Analyze the present situation of service marketing in China.

Hello! I am a marketing major. Here are some of my explanations to see if they can be useful to you!

Marketing is a kind of market operation activity of enterprises, that is, enterprises comprehensively use various scientific market operation means to sell goods and services to consumers as a whole to meet their needs. Marketing is a full cycle process including marketing strategic decision-making, production and sales. In marketing, enterprises, whether engaged in market research, product development, price determination or advertising, emphasize consumer demand-oriented, which not only meets the actual needs of consumers, but also stimulates and transforms various potential needs, thus guiding and creating new needs; It not only meets the short-term and personalized needs of consumers, but also takes into account the long-term needs of consumption and safeguards the overall interests of the public.

Marketing is still a new thing in China, and there is no marketing in the planned economy era. With the continuous improvement of China's socialist market economic system, the function of marketing to guide national consumption behavior and guide the production activities of state-owned enterprises is increasingly apparent, and its importance is increasing day by day. Understanding the current situation and development prospect of marketing in China is very important for the economic development and the survival of enterprises in China.

First, the status of China's marketing

1. People have a preliminary understanding of marketing.

Twenty years ago, if marketing was mentioned, people would feel very fresh. Today, the leaders of most enterprises in China are no strangers to "marketing", "production is consumption-oriented" and "consumer-centered, meeting the needs of consumers", and some people are even very familiar with the theory and development of marketing. Some fast-developing and good enterprises (such as Qingdao Haier) have established a complete marketing system and benefited a lot. However, China's reform and opening up is not long, and our understanding and application of marketing theory is very simple. The influence of planned economy on enterprises in China also directly hindered the penetration and establishment of marketing concepts.

In recent years, China's economy has developed rapidly. Starting from 1994, China officially entered the list of 49 countries and regions with the most international competitiveness. In 2002, China ranked 3 1 as a whole, but China ranked 49th in the marketing index, becoming a disadvantage index. It can be seen that the development of marketing in China is not optimistic.

2. The phenomenon of lagging management concept and unclear marketing concept is still widespread.

At present, China's business leaders have a certain concept of marketing, but in the process of business operation, the ratio of integrating theory with practice and achieving results is not high. There are still many cases of high inventory, loss of market, low competitiveness and low-level operation of enterprises. It can be said that in the buyer's market, in the increasingly fierce competition and in the process of consumers becoming more and more mature, the ability of Chinese enterprises to explore and grasp the market lags far behind the development needs of the situation. On the one hand, enterprises are facing all kinds of deep-seated contradictions in the crucial stage of reform, which makes them bear great pressure and challenges. On the other hand, enterprises are also troubled by the lack of a panacea to enhance competitiveness, and are confused about how to apply marketing theory to their own business practice and solve their own problems.

Since the reform and opening up, China enterprises have experienced the transformation from planned system to market economy system, and from seller's market to buyer's market, and will face the confrontation with international multinational enterprises. In just 20 or 30 years, the enterprises in China have never been competitive and have no market prospects, and they have reached complete international competition. Many people's ideas have not kept up. Influenced by the strong awareness of small-scale peasant economy in the past, most enterprises still have not raised their marketing work to a strategic level. Although everyone is trying to do a good job in business activities and expand the enterprise market, there are still some problems in the enterprise, such as simply pursuing advertising investment, poor propaganda techniques, single means of competition (repeated price wars), indifferent brand awareness, short-term behavior and so on. The backward management concept has greatly hindered the development and improvement of enterprise competitiveness, made the business activities of enterprises not adapt to the laws of market competition, and lacked the ability to participate in international marketing activities.

Influenced by backward management concepts, the management means, methods and measures of enterprises are relatively backward. A common problem is that Chinese enterprises pay insufficient attention to market research and seriously lack investment. Enterprises don't understand the market, talking about "production-oriented consumption", approaching the market and grasping the market are all empty talk. Enterprises are not close to the market, grasp the market, and only have some vague understanding of the market, which will lead to insufficient or even wrong estimation of market demand and demand varieties. Some enterprises come up with a grand development plan immediately after their success in the first battle or initial achievements, but often because of the influence of current achievements, they overestimate their enterprise potential and market potential. Such a plan lacks objective basis, and enterprises can easily fall into the trap of blind expansion. This is a misunderstanding of many enterprises.

