Philip: Social Network marketing is the general trend

Cheng Guangzhou reports screams, applause, spotlights, spotlight-This is not a big star's meeting, this is a forum, the protagonist is a just after the 80 birthday of the old man-Philip (Philip Kotler).　　June 13, Guangzhou. Invited by the GMC manufacturer's alliance, Philip attended a campaign called "leading the Chinese manufacturing marketing revolution". The marketing professor from the United States, like a big star, has been praised by the Guangdong business community. Originally 1500 people of the site poured into more than 2000 people, many enterprises from Shantou, Zhanjiang and other land opened five or six hours of the car came, only for a glimpse of the master's style.　　When Kotler into the hall, the crowd gave a loud applause and a scream. Kotler witnessed the ups and downs of the American economy for 40 years, thus achieving its complete marketing theory.　　But before the age of 30, Kotler seemed to have little to do with marketing.　　The marketing revolution in the perspective of Economics Kotler's career transition took place at the age of 31. Kotler, who teaches economics at Roosevelt University in 1962, received an invitation from Northwestern University Business School to teach management economics or marketing.　　The Northwestern University Business School was founded in 1851 and was ranked first among the top American University business schools for six years. Kotler chose the latter as an assistant professor at Northwestern University's Kellogg School of Management. The so-called Assistant professor is actually equivalent to a Chinese university lecturer. Obviously, at this time Kotler in marketing academia has no academic status.　　However, a few years later, people will find that the economics teacher, turned into the godfather of marketing. Kotler was promoted to associate professor of marketing in 1965, became a professor after four years, and was appointed Dean of the Kellogg Graduate School of Management in 1973 and was named an outstanding Professor in 1988.　　This marketing professor's identity has been maintained to this day, which is also Kotler's most formal identity. But Kotler's reputation in global marketing has been in the late 1980. Kotler was nominated as the first winner of two major awards in 1985: the annual award of Outstanding marketing Educators by the American Marketing Association and the Philip Award awarded by the Health Care Marketing Institute for Excellence in the marketing of health care.　　In 1989 he was awarded the Charles Kulich Par National Marketing Award and Victor Matea Medal. August 7, 2006, Dr. Kotler 75 birthday, his social status reached the peak. On the same day, the United States academic, political and economic circles to congratulate more than 300 celebrities, the local state government, the Stockholm city government decided to set the annual August 7 as "Kotler Day."　　In Asia, the Indonesian government has also issued a special set of stamps and day covers for Kotler.　　Kotler introduced non-traditional methods such as social science, behavioral science, economics and metrology into the field of marketing, and persisted in the analysis of economics. Explain marketing principles from an economist's point of view, which may be kotler in marketingAn important reason for gaining a great reputation.　　This is closely related to the early learning and research economics. In 1953, Kotler a master's degree in economics from the University of Chicago, and became a "free entrepreneur" from Friedman (Milton Friedman).　　He was a PhD in economics at MIT in 1956 under the direction of Samuelson Paul Samuelson. After becoming famous, Kotler has served as a consultant to many large companies such as IBM, Apple, General Electric, Foton, American telephone and Telegraph, Motorola and Bank of America.　　Later, he was honored as "the father of modern marketing" by followers and students from all over the world.　　The Marketing 3.0 ERA Nuggets China Kotler became famous in the US, but Kotler Consulting Group, named after his brother's surname, has largely been successful in China. In the 1990, a professor of Sun Yat-sen University translated Kotler's writings into China, paving the Kotler for the popular Chinese. May 2001, Kotler Consulting Group officially entered China.　　Dr. Philip first set foot on Chinese soil in October 2002 for the first time on CCTV's "dialogue" programme.　　While successfully assisting other business marketing, Kotler also marketed himself and Kotler Consulting Group. Since 2001, Kotler Consulting Group China Consultant team began to undertake consulting projects in mainland China, successively for China Avic Group, Ping An group, Huarun Group, Shanghai General Motors, Bank of China and other well-known enterprises to provide strategic advice; At the same time, Kotler also began to step into the field of government consulting, successively for Tianjin, Nanjing, Shenzhen,　　Dalian and many other cities, industrial development zones, tourism destinations to provide excellent marketing strategy consulting, training services, to become Chinese enterprises to build marketing power, participate in global competition senior think-tank. In an interview with Kotler, this newspaper wanted to get the share of revenue from the Chinese market in its entire group, but for a variety of reasons did not get.　　However, from the case published on the group's website, China has become the most important source of business for Kotler Consulting Group, while large state-owned enterprises and government have become their most important clients. That is why, at the age of 80, he was pleased to be the chief Marketing advisor to the GMC manufacturer's alliance.　　