Evolution of marketing concept

The evolution of marketing concept has gone through three stages: traditional concept stage, marketing concept stage and social marketing concept stage. The marketing concept in the traditional concept stage includes three concepts, namely, production concept, product concept and promotion concept.

The evolution and development of marketing concepts can be summarized into six categories, namely, production concepts, product concepts, promotion concepts, marketing concepts, customer concepts and social marketing concepts.

Concept of production

The concept of production is one of the oldest concepts to guide the behavior of sellers. This concept came into being before the 1920s. Business philosophy is not based on consumer demand, but on enterprise production. Its main performance is "what I produce, what I sell". According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market. For example, the headhunting company in Huo Feng believes that pillsbury Flour Company in the United States has always used the concept of production to guide the operation of enterprises from 1869 to the 1920s. At that time, the slogan put forward by the company was "The goal of our company is to make flour". Henry Ford, the American car king, once proudly declared, "No matter what color car customers need, I only have a black one." It is also a typical performance. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing.

The concept of production came into being under the seller's market conditions. In the early stage of capitalist industrialization, the end of World War II and a period after the war, due to the shortage of materials and products in the market, the concept of production was quite popular in enterprise management. Under the old planned economy system in China, due to the shortage of products in the market, enterprises are worried that their products have no market, and industrial and commercial enterprises also pursue the concept of production in their operations, which is embodied in the following aspects: industrial enterprises concentrate on developing production, despise marketing, and implement fixed sales by production; Commercial enterprises concentrate on the supply of goods, buy whatever they produce in industry, and buy as much as they produce in industry, without paying attention to marketing.

The concept of production is a concept of "what we produce and what consumers consume". Therefore, the marketing management of some enterprises, in addition to the shortage of materials and products, is also dominated by product concepts in the case of high product costs. For example, at the beginning of this century, Henry Ford devoted himself to mass production of automobiles, striving to reduce costs and make them affordable for consumers, so as to increase Ford's market share.