(1) production concept
The concept of production is one of the oldest concepts to guide the behavior of sellers. This concept came into being before the 1920s. Business philosophy is not based on consumer demand, but on enterprise production. Its main performance is "what I produce, what I sell". According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market. For example, the headhunting company in Huo Feng believes that pillsbury Flour Company in the United States has always used the concept of production to guide the operation of enterprises from 1869 to the 1920s. At that time, the slogan put forward by the company was "The goal of our company is to make flour". American car king Henry? Ford once proudly declared: "No matter what color car customers need, I only have a black one." It is also a typical performance. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing.
The concept of production came into being under the seller's market conditions. In the early stage of capitalist industrialization, the end of World War II and a period after the war, due to the shortage of materials and products in the market, the concept of production was quite popular in enterprise management. Under the old planned economy system in China, due to the shortage of products in the market, enterprises are worried that their products have no market, and industrial and commercial enterprises also pursue the concept of production in their operations, which is embodied in the following aspects: industrial enterprises concentrate on developing production, despise marketing, and implement fixed sales by production; Commercial enterprises concentrate on the supply of goods, buy whatever they produce in industry, and buy as much as they produce in industry, without paying attention to marketing.
In addition to the shortage of materials and products, the marketing management of some enterprises is also dominated by product concepts in the case of high product costs. Like Henry? At the beginning of this century, Ford devoted all its efforts to mass production of automobiles, striving to reduce costs and make them affordable for consumers, so as to increase the market share of Ford automobiles.
(2) product concept
It is also an early enterprise management concept. According to the product concept, consumers like products with high quality, multi-function and certain characteristics best, and enterprises should devote themselves to producing high-value products and constantly improve them. It comes from the situation of "seller's market" in which the market products are in short supply. The easiest place to breed product creativity is when enterprises invent new products. At this time, enterprises are most likely to lead to "marketing myopia", that is, improperly focusing on products rather than market demand, lacking foresight in marketing management, only seeing the good quality of their own products, but not the changes in market demand, which leads to the dilemma of enterprise management.
For example, the American ××× Watch Company was founded in 1869, and was recognized as one of the best watch manufacturers in the United States until the 1950s. The company emphasizes the production of high-quality products in marketing management, and distributes products through the marketing network composed of famous jewelry stores and department stores. Before 1958, the company's sales have been on the rise. But since then, its sales volume and market share began to decline. The main reason for this situation is that the market situation has changed: many consumers in this period are no longer interested in expensive watches, but tend to buy those economical, convenient and novel watches; Moreover, many manufacturers began to produce low-grade products to meet the needs of consumers, and actively promoted them through mass distribution channels such as cheap shops and supermarkets, thus winning most of the market share of XX Watch Company. Xxx Watch Company did not notice the change of the market situation, but still insisted on producing exquisite traditional style watches and still sold them through traditional channels, thinking that its products were of good quality and customers would come to you. As a result, the operation of the enterprise suffered a major setback.
(3) sales concept
The concept of promotion (or sales concept) came into being from the late 1920s to the early 1950s. It is another concept adopted by many enterprises, which embodies "what customers buy and what I sell". In its view, consumers usually show a purchasing inertia or rebellious psychology. If left alone, consumers generally will not buy enough enterprise products. Therefore, enterprises must actively promote sales and vigorously promote sales to stimulate consumers to buy their products in large quantities. Under the condition of modern market economy, the concept of promotion is widely used to promote those items that are not expected, that is, buyers generally do not think of buying products or services. Many enterprises often pursue the concept of promotion when there is a surplus of products.
The concept of promotion originated from the transitional stage from "seller's market" to "buyer's market" in capitalist countries. During the period of 1920- 1945, due to the promotion of scientific and technological progress, scientific management and mass production, the output of products increased rapidly, and a new situation of oversupply of products and fierce competition among vendors gradually appeared in the market. Especially during the economic crisis of 1929- 1933, a large number of products could not be sold, forcing enterprises to pay attention to promoting products by means of advertising and promotion. Many entrepreneurs feel that even if there are good and cheap products, they may not be able to sell them; In order to survive and develop in the increasingly fierce market competition, enterprises must attach importance to promotion. For example, under the guidance of this business philosophy, the Fort Pierce Flour Company of the United States proposed at that time that "our company aims at promoting flour". The concept of promotion still exists in today's enterprise marketing activities. For example, for products that customers don't want to buy, forced sales promotion is often adopted.
