Marketing concept of foreign trade clothing

Marketing of foreign trade clothing wholesale market is a comprehensive applied science based on economic science, behavioral science and modern management theory, focusing on meeting the needs of consumers, and studying the marketing activities and laws of foreign trade clothing wholesale market of enterprises. The so-called foreign trade clothing wholesale market refers to all potential customers who have specific needs and desires and are willing and able to meet these needs and desires through exchange.

The marketing concept of foreign trade clothing wholesale market refers to the basic guiding ideology and code of conduct for enterprises to carry out marketing activities of foreign trade clothing wholesale market, is the fundamental attitude and view of enterprise leaders on foreign trade clothing wholesale market, is the starting point of all business activities, and is also a business philosophy and thinking method. The marketing activities of foreign trade clothing wholesale market of enterprises are carried out under the guidance of certain marketing concepts. With different marketing ideas, the objectives and tasks of the marketing activities of foreign trade clothing wholesale market will be fundamentally different, and the organizational structure, business processes and business activities of enterprises will also change accordingly, which will directly affect the business effect and economic benefits of enterprises.

A certain marketing concept of foreign trade clothing wholesale market is the product of certain social and economic development. With the development of commodity economy and the development and change of foreign trade clothing wholesale market marketing, the marketing concept of foreign trade clothing wholesale market has also evolved and progressed. Generally speaking, production concept, product concept, promotion concept, foreign trade clothing wholesale marketing concept and social foreign trade clothing wholesale marketing concept are five representative marketing concepts.

First, the concept of production.

The production concept is a production-centered marketing concept under the condition of the seller's foreign trade clothing wholesale market. 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 distribution efficiency, expanding production and reducing costs to expand the wholesale market of foreign trade clothing. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing. /kloc-from the end of 0/9 to the beginning of the 20th century, the concept of production was popular in western capitalist countries. At that time, due to the low level of social productivity, slow production development, shortage of materials and strong demand, the general situation of foreign trade clothing wholesale market was a shortage of goods. Consumers want to buy the products they need, but they don't care about the specific functions or characteristics of the products. So as long as the goods are produced, they are easy to sell, and some goods are even pre-ordered. The concept of foreign trade production came into being under such circumstances.

Second, the product concept

Product concept is a product-centered marketing concept. This concept holds that consumers welcome products with good quality, unique performance and reasonable price, and only products with good quality and low price will attract consumers to buy. At this time, the most important task for enterprises is to improve product quality and reduce production costs. The product concept pays attention to consumers' demand for product quality, performance, characteristics and price, and emphasizes "winning by quality" and "winning by low price", which is more competitive than the production concept of "winning by quantity", but it is still "selling by production" in essence. Enterprises pursuing this management idea have created high-quality products, but they often ignore the dynamic changes in the demand of foreign trade clothing wholesale market because they are obsessed with the excellent quality and reasonable price of their own products, and lack the foresight of product development, which will inevitably lead enterprises to get into trouble.

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Third, the concept of marketing.

The concept of promotion (or sales concept) is a marketing concept centered on promotion during the transformation from the seller's foreign trade clothing wholesale market to the buyer's foreign trade clothing wholesale market. This concept holds that consumers generally don't buy unnecessary goods, but if enterprises try their best to make consumers interested in their products, they will expand sales, increase the market share of foreign trade clothing wholesale and achieve better benefits. From the end of the 1920s to the end of the Second World War, the capitalist economy developed rapidly, the number of social products increased sharply, and the contradiction between relative overproduction and insufficient consumption became increasingly obvious. The capitalist economic crisis from 1929 to 1933 made the internal contradictions of capitalism worse and a large number of commodities were overstocked. If enterprises want to survive and strengthen marketing, it is imperative to sell overstocked products. In this context, the concept of "promotion" came into being and was recognized by most enterprises. As a result, enterprises began to attach importance to promotion, set up sales organizations one after another, increased the content of sales work, studied promotion and advertising skills, and peddled goods to realistic and potential buyers, so as to overwhelm competitors and make huge profits. The concept of promotion has greatly improved the position of sales in enterprise management, but this concept is based on existing products and uses various promotion methods and means to persuade and induce customers to buy, rather than producing products that customers need and are satisfied with according to their needs and desires. Therefore, it is essentially a business philosophy of selling whatever is produced.

Fourth, the marketing concept of foreign trade clothing wholesale market

The marketing concept of foreign trade clothing wholesale market is a challenge to the above concept and a new enterprise management concept. Although this concept has a long history, its core principles were not basically finalized until the mid-1950s. According to the marketing concept of foreign trade clothing wholesale market, the key to realize the enterprise goal lies in correctly determining the demand and desire of the target foreign trade clothing wholesale market, delivering the goods and services expected by the target foreign trade clothing wholesale market more effectively than competitors, and meeting the demand and desire of the target foreign trade clothing wholesale market more effectively. Theodore levitt once compared the concept of promotion with the concept of foreign trade clothing wholesale market, pointing out that the concept of promotion is based on the seller's demand and considers how to turn products into cash. The marketing concept of foreign trade clothing wholesale market considers how to meet the needs of customers by manufacturing, delivering products and everything related to final consumption products. The marketing concept of foreign trade clothing wholesale market is essentially a philosophy oriented to customers' needs and desires, and it is the embodiment of consumer sovereignty theory in enterprise management.

Five, the marketing concept of social foreign trade clothing wholesale market

The marketing concept of social foreign trade clothing wholesale market is a marketing concept centered on social interests, and it is the supplement and perfection of the marketing concept of foreign trade clothing wholesale market. This concept holds that enterprises should fully consider the interests of consumers, enterprises and society when providing any products or services. That is, while meeting the needs of consumers and creating profits for enterprises, we must also safeguard the interests of the public.

In 1970s, the western capitalist countries started to protect consumers' rights and interests, and the contradiction between rights and interests and social interests became increasingly prominent. In this context, the marketing concept of social foreign trade clothing wholesale market came into being. Many experts believe that the marketing concept of foreign trade clothing wholesale market emphasizes satisfying consumers' desires and realizing enterprise goals, but ignores safeguarding public interests, resulting in some adverse consequences, such as premature elimination of products, excessive waste of resources and serious environmental pollution. In addition, some enterprises do not pay attention to social morality, deceive customers and harm consumers' interests. So the experts put forward the marketing idea of social foreign trade clothing wholesale market to correct and replace the marketing idea of foreign trade clothing wholesale market. This concept has changed the practice of simply catering to consumers' needs, turned to the design of social lifestyle, actively influenced and guided consumers, and organically combined the interests of enterprises, consumers' needs and desires, and public interests.

The above five marketing concepts of foreign trade clothing wholesale market can be summarized into two types. One is the traditional marketing concept of foreign trade clothing wholesale market, including production concept, product concept and promotion concept; The other is modern marketing concept, including the marketing concept of foreign trade clothing wholesale market and the marketing concept of social foreign trade clothing wholesale market. The difference between these two concepts is that the traditional marketing concept is centered on producers (enterprises) and consumers are in a subordinate position. The task of an enterprise is to sell products for profit. This is a "producer-oriented" marketing concept, and the way for enterprises to achieve their goals is to increase production or strengthen sales promotion. Modern marketing concept is centered on the needs of foreign trade clothing wholesale market (consumers), and its purpose is to meet the needs of society by meeting the needs of customers and realize the goals of enterprises at the same time. This is the marketing concept of "foreign trade clothing wholesale market oriented", and the way to realize the enterprise goal is to organize the overall marketing activities with marketable products as the axis.