As far as the present situation of China is concerned, with the rapid development of economy, the buyer's market has already formed, with fierce competition and sales difficulties becoming the norm, and the market has entered an integrated marketing period combining marketing, social marketing and relationship marketing. "Customized marketing", "Fixed production by sales" and "Customer is God" have become typical modern marketing slogans. However, in the small and medium-sized enterprises in China, traditional marketing concepts such as production concept, product concept and promotion concept still dominate. There are three reasons: first, sales promotion and advertising are getting more and more attention. Many enterprises have expanded their sales teams and advertisements, but rarely consider whether their products meet the needs of consumers. And some enterprises, blindly immersed in production, put sales promotion aside. Second, market research and market forecast have not received due attention. Third, the problem of low economic benefits has been neglected for a long time, which proves that most enterprises pay attention to making profits by increasing production and sales.
Undoubtedly, in today's meager profit era environment where the market competition is particularly fierce and the competition cost rises sharply, the production concept, product concept and marketing concept can't adapt to the development of enterprises at all, otherwise, they will not only promote the development of enterprises, but will push enterprises to a dangerous death valley. The reason is:
(A) the survival conditions of the concept of production have disappeared.
The production concept assumes that consumers can accept any good and cheap goods, so the main task of enterprises is to strive to improve production efficiency, reduce costs and expand production. As for whether the products produced can satisfy consumers, enterprises rarely consider it. This assumption can be established in two situations: first, the demand for products is greater than the supply, and it is good for consumers to buy goods because products are in short supply, regardless of other aspects of goods. Second, the product cost is low. Efficient production can reduce the cost of products, and then lower the price, which can attract consumers who are more sensitive to price. However, in today's meager profit era, the supply of goods is no longer in short supply, but exceeds the demand, people's material life is richer, so there are more choices, and price is no longer the primary factor for people to consider when buying goods.
(2) The disadvantages of product concept are increasingly prominent.
According to the product view, poor product sales are due to poor products, and consumers like products with excellent quality, good performance and distinctive features. As long as enterprises are committed to making good products, they will not worry about not making money. "Good wine is not afraid of deep alleys" can be said to be the image explanation of this concept. Therefore, enterprises are narcissistic, and product transformation and innovation are in a state of "behind closed doors", never considering customers' needs and hobbies. After the product is produced, just wait, don't promote it, and wait for the customer to come to the door automatically. However, today, with the rapid expansion of information, all kinds of business promotion methods emerge one after another, and all kinds of news and advertisements beneficial to businesses frequently appear in TV, Internet, magazines, newspapers and other media, bombarding consumers with information. In this case, no matter how good the quality of your product is, if you don't publicize it, it will eventually be buried. It is certainly right for enterprises to attach importance to products, but it is wrong not to proceed from the actual needs of consumers. Because your customers and your life experience, age, education level and aesthetic standards may be different, they may not like and value what you like and value. Because the product concept has the shortcoming of marketing myopia, it is likely to lead to the situation that no one will take care of the enterprise products as soon as they are produced.
(c) There is no concept of selling scenery.
The concept of once-promotion was very popular, because those eloquent salesmen advertised their products and lured innocent consumers into falling for it again and again. However, after being cheated countless times, consumers became more savvy and tightened their wallets. They no longer believe the nonsense of those salesmen easily, but use their own experience and judgment to shop. As a result, the promotion cost of manufacturers has risen rapidly. Consumers are no longer easily induced by salesmen to buy products they don't need at all.
Due to the untimely marketing concept adopted by small and medium-sized enterprises, a large number of products can not be sold in recent years, and the inventory backlog is serious. Many small and medium-sized enterprises have experienced the phenomenon of declining efficiency, stopping production or even closing down.