What significant development did the marketing concept have in 1970s?

What significant development did the marketing concept have in the 1970s? In 1970s, the concepts of social marketing, low marketing, positioning, strategic marketing and service marketing were put forward, but in China, from 1978 to 1983, China's marketing was still in the enlightenment stage.

What is the significance of modern marketing concept? Traditional marketing concept refers to production concept, product concept and promotion concept, which is based on the enterprise itself. Under modern marketing concept, the enterprise takes consumer demand as the starting point.

Under the old concept, enterprises mainly use various marketing methods to sell products, but under the new concept, enterprises use the overall marketing combination strategy to occupy the target market from the perspective of consumer demand;

Under the old concept, enterprises are short-sighted and often care about the profit and loss of each short-term transaction. Under the new concept, enterprises consider the needs of potential consumers in addition to the actual needs of consumers, so as to meet the needs of consumers and the long-term interests of society while pursuing long-term profits of enterprises.

Traditional view:

1. Increase output or improve product quality, and make profits by increasing output and reducing costs.

2. Improve product quality or try to promote sales, and make profits by promoting sales.

Modern point of view:

Production of high-quality products and continuous improvement.

Produce high-quality products to expand sales profits

And: the following new ideas and ideas.

Marketing concept

Consumer demand

Marketing mix (4P)

Profit by meeting market demand

Social marketing concept

Consumer demand and social public interest

Marketing mix in line with social interests (4P)

Only by meeting market demand and enhancing social interests can long-term interests be realized.

Ecological marketing concept

Coordination between consumer demand and environment

Harmonious marketing mix with environment (4P)

By meeting the market demand and maintaining the environment, we can gain long-term benefits.

Macro marketing concept

Create the external environment and market demand of enterprises

Marketing mix (6P)

Meet the needs of specific markets and make profits.

Why should we argue about the concept of modern marketing? Since the 20th century, information has exploded and changed rapidly, and the business environment of enterprises is facing unprecedented changes. The innovation of marketing strategy under modern marketing concept is just to adapt to the development and change of this environment. It includes not only the innovation of enterprise marketing concept and marketing strategy, but also the innovation of marketing strategy design, and its core is to create value for consumers. Only in this way can enterprises constantly surpass themselves and form core competitiveness.

First, one of the innovative ideas of marketing strategy: the business philosophy is from paying attention to the enterprise itself to paying attention to consumers.

Nowadays, the rapid development of the global economy is changing the whole social and marketing environment, which forces enterprises to re-examine the existing marketing concepts and then establish brand-new marketing concepts. In the market economy, all failures are attributed to the failure of thinking mode. If we can solve the problem from the source of thinking mode, no matter how powerful our competitors are, we can finally beat them.

The so-called marketing concept refers to the sum of the positions, viewpoints, attitudes and ways of thinking held by operators in the process of marketing activities. From the development and change of marketing environment, the marketing concept of enterprises has experienced four gradual evolution and development processes: production orientation, product orientation, marketing orientation and strategic marketing orientation. The corresponding management concepts include product concept, promotion concept, marketing and social marketing concept and strategic marketing concept. Among them, the concept of strategic marketing was gradually formed in the past 10 years, and it has been paid more and more attention by the marketing community. The most important innovation of strategic marketing is to ask enterprises to really care about their own production and products, to pay attention to the satisfaction of consumers and needs, and to create greater value for consumers, from asking consumers to pay attention to them.

Although operators are no strangers to this concept, most companies nowadays are usually concerned about how much profit they can get from each transaction. This concept can easily lead to the short-term behavior of enterprises, which is not conducive to improving the loyalty of consumers and the long-term development of enterprises, especially brand building, so it is easy to lose consumers in the end. In the era of economic globalization, Nike, Starbucks Coffee, BMW and other successful enterprises are all like this. They pay attention to consumers, not only the profits they can get from them, but more importantly, they should pay attention to and create lifelong value for every consumer.

Although most enterprises also understand the concept of modern marketing strategy, their ultimate business goal is to maximize the interests of enterprises, rather than to achieve customer satisfaction and enhance the value of brand assets by constantly meeting the needs of consumers. Therefore, in the era of economic globalization, the most important point in the transformation of enterprise marketing concept is that what enterprises pursue should be to satisfy consumers as much as possible, and consumers also exchange or buy products or services from enterprises in order to obtain value. If one day, consumers find that the value of your product or service is no longer attractive, they will definitely not choose you again. Therefore, in order to improve consumer value, enterprises need to analyze and evaluate consumer value segmentation to determine marketing effect and profitability. In order to pay attention to consumers, enterprises must follow such a business philosophy: within the limits of total resources, enterprises must try their best to provide high-level consumer satisfaction or make them gain greater value, while ensuring that other interests can be accepted. Only in this way can we retain customers, improve customer loyalty, and then enhance the value of brand assets.