and GMC's certification system and values, and Kotler's latest book, "Marketing 3.0," coincide with the idea. Kotler that the goal of the Marketing 1.0 era and the Marketing 2.0 era is to gain greater profits. This profit is through a variety of marketing methods to win customers, sell products, build brand to achieve. Marketing 3.0 theory focuses on value marketing, emphasizing that brand marketing plays a key role in enterprise management, realizes the marketing transformation of "consumer" marketing to "people", and embodies the individual value and corporate responsibility of human. In his view, marketing is not only a service, but also a kind of value, is to let foreign buyers identify the manufacturer's identity of the standardGeneral。　　Kotler soberly See, some developing countries ' product quality cannot be guaranteed, such as China appeared some food safety problem, he thinks, food safety and other product quality problem, through group brand Way can be solved.　　Kotler even predicts that GMC can help China make a step, if the model persists, 5 years later, Chinese manufacturing may be made in Germany and Japan, and if China is still a low-end group brand, it will be difficult to produce high-quality brands in the future. Obviously, for most of China's enterprises, in the survival of the situation is difficult to ensure that the implementation of social responsibility marketing is a luxury. But this does not prevent Kotler to its marketing system construction.　　Because this is an old urchin full of fantasy. "Marketing is based on product quality activities" "21st Century": Taiwan's beverage plasticizing agent in the mainland before a storm, the integrity of the enterprise face torture again. In fact, this kind of credibility problem not only exists in manufacturing enterprises.　　What do you think of these problems? Philip: China does have problematic brands, especially food brands. I think these events and brands are individual cases. There have been similar problems in the United States.　　Under appropriate and effective supervision, I believe that the problem will soon be resolved. As a brand, product quality and ethics is the most important factor, marketing is based on product quality activities above. However, if marketing is based on inferior products, its notoriety will be spread quickly, which is not conducive to the development of enterprises, and even lead to the death of enterprises. The poor quality of the bad affect a lot, even can bring down the industry, causing public confidence collapse.　　In China's rapid development of e-commerce industry, the credibility of the enterprise is particularly significant, it can even be said that business integrity and credit problems are restricting the sustainable development of e-commerce bottlenecks.　　21st Century: What advice do you have for Chinese manufacturing in the face of an immature business environment? Philip: A company's strategy is usually to do three important work, the core of the work is to protect the existing market, the second is to gradually expand the market, the third step is to enter the new market, including the domestic market, the international market.　　One of the big challenges is how you allocate limited resources to these three areas. Many companies make the mistake of devoting too much resources to protecting existing markets and expanding domestic markets without paying attention to progress in international markets.　　The advent of the Internet, so that access to the international market is no longer the monopoly of large enterprises, a large number of small and medium-sized enterprises can also enter the international market Low-cost, which will make a large number of small and medium-sized enterprises to obtain a very strong competitive advantage.　　21st Century: What advice do you give to Chinese companies in the face of social marketing? Philip: Social Network marketing is a marketing trend, such as facebook,twitter social networking tools, they even have the ability to change society. China is a huge market for social network marketing, with huge business value and opportunities, and companies in China and abroad are targeting the market. Chinese EnterprisesWe should use the knowledge of the local market and seize the opportunity. I know that some Chinese companies have taken a lot of advantage in internet marketing, and took effective action.　　I suggest that Chinese enterprises can combine their own business needs, choose the right media for marketing, this will be more effective.　　"21st century": so far, Chinese manufacturing has not completely shaken off the fate of cheap and low value-added, which makes Chinese products more difficult to conduct international marketing, how to reshape the world's view of Chinese manufacturing?　　Philip: Internationalization, to the international market is a way out of China's manufacturing. Japan has also experienced a similar era, Japanese products manufactured before the Second World War were of inferior quality and very inexpensive; But after the Second World War, Japanese companies took great care of product quality to build Japanese brands, and at this time some American companies told me that they would produce a product and use Japanese names as their product names.　　I think one day, American companies will also use a name that sounds like Chinese made as their brand.　　"21st century": How can Chinese manufacturing highlight its differentiation? Philip: When product quality is similar, price is the key to differentiation. We have coffee, we can choose between McDonald's and Starbucks. But Starbucks coffee is very expensive, why can survive? Because Starbucks sells not coffee, it sells experience. So, on the basis of homogenization to achieve the difference, this is the general marketer and a great salesman difference.