Commemorate the reform and opening up three decades, I remember the "Sales and Marketing" magazine held a series of large-scale project called "China marketing, history illuminates the future", this is a subject of quite some prophecy means, give to many association . In the article and I did not see all the content, but the title should be listening to the Chinese market over the past three decades systematically analyzed and summarized, in order to find the way forward.
Summary of history is to learn from each other, integrating refining. However, in today's ever-changing consumer market, the essence of the history of feeding in the extent to which today's market, we can see from history how many of them hope for the future? Or, from the history of the future can find the way out?
China marketing, with a history illuminate the future?
?? Title in mind
Three years of reform and opening up, China has experienced a sales from the "No to the" from "to strong" process; three decades temper the market, we have experienced from the "primary school to university," from "student to teacher" growth and progress. It should be said, three years of marketing experience and accumulated a lot of growth in the number of personnel, storms seen a one, a lot of theoretical study, the greater the level or the positive and fruitful. This is only from the overall operation of China's economic situation, consumption has increased year by year and the domestic rise of many large local companies is enough to prove.
I often hear many people say: a world-class enterprises from Chinese enterprises still have a certain distance. I think, if it is standing on some theoretical level, measure, Chinese enterprises may indeed have a certain distance, but if you stand in the market level, can China, a thorough understanding of the world's largest market, taking a further operation of the quasi-successful, This is the only foreign companies can not compare. Samsung, Motorola, Nokia, these so-called multinational companies, not all have fallen, in China only after astray from?
So, treat Chinese enterprises can not be placed within the world, but China should first be placed on the special market environment, and then come back and consider the so-called enterprise-level series. Chinese entrepreneurs, especially the reform and opening up began to run a business that a group of entrepreneurs, such as Liu, Zhang, Wang Shi, etc., they represent a certain extent, the image group of Chinese entrepreneurs, who have experienced the market and the take the marketing is unique, and it is not found in the book of foreign theories. This peculiarity is the embodiment of an enterprise and entrepreneurs the most powerful footnote.
30 years, the Chinese market sector, whether in theory or in practice changes are taking place, where the root causes of this change? The answer is self-evident: in the market, consumers demand more.
I always thought: the so-called marketing, is the model, product, competitors, channel, cost, team, tactics, strategy, or consumer, consumer demand, consumer behavior, consumption, and so on, which is more important? Yihuo which is to promote Chinese fundamental to the continuous development of marketing?
I think, the answer seems to be many, also seems to be no precise answer. As a person engaged in planning for many years, I thought: this fundamental in the market, a word that is: the consumer and the consumer demand.
Marketing is a demand-start, and then R & D, production, sales to the needs of the end. Throughout the marketing process, the demand is a constant thread in all the marketing aspects together, and eventually form a systematic, integrated marketing campaigns. The so-called model: in fact no change in demand, based on a set of reasonable, replicable, successful ways to meet demand.
My ears are very often people say "how this kind of model, that model how to" for either enterprises or marketing person worth mentioning is the successful model must meet the requirements and can be replicated, we sometimes focus too much to look In the model itself, of what approach to take to change any of the strategies, while ignoring the core model?? demand, so the model can not succeed is not unexpected. Successful model should first be "dynamic" is to develop and adjust, and is ready to meet the demand, it will change according to changes in demand, the "static mode" is not possible to have made a change to meet the needs of . So, look at a model in the end be successful, it needs to be seen how high degree of certainty.
China's advertising industry is growing up with China's marketing and development is also very fast. Creative thinking about the overall advertising can be summarized into three stages, namely "product-centric" seller's market of the times, highlighting the product itself advantages; followed by the "creativity center" buyer's market of the times, highlighting the advertising concerned about the degree of attractiveness. So today is?
My view is that "demand-centric" era of consumer research.
As previously said, the marketing campaign is the demand by the demand until the end of constant cycle of development. In the process, theories, models, tools, experience, and many other elements are important, is beyond doubt. However, demand in this most important of which should be the first. I often say a word: what to sell it to you, you have to research who, it is perfectly justified. The marketing sector in China in recent years, I thought impetuous Ye Hao, confusion worth mentioning is that we ignore the root causes of demand and due to consumer research.
China marketing, in recent years, some confusion is because too much focus on marketing our own research, ignored the market, and needs of consumers. Look at China in recent years, how fast the development of marketing theory, various theories as long as the crop of leeks another crop of: start from Kotler's 4P, 4C, 4R, positioning, marketing strategy, etc. These masters theory, there are many domestic marketing consulting company, the theory that mess, really like it at first sight thing, in fact it? not the old wine into new bottles, that is, left-and then infuses. Particularly impressed by the current "Blue Ocean Strategy" put forward by the time, what is blue ocean strategy? Root is actually Kotler's "Marketing differences" and Rees, Trout's "differentiated position", but they what combination of these two concepts, to mention just a more novel concept.
