Major concept change: knowledge marketing

Original article: http://www.chinaacc.com/new/287/294/348/2006/5/sh356413261418560028878-0.htm

The rise of the knowledge economy indicates that economic activities of human society are gradually getting rid of resource constraints, so as to achieve sustainable development. It also indicates that competition between countries is a competition of science and technology, it is the Development Competition of information resources and the competition of knowledge and talent. Knowledge economy brings not only scientific and technological revolutions and knowledge revolutions to enterprises, but also a management revolution. As a new marketing concept and management concept, knowledge marketing is the product of rapid development of knowledge economy. Whether an enterprise's marketing can be effective depends on whether its marketing can bring new benefits to consumers, not only the price during the promotion period, it should also bring them spiritual enjoyment, life enrichment, and knowledge improvement. From time to time, when enterprises take price wars as weapons and are hard to extricate themselves from vicious competition, knowledge marketing, a marketing method that allows for difference, novelty, and win-win, is emerging. On the other hand, with the increase of product technology content, rich information, and more functions, the use of products is becoming increasingly complex. The same product has multiple features, different use methods of the same product have different effects. Because people have different access to information channels or different focuses, they often have little or no knowledge about a certain knowledge, and consumers cannot have enough knowledge of various subjects to meet the needs of identification. So they are eager to have a fast, effective, and convenient way to get in touch with and buy goods, knowledge marketing has emerged.

　　1. Meaning of knowledge marketing

The most representative view about the meaning of knowledge marketing refers to injecting certain knowledge content and cultural connotation into the enterprise's advertising, publicity, PR and products during the marketing process, it helps consumers increase information and knowledge related to commodities and improve their consumption and quality of life, so as to promote products, establish an image, and enhance brand competitiveness. This is widely recognized by most industrial and commercial administration. However, from the traditional idea of library and intelligence, we can understand knowledge marketing as marketing knowledge products or achievements.

From the understanding of the business administration field, knowledge marketing should include the following three parts:

　　1.1 learning Marketing

The arrival of the era of knowledge economy means that we are entering a "Learning Society". In such a learning society, people must "live to the old, learn to the old, marketing also inevitably becomes "Learning marketing ". Learning and marketing mainly includes two aspects: first, enterprises promote their products and services to consumers and society, popularize new technologies, and "preach, teach, and confuse" consumers ", to share knowledge and information, eliminate the customer's consumption barriers, and achieve a two-profit marketing effect. For example, you can go to the community to hold popular science lectures and give scientific books to the public, the popular science knowledge competition is held to stimulate people's desire to purchase corresponding products and stimulate market demand. However, during the promotion, participants are not allowed to purchase products. The second level of learning marketing is that enterprises learn from consumers, peers, and society. In the marketing process, enterprises must constantly learn from customers and other partners, discover their own shortcomings, learn from good experiences, and supplement and improve their marketing management processes. This shows that the learning and marketing of learning are two-way, that is, mutual learning, mutual perfection, and mutual learning, ultimately achieving overall harmony.

　　1.2 Network Marketing

Network marketing is a product of the combination of knowledge economy and network technology. It uses the Internet for marketing. Specifically, it is achieved through the establishment of virtual stores and virtual communities on the Internet. Virtual stores, also known as electronic space stores (cyberstore), are different from traditional stores. They do not need stores, shelves, or service personnel. They can launch marketing activities around the world as long as they have an Internet website. Compared with traditional stores, it has the advantages of low cost, no inventory samples, around-the-clock service and borderless, and regional boundaries, and shortens the distance between enterprises and consumers. In addition, you can also conduct advertising promotions, market surveys, and collect information on the Internet.