3. The brand awareness of enterprises is not strong

The connotation of brand is very extensive, which has established the image of enterprise products in the eyes of consumers. Besides the product quality, the brand also includes the service quality of the enterprise, the fulfillment of the commitment to consumers, the satisfaction of consumers and other factors. It reflects the management ideas and concepts of enterprises. Therefore, the establishment of a brand does not only depend on image advertising, but also goes through a long process of accumulation. Corporate brands must have strategic thinking and planning, abandon short-term behavior and serve consumers in a down-to-earth manner. Image advertising is an auxiliary means, and corporate behavior will only be strengthened if it is consistent with image advertising. The problem for enterprises now is that they either don't attach importance to the brand image, or their understanding of the brand is still stuck in "implementing brand strategy means increasing advertising investment". Some of our enterprises are very good at using the media and have achieved great success in a short time. However, if public opinion is not based on entrepreneurship, strength and technological leadership, it will only be a media bubble. Just creating momentum and ignoring the structural adjustment of products and the long-term development of enterprises will only lead to failure in the end. There are too many such examples around us. Therefore, we can't ignore the comprehensive connotation of brand and the foundation of brand strategy: suitable technology and product design, reliable quality, promises that can be fulfilled, perfect and convenient service, measures from the perspective of consumers, effective management level, strong strength owned by enterprises and corporate culture of serving consumers wholeheartedly. Enterprise's brand strategy is one of the most effective ways to open up the market, but we should know that brand strategy can rarely be achieved overnight.

4. The quality of marketing personnel is low.

The quality of marketing personnel in China generally does not meet the requirements, especially the quality of sales teams in production enterprises is low. Their understanding of marketing work mostly stays at the level of "marketing is equal to sales (promotion)", marketing management is backward, there is no effective marketing network, and the level of marketing planning is very low, if any, and so on. Because the position of marketing concept in the enterprise has not been really established, the enterprise can not make great progress.

5. The market prospect is broad.

China has a large population and is the largest market in the world. China's marketing has just started, and many markets have not been developed, especially in rural areas. Rural residents are the largest consumer groups in China. At present, the rural population, which accounts for 70% of the country's total retail sales of consumer goods, accounts for only 43%, which means that the rural market has great potential and needs to be developed. Agricultural products marketing and rural consumer goods market development have broad prospects.

Second, the marketing environment faced by enterprises in China

Joining the WTO means that China enterprises must abide by WTO rules from now on, even if such rules are unfair to us. In order to adapt to the acceleration of China's entry into WTO, it is necessary to make a rational analysis of the marketing environment faced by China enterprises.

1. Internationalization of domestic market

At present, in the field of domestic market competition, the shortage economy has basically ended, and some industries have overcapacity to varying degrees, while the "upgrading" of residents' consumption structure faces great obstacles, and the consumption gap highlights the seriousness of insufficient domestic demand. In order to occupy a place in the market, the marketing competition among enterprises is becoming more and more fierce, especially in the home appliance industries such as color TV, refrigerator and washing machine. Profits were given to the market, almost to do or die. After China's entry into WTO, foreign goods will undoubtedly enter the domestic market in large quantities with its advanced performance and low price. In this way, domestic enterprises will have to compete for market share with all kinds of enterprises in the world at home, and the competition in the domestic market will be more intense and cruel. This market competition pattern of internationalization of domestic market and domestic competition brings opportunities as well as greater challenges to China enterprises.

