The concept of marketing strategy

The concept of marketing strategy

The concept of marketing strategy in the workplace, many people do not know much about the concept of marketing strategy, some people have not even heard of it, I have organized the concept of marketing strategy for you to take a look at the relevant information.

The concept of marketing strategy 1

Marketing strategy is the enterprise to customer needs as a starting point, according to experience to obtain customer demand and purchasing power of information, the expectations of the business community, the planned organization of various business activities, through the coordinated product strategy, price strategy, channel strategy and promotional strategy, to provide customers with satisfactory goods and services to achieve the process of corporate goals,

The purpose is to create a new business environment, to create a new business environment, to create a new business environment, to create a new business environment, to create a new business environment, to create a new business environment. p>

The purpose is to create customers, acquire and maintain customers; to consider how to effectively overcome the competition from a long-term point of view, invincible; pay attention to market research, collect and analyze a large amount of information, only in this way in the environment and the market changes in the case of great uncertainty to make the right decision; actively implement innovation, the extent of which is directly proportional to the effect; the decision-making in the change, requiring its decision makers to be highly competent, with entrepreneur-like insight, recognition and decisiveness.

Marketing strategies include: price strategy, product strategy, channel strategy, and promotion strategy, as well as publicity strategies such as brand association and other news organizations.

Price strategy mainly refers to the pricing of the product, mainly considering the cost, market, competition, etc., the enterprise according to these circumstances to the product pricing.

Product strategy mainly refers to the product packaging, design, color, style, trademark, etc., to give the product characteristics, so that it leaves a deep impression in the minds of consumers.

Channel strategy refers to the channels that a company chooses to circulate its products to customers. It has many kinds, such as direct sales, indirect channels (distribution, distribution, agency, etc.), the enterprise can choose different channels according to different situations.

Promotion strategy mainly refers to the enterprise to use certain promotional means to achieve the purpose of selling products and increasing sales. The means are discounts, cashback, lottery, free experience and so on.

News agency publicity: enterprise products or image through the authoritative media news reports in the form of rapid exposure on the Internet, expanding the positive influence of the enterprise, to achieve the enhancement of the enterprise brand influence, enhance the degree of trust, enhance the performance of the effect.

The concept of marketing strategy2

Marketing strategy is the starting point of customer needs, based on the experience of customer demand and purchasing power of the information, the expectations of the business community, the planned organization of various business activities, through the coordinated product strategy, pricing strategy, channel strategy and promotional strategy, to provide customers with satisfactory goods and services to achieve the process of corporate goals.

Marketing Strategy Mix

(A) 4P's marketing strategy mix

The 1960s, is a period of prosperity and development of marketing, the prominent symbol is the market situation and the concept of business change, that is, the market situation completed the seller, the seller, the seller, the seller, the seller. The market situation has completed the seller's market to the buyer's market, the enterprise management concept realized by the traditional business concept to a new type of business concept change. In 1960, the United States marketing expert Professor McCarthy () on the basis of people's marketing practice, put forward the famous 4P marketing strategy combination theory, namely, product (Product), pricing (Price), channels (Place), promotion (Promotion). The "4Ps" is a marketing strategy combination of popular classic abbreviation, laid the marketing strategy combination in the marketing theory of the important position, it is for the enterprise to realize the marketing objectives of the optimal means, that is, the best comprehensive marketing activities, also known as the overall marketing.

(II) 6P's marketing strategy mix

Since the 1980s, the world economy towards stagnant development, market competition is increasingly fierce, political and social factors on the impact of marketing and constraints are increasingly large. That is to say, the general marketing strategy mix of 4P not only by the enterprise's own resources and objectives of the impact, but also more by the enterprise's external uncontrollable factors of influence and constraints. General marketing theory only see the external environment on the impact of marketing activities and constraints, while ignoring the business activities can also affect the external environment, another aspect, to overcome the limitations of the general marketing concepts, the emergence of a large marketing strategy. 1986 the United States famous marketing scientist Professor Philip Kotler put forward a large marketing strategy, in the original 4P combination of the basis of the increase of the two P, namely, Power (Power), the power of the marketing strategy, the power of the company's resources and objectives. That is, power (Power) and public **** relations (PublicRelations), referred to as 6PS.

Kotler to the definition of large marketing: in order to successfully enter a particular market, in the strategy must be coordinated to use economic psychology, politics and public **** relations and other means to obtain the cooperation and support of the relevant aspects of the foreign or local. Specific markets in this context are mainly closed or protected markets with strong barriers. The return of trade protectionism and the strengthening of government intervention is the objective basis for the existence of large market marketing in international and domestic trade. To penetrate such a specific market, in addition to making more concessions, it is also necessary to use the big marketing strategy that is 6P combination. The main point of the concept of big marketing is that contemporary marketers increasingly need to use political power and public **** relationship skills to remove all kinds of obstacles to the product to the target market, to obtain the support and cooperation of the parties concerned, to achieve the corporate marketing objectives.

