator in the same industry in China, which shows that whoever owns "green products" can own the market.

Attach importance to "green packaging". The so-called "green packaging" means to minimize the impact of commodity packaging and its residues on the environment and meet the requirements of "recyclability" and "biodegradability" when designing product packaging and decoration. Some countries and regions in the world stipulate that the words "recyclable" and "biodegradable" must be marked on the packaging of goods, otherwise they are not allowed to enter the market. Provide "green services". The so-called "green service" refers to the service aim of saving resources and reducing pollution in the process of pre-sale, sale and after-sale service of goods. It is an integral part of "green products", including raw materials, production technology and selection process, and guides consumers to maintain harmony between people and the environment and improve human living environment in the process of consuming and using goods.

Strive for "environmental protection signs". An "environmental mark" is a graphic printed on a commodity or its packaging to show that the production, use and treatment of the product meet the requirements of environmental protection. The implementation of "environmental label" will further promote the formation of "green consumption" wave, and it is also an effective way for enterprises to improve economic interests, enhance competitiveness, establish corporate image and enter the international market. At the same time, "environmental label" can show the public that its products not only have use value, but also have environmental value that ordinary commodities do not have.

Second, integrated marketing: a new concept of enterprise marketing

Integrated marketing refers to taking consumers as the core, reorganizing enterprise behavior and market behavior, comprehensively coordinating the use of various forms of communication, spreading consistent product information with a unified goal and unified communication image, realizing two-way communication with consumers, quickly establishing product brands in the eyes of consumers, and establishing long-term close relations between brands and consumers, so as to achieve the purpose of product communication and product marketing more effectively.

Integrated marketing emphasizes the promotion and marketing activities from the essential significance of communication with consumers, and advocates the organic combination of advertising, public relations, direct sales and other promotional means to promote consumers' understanding to the maximum extent. Integrated marketing can be carried out horizontally or vertically.

Horizontal traditional integration is mainly the integration of various communication tools. Traditional marketing mainly uses four major media as communication tools, namely radio, television, newspapers and magazines. However, with the increasingly fierce business competition, traditional communication tools seem to be "inadequate". The dominant idea of integrated marketing is to re-formulate the rules of the game, expand the propaganda strategy from the original four major media to all directions, pay special attention to the use of modern electronic new media, and at the same time use a variety of media combinations to emphasize multi-point demands.

Today is an era of information explosion, and the information received by consumers comes from all directions, so various new media as communication tools have sprung up, such as computers, faxes, cable TV, car advertisements and so on. In addition, photo developing bags, lunch boxes and paper in fast food restaurants are also available media materials. With the development of society, people's lifestyles and psychological needs are becoming more and more diverse, and modern people's use and degree of various media are different. Therefore, if only the traditional four major media are used as communication tools, the effect will be greatly reduced. The emergence and application of various new media can alleviate this contradiction. Integrated marketing uses all kinds of new media, that is, communication media, to find the most effective way to communicate with consumers from different angles and channels, uses interactive marketing techniques, grasps the core of information, presents it on the selected media with a concise and unified theme, optimizes the allocation of media resources through the effective combination of media, and conveys the information of goods to consumers accurately and effectively.

Vertical integration emphasizes the unified integration and reorganization of all marketing communication activities of enterprises such as advertising, promotion, public relations, CI, packaging and product development, so that consumers can obtain consistent information about a brand from different information channels and enhance the consistency and integrity of brand appeal.

The focus of vertical integration is advertising strategy. Advertising strategy is the key to the success of integrated marketing communication. Consumers obtain various forms, different sources and different kinds of information of a product through various contact methods and various media, maintain "one voice, one face" and spread a consistent brand image, so that consumers can get the greatest understanding of the product. The appearance of integrated marketing concept has triggered a series of changes in marketing concept. The core of integrated marketing is to make consumers trust the brand and make its brand exist in consumers' hearts for a long time.