Successful business cases tell us that the cost of developing a new customer is five times that of maintaining an existing customer. If the enterprise can reduce the customer churn rate by 5%, the profit will increase by 100%. Remember: retaining old customers is more important than developing new customers. Philip kotler, a famous American marketing expert, pointed out more than once that you must learn to please your customers. But at the same time, we should also understand that we should not be too obedient to these customers, and too obedient will become a marketing craze. In the marketing process, enterprises should strictly distinguish between completely satisfied customers and other customers. Fully satisfied customers can be regarded as loyal customers of the enterprise, maintain positive and long-term customer relations with them, and make profits through their repurchase. Enterprises should listen to their feedback on a regular basis and constantly improve their products and services to maintain the complete satisfaction of these consumers. At the same time, we should also learn to grasp the satisfied but unstable consumers, understand their real needs through various forms of investigation, and apply them to the marketing operation of enterprises reasonably, so as to open up a larger market to meet these consumers. It is worth pointing out that you should not blindly cater to customers' needs and modify your own products and marketing methods, which will consume money and energy and eventually become an accessory of the market.

Second, the innovative concept of marketing strategy: marketing design concept based on consumer characteristics

(A) Demand-based marketing design

The previous marketing theory also emphasized understanding customer needs and making products and services adapt to customer needs, but in fact this is an ideal state that is difficult to achieve. In fact, consumer consumption itself has certain blindness, and it is increasingly influenced by various factors outside itself, especially the advertising guidance from market product providers. Therefore, the innovation of enterprise marketing strategy should have the market idea of creating market and surpassing competition, and change the previous practice of analyzing and studying the market from a static point of view before catering to the market. Instead, we use the concept of dynamic analysis, based on consumer demand, actively discover potential markets, create demand, and meet the different needs of consumers by making popular marketing designs.

In today's increasingly decentralized, complicated, personalized and changeable consumer demand, more and more irrational emotional factors are infiltrated on the basis of rational consumption. Relying only on isolated factors such as product quality, style and specification, service attitude, enterprises can no longer meet the different needs of consumers. What consumers seek in exchange is the realization of a comprehensive value, which is the demand of "high satisfaction" of consumers. The strategic design of enterprise marketing is to provide consumers with "value-added services" that exceed the value of products or services and consumer expectations. Only in this way can we establish a good corporate image and meet the highly satisfied needs of customers.

(B) to maintain the relationship between enterprises and consumers as the core of marketing design.

A large number of marketing practices show that although the focus of the marketing process is still on customers, we must broaden our horizons. The research of marketing strategy should not be limited to analyzing the interaction process between sellers and buyers, but should include all exchange relationships with dealers, suppliers, competitors, public relations agencies, departments and internal employees. Relationship marketing strategy refers to an enterprise making detailed and appropriate marketing plans and implementing direct and effective marketing activities in order to establish, maintain and develop a long-term friendly relationship between the external market and the internal market related to its operation. Relationship marketing is a marketing design centered on maintaining the relationship between enterprises and consumers. This marketing design emphasizes the establishment, maintenance and development of long-term good relations with customers, and strives to achieve customer loyalty. It understands all parties related to the enterprise from a broader perspective, and establishes a close and lasting relationship with the external market and internal market of the enterprise through cooperation and collaboration. Relationship marketing adheres to the concept of organic combination of quality, service and marketing, and provides economic, social and technical support for customers. Establishing and developing a good relationship with the public is related to the success or failure of enterprise marketing activities.

(C) Customized marketing design forms for consumers' characteristics

Customized marketing design is a marketing method that divides the market to the extreme on the basis of mass production, regards every customer as a potential market segment, and independently designs and produces products and delivers them quickly according to the specific requirements of each customer. Its core goal is to efficiently customize products at a price that customers are willing to pay and at a cost that can earn a certain profit. With the improvement of people's living standards, the demand is also developing in a diversified and personalized direction. It can be said that today's "every consumer is unique". Since the 1990s, with the increasing voice of market segmentation, especially segmentation to individuals, the emergence and rapid development of flexible production systems and the Internet have made it possible to "produce according to the needs of personalized customers without giving up efficiency, effectiveness and low cost". It is in this context that customized marketing strategy has made a comeback, but it is different from manual customization in the industrial period. It adopts a new form of "mass customization" and gradually becomes a new frontier of enterprise competition. Customized marketing design has more advantages than providing standardized services, which can bring great benefits to both enterprises and consumers. It can meet the needs of consumers to the maximum extent, realize value and win more orders for enterprises.