Big Marketing Theory and conventional marketing theory that "4Ps" compared to two distinctive features: (1) pay close attention to the relationship between the enterprise and the external parties to exclude artificial (mainly political) obstacles to open up the product market channel. This requires enterprises to analyze to meet the needs of target customers at the same time, must study the resistance from all sides, to develop countermeasures, which to a considerable extent depends on the public **** relations work to complete. (2) Breaking the traditional dividing line about between environmental factors. That is, breaking through the marketing environment is not controllable factors, re-conceptualization of the marketing environment and its role, certain environmental factors can be changed through a variety of corporate activities to exert influence or the use of power to dredge the relationship.

(C) 11P's marketing strategy mix

In June 1986, the United States famous marketing scientist Professor Philip Kotler put forward the 11P marketing concept, that is, in the big marketing 6P in addition to the probe, segmentation, prioritization, positioning and people, and the Product, pricing, channel, promotion is called "tactical 4P", will explore, segmentation, prioritization, positioning is called "strategic 4P". According to the theory, the enterprise, supported by the "tactical 4P" and "strategic 4P", utilizes the "power" and "public **** relationship" as the 2P. "The 2Ps can remove all kinds of obstacles to the target market.

11P are:

1, product (Product) quality, functionality, style, branding, packaging;

2, price (Price) appropriate pricing, in the different life cycle of the product to develop the appropriate price;

3, promotion (Promotion) ) especially good advertising;

4, distribution (Place) to establish appropriate sales channels;

5, government power (Power) rely on the government of the two countries to open another country's market. Negotiations, open the door to another country's market, relying on government contacts, through all aspects of the relationship, the so-called government business in China that is implied;

6, public **** relations (PublicRelations) the use of the news media power, set up a favorable image of the enterprise reports, eliminating or slowing down on the image of unfavorable business reports;

7, Probe (Probe) that is, to explore, is the market research, through research to understand the market demand for a certain product status, what are the more specific requirements;

8, segmentation (Partition) that is, the process of market segmentation. According to the factors affecting consumer demand for segmentation;

9, Priority (Priorition) that is, selected my target market;

10, positioning (Position) that is, for their own production of products to give a certain character, in the minds of consumers to form a certain impression. Or that is to establish the competitive advantage of the product process;

11, employees (People) "only to find demand, in order to meet the demand", this process depends on the staff to realize. Therefore, the enterprise will find ways to mobilize the enthusiasm of employees. People here not only refers to employees, but also refers to customers. Customers are also part of the marketing process, such as online banking, where customer engagement is strong.

Concept of Marketing Strategy 3

Factors Influencing Marketing Strategy

Factors influencing marketing strategy are macro-environmental factors and micro-environmental factors.

Macro Factors

Macro-environmental factors refer to the operation of the enterprise, the external environment, which is neither controllable nor affectable for the enterprise, and it plays a very important role in the success or failure of the enterprise marketing.

1, the human environment: the human environment can be defined as a function of a certain social system inside and outside the cultural variables, cultural variables, including **** the same body's attitudes, ideas, belief systems, cognitive environment. Humanities environment is the hidden intangible environment in the social ontology, a kind of subtle national soul,

1, demographic factors: the relationship between the population size and the market composition; the relationship between the population urbanization and the market; the relationship between the world's population age structure changes and the market;

2, geographic migration of the population factors: the characteristics of the movement of the characteristics of the flow of passengers and the law of the relationship with the geographic environment; the relationship between the motivation for purchasing and the The relationship between the geographic environment;

3, social factors: family; social status class, affecting market segments.

2, the economic environment: the so-called economic environment refers to the social and economic conditions and national economic policies that constitute the survival and development of the enterprise, is to influence the consumer's purchasing power and spending patterns, which includes changes in income, changes in consumer spending patterns and so on.

1, the gross national product;

2, personal income, responding to the high and low purchasing power;

3, foreign trade balance.

3. The natural environment: the shortage and protection of natural resources; the deterioration of the environment; the effects of disease.

4. Technological environment: the impact of technology on business competition; the impact on consumers.

5, political-legal environment: the stability of the political landscape and the country's political and legal environment have a direct impact on marketing strategy.

6, social - cultural environment: education level, religious beliefs, traditional habits.

Micro-factors

Micro-environmental factors refers to the various factors and conditions that exist around the enterprise and closely affect its marketing activities, including suppliers, competitors, the public and the enterprise itself.

1, suppliers: the guarantee of resources, cost control.

2, the buyer

1, private buyers: a wide range of people, the demand for large differences, mostly small purchases, higher purchase frequency, mostly non-expert purchases, the purchase of a greater mobility;

2, the group buyers: the number of group purchasers is small, but the size of the buyer is larger; belong to the derived demand; the group purchases a smaller elasticity of demand.

3, intermediaries: its purchase of products and services, mainly for the monopoly, in order to obtain profits; purchased by specialists; purchased less often; a single batch of large quantities.

4. Competitors:

1.) competitors and their number and size;

2.) the relationship between consumer demand and competitive supply.

5. The public: the financial public, the governmental public, the citizen action public, the local public, the public within the business, the general public.

6. Collaboration of departments within the enterprise.