On innovation of science and technology changing traditional marketing in essence

Since the birth of life, the main line of life has been evolution. When we are in the hereafter, looking back at history, the evolution of human beings and the process of civilization as if only the shell of the chicken, just every time the shell is out, the appearance of the Tau Kok are different from the look of the past, the shell and the symbolic process, can be described as a breakthrough. Over the past tens of millions of years, the history of human civilization has undergone countless breakthroughs, from the first use of stone tools to hunt, the first time with bronze to boil rice, the first sailing to the ocean, the first use of steam train to replace the horse, and even the first time with e-mail instead of fax, the first time to watch video ads with mobile phones. Over the past tens of millions of years, there have been countless breakthroughs that have changed the course of human civilization.

We have a materialistic view of this countless breakthroughs, tools become iconic reference. In the classical materialism theory, once has had the incisive elaboration, the productivity decides the social development process, but decides the productivity the important factor is the production tool. From the macroscopic point of view, any industry any person, is the social production of an element, any link is a production link after all.

If you want to go on a certain link to make evolution, make qualitative breakthroughs, the use of innovative tools, is the decisive force. Therefore, the central government is advocating the construction of innovative society, is the guiding strategy of strategically, the key is the social each link to really grasp the main contradiction of the strategy, only to seize the main contradiction, can make the right breakthrough.

Finding the principal contradiction of marketing innovation

According to this idea, we return to the modern Chinese enterprise management level. We know that the survival and operation of modern enterprises, there will be a basic value chain, the end of this value chain is the sale of products and services, but also the final exchange of value. Enterprises to carry out innovation and breakthroughs, must be in the value chain to break through the link, the perfect result is in the value chain of each link at the same time to break through, slightly owed is in a certain link up to make a breakthrough. But the enterprise is a value creation main body, the final value exchange is its most important goal. In the production-oriented society, social supply is less than, enterprises as long as in the value chain front-end-production, innovation breakthrough, can bring leaps forward and breakthrough. The classic American Ford car case of the early 20th century, the same as in the 80, the corporate world, innovation or the introduction of the latest production tools, the value of the accelerated creation will be smooth to bring greater value exchange. But when society is too long to consume as the dominant type of society, social basic products saturation, human needs in the continuous subdivision and diversification, enterprises in the production process has been difficult to make a revolutionary breakthrough to a link to drive the entire value chain forward, this time, it must be from the entire value chain to carry out innovative breakthroughs, In particular from the next-highest traction change. The end of the value chain is the final exchange of value and the value exchange of the target consumer group. The center of gravity falls on the other side of the exchange, so contemporary marketing is produced.

Contemporary marketing thought that the end of the enterprise value chain is the exchange of value, so we must take value exchange as the source to reshape the whole value chain. The object of value exchange ultimately affects the whole value chain and also affects the whole enterprise activity. In other words, any marketing subject (organization or individual) has to create its unique customer value according to their unique and segmented Exchange object, this unique customer value is transmitted and transferred, and finally realizes the exchange with its unique Exchange object. From Kotler to Schultz, the whole idea of marketing gradually over to the end of the value chain to influence the whole, transform the whole. In the current world market environment, most enterprises are in this marketing thinking in action.

But human beings are human beings after all, hoping for constant innovation and breakthrough, Forever is the eternal soul of mankind. Although has the contemporary marketing thought in the overall influence enterprise's behavior, but the behavior, will have the very puzzled question. Just as God created man, he told him, "You can walk upright." "So people have a sense of upright walking, but how to go?" This is a question, is it better to take the left foot first, or the right foot first? Is the heel first landing good, or the foot palm first landing good? How much better is the pace? How much strength is better? Is it a good way to evolve a thick paw with a bare foot, or is it better to invent a pair of shoes? What kind of shoes are better? ......... How people learn to walk, how to walk like today, this is a problem, not many people know. But the process will have problems, how to better solve these problems? There is a need for more efficient and innovative approaches to the problem. As with marketing, in the marketing process, a lot of process behavior problems arise:

What target consumer groups are more commercially valuable in a competitive marketplace?