First, the new business opportunities on the website strengthen the frequency and degree of use of Enterprise Network trade. Second, broadband access has become popular in new residential areas in major cities in China in recent years, this provides a new space for the development of online marketing. Once again, the changing and changing economic, social, and political environments may deteriorate from time to time, for example, the 9.11 Incident, the Iraq war, and the global SARS virus provide conditions for the development of network marketing. In this case, more people are paying attention to e-commerce, a new transaction model. People used to think of shopping as a pleasure. Now, people begin to avoid shopping in areas with high traffic, more and more people choose online transactions with the lowest risk of disease transmission. In fact, the convenience and benefits brought by network marketing have already benefited many websites and businesses.

　1.3 Green Marketing

With the continuous improvement of living standards and quality, goods and services in the traditional sense cannot meet people's consumption needs, while healthy and natural green products are gradually becoming a new favorite of consumption, the concept of environmental protection, ecology, energy conservation and sustainable development in consumption is growing, which forces marketing enterprises to pay special attention to the concept of green and develop green products, that is to say, the whole process from production to use and recycling must be harmless to the ecological environment and meet specific environmental protection requirements. At the same time, the marketing strategy should focus on the "Green Complex ", pay attention to "Green Packaging" and provide "green services" to ensure "harmony between Heaven and Man ". Only in this way can we get social recognition and the trust of our customers, so that enterprise marketing can be successful. In addition, enterprises should actively strive to obtain is014000 certification and "environmental indicator" and obtain the 21 st century marketing certification.

　2. Differences between knowledge marketing and Traditional Marketing

The concept and connotation of knowledge marketing lay the knowledge foundation for us to understand and understand knowledge marketing. What is the difference between it and traditional marketing? In summary, there are mainly the following aspects:

　2.1 different marketing Environments

The marketing environment has undergone great changes. First, the competition is becoming increasingly fierce. As China's Accession to the WTO and the evolution of economic globalization, the "Internationalization of the domestic market and regionalization of international competition" is gradually becoming a reality. Second, the competition method has changed, we all share information technology, share information resources, develop more markets, compete in cooperation, and cooperate in competition.

　2.2 different marketing products

Traditional marketing products are gradually replaced by knowledge-based products due to a qualitative change in marketing products. Marketing of knowledge products requires marketers to have a high level of knowledge. They must not only be familiar with marketing techniques, but also have knowledge about related products and can sell these knowledge to consumers, able to provide fast, timely, and highly knowledgeable after-sales services.

　2.3 different marketing methods

Traditional marketing methods rely on media and advertisements to send product information to consumers. This method is one-way. marketers are often active, while consumers are passive, and information feedback is slow and limited, the cost is also high. In the era of knowledge economy, network-based marketing channels are widely used. Not only can marketing departments quickly transmit product information to consumers through the network, but marketing links and costs are greatly reduced, in addition, consumers can communicate with the marketing department through the Internet to express their wishes and put forward their own requirements, prompting manufacturers to produce products that are more suitable for the market.

　　2.4 different marketing results

The results of traditional marketing are often beneficial to enterprises and marketers, because the starting point and focus of marketing is to be able to promote their own products and services more quickly; knowledge marketing pays more attention to consumer demands, which not only helps enterprises establish a good image, enhance brand competitiveness, but also enables consumers to consume products and services with confidence, in particular, this gives consumers the knowledge and skills to use related products.

　3. Principles of knowledge marketing

Knowledge marketing is widely used, ranging from large-scale advertising and PR activities to individual small traders. For a product, the marketer should not only publicize its usage and benefits, but also introduce its usage and maintenance skills, and also introduce the knowledge about the future development trend of this product series, guide people's lifestyle and consumption ideas to increase sales. How can we guide the healthy and rapid development of knowledge marketing under the market economy system? This should follow the principles of knowledge marketing.

　3.1 principles of honesty and trustworthiness

Being honest and trustworthy is an old tradition of the Chinese nation. Today, it is still the basis for enterprises to grasp the moral boundaries in marketing and even the whole market economy activities, this includes honesty, non-counterfeiting, clear price, fulfillment of contract responsibilities in transactions, commitment keeping, and authentic and credible market survey data.