2. The size of the world economy

Since 1990s, the pace of enterprise merger in the world has obviously accelerated, and the scale pattern of the world economy is taking shape. Tens of billions of dollars of "century mergers" abound. According to the data released by the United Nations Conference on Trade and Development, by the mid-1990s, there were 44,000 global transnational corporations, which controlled 40% ~ 50% of the world's gross domestic product, 50% ~ 60% of international trade, 80% ~ 90% of product research and development and 90% of foreign investment. Since the reform and opening up, the strength of enterprises in China has been greatly enhanced. However, compared with the scale of international operation, it is inevitable to feel ashamed: the total sales of the top 500 industrial enterprises in China are not as good as those of General Motors of the United States, the total sales of the top 100 electronic enterprises in China are only equivalent to IBM's15, and the total sales of retail commodity enterprises in China are not as good as the annual average sales of Wal-Mart116 oil refining enterprises. The scale benefits generated by the huge operation scale of foreign enterprises make the product cost drop rapidly, so the products of China enterprises will face the strong pressure of cheap goods from multinational companies in the international market.

3. Multi-polarization of market competition

With the deepening of China's reform and opening up, enterprises are gradually pushed to the market, and profit has become the goal pursued by enterprises, which has led to fundamental changes in China's economic structure and economic interests. The interweaving and infiltration of domestic market competition and international market competition makes the competitive situation of enterprises more complicated. Chinese and foreign enterprises can become rivals or "partners" in market competition, and even some domestic enterprises or regions will unite with foreign enterprises as a means to compete with other domestic enterprises or other regions. In fact, it is difficult for domestic enterprises (including production enterprises and foreign trade companies) to form a "consistent foreign policy" between regions. Obviously, after joining the WTO, the diversification of interest structure will make the market competition relationship between Chinese and foreign enterprises "inseparable from friends and enemies"

4. Products tend to be high-tech. With the rapid development of post-war scientific and technological revolution and the wide application of new technologies, the scientific and technological content and grade of products have been continuously improved. Compared with the advanced technology in the world, China's industrial production technology and equipment level are still relatively backward, and the overall technical level of the four pillar industries of machinery, electronics, petrochemical and automobile is behind that of industrialized countries 15 ~ 20 years. The research expenditure of enterprises only accounts for about 1.4% of sales revenue, which is far lower than the level of 5-6% in the United States. Facing the arrival of knowledge economy and information age in the new century, China enterprises are not only unsuitable in organizational structure, but also have obvious deficiencies in product technology innovation ability. If this situation is not changed for a long time, it will be impossible to effectively improve the competitiveness of China enterprises and their products in the international market. Obviously, the marketing competition among enterprises is based on the quality of goods and services, and the improvement of goods and services is closely related to technological innovation.

5. Modernization of marketing methods

As early as the middle of this century, western developed countries have realized the historic transformation from seller's market to buyer's market and from traditional marketing to modern marketing: from producer-centered to consumer-centered; From price competition to service competition and brand competition; From pure pursuit of corporate profits to environmental and social benefits. In line with this, modern marketing concepts and methods such as overall marketing, service marketing, image marketing, green marketing and network marketing emerge one after another. This requires us to keep up with the trend of the times, update the marketing concept and improve the marketing organization.

Third, the development trend of Chinese marketing

With the development of high-tech, especially information technology, knowledge, technology and information play an increasingly significant role in economic growth and social development, and mankind will usher in a brand-new era-the era of knowledge economy. With the development of knowledge economy, people's production mode, thinking mode, consumption mode and lifestyle will undergo profound changes, and many major changes will also take place in future marketing. Traditional marketing methods will still play an important role in a certain period of time, at the same time, some new marketing methods are constantly emerging in the marketing process, playing an increasingly amazing role.

1. Traditional marketing methods will be developed and improved.

The traditional promotion method-personnel promotion still plays a very important role in modern enterprise marketing and social and economic development. In the face of increasingly fierce competition, traditional marketing methods will continue to develop and improve and be fully utilized.

It can be said that personnel promotion is the frontier business of marketing, so how the technical level of salesmen directly affects sales volume and sales cost, and then affects the overall marketing strategy of enterprises. This requires salespeople to have the spirit of being hard-working and not afraid of setbacks. At the same time, they should be diligent in thinking and constantly summing up, use various means to discover, collect and use all kinds of information, and make good use of psychological tactics to promote sales. In a word, the quality of salesmen will be greatly improved, and some new promotion means and methods will also appear.