Third, network marketing: a new vision of enterprise marketing

Marketing is an important part of enterprise management and operation. Formulating a reasonable marketing strategy is an effort for enterprises to transform their own labor achievements into socialized labor, and it is also a very important work for enterprises to realize labor value and purpose. Through research, it is found that there are five external environmental factors that cause unfair competition: 1. The industry in which the company is located has strict barriers (such as patent protection, lack of resources and huge investment). It is difficult for other companies to enter this industry; 2. Weak competitors; 3. There are few substitutes; 4. The customer cannot find other satisfactory products or services to replace the products or services; 5. The position of suppliers is very weak. The emergence of network and e-commerce system has completely changed the basis of the original marketing theory and practice. The above problems will no longer exist, so the concept of network marketing came into being. Then, under the environment of network marketing, what will happen to the elements of market and consumers in these two marketing activities? In the networked environment, through e-commerce, producers will face consumers more directly, the role of the original intermediary business organizations will gradually fade, and the nature of the market will also undergo a series of changes.

Direct online transactions between producers and consumers. Under e-commerce, producers and consumers can trade goods directly through the Internet, which avoids some traditional commercial circulation links and is more direct, face-to-face and liberalized.

It has had a huge impact on the market model dominated by traditional commercial operations.

Diversification and individualization of the market. The original market mechanism with business as the main mode of operation will be partially replaced by e-commerce based on the network, and the market will tend to be diversified. Different enterprises, different systems and different products will try their best to create their own marketing models online to attract customers. Due to the two-way and dynamic nature of information network, the market will be more personalized.

Thoroughness of market segmentation. With the development of market environment and operation mode, the current market has experienced a change process from homogeneous market to market segmentation, and then to niche. At present, the changes in the market are mainly reflected in two aspects: the division of the market is becoming more and more detailed and more personalized. But in the traditional environment, no matter how these two ways develop, the final result is still aimed at specific consumer groups. Only under the network environment can e-commerce push these two trends to the extreme and evolve into a kind of marketing for every consumer, that is, "micro-marketing".

Changes in commodity circulation and trading methods. Under e-commerce, the changes of commodity circulation and trading methods are mainly manifested in the weakening of the status of middlemen (that is, traditional merchants), the emergence of direct trading process, the globalization of operation, the paperless practice and the cashless payment process (that is, the payment is made entirely by electronic money).

Four Direct Selling: A New Round of Sales Revolution

Direct marketing originated in the United States, and now it has swept all developed countries and newly industrialized countries, and has been called "epoch-making marketing revolution" by western marketing scientists.

There is an urgent need to introduce direct selling in Chinese mainland. Some enterprises try to carry out mail order and telephone sales by themselves .. but they are in trouble because of lack of guidance; Some enterprises hope to establish direct contact with target customers to reduce the amazing waste caused by attacking non-target customers; Others want to improve the accuracy of advertisements.

Direct selling has the advantages of less investment, quick effect and good effect. Enterprises can take direct selling as their main business (specialized direct selling companies) or take direct selling as an auxiliary means to add icing on the cake to their own production and operation. So, what is the specific connotation of direct selling?

Many people have given many different definitions of direct selling from different angles. Among them, the most widely accepted is the definition of direct selling by American Direct Selling Association (ADMA). According to ADMA's definition, direct marketing refers to an interactive marketing system, which uses one or more kinds of advertising media in order to generate measurable responses and conclude transactions anywhere. This definition contains the following three elements:

1. Direct selling is an interactive system. This is because direct sellers and target customers contact in the form of "two-way information exchange". In traditional marketing activities, marketers always try to convey information to target customers, but they can't know what impact this information has on target customers. This way of transmitting information is called "one-way information exchange". Therefore, traditional marketers can only make decisions based on the effect of advertising (such as the attention rate of advertising), which has a great error, while direct sellers can make decisions based on the effect of marketing activities (such as the order quantity), which is very accurate.