In many cases, the Chinese marketing sector so-called "theory of innovation" actually came about.
Theories come from, then how to upgrade? Is from the market, line to, have to go from front-line improvement and innovation. Theory of marketing to China feed has ended, long time to be weaned, and not on the mouth of the milk taste another fierce Zamo.
Today, the rapid development of China's market is, not only has diversified consumer demand, more multi-layered rendering performance. For example, a diabetic patient has four requirements, namely: lower blood sugar, control of complications, reduced treatment costs, and complete withdrawal. These four requirements we call "common needs", that is, almost all diabetic patients to purchase products at the time, are more or less affected by these four factors. Well, is not as long as we meet the needs of these four products can be sold to? Otherwise, because, under the common needs, there are many individual needs, you only have access to such personal needs and their were met, consumers can buy your product. In other words: impact of consumer demand is not common, but individual needs.
Why do many of today's marketing model, the means is not working? The reason is: the past, we stand on common view based on the needs of consumers, and today it is affecting consumer's individual needs. Two not so, consumers will not pay the price for your product.
So, study the significance of consumer demand, where? Still went in front of the four people with diabetes needs to continue to analyze, we can put four as the four big market demand, then demand for the center to conduct market segmentation, such as: hypoglycemic market can be divided into: Western fast blood glucose, Chinese long-term control of blood sugar, health care products to improve glycemic control of pancreatic function, low cost control of sugar, control sugar substitute. Only a lower blood sugar, can be divided into so many segments of the market!
China is not shortage of blue ocean blue ocean is not a lack of understanding of the theory, but the lack of ways to find and meet the Blue Ocean Blue Ocean strategy. This is the significance of research needs: discover the Blue Ocean, to find the Blue Ocean, Blue Ocean meet.
Of consumer demand is another important sense: changes in consumer demand at any time found to accurately grasp changes in consumer behavior, and then quickly adjust their marketing ideas, so long invincible.
Conclusion
What constitutes market? So much people as it is demand; marketing front, where? Out of the office, network, channel, and in consumer psychology. China is the importance of marketing a crux of the marketing, ignored the demand is excessive superstition master theory to the detriment of the market "theory", this is definitely Shuaigen Tou's.
Marketing over the past three decades China is in theory, is a group of entrepreneurs and employees of special wisdom and energy to light, and also rewarding. So, the next three years, three years, the Chinese market go from here? Is too early to conclude, but I would like to:
Marketing in China in light of the number of Future of the torch, the demand is bound to become the brightest one!
Summary of history is to learn from each other, integrating refining. However, in today's ever-changing consumer market, the essence of the history of feeding in the extent to which today's market, we can see from history how many of them hope for the future? Or, from the history of the future can find the way out?
China marketing, with a history illuminate the future?
?? Title in mind
Three years of reform and opening up, China has experienced a sales from the "No to the" from "to strong" process; three decades temper the market, we have experienced from the "primary school to university," from "student to teacher" growth and progress. It should be said, three years of marketing experience and accumulated a lot of growth in the number of personnel, storms seen a one, a lot of theoretical study, the greater the level or the positive and fruitful. This is only from the overall operation of China's economic situation, consumption has increased year by year and the domestic rise of many large local companies is enough to prove.
I often hear many people say: a world-class enterprises from Chinese enterprises still have a certain distance. I think, if it is standing on some theoretical level, measure, Chinese enterprises may indeed have a certain distance, but if you stand in the market level, can China, a thorough understanding of the world's largest market, taking a further operation of the quasi-successful, This is the only foreign companies can not compare. Samsung, Motorola, Nokia, these so-called multinational companies, not all have fallen, in China only after astray from?
So, treat Chinese enterprises can not be placed within the world, but China should first be placed on the special market environment, and then come back and consider the so-called enterprise-level series. Chinese entrepreneurs, especially the reform and opening up began to run a business that a group of entrepreneurs, such as Liu, Zhang, Wang Shi, etc., they represent a certain extent, the image group of Chinese entrepreneurs, who have experienced the market and the take the marketing is unique, and it is not found in the book of foreign theories. This peculiarity is the embodiment of an enterprise and entrepreneurs the most powerful footnote.
30 years, the Chinese market sector, whether in theory or in practice changes are taking place, where the root causes of this change? The answer is self-evident: in the market, consumers demand more.
I always thought: the so-called marketing, is the model, product, competitors, channel, cost, team, tactics, strategy, or consumer, consumer demand, consumer behavior, consumption, and so on, which is more important? Yihuo which is to promote Chinese fundamental to the continuous development of marketing?
I think, the answer seems to be many, also seems to be no precise answer. As a person engaged in planning for many years, I thought: this fundamental in the market, a word that is: the consumer and the consumer demand.
