On the reasons for the evolution of enterprise marketing concept

First, enterprise marketing is changed by the market environment. Small market has small marketing means, and big market has big marketing scheme.

Second, it is determined by the development of enterprises. If an enterprise wants to develop, it must change many unfavorable factors and its strategy needs to be changed.

Third, the impact of industry norms and policies.

Fourth, the influence of international factors.

Fifth, market competition factors.

In a word, marketing is constantly changing. There is nothing immutable, and this society is the survival of the fittest. If it is suitable for this society, it will develop; if it is not suitable, it will be eliminated.

1. Looking at the marketing history of western developed countries, we can find that the evolution of marketing concept can be roughly divided into five stages: production concept, product concept, sales concept and marketing concept. Each stage has its historical background and tasks. The evolution of marketing concept is influenced by internal and external environment, which is dynamic and conforms to the trend of competition.

2. The concept of production The concept of production came into being in the early stage of the industrial revolution. At that time, the level of productivity was low, and most of the products were necessities of life and production. Products are in short supply, the selectivity is small, and sales are not a problem. This concept is the guiding ideology centered on production. The focus of enterprises lies in mass production, striving for product standardization and making profits by reducing costs.

3. Product concept The product concept appeared in the later stage of the production concept, and more than one similar product was produced. Consumers begin to compare the differences in product quality and are willing to pay a high price to buy better products. This concept takes quality as the center, and the focus of enterprise management lies in product innovation and continuous improvement of product quality.

4. Sales concept The concept of sales came into being in the late 1930s. Due to scientific and technological progress and scientific management, the production has developed on a large scale, and the output has increased rapidly, and the transition from the seller's market to the buyer's market has gradually led to the oversupply of some products. This concept takes sales as the center, and the focus of enterprises lies in promotion, exhausting all kinds of promotion means and tools, and making profits by increasing sales, regardless of whether the products meet the needs of consumers.

Verb (abbreviation of verb) The concept of marketing idea came into being in 1950s and 1970s, after the formation of buyer's market. Pay attention to consumer demand orientation and competition orientation. Consumer demand is the starting point and center of marketing activities, and the task of enterprises is to identify consumer demand, develop products faster than competitors and meet market demand.

The concept of social marketing of intransitive verbs came into being in the 1970s, and it came into being under the new situation of western capitalist energy crisis, inflation, increasing unemployment, serious environmental pollution and the prevalence of consumer protection movement. Enterprises carry out marketing activities around taking into account the immediate and long-term interests of customers, the personal interests of customers and the overall interests of society. In short, we should consider the interests of the three parties as a whole, that is, corporate profits, the satisfaction of consumer demand and social interests.