2. Direct marketing activities provide opportunities for each target customer to respond directly to marketers. Customers can reply to the direct sellers by various means (such as telephone, mail order, etc.). It is worth mentioning that the number of target customers who have no reaction behavior is also very important for direct sellers, so that they can find out the shortcomings and prepare for the success of the next direct selling activity.

One of the most important features of direct selling is that the effect of all direct selling activities can be measured. Direct sellers can know exactly what kind of information exchange makes the target customers react, and they can know what the specific content of the reaction is, such as whether the target customers want to order or get more detailed information. Direct sellers analyze the relevant data of target customers, make plans for the next marketing activities according to these data, and modify the relevant data after contacting each customer. It can be said that due to the existence of practical reference elements such as databases, the efficiency of direct selling activities is very high, so it is bound to set off a new round of cross-century sales revolution.

Franchising: great potential and many business opportunities.

Franchising is a modern marketing method. It means that the franchisor grants trademarks (including service trademarks), trade names, products, patents and proprietary technologies, business models, etc. to the franchisee. It belongs to the franchisee in the form of franchise contract, and the franchisee engages in business activities under the franchisee's unified business model according to the provisions of the contract, and pays the corresponding expenses to the franchisee. Since/kloc-was first introduced in the United States more than 0/00 years ago, franchising has proved to be a successful method of distributing goods and services, which has had a positive impact on economic development. In the past 20 years, it has achieved rapid development in many countries and regions such as Europe and Asia. Internationally renowned big companies like McDonald's, KFC and Coca-Cola, which we are familiar with, all expand their global business through franchising.

There are three main types of franchising in China: first, some old commercial brands, fast food restaurants and specialty stores in the catering service industry use their own advantages in goodwill, brand and production technology to absorb and adopt franchising methods and develop their own franchising organizations. For example, Beijing Quanjude Roast Duck Restaurant, Tianjin Goubuli Steamed Bun Shop, Shanghai Ronghua Chicken and Lanzhou Jinding Beef Lamian Noodles all adopted the form of joining, which developed rapidly. Beijing Quanjude Roast Duck Restaurant, 130 years old, 1993 organized more than 50 domestic and foreign enterprises to establish China Beijing Quanjude Group. They stipulate that quality standards, service scale, enterprise logo, building decoration, staff dress and tableware must be consistent. Now, they not only opened more than 50 branches all over the country, but also went abroad and opened branches abroad.

Second, industrial and commercial enterprises take well-known brands as the leader and products as the support to develop various forms of specialty store sales networks. For example, the Three Guns Group, which is famous for producing knitted underwear, is constantly innovating and vigorously developing specialty stores. Giant Panda Kaikai sweaters and shirts produced by Shanghai Giant Panda Kaikai Co., Ltd. won the first place in the National Golden Bridge Award for many times, and opened more than 30 "Giant Panda Kaikai" stores. Beijing Monisha Co., Ltd. is a Sino-foreign joint venture garment enterprise integrating production, supply and sales. It has more than 170 outlets in China, and plans to establish thousands of Monisha clothing stores in China and even around the world in five years by means of standardized franchise.

Third, a considerable number of supermarkets, convenience stores and chain companies in specialty stores have also adopted franchising to expand their business scale and explore new development paths. For example, Shanghai Hualian Supermarket Co., Ltd. started its business by direct investment and leasing outlets, and now it starts to open branches by joining. This not only saves the funds needed to open new stores, but also enhances the ability and speed of enterprise market expansion, which provides favorable conditions for the cross-regional development of chain enterprises.

Franchising has some incomparable advantages over other marketing methods. Investing in business under the standardized franchise system with good brand reputation will minimize risks and gain benefits. For enterprises and individuals who are looking for development opportunities, it is a wise choice to engage in franchising.

SWOT is a tool for industry analysis before enterprise marketing.