How to better understand the depth requirements of the target consumer group?

How to establish more direct and effective communication with target consumer groups?

How to achieve more efficient and interactive communication with target consumer groups?

How to better detect the preferences of target consumers to develop more accurate product strategy and brand strategy?

How to enlarge the contact range and contact frequency of the target consumer group in time and space?

How to enhance the stickiness of target consumer group to product and brand?

..................

Is there a lot of problems? Because we are human, the basic attribute of human is innovation and breakthrough.

Where is the principal contradiction in solving the problem? On the other, ça, if we also study marketing with materialism, we believe that innovation in tools can bring revolutionary marketing innovations as well.

Deep deconstruction of the essence of marketing process

Grasping the essence, recognizing the facts, can seek the correct innovation. If we go from the essence of the marketing process to the deep deconstruction analysis, we can slowly find the true nature of marketing. The process of modern marketing has undergone five major processes: positioning, product, price, channel, communication. That is, before the traditional 4P strategy, add a positioning process, in fact, is the 4C thought and 4P thought combined with a contemporary standard marketing process. In the market, first understand, find and delineate the target consumer group, and determine the target consumer groups of the basic attributes. On this basis, the formulation of product strategy-production of products suitable for the target consumer groups, the formulation of price strategies-to develop the target consumer group the most acceptable price, the development of channel strategy--Select the most efficient delivery of the sale of the way to determine the communication strategy- The series of communication activities, which is the core of the brand core value of the target consumer group, can spread and transmit value.

From the above process can be seen, the contemporary marketing process is the basis of the first step, that is, positioning. The basis of positioning is to find, select, determine the most appropriate target consumer groups, and ultimately according to the target consumer groups of each attribute, to determine their own unique core value, and to rise to brand positioning. How to find it? How to choose? How to determine? Obviously the foundation lies in understanding. That is, to fully understand the market group, can choose to determine the most matching target consumer groups, fully understand the target consumer groups of various attributes including psychological attributes, in order to understand their own output of what unique value, and to this target consumer groups and unique value based on the output of products, output prices. But the first step in the marketing process, the understanding of the basis to determine, and then only by the product load to output unique customer value, it seems too weak, and too direct. In order to enter the process of value exchange directly, there is a lack of the target consumer group's understanding of the unique customer value. In fact, is another direction of understanding. The marketing main body has passed the first-enter understanding and the determination, has produced the unique customer value, does not have the direct attempt to carry on the value exchange with the target consumer group, the middle must add one to let the target consumer group understand the process. The process of understanding the target consumer group is the process of the marketing subject value transmission and transmission.

Obviously, after the entire marketing process deconstruction. We can actually pull out the main line, at a glance. The marketing body first understands the whole market and determines the target consumer group, further understanding of the target consumer group attributes to determine the unique customer value and the basic 3 p strategy, the other direction, but also let the target consumer groups understand this unique customer value (dissemination, transfer value), after both sides understand, finally achieve value exchange. Obviously, the core focus of this process is actually the understanding of both sides, and the mutual understanding can be called communication.

In fact, the essence of marketing is communication. For the marketing main body, this kind of communication includes "understanding and transmission", namely information flow input and output, for target consumer group, this kind of communication is "understand and be understood", is also the input and output of information flow.

Innovate in nature with innovative tools

When we deeply deconstruct the marketing process, we understand the essence of marketing as communication, i.e. the behavior activity based on the input and output of the information flow between the two parties. We will suddenly light the quartet, we find that any organization and individual behavior activities, up to the state and the army, to enterprises, to any social groups, down to individuals, and even animals. As long as it is a behavioral subject, it is based on the input and output of information flow, and to achieve more effective behavior activities.

and change communication, innovative communication, enhance the effectiveness of communication, in time and space to enhance the depth and breadth of communication, we believe that relying on technological innovation can help marketing to achieve a leap-type breakthrough, and has been in the breakthrough.

In the marketing development mileage, the marketing communication way and the communication platform after several big changes and leaps.

