Belong to the traditional marketing concept are

1, the concept of production, also known as production orientation. This is a traditional and ancient management thought. Its core idea is that all business activities of enterprises are centered on production, with fixed production and sales, and economies of scale can be obtained from expanding production.

This concept applies to the following two situations: first, the supply of goods in the market is in short supply; Second, the products with high unit cost and high selling price are not well sold, so we must reduce the cost and expand the market by improving production efficiency.

2. Product concept. It is believed that consumers welcome goods with the best quality, performance and characteristics. Therefore, as long as enterprises are committed to improving product quality, they will certainly sell well and make profits.

This concept is applicable to the era of underdeveloped commodity economy.

3. Sales concept. At the end of the 1920s, the market situation in western countries became more and more severe, especially during the Great Depression, a large number of products were in oversupply, sales were difficult and competition was intensified.

The concept of sales advocates strengthening the concept of promotion, emphasizing the application of promotion skills, and doing everything possible to induce consumers to buy more products, regardless of whether they really need them.

4. Marketing concept. This is a brand-new management idea, which is completely different from the above concepts. Although it began to sprout very early, it was not formed until the mid-1950s and developed rapidly under the new market situation in the United States. city

Marketing concept is a business concept oriented to customers' needs and desires. It regards the production and operation activities of enterprises as a process of constantly meeting customers' needs, not just a process of manufacturing or selling a certain product.

5. Social marketing concept. It is a supplementary and revised marketing concept. It is emphasized that the products and services provided by enterprises to the market should not only meet the individual and immediate needs of consumers, but also meet the long-term interests of consumers as a whole and the whole society.

Enterprises should correctly handle the contradictions among consumers' desires, corporate profits and the overall interests of society, and make overall plans to achieve balance and coordination among them.

Extended data

The establishment of marketing concept in China has experienced a long development stage. Before the Third Plenary Session of the Eleventh Central Committee of the Communist Party of China, the basic feature of China market was a serious shortage of commodities, and enterprises did not need to care about the sales of products. In this case, most industrial and commercial enterprises take the concept of production as the guiding ideology, and enterprises simply do not understand the needs of customers.

After the Third Plenary Session of the Eleventh Central Committee of the Communist Party of China, the deepening system reform has effectively promoted the development of China's productive forces and greatly changed the supply and demand of commodities in the market. Some high-priced products that do not meet the needs of consumers cannot be sold, prompting enterprises to attach importance to promotion, advertising and gradually pursue the concept of promotion.

In 1990s, with the establishment of China's market economy system, many products gradually completed the transformation from seller's market to buyer's market, and the market competition became increasingly fierce. China enterprises began to establish marketing concepts.

However, from the current point of view, there is still a big gap between China's enterprise marketing concept and foreign countries, mainly in:

(1) is 40 to 50 years later than the establishment of marketing concepts in developed countries.

(2) The development of various localities and enterprises is unbalanced.

(3) The understanding of marketing concept is one-sided.

Baidu Encyclopedia-Marketing Concept