(1) Enterprise-centered concept. That is, the idea of dealing with marketing problems with the interests of enterprises as the fundamental orientation and the highest goal Specifically, it includes production concept, product concept and marketing concept:
The concept of production is a management philosophy that all business activities of an enterprise focus on production, and it is the oldest marketing management philosophy, which came into being at the end of 19 and the beginning of the 20th century. At that time, due to the expansion of market scale, shortage of materials, strong market demand and shortage of products, enterprises could obtain rich profits as long as they increased production and reduced costs. 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. In this case, the concept of production is accepted by many enterprises. According to the production concept, consumers always like products that can be bought everywhere at low prices, and enterprises should concentrate on improving production efficiency and expanding distribution scope, increasing output and reducing costs. Its typical slogan is:? We sell anything 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 the product concept, consumers like high-quality, multi-functional products with certain characteristics and are willing to pay higher prices for high-quality products. Therefore, the center of enterprise management is devoted to producing high-quality products and continuous improvement. What is its typical performance? 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. During this period, due to the promotion of scientific and technological progress, scientific management and mass production, the output of commodities increased rapidly, and the supply of commodities in the market exceeded demand. How to sell existing products has become the main problem faced by enterprises. According to the concept of promotion, consumers usually have a purchasing inertia or rebellious psychology. If left unchecked, consumers will not buy a lot of their own products. 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 concept, that is, marketing concept. This concept was formed in the 1950s. 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 market competition is further intensified. At the same time, western governments have successively implemented policies of high welfare, high wages and high consumption, and the social and economic environment has changed 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 that enterprises must solve. 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. Its motto is:? We produce and supply whatever our customers need. ?
(3) the concept of taking the long-term interests of society as the center, that is, the concept of social marketing. 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. Western marketing academic circles put forward a series of new concepts, which are collectively called social marketing concepts. This concept holds that the marketing decision-making of an enterprise should not only consider the immediate interests of consumers, but also consider the 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 from the marketing concept is that it requires enterprises to balance profits, the satisfaction of consumers' needs and social interests, instead of paying attention to consumers' immediate needs like the marketing concept, in exchange for corporate profits at the expense of consumers' long-term interests and the overall interests of society.