Although this concept is one step ahead of the first two concepts and has begun to attach importance to advertising and promotion, its essence is still production-oriented.
(4) marketing concept
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 business philosophy. 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 concept of sales promotion and the concept of 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.
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.
Another example is Disneyland in America, where 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 cold, but how can they be happy? Thus, it is urgent for China enterprises to establish marketing concepts.
(5) Customer concept
With the transformation of modern marketing strategy from product-oriented to customer-oriented, customer demand and its satisfaction have gradually become the key to the success of marketing strategy. All industries are trying to achieve enterprise goals in an effective way, even if it is to accurately understand and meet customer needs. Practice has proved that customers in different sub-markets have different needs, and even the personalized needs of customers in the same sub-market will change frequently. In order to adapt to the changing market demand, the marketing strategy of enterprises must be adjusted in time. Under this marketing background, more and more enterprises begin to change from pursuing marketing concept to customer concept.
The so-called customer concept means that enterprises pay attention to collecting the past transaction information, demographic information, psychological activity information, media habit information and distribution preference information of each customer. According to the lifetime value of different customers, we provide different products or services for each customer, spread different information, and increase the purchase volume of each customer by improving customer loyalty, thus ensuring the profit growth of enterprises. The marketing concept is different. It strengthens the needs of a market segment, while the customer concept emphasizes meeting the special needs of each customer.
It should be noted that the concept of customer is not the same for all enterprises. One-to-one marketing requires factory customization, computerized operation and networked communication. Therefore, carrying out the customer concept requires enterprises to invest a lot in information collection, database construction, computer software and hardware purchase, which is not something that every enterprise can do. Even if some enterprises are willing to spend money, it is inevitable that their investment will exceed their income. The concept of customer is most suitable for enterprises that are good at collecting personal customer information. The products marketed by these enterprises can be cross-sold with the help of customer databases, or the products need to be repurchased or upgraded regularly, or the products are of high value. Customer concept will often bring extraordinary benefits to such enterprises.
(6) the concept of social marketing
The concept of social marketing is a revision and supplement to the concept of marketing. It came into being under the new situation of western capitalist energy shortage, inflation, increasing unemployment, serious environmental pollution and the prevalence of consumer protection movement in the 1970s. Because the concept of marketing avoids the reality of the conflict between consumer demand, consumer interests and long-term social welfare. According to the concept of social marketing, the task of an enterprise is to determine the needs, desires and interests of each target market, and provide the target market with goods or services that can meet their needs, desires and interests more effectively and favorably than competitors by protecting or improving consumers and social welfare. The concept of social marketing requires marketers to consider three interests when formulating marketing policies, namely, corporate profits, meeting consumer needs and social interests.
The emergence and existence of the above five business management concepts have their historical background and inevitability, and they are all interrelated and adapted to certain conditions. At present, foreign enterprises are shifting from production to management or service. In order to survive and develop, enterprises must establish modern marketing concepts and social marketing concepts. However, it must be pointed out that due to many factors, not all American enterprises have established marketing concepts and social marketing concepts. In fact, there are still many enterprises that are oriented by product concept and marketing concept.
At present, China is still in the primary stage of socialist market economy. Restricted by the development degree of social productive forces, the market development trend, the situation of economic system reform and the income of ordinary residents, China's business concept is still in the stage of sales promotion and coexistence of various concepts.
2. Political marketing refers to the marketing activities that enterprises use political power and political behavior of the government to achieve marketing purposes according to the scope, degree and law of political influence on marketing activities. The strategic research department of an enterprise should pay attention to the policy changes related to the enterprise, strengthen the research, understanding, utilization and influence of public policies at the strategic level, and adjust the marketing strategy of the enterprise in time according to the policy changes.
3.
1. First, the producer market
Producer market, also called industrial market and sometimes means of production market, is composed of such individuals and organizations. The purpose of purchasing goods and services is not for personal consumption, but for processing and producing other products, so as to sell or rent them and profit from them.
Second, the characteristics of producer market.
As far as the market structure and demand characteristics are concerned, the producer market has many characteristics different from the consumer market, mainly in the following aspects:
1. The number of buyers is small, but the size of buyers is large. In the consumer market, buyers are individuals and families, and there are many buyers, but the scale is small. Most buyers in the producer market are enterprises and institutions, and the purpose of purchase is to meet the needs of their production and business activities of a certain scale, so the number of buyers is small, but the purchase scale is very large. Due to the concentration of production and economies of scale, to achieve a certain production batch, a large purchase volume is inevitable. However, within the producer market, the size of buyers and the distribution of purchase batches are unbalanced.