　　3.2 balance of interests

Balancing Interests means that enterprises must consider whether they are in the interests of consumers and whether they are in the overall and long-term interests of society. This does not mean that it is improper for an enterprise to make profits through marketing activities, because the pursuit of profit is the fundamental motivation and important feature of enterprise marketing. Profit itself does not matter. Judging whether an enterprise's marketing activities are moral does not depend on whether it pursues profit or how much profit it pursues, but on how it pursues profit and what consequences it will bring.

　　3.3 principles of mutual benefit

The principle of mutual benefit requires that you correctly analyze your own interests and the interests of other stakeholders in marketing activities. In the competition between enterprises, abandoning the preference and joining hands to jointly develop the market has become a prominent feature of the world economy today, and is a typical embodiment of mutual benefit.

　　3.4 rational and harmonious principles

In marketing, knowledge is used to scientifically analyze the market environment and accurately predict future market development and changes. This is not a great success. simply pursuing market share and losing profits.

　　4. Key to knowledge marketing management

Management is the eternal topic of an enterprise. The key points of knowledge marketing management need to be considered as follows:

　4.1 knowledge marketing personnel

To effectively implement knowledge marketing, we must first manage the knowledge marketing personnel. Only by managing people can we manage all kinds of business resources of an enterprise, human factors are the first in enterprise management.

Knowledge marketing management must be "people-oriented" because all key links in the knowledge marketing process are completed by knowledge marketing personnel through creative work. From the perspective of management practice, knowledge marketers have two key questions: What kind of knowledge and ability should they possess and how to make full use of them, the level and utilization of knowledge and ability of Knowledge marketers fundamentally determine the success or failure of knowledge marketing management.

The center of knowledge marketing management will shift from focusing only on business volume growth to focusing on quality improvement; the goal of marketing management will shift from reducing costs and improving efficiency to business development and increasing customer loyalty; the value of marketing personnel is no longer just to promote products and services, but to act as a consulting consultant. Instead of simply selling products to customers, they should become the Adviser for consumers to purchase. To meet the ever-changing demands of the information society, marketers should have a wide range of knowledge and unique vision, understand the market development trend, and have a certain degree of understanding of the marketing concepts and marketing strategies brought about by technological innovation, we also need to train ourselves into experts who are familiar with consumer behavior and business analysis.

In the era of knowledge economy, the marketing environment is complex and changing. Managers need to grasp more and more comprehensive information in a timely manner and make correct marketing decisions. A large amount of information is scattered in the market, knowledge marketers have richer and more accurate market information than policymakers, because they have the closest contact with the market and are most sensitive to environmental changes, can accurately determine the impact of environmental changes and quickly respond to them. Therefore, within a certain scope, they should have the right to make independent decisions in order to give full play to their marketing initiative and creativity.

From the perspective of self-management, knowledge marketers must establish a kind of courage and confidence in continuous learning, exploration, and innovation. From the perspective of enterprise management, enterprises must constantly carry out reform and innovation, create a good knowledge innovation environment in terms of organization, system, and culture. The specific requirements include the high efficiency of the Organization, flexible organization, and the timely provision of necessary learning and practical opportunities, there are various incentive measures conducive to mobilizing the enthusiasm of Knowledge marketers, and the pursuit of science, the courage to explore and innovate, and the creation of a cultural atmosphere advocating the spirit of collaboration.

　　4.2 Implementation of Marketing Awareness of all employees

All activities of an enterprise can be attributed to two aspects: Realizing customer value (which is often ignored or not paid enough attention to in the past) and creating knowledge value. Obviously, the realization and creation of these two values are not achieved by the marketing department or any other functional department alone. It objectively requires breaking the traditional marketing line, the marketing of employees is converted into conscious marketing, that is, full and timely information communication is realized between all employees in the enterprise and between the enterprise and the market, ultimately, a consistent sense of customer and enterprise value is formed. Drucker pointed out: "marketing activities as a way of action are not the most important. As an expanded enterprise, marketing is the most important consciousness to increase the value of customers and enterprises ." It can be seen that marketing is not only the work of the marketing department, it must be implemented into all employees of the Company as a kind of consciousness and become the focus of everyone in the Organization. In fact, all the work of an enterprise, including production and operation, is not separated from each other, but linked and promoted, and is shared in the chain of enterprise value, responsibility for creating customer value and enterprise value. Marketing is a strong bond between production and operation, between various functional departments, and between enterprises and the market.