2. Personalized marketing will be favored gradually.

With the change of market supply and demand, the marketing concept of taking consumers as the center and realizing enterprise profits in the process of meeting consumers' needs has been accepted by more and more enterprises. However, under the current technical conditions, on the one hand, because of the high cost and long period of obtaining market demand information, it is difficult for enterprises to understand market demand and its changes in time and accurately. On the other hand, if enterprises carry out small batch production to meet the needs of a few consumers, it will inevitably greatly increase the production cost and sales price of products, which not only reduces the market competitiveness of products, but also greatly reduces the profitability of enterprises. From the perspective of economic benefits, enterprises must pursue a certain production scale, so they can only put aside the needs of some consumers and produce products that can be accepted by most consumers to form a certain production scale. However, due to the limitation of consumption level and based on the principle of maximum utility, consumers can only choose products that are not completely satisfied but are accepted by mass production. Therefore, it is actually very difficult to meet the different needs of different consumers. At this time, the competition between enterprises mainly focuses on price competition. Whoever has a large production scale and low production cost can take the initiative in the market competition. Therefore, combination, merger and reorganization have become an important means for enterprises to gain competitive advantage.

However, with the development of social economy and culture and the improvement of wealth, the characteristics of personalized consumer demand are becoming more and more prominent, and consumers' buying behavior is becoming more and more differentiated. The past scale management mode can no longer adapt to this market development trend. On the one hand, there is a large backlog of products, on the other hand, the needs of many consumers can not be met. How to meet the individual needs of consumers has become an urgent problem for enterprises.

Due to the rapid development of science and technology, especially the development and application of information industry and network technology, the cost of obtaining market information for enterprises is greatly reduced, and the timeliness is greatly improved, so that enterprises can quickly and timely understand the various demand information of consumers. At the same time, due to the development and application of advanced production technologies such as automatic control, flexible processing and computer integrated processing system, it is not only technically possible for enterprises to design and produce in small batches according to the individual needs of a few consumers, that is, large-scale personalized production. Although this mode of production will increase the manufacturing cost of products relatively, it can minimize the backlog of products and reduce the sales cost.

At present, some foreign enterprises have established multi-functional customer information management systems by using electronic computer information networks, so as to strengthen the information exchange between enterprises and customers, timely understand the changing personalized needs of customers, and then carry out virtual design and production through computer networks. For example, a well-known cowboy clothing manufacturer in the United States uses customers to order clothes for production and operation. Any customer only needs to enter the size, color, fabric, style and other information of the clothes he needs to buy on the company's website, and the company can produce them according to the customer's requirements and deliver them to the door within 3 weeks. Because there is no inventory at all, the sales cost is greatly reduced.

Although under the current technical level, the cost of engaging in personalized production of this scale is still relatively high, there is reason to believe that with the rapid improvement of modern production technology, this personalized marketing method will be more and more widely used in the new century. Therefore, the focus of future market competition will focus on whether it can better meet the individual needs of customers. Whoever can do this will have an advantage in the future market competition, and the scale of the enterprise will no longer be the decisive factor in the competitiveness of the enterprise.

3. Knowledge marketing will be widely used

The era of knowledge economy is changing with each passing day, and it is also an era of novelty. Knowledge economy is changing the marketing rules. In the next two or three decades, China will also enter the era based on knowledge economy in an all-round way, and the development of information and communication technology will make great changes in marketing. Knowledge marketing requires that all activities of enterprises be summed up in two aspects: one is to realize customer value, and the other is to create knowledge value. Enterprises should not only produce products according to customers' requirements, but also publicize and popularize knowledge in the whole process of sales. Guide and educate the public to advance along the road of enterprise product innovation and become loyal buyers of enterprise products in the future.

