Combined with the actual situation of an enterprise, talk about how to implement the modern marketing concept.

Case 1: Many excellent enterprises are pursuing the concept of marketing. For example, Honda Motor Company of Japan will launch a new Accord brand car in the United States. Before designing the new car, they sent engineers and technicians to Los Angeles to inspect the expressway, measure the length and width of the expressway on the spot, collect the asphalt of the expressway and photograph the design of the entrance and exit roads. After returning to Japan, they specially built a 9-mile-long highway, and even the road signs and signs were exactly the same as those on American highways. When designing the luggage, the designers had different opinions, so they went to the parking lot for an afternoon to see how everyone put their luggage. In this way, opinions were immediately unified. As a result, Honda's Accord became very popular as soon as it arrived in the United States, and it was called a good car acceptable all over the world.

Case 2: In Disneyland, joy is as ubiquitous as air. It makes every child's dream come true from all over the world, and makes adults of all colors have the love of forgetting friends. Because when Disneyland was founded, its goal was clear: its products were not Mickey Mouse and Donald Duck, but happiness. People come here to have fun. Parks provide all the fun. Everyone in the company should be a happy soul. No matter who the tourists ask, they must answer with "Disney etiquette" and never say "I don't know". Therefore, tourists come back here again and again, enjoy the fun and are willing to pay the price. On the other hand, some entertainment cities, folk villages and world scenic cities. In China, monotonous programs, expressionless explanations and indifferent faces make people feel very cold. How can they be happy? Thus, it is urgent for China enterprises to establish marketing concepts.

Analysis:

Modern marketing concepts include marketing concepts, social marketing concepts and big marketing concepts. Its starting point is that everything is consumer-centered. Enterprises care about what consumers need, and I will produce what they want. By creating and delivering products and services that can effectively meet the needs of consumers and meet the long-term development interests of society, the business objectives of enterprises can be realized. This concept conforms to the progress of socialism and is endowed with new connotations. In today's marketing concept, the competitive advantage of enterprises is based on the ability to provide excellent value for consumers, enterprises and social welfare. Under the guidance of modern marketing concepts, enterprises are committed to developing people's needs, caring about social welfare and promoting social progress. They specifically study how to adapt to and stimulate consumers' needs, choose the target market for services, formulate marketing strategies, plan marketing plans, and strengthen marketing organization, implementation and control. Through the market marketing opportunities analysis, we can get satisfactory economic and social benefits. From this perspective, modern marketing concept is essentially corporate culture. Because the modern marketing concept is based on discovering and meeting people's needs, enterprises should not only meet people's physical and psychological needs, but also realize the social value of specific people through a series of creative business activities, so the modern marketing concept is based on people's culture.

Marketing concept is a challenge to the above concept and a new enterprise management concept. This concept is based on meeting the needs of customers, that is, "what customers need, they produce." Although this idea has a long history, its core principles were not basically finalized until the mid-1950s. At that time, social productive forces developed rapidly, and the market trend was a buyer's market with oversupply. At the same time, residents' personal income has increased rapidly, and it is possible to choose products. In order to realize the intensification of competition among enterprises, many enterprises begin to realize that in order to survive and develop, they must change their management concepts. According to the marketing concept, the key for an enterprise to achieve its goal is to correctly determine the demand and desire of the target market, and deliver the goods or services expected by the target market more effectively than competitors, so as to meet the demand and desire of the target market more effectively than competitors.

The appearance of marketing concept has brought about a fundamental change in the business philosophy of enterprises, which is a revolution in marketing. The concept of marketing is quite different from that of promotion.

Theodore levitt once made a profound comparison between the concepts of sales promotion and marketing, pointing out that the concept of sales promotion focuses on the needs of sellers. Marketing concept focuses on buyers' needs. The idea of promotion is to take the seller's demand as the starting point and consider how to turn the product into cash; The marketing concept considers how to meet the needs of customers by manufacturing and delivering products and everything related to the final consumer products. It can be seen that the four pillars of marketing concept are: market center, customer orientation, collaborative marketing and profit. The four pillars of the promotion concept are: factory, product positioning, promotion and profit. In essence, the concept of marketing is a philosophy oriented to customers' needs and desires, and it is the embodiment of consumer sovereignty theory in enterprise marketing management.