Up to now, the development of marketing concept can be summarized into five main stages: 1, the era of production concept, which is the most traditional marketing management era. Because of the imbalance between supply and demand, this stage basically does not reflect the role of marketing, but marketing management has begun to take shape; 2. In the era of product concept, supply and demand have changed, enterprises no longer blindly pursue output, but begin to pay attention to product quality, and marketing management has begun to play a role, that is, advertising marketing has begun to be born; 3. In the era of marketing concept, supply and demand were reversed, enterprises entered the promotion period, and 4Ps began to be born. Enterprises pay more and more attention to the application of marketing management in enterprises, such as channel management, promotion and supply chain management. 4. The era of marketing concept, that is, the marketing management stage of many domestic enterprises at present, is also an important turning point from promotion to promotion, that is, the change of 4P-4C, and the marketing concept begins to shift to consumers. Enterprises began to study consumers' psychology more, and the marketing model began to change. The traditional marketing model is gradually replaced by the emerging marketing model, such as direct selling. At the same time, enterprises make strategic decisions based on the study of consumer behavior, and the initiative begins to shift to consumers. The competition among enterprises is more intense, marketing methods emerge one after another, and strategies are also changing. At this time, marketing management basically involves every level of the company, such as production and operation management, service marketing, strategic marketing, multi-faceted marketing and so on. 5. In the era of socialized comprehensive marketing, that is, the era of green marketing, the requirements for marketing management will be more stringent, such as integrated marketing and green marketing, which is also the final evolution of 4P-4C-4R. By then, the development of enterprises will be a highly integrated body of enterprises, consumers and the environment (micro and macro, etc.). ).

Why is the concept of promotion not a modern marketing concept? Personally, I think that the modern marketing concept should be biased towards service-oriented marketing, which has achieved the purpose of enhancing the brand value of enterprises ~

Noun explanation: the concept of social marketing is an important supplement and extension to the concept of marketing. Its basic content is that enterprises should not only meet the needs and desires of consumers, but also meet the long-term interests of consumers and society, and coordinate corporate profits, consumer needs and social interests.

The concept of social marketing is a revision and supplement to the concept of marketing. According to this concept, the task of an enterprise is to determine the needs, desires and interests of the target market, and to satisfy the target customers more effectively than competitors while maintaining and promoting consumers and social welfare. This requires enterprises not only to meet the needs and desires of target customers, but also to consider the long-term interests of consumers and society, that is, to organically combine the interests of enterprises, consumers and society.

What is the significance of social marketing concept in automobile marketing? With the development of national social economy, the social relations of enterprises have become more and more complicated. In the marketing process, enterprises need to interact with many aspects, including competitors, consumers, middlemen, institutions and social organizations. Whether an enterprise can handle the relationship between all parties well, create a good relationship atmosphere and social environment for itself, and thus gain more room for development depends entirely on whether an enterprise can look at production and operation from a higher height. In other words, enterprises need to consider not only how to make money, but also why and for whom. Fundamentally speaking, it also conforms to the concept of social marketing.

With globalization everywhere today, China, like western countries, inevitably faces severe social problems such as energy shortage, rising unemployment rate, serious environmental pollution and widening gap between the rich and the poor. In this context, it is not only the responsibility of enterprises to gradually establish the concept of social marketing, but also of strategic significance to the "long-term stability" of enterprises. From the perspective of current politics, it is probably the best practice of the programmatic concept of "building a harmonious socialist society" put forward by the Sixth Plenary Session of the 16th CPC Central Committee.

So its significance to automobile marketing is self-evident!

How to establish a correct marketing concept, what kind of marketing concept should enterprises establish in order to focus on consumer demand and implement target marketing.

First, the marketing concept of creating demand

Second, the concept of relationship marketing

Third, the concept of green marketing.

Fourthly, the concept of cultural marketing.

V. Overall marketing concept

1 Fully meet the needs of consumers by means of marketing mix.

2. Establish the overall product concept and develop new products to meet the overall needs of consumers.

3. By meeting the needs of consumers, enterprises can achieve the goal of profitability.

The marketing department becomes the center of directing and coordinating the whole production and operation activities of the enterprise.

Learning from the more successful methods in the same industry, copying success is the fastest way to success.