Traditional marketing concept

Relationship marketing is a new marketing concept with the continuous expansion of market, product innovation and service field. Understanding, accepting and applying this concept will have far-reaching significance for the continuous development of the socialist market economy.

Since the appearance of modern marketing in 1950s, a new marketing concept has appeared almost every ten years. From the marketing concept centered on consumers' needs to the social marketing concept aimed at meeting the long-term interests of consumers and society, the marketing theory has been developing continuously, and at the same time, it has promoted the deepening of marketing practice. In 1980s, there was a new breakthrough and progress in marketing theory. Relationship marketing, which aims at establishing, consolidating and developing various relationships with enterprise stakeholders, has become the most striking marketing concept, which is called the marketing concept at the end of this century and the next 2 1 century.

This theory was first put forward by scholars in northern Europe. They put the marketing activities of enterprises in the whole social and economic system to investigate, and think that enterprises, as a subsystem of the social and economic system, their business activities are the process of interaction with various peripheral factors including customers, suppliers, distributors, competitors, banks and government agencies. 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 an enterprise establishes a long-term, stable, mutual trust and mutual benefit relationship with customers, suppliers, distributors and other stakeholders or organizations. Enterprises and all parties realize their respective goals through mutually beneficial exchanges and * * * fulfilling their commitments. The long-term relationship between enterprises and customers is the core of relationship marketing, and maintaining and developing this relationship is an important content of relationship marketing. To achieve the goal of relationship marketing, enterprises must provide high-quality products, good services and fair prices; At the same time, strengthen economic, technical and social contacts and exchanges with all parties.

Relationship marketing is a historic breakthrough in the development of modern marketing concepts. Compared with traditional marketing, it is quite different in content, essence, scope and means of realization. Analyzing and comparing the concepts of relationship marketing and traditional marketing is undoubtedly of positive significance and necessity for comprehensively and profoundly understanding the profound connotation and essential characteristics of relationship marketing and accelerating the rapid spread and application of this theory in China.

First, the shift of marketing focus

Marketing is an enterprise's business and sales activities related to market demand in order to achieve its profit target. How to achieve its marketing goals, using different means under different social and economic conditions. In the seller's market with underdeveloped commodity economy, enterprises mainly meet the market demand by improving labor productivity and increasing the number of products, and pursue the "production concept". With the development of social economy to buyer's market, the business philosophy of enterprises has shifted to the track centered on consumer demand, and the profit target of enterprises can be achieved through market segmentation, product development, pricing, channel selection and promotion. No matter the concept of production or marketing, it pays attention to the maximization of profit of each transaction, emphasizes the maximization of enterprise interests, and takes transaction as the basis of marketing, but does not put the establishment and maintenance of extensive and close relations with customers in an important position. Relationship marketing regards marketing as an activity of establishing market relations for enterprises. It is considered that it is the key point of marketing to establish a firm interdependent relationship between enterprises and customers, suppliers and distributors, and a marketing network is formed through the establishment of the relationship. In this network, the marketing goal of enterprises is not to maximize the profit of each transaction, but to maximize the interests of network members, and finally form a situation of mutual benefit and common development of network members. Here, trading is no longer the basis of marketing, but has become a relationship, and trading is regarded as a natural behavior based on relationship. The direction of marketing is to turn customers' buying behavior into routine behavior and establish customers' "loyalty" to the enterprise. The shift of marketing focus is the most essential difference between relationship marketing and Lenovo marketing.

Second, the expansion of market scope.

Traditional marketing limits its vision to the target market, that is, the customer groups determined through market segmentation. The market scope of relationship marketing is much larger, including not only customer market, but also supplier market, middleman market, labor market, influencer market and internal market.

Customer is the foundation of enterprise's survival and development, and establishing and maintaining a good relationship with customers is the guarantee of enterprise's marketing success. Therefore, relationship marketing is still customer-centered, putting it in the first place to establish various relationships.

In the marketing relationship of enterprises, suppliers and middlemen are the most direct and close relationships with enterprises. Establishing a solid and stable relationship with them is of great significance to ensure the normal operation of enterprise marketing relations and achieve marketing goals. The comprehensive communication and cooperation between enterprises and suppliers in product development, product quality, manufacturing and logistics can ensure the smooth production and operation of enterprises, and at the same time, through the supervision and control of product quality by both parties, it is helpful to improve product quality, reduce costs, save expenses and better meet customer needs. The British department store giant Mars Group is a model of cooperation with suppliers. Its main standard is to establish a strict information communication system and a strict quality control system. The company timely and accurately transmits the relevant information of customer demand to suppliers, and develops products together with suppliers, and * * * conducts quality supervision and control together with suppliers to ensure that every product produced and operated is of good quality and meets the market demand. The company's brand "Shengweigao" has become synonymous with high-quality products in the British market. The relationship between the company and suppliers is getting closer and closer, and the cooperative relationship with many suppliers has been decades. Middlemen are the bridge and link between enterprises and end customers. Relationship marketing advocates the use of various incentives to encourage middlemen to work better and establish mutually beneficial and long-term stable relations with them.