　4.3 establish a marketing concept centered on customer interests

As mentioned above, the realization of Customer Value and the realization of enterprise's own value are not only not in conflict, but to some extent, the former can be seen as an implementation condition of the latter, only by fully considering the interests of customers and continuously realizing the value of customers can enterprises gain the trust of customers in the competitive market and win the loyalty of customers, so as to maximize the return for enterprises.

　　4.4 create a sufficient channel and environment for information exchange

Only by creating sufficient information exchange channels and environments can we achieve the perfect integration of production, operation and market knowledge, and ultimately achieve a high degree of unity of top-down and bottom-up ideas and actions within the enterprise.

　　4.5 integrate the knowledge-oriented marketing philosophy with the marketing process

How to realize the value of customers? The best way is to spread knowledge to them in the marketing process, guide their consumption ideas and lifestyles, popularize their knowledge about the product series of the enterprise, and stimulate their desire to consume, let them understand the future development trend and consumption trend of technology and products, and enlighten their life and consumption wisdom.

5. the University's knowledge marketing management raises the University's knowledge marketing question for the following reasons: first, the University is also a social organization that focuses on input and output, and on educational benefits, this is not essentially different from the enterprise. Second, competition between universities is becoming increasingly fierce? They compete for limited social resources, including funds, student sources, teachers, and special qualifications and fame, the allocation and use of national education funds are constantly concentrated (more and more concentrated in key universities and "211 engineering" universities), and the expansion is ongoing year after year. For those universities that are not listed in key universities, how to obtain more and better students has become an important issue for their development.

The task of university knowledge marketing management is to take various measures and methods to strengthen the propaganda of various university knowledge products (scientific research achievements, academic achievements, etc.) and promote the conversion and utilization of knowledge achievements. Increase the knowledge content in propaganda, increase the influence of the University, promote the social recognition of all kinds of talents of the University (especially some senior talents), and improve and establish the image of the University in general, ultimately, it is conducive to improving the competitiveness of the University.

University knowledge marketing measures include:. encourage all kinds of academic talents to express their views and opinions in academic conferences on various occasions (especially at high-level academic conferences) and high-quality academic journals, publicize your knowledge products and academic achievements, which not only increases your personal influence, but also increases the visibility of your institution. B. Encourage all kinds of talents in the school to access the Internet and establish their personal homepages on the Internet. The personal homepages should be published on well-known websites. Highlight personal styles in the design of web pages and enhance their attractiveness. In the content, efforts should be made to publicize their own academic ideas and influential knowledge products. C. the school's webpage content should be adjusted to highlight its own characteristics and expertise and stand out as many webpages as possible. In addition, the school Webpage cannot only focus on the organization, institution, department, and settings of the school, we also need to publicize the school's knowledge products, technical achievements, important experts and scholars, and their important academic achievements and scientific research achievements on the webpage. All in all, we need to enhance the content of "Knowledge" on the website content of the school to improve the browsing rate, knowledge and readability. D. schools and individuals can vigorously recommend and publicize their own subject majors and research directions to the society and candidates through various occasions and channels, especially the distinctive subject majors and research directions of the school, strengthen the social influence of these disciplines and research directions and their position in the minds of candidates, and strive to attract more and more excellent candidates to apply for the school, for example, various channels are used to widely distribute and publish school enrollment brochures, professional directories, professional profile materials, and academic achievements of instructors on various occasions, so that more candidates can learn about the school and apply for the school. E. Actively promote school professors and well-known scholars to serve as part-time professors in other schools and institutions, so as to better expand the social and academic visibility and influence of individuals and schools.

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