What are the types of market demand? How do companies adapt and regulate market demand?

Eight forms of market demand:

1, negative demand (change): when the vast majority of people feel disgusted with a product, and are even willing to pay money to avoid it, the task of marketing management is to change marketing.

2, no demand (stimulation): if the target market is uninterested or indifferent to the product, marketing management needs to stimulate marketing.

3, latent demand (development): latent demand refers to a significant portion of consumers have a strong demand for something, and the existing products or services are unable to meet a demand situation. In this case, the focus of marketing management is to develop the potential market.

4, decline in demand (revitalization): when the market demand for one or several products is a declining trend, marketing management should find out why, revitalize the market.

5, irregular demand (coordination): irregular demand refers to the market demand for certain goods or services in different seasons of the year, or different days of the week, or even different times of the day up and down fluctuations in a demand situation. In the case of irregular demand, the task of marketing management is to coordinate that market.

6, adequate demand (maintenance): If the current level and time of demand for a particular good or service is equal to the expected level and time of demand (which is the most ideal demand situation), marketing management can be maintained.

7, excessive demand (reduce): in some goods or services market demand exceeds the level of business can supply or would like to supply, marketing management should be timely to reduce marketing.

8, harmful demand (eliminate): harmful demand refers to the market demand for certain harmful goods or services. In this regard, the task of marketing management is to be eliminated.

Adapt to changes in market demand, by strengthening the enterprise marketing for development.

First, accurately grasp the changes in market demand

Currently, China's market pattern has changed significantly, the buyer's market has basically formed. We know that the buyer's market is a country's production development to a certain extent, in many areas of the production capacity of the product supply exceeds demand economic phenomenon. The history of world economic development shows that the formation of the buyer's market is the product of the development of commodity economy to a certain stage, and is an important feature of modern market economy. Since the reform and opening up, with the continuous acceleration of the process of marketization, the vitality of market subjects has been strengthened, the market system has been perfected, the basic conditions of transportation and communication have been greatly improved, the basic role of the market in allocating resources has been continuously played, the national economy has continued to grow and accelerated the accumulation of quantitative changes, the social products have become increasingly rich, and the needs of the residents have been better satisfied, and we have fundamentally got rid of the long-time " shortages economy" trouble. Shortage economy", to realize the seller's market to the buyer's market of the historic transformation, this transformation will certainly have a realistic and long-term impact on economic and social development.

It is necessary to point out that the current stage of China's buyer's market, is the planned economic system to the market economy in the process of transformation, in the overall level of economic development is not high, the regional and industrial development is not balanced, the degree of intensification of domestic international competition, the deepening of the impact of the Asian financial crisis, the formation of the buyer's market. In this situation, the market demand presents new characteristics.

One is the dominant demand is prominent. In the buyer's market conditions, the market supply and demand changes, demand has become the main contradiction dominating the market, it not only determines what enterprises produce, how much to produce, but also determines the price of the product, the size of the market radius. Production constraints on the market era has passed, the demand for the whole market guide.

The second is the diversity of demand is obvious. In the buyer's market conditions, consumer demand for products from single to diversified, from convergence to diversity, from low-level to multi-level changes, not only the number of needs to be satisfied, and the quality of demand to be satisfied; not only hope that the price is moderate, and hope that the beauty and practicality; not only the need for physical consumption, but also the need for after-sales service, the consumer is more demanding on the product.

Third, the demand for selective enhancement. In the buyer's market conditions, the source of the product channels to increase the timeliness of the product supply to mention , product consumption of alternative enhancement, consumer behavior is more rational; buy or not to buy, buy what, buy how much, are decided by the user's autonomy, the choice of demand is very prominent. In short, in the buyer's market conditions, market demand is complex and changing, the market mechanism is more significant, the market constraints are increasingly strengthened, "survival of the fittest, the survival of the fittest" has become a reality, the production and operation of enterprises faced with unprecedented challenges.

Two, correctly grasp the business direction

In the buyer's market conditions, the business direction of the enterprise is the fundamental issue of marketing strategy. If an enterprise does not have the correct business direction, it is inevitable that marketing strategy mistakes. The rise and fall of the United States Chrysler Automobile Company fully illustrates this point. In the face of the oil crisis in the 1970s on the automobile industry's heavy blow, the United States General Motors, Ford Motor Company quickly changed the direction of business, from the production of small cars consume more fuel to the production of small cars consume less fuel. Chrysler, the third largest automobile company in the United States with General Motors, Ford, but no reaction, still adhere to the original business direction, the results of the car sales fell apart, the company's inventory piled up, the financial loss of one billion dollars, in this time of crisis, the former general manager of the Ford Motor Company, Iacocca, to Chrysler to take up his post, he quickly changed the direction of the business, presided over the design and manufacture of ordinary type, miniature and ultra-micro He quickly changed the direction of business, presided over the design and manufacture of ordinary, micro and ultra-micro models, a variety of models, a variety of prices of new products, and focus on the development of the k-type car, put into the market by the favorite. With the continuous expansion of sales, Chrysler Corporation quickly turned losses into profits, not only to pay off all the debts, and soon returned to the ranks with the General Motors, Ford, and restored the U.S. automobile industry, "three-legged tripod" situation. Iacocca also became a world-famous legendary entrepreneur. China is currently experiencing the transformation of the traditional planned economy to a market economy, requiring the direction of the enterprise's business needs to be changed and adjusted. In determining the business direction of the enterprise on the basis of the enterprise also need to consider a certain period of time, the product management structure, according to the trend of market demand changes, carefully analyze the life cycle of various products, to determine the scope of the object of the business varieties.

