(1) Enterprise-centered concept, that is, the concept of dealing with marketing problems with enterprise interests as the fundamental orientation and the highest goal. Specifically, it includes production concept, product concept and marketing concept.

The concept of production is the management philosophy that all business activities of enterprises are market-centered, and it is the oldest marketing management philosophy, which came into being at the end of 19 and the beginning of the 20th century. Background: At that time, the market scale was expanding, materials were in short supply, market demand was strong, and products were in short supply. As long as enterprises increase production and reduce costs, they can get rich profits. Therefore, the central problem of enterprises is to expand the production of cheap and good quality products, and not to care too much about market demand differences. This concept holds that consumers always like low-priced products that can be bought everywhere, and enterprises should concentrate on increasing production and reducing costs through production efficiency and expanding distribution scope. Its typical slogan is:? We sell what we produce. ?

Product concept is a management concept that all business activities of enterprises focus on improving product quality and producing exquisite products, which is almost popular at the same time as production concept. According to this concept, consumers like high-quality, multi-functional products with certain characteristics best, and are willing to buy high-quality products at a higher price from the beginning. Therefore, the center of enterprise management is committed to market quality products and Excellence. Its typical performance is; ? Good wine is not afraid of the deep alley? .

The concept of promotion refers to the business philosophy that all business activities of an enterprise are centered on selling the existing products of the enterprise, which prevailed in the 1930s and 1940s. Background: Due to the advancement of science and technology, scientific management and mass production, the output of commodities has increased rapidly, and the supply of commodities in the market exceeds demand. How to sell existing products has become the main problem faced by enterprises. According to this concept, consumers usually have a purchasing inertia or rebellious psychology. If they leave things as they are, they won't buy a lot of products from their own enterprises. Therefore, enterprises must use various marketing skills and means to persuade or even force consumers to buy. What is its typical performance? Let people buy anything we sell. ?

(2) Consumer-centered marketing concept. Formed in the 1950s. The background is: after the war, with the rise of the third scientific and technological revolution, product technology is constantly innovating, new products are competing to be listed, and the market mechanism is further strengthened; Western governments have successively implemented policies of high welfare, high wages and high consumption, and the social and economic environment is changing rapidly. Consumers have more disposable income and leisure time, higher requirements for quality of life, more diversified consumer demand, smarter purchase choices and more demanding requirements. How to make enterprise products meet the needs of consumers has become the primary problem of enterprise performance. This concept holds that all plans and strategies of an enterprise should focus on consumers, correctly determine the needs and desires of the target market, meet the needs of the target market more effectively than competitors, and organize all marketing activities of the enterprise according to market demand. What is its motto? We produce and supply whatever our customers need. ?

(3) Social marketing concept centered on long-term social interests. Since the 1970s, with the global environmental damage, resource shortage, population explosion, inflation and neglect of social services becoming increasingly serious, the call for enterprises to consider the overall and long-term interests of consumers, that is, social interests, is getting louder and louder. At this time, western marketing scholars put forward a series of new concepts, which are collectively called social marketing concepts. This concept holds that the marketing decision-making of enterprises should consider not only the immediate interests of consumers, but also their long-term interests, as well as the synchronous growth of social interests and enterprise interests, and accomplish the enterprise's goals by satisfying customers more effectively than competitors. The difference between it and the marketing concept is that it requires enterprises to balance profits, the satisfaction of consumers' needs and social interests, rather than just paying attention to the immediate interests of consumers and sacrificing the long-term interests of consumers and the overall interests of society in exchange for corporate profits.