1 Human-based marketing communication methods:

The most traditional way of marketing communication is based on manpower. From the marketing of the earliest market research began, rely on market researchers in the market with questionnaires to stop the interview, record data, in order to analyze the market, research target consumer groups. To a health care products business initiative of the Net-type direct-cast poster transmission mode. Channel Sales people go all the way with heavy pictures to visit customers. Even today's health care products industry, conference marketing communication methods and so on. Marketing subjects are based on human resources, in the understanding and dissemination of transmission, both sides of the communication in both time and space are subject to a great degree of restrictions.

2 Electronic era of marketing communication methods:

When the radio and television were invented, radio and radio signals became the most effective means of marketing communication, because it greatly shortened the distance between the target consumer groups in time and space. In China, the first companies to use television marketing communications (and even some planning companies) have achieved breakthrough results in the early stages. As they let their target audiences first learn about their information (and even their unique customer value) from a technology-oriented new media, they have a tremendous sense of trust and admiration for the information they transmit as they first met God. Although with the popularization of traditional television, the audience group's expansion, but has become a flood of television advertising has been a lack of the original extreme worship and trust, and its information dissemination of the shortcomings of the way, also gradually revealed that one-way transmission and transmission has not been satisfied with the marketing parties. Because the essence of marketing is two-way communication.

3 The Marketing communication mode in the cable Information Age:

With the advent of the information age based on the internet, whether the internal production of enterprises to use ERP to achieve the internal information flow efficiency, in the external marketing, computer-terminal Internet is playing a role in the marketing process. From the Enterprise official website platform's application, achieves the enterprise information the basic dissemination, and the target customer group uses this as the platform communication; to the professional research company, it can be used as a platform to collect more effective survey data at low cost and more efficiently. In a variety of positioning of Internet sites and Internet products (such as online games, instant chat tools), the mature development of internet sites not only become the enterprise of various forms of advertising information platform, but also become a deep interaction with the target consumer groups platform, such as blogs, such as the emergence of communities, Not only the individual can effectively subdivide in the network platform to take root, but also formed an individual dynamic interactive communication platform, resulting in the enterprise and the target consumer group interactive communication may, such as brand product topic-type introduction hype and so on.

4 The Wireless Information Age marketing communication way:

When the time of information high-speed transfer, human not only in the speed of information flow to break through, but also in the information arrived at the terminal to make a breakthrough. Mobile phone in the new century, has become the best platform for information flow, has become a real breakthrough in time and space distance communication tools. Wireless internet has become the main body of information circulation after the wired Internet. In particular, since the 2006, wireless internet has brought wireless marketing methods are breaking through the impact of the entire marketing process. The target consumer group of Shanghai Wall Street English has been able to register for mobile phone by landing on a WAP website on Wall Street English; BMW's 3-series target consumer group is already downloading ads from BMW's mobile WAP website as a splash screen and displaying his BMW ringtones to people around him. Hennessy's target consumer groups are chatting at Hennessy's mobile forum while tasting at the bar. Shanghai Circus City's target audience is landing Circus City's WAP website to order tickets online; the channel salespeople of Pine Day electric are using their mobile phones to present their latest product pictures to customers. When the mobile phone becomes people's 24 hours intimate instant tool, the wireless Internet has created the information 24 hours instantaneous circulation possibility, in the marketing process, surpasses the time and the space, more facilitates more effective with the target consumer group to reach the deep interactive communication becomes the present fact.

To sum up, with the continuous innovation and breakthroughs in science and technology, the internal and external operation of the enterprise and the whole operation of the value chain must be combined with technological innovation, and the marketing process of communication as the essence should be combined with technology. We believe that no matter the leap in wireless internet, or the deep development of traditional wired internet, or the maturity of IPTV, or more and more such as building LCD video advertising and other technology-type communication mode of innovation, and so on, will deeply affect the traditional way of marketing changes, the key is that we have to take a leading awareness, to accept, to act. Because only the innovation of each enterprise growth, the whole country can truly continue to be strong.