How do traditional enterprises overcome challenges in the new marketing era?

The dilemma of enterprise marketing in reality: 1. Homogeneity over-competition+internet impact, the original marketing concept is backward and the model is invalid; 2. Products and services are difficult to meet the changes in customer demand under consumption upgrading and industrial transformation; 3. In the face of new communication and new consumption behavior, brands are accelerating aging or marginalization; 4. The marketing strategy innovation is insufficient or too radical, with large investment, poor accuracy and high risk; 5. The development of new professional functions and marketing teams is lagging behind, and they are often unable to do so.

The concept change of a new generation of consumers: 1. Unwilling to be promoted, but having a strong desire for consumption; 2. Require high value of the product itself, such as intelligence, health, performance and quality; 3. Pay attention to the experience of products and services during the purchase process, and prefer socialization and entertainment; 4. Influenced by opinion leaders and circle word of mouth; 5. Purchase is random, perceptual cognition+rational purchase.

The new marketing era needs to change marketing thinking: 1. It should change from winning the terminal to sticking to consumers; 2. From price shock to value experience; 3. Change from brand to product; 4. From extensive publicity to close interaction.

The innovative direction of marketing model: 1. All-round experiential marketing is a kind of comprehensive experience, including not only products and services, but also five aspects: sensory, emotional, spiritual, behavioral and cultural experience. 2. New relationship marketing; 3. Accurate data marketing; 4. Cross-border integrated marketing. These four marketing models will be adopted by more enterprises in the future, and will become mainstream through continuous innovation.