2. The geographical location is concentrated. Due to the influence of national industrial policy, natural resources, geographical environment, transportation, social division of labor and cooperation, sales market location and other factors on the spatial distribution of productive forces, it is easy to lead to the concentration of production distribution. China's modern large-scale industries are mainly concentrated in the northeast, north China and southeast coastal areas. Because of this, the cost of selling production materials to enterprise buyers can be reduced.
3. The demand of producer market is derived demand. Derived demand is also called extended demand, that is, the demand of producer market is derived and extended from the demand of consumer market. For example, the demand of consumers for TV sets leads to the demand of TV manufacturers for TV production materials. Derived demand requires enterprises in producer market to know not only the demand of direct customers, but also the demand trend of joint consumption market. At the same time, enterprises can also promote the sales of their products by stimulating the demand of final consumers for final products.
4. The demand of producer market fluctuates greatly. The demand in producer market is more unstable than that in consumer market. This is because there is a strong linkage and correlation between various demands in the producer market, and the structural change of consumer goods market demand will cause a series of chain reactions of producer market demand; Affected by economic laws, a small increase or decrease in the market demand of consumer goods will lead to a large increase or decrease in the market demand of producers; The demand of producer market is more easily influenced by various environmental factors (especially macro-environmental factors), which leads to great fluctuations.
5. The demand of producer market is generally inelastic. In the producer market, the buyers of the means of production are not sensitive to prices and are generally not affected by market price fluctuations. The demand in the producer market is particularly inelastic in the short term. First of all, this is because manufacturers can't significantly change their production processes in a short time. For example, the construction industry cannot reduce the amount of cement because of the price increase, nor can it replace steel with plastic because of the price increase of steel. Secondly, due to the derivation of the market demand of producers, as long as the demand of final consumer goods remains unchanged (or basically unchanged), the price change of extended means of production will not have a great impact on its sales. Thirdly, because a product is usually composed of several parts, if the value of a part is very low, the cost of this part accounts for a small proportion of the cost of the whole product. Even if its price changes, it will not have much impact on the price of the product, so the demand for these parts is inelastic.
6. Long-term contact. In the producer market, buyers and sellers tend to establish long-term business contacts and depend on each other. Sellers often participate in customers' decision-making at all stages, help customers solve some problems in the purchase process, provide perfect pre-sales consultation, answering questions and after-sales service, and sometimes help customers find goods that can meet their needs, and even supply them regularly according to the varieties, performance, specifications and time required by customers. Suppliers in the producer market must establish long-term business contacts with customers through effective services in order to maintain the market share of their products and the stable customers of enterprises.
7. The purchase requirements of means of production are strict. This is because the products purchased by the means of production will be used in production and business activities, which is difficult to replace, and the unit product has high value and large quantity, and its quality, applicability, economy and supply will have a great impact on the production and business process, meeting market demand, adaptability, competitiveness and profitability of enterprises. Therefore, the buyers of the means of production have strict requirements on the technical and economic aspects of the products they buy.
[Edit this paragraph] Introduction to the consumer market
Also known as the final consumption market, consumer goods market or means of subsistence market, it refers to the market where individuals or families buy or rent goods to meet the needs of daily life. It is the foundation of the market system and plays a decisive role. From the perspective of traded goods, the products are diverse in color, complex in variety and short in life cycle; Commodities are not professional and technical, and there are many substitutes, so the price demand elasticity of commodities is greater, that is, price changes have a greater impact on demand. From the perspective of transaction scale and mode, there are many buyers in the consumer goods market, and the market is scattered, with frequent transactions, but sporadic transactions. From the point of purchase behavior, it induces consumers' purchase behavior to a great extent. From the perspective of market dynamics, due to the complexity of consumer demand, there are frequent contradictions between supply and demand.
[Edit this paragraph] The concept of consumer market
The consumer market is composed of all individuals and families who buy goods to meet their daily consumption needs. Consumer's purchase behavior refers to a series of conscious activities carried out by consumers in the whole purchase process. This purchase process starts from the demand, and goes through the formation of purchase motivation, evaluation and selection, decision of purchase and evaluation behavior after purchase.
