How to innovate the marketing model?

As early as when Mr. Drucker inherited the Austrian school, he thought that enterprises had only two functions, namely marketing and innovation. If we say that based on enterprise competition, strategic innovation is the foundation, mode innovation is the core, system innovation is the key, cultural innovation is the soul, technological innovation is the foundation and marketing innovation is the condition, then based on marketing innovation, we can deduce that strategic innovation is the foundation, value innovation is the core, product innovation is the foundation, channel innovation is the condition, cost innovation is the key and mode innovation is the key. Nowadays, innovation has become an endless source of strength for all theories and practices. The 4p theory summarized by Professor McCarthy makes the basic elements of marketing clear at a glance. The 4c theory put forward by Professor Lautern redefines the combination elements of marketing. Nowadays, it has become the basic direction of modern marketing theory innovation and enterprise practice to take customer demand as the guide and value creation as the goal. Market practice has proved that marketing innovation is first of all factor innovation, and factor innovation is the foundation and soul of marketing innovation. Without these basic elements, enterprise marketing will be at a loss. However, with the gradual evolution of customer demand, marketing is also quietly changing. Today's fast-developing market practice has proved that the enterprise marketing concept of focusing solely on products or customers has also been challenged. New marketing elements are constantly emerging, and new marketing models are also emerging. Neither 4p nor 4c can summarize today's increasingly rich marketing elements, and it is difficult to win in today's more complicated market competition. Today, in the face of more and more subdivided customer market, in the extensive field of marketing, traditional marketing elements can no longer meet the diversified needs of customers, and new marketing elements are playing an important role that cannot be ignored. As an important means of contemporary market management, enterprise competition mode, customer value proposition, lifestyle change, brand culture innovation and reputation image building are entering the marketing field with their distinctive essential characteristics and playing a unique market charm. In addition, new marketing practices are constantly providing various answers on how to make strategic choices and innovative integration between 4p and 4c. Haier's transformation from manufacturing to marketing and Kingdee's transformation from software services to solutions are all leading China enterprises to the high-end industrial chain of market competition. There is a saying that selling products is better than selling services, selling products is better than selling brands, and selling products is better than selling culture. In many fields, products are increasingly becoming the carrier of customers' perceived value, and their rational value and practical function are being replaced by perceptual value and emotional interest. Therefore, people realize that selling products is not as good as selling services, selling services is not as good as selling brands, and selling brands is not as good as selling cultural marketing logic. In fact, whether for traditional manufacturing, service industry or high-tech companies, selling services means selling solutions, selling brands means selling emotional values, and selling culture means selling lifestyles. In the era of globalization, M&A has become an important means of market competition and a strategic path for enterprises to become stronger and bigger. In recent years, discussions about getting married well are often endless. Regardless of the new economy or traditional industries, getting rich overnight has long been commonplace. Selling enterprises is becoming a new enterprise development and marketing model, rather than selling products and services. Of course, the sale of the enterprise itself also reflects the survival state of the enterprise. In 2008, Jiang Nanchun sold Focus, which attracted the attention of the industry. In 2009, the other three private entrepreneurs standing on the cusp of capital faced the sadness, joy and confusion of capital model. Li Tuchun gambled in the capital and lost his son's milk, and his future is uncertain; Niu Gensheng married his daughter Mengniu into the COFCO giants at a high price, holding a lot of money; Huiyuan, a fat pig raised in Zhu Xinli, wants to sell it and put it into its main business to revive the rivers and lakes. Have you found that many entrepreneurs are eager to try, hoping that the magic wand of turning the stone into gold in the capital market will fall from the sky. Therefore, the reconstruction of business model and the innovation of marketing model are imitated by enterprises. Simply put, the business model is the profit logic of the enterprise; Marketing model is the core means and realization form of business model. Marketing model includes customer value proposition, organizational resources, strategic positioning and strategic combination. In other words, the marketing model is the combination boxing and sparring routines of enterprise marketing, and the marketing elements are various sparring tools of marketing routines. Therefore, the innovation of marketing elements will continuously enrich the marketing model of enterprises, and the innovation of marketing model will drive the innovation of marketing elements at a higher level of competition. Nowadays, just as the competition of business model is replacing the factor competition of enterprises and becoming a major feature of market competition, the competition of marketing model will also replace the single factor competition and become an important trend of marketing.