4. Service marketing will become the mainstream of marketing.

An important feature of the transformation from industrial economy to knowledge economy is the change of economic center of gravity from manufacturing to service industry in industrial structure. In the United States and other developed countries, the service industry is no longer a secondary sector, but is becoming the center of economic activities. Moreover, due to the increasing demand of consumers for services in purchasing activities, even traditional commodity marketing will be closely integrated with services, and almost all products contain service components. At the same time, service has become the main means for most manufacturers to gain competitive advantage.

At present, the output value of service industry in China only accounts for about 30% of GDP, but with the development of social economy and culture, the role and position of service industry in China's economy will inevitably increase rapidly, and service marketing will also become the mainstream of China's marketing in the next few years. In the future service marketing, the demand level of service consumption will be higher and higher. The scope of service marketing will be wider and wider. The scope of modern service marketing will go far beyond traditional services such as diet, accommodation, bathing and hairdressing. The service industry will gradually develop into a pillar industry of the national economy, with a wide field and brand-new content, and new service items such as community service, family service, property service, nursing service, cultural service and information service will emerge one after another. Even some traditional service projects will be injected with many new service contents because of the progress of science and technology and the development of economy and culture. The service industry will face increasingly fierce international competition. Many multinational companies have increased their investment in service industry, which makes the globalization trend of service marketing increasingly obvious. Due to the development of microelectronics technology, the cost and price of various services, especially financial and communication services, have fallen sharply, further promoting the integration trend of service industries around the world.

5. The market share of network marketing will be bigger and bigger.

Information transmission has always been a key link in marketing. As an information dissemination medium, the Internet has more advantages than any existing media, and even can be said to be the epitome of other media.

Network marketing has its obvious advantages: first, it breaks through the limitations of time and space. The network can provide all-weather commodity information to users anywhere in the world, and customers can get a lot of information about companies, products and competitors without leaving their homes or offices. They can focus on objective judgment criteria without having to face salespeople, and can avoid the influence of persuasion and emotional factors. This is something that no media can do in the past. Secondly, it breaks through the boundary between two-way communication and one-way communication. At present, the two-way communication between enterprises and consumers must be completed by salesmen, and the one-way communication with consumer groups depends on mass media. The Internet has two functions. Third, the communication cost is greatly reduced. Internet companies can achieve the purpose of advertising by purchasing a title from the home page of online advertisers, without paying the rent, insurance and water and electricity fees needed to maintain retail enterprises, and can also make digital product catalogues far cheaper than printing and mailing paper catalogues. Finally, it can organically connect the information transmission in the whole marketing process with other links, so that both parties can not only exchange information, but also conduct transactions online. Marketers can also know how many people visit their websites and how many people stay on specific pages of websites, and improve their products, services and advertisements accordingly.

Of course, the appearance of online marketing will inevitably bring a series of new problems that traditional marketing has never encountered, such as information service quality and transaction security. But I believe that with the further development of information technology and the further popularization of modern marketing concepts, these problems will be properly solved soon, and online marketing will certainly develop at an unexpected speed.

6. Green marketing will be paid more and more attention.

"Green marketing" is a series of business activities such as market research, product development, product pricing and product promotion carried out by enterprises in order to realize consumers' green consumption demand, fulfill environmental protection responsibilities and obligations and realize their own profits. It is a new marketing concept put forward under the situation that the living environment of enterprises has changed. At present, green marketing has spread rapidly in the international market, showing strong vitality.

With the development of economy and the acceleration of industrialization, people's living standards are constantly improving and their health awareness is greatly enhanced. Therefore, people's consumption concept has undergone great changes. The performance is: vegetables that do not need chemical fertilizers and pesticides, vegetables that are not polluted by other chemicals, foods that do not need artificial colors and chemicals such as preservatives, and "green refrigerators" that use non-Freon products as refrigerants are very attractive to consumers. This requires enterprises to develop in a direction conducive to consumer health, environmental protection and ecological environment.

Although some enterprises in China are facing serious losses, some enterprises are still committed to the unity of development and environmental protection, and strive to obtain green signs. More and more enterprises realize that in the fierce competition among enterprises in the future, grasping green products and engaging in green marketing have become one of the powerful weapons for enterprises to create brand-name effects.