Marketing is a demand-start, and then R & D, production, sales to the needs of the end. Throughout the marketing process, the demand is a constant thread in all the marketing aspects together, and eventually form a systematic, integrated marketing campaigns. The so-called model: in fact no change in demand, based on a set of reasonable, replicable, successful ways to meet demand.
My ears are very often people say "how this kind of model, that model how to" for either enterprises or marketing person worth mentioning is the successful model must meet the requirements and can be replicated, we sometimes focus too much to look In the model itself, of what approach to take to change any of the strategies, while ignoring the core model?? demand, so the model can not succeed is not unexpected. Successful model should first be "dynamic" is to develop and adjust, and is ready to meet the demand, it will change according to changes in demand, the "static mode" is not possible to have made a change to meet the needs of . So, look at a model in the end be successful, it needs to be seen how high degree of certainty.
China's advertising industry is growing up with China's marketing and development is also very fast. Creative thinking about the overall advertising can be summarized into three stages, namely "product-centric" seller's market of the times, highlighting the product itself advantages; followed by the "creativity center" buyer's market of the times, highlighting the advertising concerned about the degree of attractiveness. So today is?
My view is that "demand-centric" era of consumer research.
As previously said, the marketing campaign is the demand by the demand until the end of constant cycle of development. In the process, theories, models, tools, experience, and many other elements are important, is beyond doubt. However, demand in this most important of which should be the first. I often say a word: what to sell it to you, you have to research who, it is perfectly justified. The marketing sector in China in recent years, I thought impetuous Ye Hao, confusion worth mentioning is that we ignore the root causes of demand and due to consumer research.
China marketing, in recent years, some confusion is because too much focus on marketing our own research, ignored the market, and needs of consumers. Look at China in recent years, how fast the development of marketing theory, various theories as long as the crop of leeks another crop of: start from Kotler's 4P, 4C, 4R, positioning, marketing strategy, etc. These masters theory, there are many domestic marketing consulting company, the theory that mess, really like it at first sight thing, in fact it? not the old wine into new bottles, that is, left-and then infuses. Particularly impressed by the current "Blue Ocean Strategy" put forward by the time, what is blue ocean strategy? Root is actually Kotler's "Marketing differences" and Rees, Trout's "differentiated position", but they what combination of these two concepts, to mention just a more novel concept.
In many cases, the Chinese marketing sector so-called "theory of innovation" actually came about.
Theories come from, then how to upgrade? Is from the market, line to, have to go from front-line improvement and innovation. Theory of marketing to China feed has ended, long time to be weaned, and not on the mouth of the milk taste another fierce Zamo.
Today, the rapid development of China's market is, not only has diversified consumer demand, more multi-layered rendering performance. For example, a diabetic patient has four requirements, namely: lower blood sugar, control of complications, reduced treatment costs, and complete withdrawal. These four requirements we call "common needs", that is, almost all diabetic patients to purchase products at the time, are more or less affected by these four factors. Well, is not as long as we meet the needs of these four products can be sold to? Otherwise, because, under the common needs, there are many individual needs, you only have access to such personal needs and their were met, consumers can buy your product. In other words: impact of consumer demand is not common, but individual needs.
Why do many of today's marketing model, the means is not working? The reason is: the past, we stand on common view based on the needs of consumers, and today it is affecting consumer's individual needs. Two not so, consumers will not pay the price for your product.
So, study the significance of consumer demand, where? Still went in front of the four people with diabetes needs to continue to analyze, we can put four as the four big market demand, then demand for the center to conduct market segmentation, such as: hypoglycemic market can be divided into: Western fast blood glucose, Chinese long-term control of blood sugar, health care products to improve glycemic control of pancreatic function, low cost control of sugar, control sugar substitute. Only a lower blood sugar, can be divided into so many segments of the market!
China is not shortage of blue ocean blue ocean is not a lack of understanding of the theory, but the lack of ways to find and meet the Blue Ocean Blue Ocean strategy. This is the significance of research needs: discover the Blue Ocean, to find the Blue Ocean, Blue Ocean meet.
Of consumer demand is another important sense: changes in consumer demand at any time found to accurately grasp changes in consumer behavior, and then quickly adjust their marketing ideas, so long invincible.
Conclusion
What constitutes market? So much people as it is demand; marketing front, where? Out of the office, network, channel, and in consumer psychology. China is the importance of marketing a crux of the marketing, ignored the demand is excessive superstition master theory to the detriment of the market "theory", this is definitely Shuaigen Tou's.
Marketing over the past three decades China is in theory, is a group of entrepreneurs and employees of special wisdom and energy to light, and also rewarding. So, the next three years, three years, the Chinese market go from here? Is too early to conclude, but I would like to:
Marketing in China in light of the number of Future of the torch, the demand is bound to become the brightest one!
Article Source: http://www.articlesbase.com/training-articles/china-marketing-development-cycles-and-what-light-the-way-of-the-future-2350141.html
