New trends and changes in my country’s marketing development 1. Green marketing The so-called green marketing means that enterprises fully embody environmental awareness and social awareness in the marketing process, from product design, production, manufacturing, waste disposal methods, to the marketing mix that is conducive to environmental protection in the product consumption process. Strategy. That is, the product uses less energy and resources during the production process and does not pollute the environment; the product does not pollute the environment and has low energy consumption during use; the product can be easily disassembled, recycled and refurbished or completely discarded for a long time after use. It is put forward in compliance with the sustainable development strategy. As an effective means to achieve sustainable development, green marketing will undoubtedly become an inevitable choice for the marketing development of modern enterprises. First of all, during the process of industrialization, improper handling of environmental and development issues has resulted in global environmental pollution and ecological damage, posing a serious threat to human survival and development. To develop stably in the future society, enterprises must consciously restrain themselves, respect the laws of nature, and follow the path of mutual promotion and coordinated sustainable development of population, economy, society, environment, and resources. Secondly, with the improvement of living standards, consumers’ consumption goals are no longer just survival, but health, safety, comfort and harmonious development. With the increasing awareness of environmental protection among consumers, new green consumption is becoming popular all over the world. In the face of consumers' increasing "green" consciousness, companies have to change their concepts and develop green marketing strategies centered on the impact of products on the environment to adapt to the needs of consumers. Thirdly, from the perspective of a company's external behavior, it is necessary to integrate the company's self-interest goals into the interests of consumers and society, eliminate the company's "marketing myopia" that harms the interests of consumers and society, and thereby enhance the overall image of the company. In fact, a company that cares about environmental protection is better able to maintain good relationships with consumers and the government, and win government support and consumer preference. Finally, green marketing can help promote the rational allocation of resources and improve resource utilization. As consumers’ green awareness increases, purchasing green products has become a fashionable and inevitable choice. Green marketing helps companies occupy the market and expand market share. Especially in international marketing, green products can often break through non-tariff barriers in various countries. , successfully entered the international market, and at the same time can enjoy some policy preferences. For example, in some countries, the sales price of green products is allowed to be 5 to 20 yuan higher than that of ordinary products. This will undoubtedly bring great temptation to enterprises. In short, "green" is the popular color in the new era, green products will become the leading products, and establishing green marketing concepts is an inevitable requirement in the new economic era. [Thesis-Article-Network LunWenNet] 2. Cultural Marketing As consumers' living standards improve, their basic living needs are increasingly satisfied, and they will pursue spiritual things. This is the cultural connotation of products. Therefore, how to make full use of the influence of various cultural factors in the marketing process is being paid attention to by enterprises. Cultural marketing is based on analyzing the market and consumer psychology, giving more cultural connotations to enterprises and products, so as to increase the attractiveness of enterprises and products and achieve the purpose of increasing sales. It mainly includes marketing concepts oriented to the differentiated cultural needs of consumers, marketing strategy combinations with rich and colorful cultural qualities, and marketing methods and marketing services based on cultural concepts. KFC and McDonald's are popular in mainland China. To be fair, their taste is average, but when people sit in that simple, bright and exotic restaurant, they are not only tasting food, but more importantly, they are appreciating a kind of American culture. Western values ??of calmness, efficiency, and industrialization. The quality of "Qufu Old Wine" produced by Shandong Qufu Winery is indeed good, but the final sales were sluggish for a long time. It was later renamed "Kongfujiajiu", with a simple and elegant decoration, and "Kongfujiajiu", called The slogan "People miss home" injects strong cultural sentiment into the product, and is very popular among consumers. Traditional marketing is product or service-centric, focusing on customers' recognition of some attributes of the product itself, such as affordability, convenience, durability, etc.

This means that: on the one hand, the number of customers faced by enterprises will increase rapidly, and global consumers will be included in the target customer group; on the other hand, the competitors faced by enterprises will not only be domestic counterparts, but global companies. Especially multinational companies with rich marketing experience and strong strength. Obviously, global marketing provides enterprises with a broader strategic vision and market opportunities, but at the same time, the marketing risks faced by enterprises also increase, which also puts forward higher requirements for enterprises' marketing requirements. In recent years, many foreign companies are optimistic about the Chinese market and have settled in China, forming a phenomenon of "domesticization of international competition" in China. Haier is one of the earliest companies in my country's business community to have this awareness. They clearly proposed to achieve "Haier's internationalization and internationalized Haier". The so-called "Haier's internationalization" is through large-scale exports and overseas establishments. The factory allowed Haier to quickly expand to countries around the world. The so-called "internationalized Haier" means to localize Haier in countries around the world. According to reports, Haier first took this step in the United States, which has the most developed knowledge economy. Haier in the United States is a localized Haier established by Haier based on the trinity principle (that is, the design center, marketing center, and production center are all in the United States), rather than a pure Chinese Haier. , its design center is located in Boston, its marketing center is located in New York, and its manufacturing center is located in South Carolina. Let Americans run American Haier and let American resources "nurture" American Haier. Zhang Ruimin said, "Haier people have a dream, which is to make their own brand, a brand created by the Chinese, a world-famous brand." This dream is a manifestation of the global marketing concept. 5. Service marketing The so-called service marketing refers to relying on service quality to obtain good evaluations from customers, attracting customers through word-of-mouth, maintaining and enhancing relationships with customers, and thus achieving the purpose of marketing. Service marketing is a new field of modern marketing, and service is the basic scope of marketing. With the establishment and improvement of my country's market economic system, the supply and demand pattern of my country's market has undergone a fundamental change, from a shortage to a situation where the total amount is basically balanced and relatively surplus. Correspondingly, the focus of market competition has also changed from competition for resources to price competition focusing on competition for demand. Many companies have adopted methods such as "low-price sales", "profit sales", and "discount discounts" to attract customers. Although price reductions have stimulated some consumers' desire to buy, facts have proven that relying solely on it to promote sales growth is no longer realistic. On the other hand, the advancement of science and technology has narrowed the quality gap between similar products to a negligible level. In addition, from the perspective of consumers, with the development of the economy and the improvement of people's income levels, the benefits obtained from consuming material products themselves are no longer the main goals pursued by consumers, especially when product quality converges and prices Under almost the same circumstances. Consumers pay more and more attention to the spiritual enjoyment obtained during product consumption. Therefore, service products are increasingly favored by consumers. For enterprises, the only thing that can increase the "transfer value" is thoughtful, practical and convenient services. In this case, the competition among manufacturers is not only the competition of the product form itself, but also the competition of the additional benefits that the product form can provide. As Donald Hilton, chairman of Hilton Hotels in the United States, said, "If the hotel has first-class equipment but does not have first-class waiter smiles, it is like the garden losing the spring sun and spring breeze." Therefore, as an important and main additional benefit The constituent elements—the scope, extent, and quality of services—have become the main weapons in fierce competition among manufacturers, and hardware products increasingly rely on the support of software services. Therefore, enterprises must adopt more effective marketing strategies that are different from traditional marketing methods in order to occupy and retain the market, thus giving rise to the "market-centered" and "customer-oriented" marketing concepts, which fully satisfy Customer needs are the center, and competitive strategies have been adopted as the focus. It has become the most popular and adopted marketing concept today. This marketing concept is "service marketing".