The meaning and significance of reverse marketing

The traditional marketing thinking is that enterprises first formulate marketing strategies and then choose corresponding tactics. According to the theory of reverse marketing, strategy should be formulated from bottom to top, that is, tactics should be formulated first. Its theory can be expounded from three aspects.

1. Marketing strategy should be formulated from bottom to top, and strategy should be formulated according to tactics. Strategy is extracted from the selected tactics, that is, an enterprise first chooses a feasible and competitive tactic, and then evolves it into a long-term marketing strategy.

2. Tactics determine strategy. In other words, tactical dominance strategy, that is, advertising, publicity and other communication tactics of enterprises should dominate the strategy of enterprises, just as structure should obey function.

3. Strategic propulsion tactics. The purpose of a perfect marketing strategy is to promote the use of tactics, and there is no other intention, that is, the only goal of the strategy is tactical success.

1. Reverse marketing helps enterprises to establish a market-oriented business philosophy. Due to the influence of planned economy, domestic enterprises have formed a fixed thinking, first setting goals, and then implementing them from top to bottom, which will inevitably produce the concept of self-centered product orientation and promotion orientation. Reverse marketing is the thinking of "from market to market", that is, enterprises should adjust the marketing combination activities such as products, services and pricing according to the effective tactics in the market, so as to make the company's strategy serve the market and establish a market-oriented modern marketing concept.

2. Reverse marketing is beneficial for domestic enterprises to seize market opportunities and gain a firm foothold in the competition. Forward thinking makes strategy first, assuming the market is stable, the factors that affect the enterprise can be estimated. Today, the internal and external environment faced by enterprises is increasingly complex, the competition among enterprises is fierce, the market uncertainties are increasing, and the market is changing rapidly and unpredictable. The static strategy of positive thinking is no longer suitable for the dynamic development of the market. Reverse thinking is a way of "crossing the river by feeling the stones" to find opportunities in the market, which is in line with the unpredictable and unstable characteristics of the domestic market. Its theory tells enterprise managers that only by grasping the present can they grasp the future.

3. Reverse marketing thinking is helpful for domestic enterprises to better formulate characteristic marketing strategies. Characteristic marketing strategy is a product or service with unique advantages provided by an enterprise to its potential customers in order to compete for the target market. Reverse marketing first finds unique tactics in the market, and formulates strategies on this basis, which in turn promotes the long-term and global unique advantages of the tactical level, and then the whole enterprise marketing portfolio embodies strategic characteristics and forms characteristic marketing strategies.