Three, increase the enterprise marketing

In the market economy, marketing is the enterprise will be the product and business results ultimately transformed into social results and social value of the basic means, is to win customers to win the market in the necessary way. Enterprises seeking survival, fighting for development, centered on the fight for users, fighting for orders. As a result of the long-term impact of the traditional system, many enterprises marketing concepts are old-fashioned, marketing a single way, the marketing team lagging behind, seriously restricting the production and operation of enterprises. Therefore, we must attach great importance to the marketing work, and effectively take marketing as the primary work of production and management to grasp.

One is to change the marketing concept. In the buyer's market conditions, must first change the marketing concept. From the traditional system of production in the first place to the market economy conditions to put marketing in the first place to change, set up a "sales to production" business concept; from the satisfaction of the stable user and regional market to compete for more users to seize a larger market to change, set up a pioneering and innovative concept of competition; from the heavy production value standard assessment to heavy sales revenue evaluation The change to establish a profit-oriented concept of efficiency.

The second is to focus on marketing strategy. Scientific marketing strategy is an important treasure for enterprises to win the competition. Strengthen market research, accurate understanding of market information, both to grasp the consumer psychology, good at standing in the user's point of view to think differently, and actively explore the potential needs of the market, but also pay attention to understand the competitors' technical capabilities, capital strength and marketing methods, and rationally select the target market. According to the enterprise's own conditions and comparative advantages, to determine the leading products, the development and growth of high value-added, high technology content, high market share of advantageous products, in particular, we should attach great importance to brand management, good use of brand-name advantages to promote product sales. Vigorously expand the market space, the current efforts should be made to develop the rural market, expanding the share of products in the rural market, but also to actively explore Europe and the United States, the CIS, Africa and other international markets. To strengthen the construction of marketing networks, a reasonable choice of marketing methods, making full use of modern technology, and strive to enhance the effectiveness of marketing.

Third is to grow the marketing team. At present, the total number of marketing personnel is insufficient, accounting for the low proportion of employees; mastery of modern marketing business knowledge of the shortage of personnel, the overall quality of the marketing team needs to be improved; marketing staff structure is not reasonable, familiar with the professional and technical knowledge of fewer people. Therefore, it is necessary to study and train, choose to introduce and other ways to effectively strengthen the construction of the marketing team, the elite configuration to the front line of marketing, in particular, to organize the direct participation of technical personnel in product sales, so that the sales work and product promotion, technical services, information feedback is closely integrated with high-quality service, good reputation to win the user, and to promote the sale of promotions. At the same time, but also to strengthen the marketing incentive mechanism, product sales and marketing staff income directly linked to the loan recovery how much compensation, prompting the sales staff to care more about product sales, and then care about the survival and development of enterprises.

Four, efforts to improve the marketing environment

Marketing covers production, operation, sales of various links, connecting enterprises, markets, consumers in all aspects of a very comprehensive system of work, especially in the process of accelerating the transformation of the economic system, in the buyer's market conditions, efforts to solve the problem of insufficient demand, in particular, need to enterprises, society, the government as a whole linkage, the implementation of the economic, administrative, legal and other means of multi-purpose. Economic, administrative, legal and other means of multi-pronged efforts to create a favorable external environment for the enterprise marketing work.

One should strengthen the policy orientation. Party committees and governments at all levels should always adhere to the development of unswerving, accelerate the pace of economic construction by all means, closely around the goal of economic growth, increase the construction of infrastructure, to promote effective economic growth, increase the income level of consumers and the reality of the purchasing power of their expected consumption into immediate consumption. At the same time, timely adjustment of the "shortage economy" era of restriction of consumption policy, in the tax, fees, credit and other aspects of the formulation of relevant policies and measures to stimulate and guide consumption, activate demand and promote development.

The second is to improve the legal environment. In the buyer's market conditions, with the consumer's rights and interests of their own importance, the business of the market competition order call, there is an urgent need to create a fair and just legal environment. To strictly enforce the laws and regulations to safeguard the rights of consumers, according to the law to punish counterfeiting, and effectively protect the legitimate rights and interests of consumers, and enhance the consumer confidence of the masses. In regulating the behavior of market players at the same time, the protection of enterprise property rights, especially the ownership of intangible assets, and safeguard the legitimate competition of enterprises. To further improve the market trading rules, eliminate market barriers, maintain market order, and establish a unified, open and orderly big market.

Three to create social conditions. Further improve the intermediary organizations, pay attention to play its role as a bridge, and actively assist the government to strengthen industry guidance, and take the initiative to help enterprises to communicate information, and do a good job of production and marketing convergence. To give full play to the advantages of the news media, increase the publicity of local products, expanding the impact of the product, and strive to serve the enterprise marketing. The relevant government departments and all sectors of society to strengthen the marketing knowledge of publicity and education, enhance people's recognition of the creativity and hard work of marketing personnel, and strive to create a social environment of respect for the camp sales staff.