[Edit this paragraph] The importance of the consumer market
Consumer market, also known as final consumer market, consumer goods market or means of subsistence market, refers to the market where individuals or families buy or rent goods to meet the needs of daily life. It is the foundation of the market system and plays a decisive role. Consumer market is the main object of modern marketing theory research. Successful marketers are those enterprises and individuals who can effectively develop products that are valuable to consumers and effectively present them to consumers by attractive and convincing methods. Therefore, it is very important to study the main factors that affect consumers' purchasing behavior and their purchasing decision-making process for carrying out effective marketing activities. ?
[Edit this paragraph] The characteristics of the consumer market
Compared with the producer market, the consumer market has the following characteristics:
1. From the perspective of traded goods, because they are products for people's final consumption and the buyers are individuals or families, they are more influenced by personal factors such as consumers' cultural literacy, appreciation habits and income level; The products have diverse colors, complex varieties and short life cycle; Commodities are not professional and technical, and there are many substitutes, so the price demand elasticity of commodities is greater, that is, price changes have a greater impact on demand.
2. From the perspective of transaction scale and mode, there are many buyers in the consumer goods market, and the market is scattered, with frequent transactions, but sporadic transactions. Therefore, most goods are sold through middlemen, which is convenient for consumers to buy.
3. From the point of purchase behavior, it can induce consumers' purchase behavior to a great extent.
This is because consumers are spontaneous and emotional when deciding to buy, unlike the purchase decision in the producer market, which is often limited by production characteristics and influenced by national policies and plans. Second, most buyers in the consumer goods market lack corresponding commodity knowledge and market knowledge, and their buying behavior is unprofessional, so their choice of products is greatly influenced by advertising. Due to the inducement of consumers' buying behavior, the production and operation departments should pay attention to the publicity and advertising of commodities and guide consumption. On the one hand, they should be good consultants for consumers, on the other hand, they can effectively guide consumers' buying behavior.
Consumers have great selectivity and flexibility in what goods to buy, when, where and how to buy them, and are easily influenced by corporate marketing activities and other external environmental factors. The reasons for this situation are:
(1) There are many colors, varieties and brands of consumer goods, and their quality and performance are also different. It is difficult for ordinary consumers to master all kinds of commodity knowledge and sufficient market information, and they are not experts, so they often need publicity, introduction and help from sellers when buying goods.
(2) Many consumer goods have strong substitutability and strong demand, and consumers' requirements for product specifications and quality are not as strict as those of buyers in other markets.
(3) Consumers generally make purchase decisions spontaneously and dispersedly. Therefore, unlike buyers in other kinds of markets, their purchase decisions and behaviors are greatly influenced by organizational factors and are rigid.
4. From the market dynamics, due to the complex consumer demand, frequent contradictions between supply and demand, the development of tourism and the increase of international exchanges, the mobility of population is increasing, and the mobility of purchasing power is also strengthening. Therefore, enterprises should pay close attention to market trends, provide marketable products, and pay attention to setting up more shopping outlets and creating larger shopping centers in transportation hub areas to meet the demand of mobile purchasing power. ?
(1) Non-profit
Consumers buy goods in order to obtain a certain use value and meet their own consumption needs, rather than reselling them for profit.
(2) Non-professional
Consumers generally lack specialized commodity knowledge and market knowledge. When consumers buy goods, they are often easily influenced by advertisements, promotion methods, commodity packaging and service attitudes of manufacturers and merchants.
(3) hierarchy
Due to the different income levels and social classes of consumers, consumers' needs will show certain levels. Generally speaking, consumers always meet the most basic survival needs and safety needs, and buy necessities such as food, clothing, housing and transportation, and then they can gradually meet higher-level needs and buy enjoyment-oriented and development-oriented goods according to the situation.
(4) substitutability
In consumer goods, except for a few goods that cannot be replaced by 10℃, most goods can find substitutes or interchangeable goods. Therefore, the goods in the consumer market have strong substitutability.
(5) universality
In the consumer market, there are not only a large number of buyers, but also buyers are widely distributed. From cities to rural areas, from domestic to foreign countries, the consumer market is everywhere.
(6) Prevalence rate
Consumer demand is not only influenced by internal factors of consumers, but also by external factors such as environment, fashion and values. The needs of consumers will vary with the times, and the goods in the consumer market have a certain popularity.
You have to sum it up yourself!