Summarizing the 5 golden rules that modern marketing must pay attention to

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Enterprises in the continuous development process, the marketing concept is also constantly upgrading, so what kind of marketing theory is the first-class marketing theory? We should pay attention to the results of modern marketing, but also pay attention to the process, both the external and the Foundation, both the strategy and the hard work; It is necessary to explore and innovate, to study and manage. This concludes the five concepts that must be paid attention to in modern marketing.

First, marketing, in the external momentum, to do in reality, potential for the real day, the real potential of the land.

For the external market to the momentum, the potential outside, for the next step of the marketing work has great help. As we scan the most successful marketing campaigns in the Chinese market in recent years, it is possible to easily identify marketing practices with strong influence, high reputation and good marketing results. Not public relations first event planning: "The best work in the World" event, Mengniu sponsored Super female voice, Skyworth and Vantage home appliances to the Countryside project, Li Ning's "non-Olympic" marketing events, the ban on the old Kat incident and so on. These events are ingenious planning ideas and good momentum effect, become a classic marketing case. Under the economic crisis, under the premise of the substantial reduction of marketing costs, public relations marketing has a strong role to play, with the lowest input to obtain the maximum attention effect.

From the perspective of marketing, the essence of marketing is not the competition of products, but the competition of cognition: What is "what" in the eyes of consumers is far more important than what is actually "what"--this determines that the highest level of competition between enterprises is not the competition of product function, but the competition of consumer cognition. So public-relations-led marketing campaigns have a strong role to play, with excellent news planning and good communication means, so that the community to understand the full range of enterprises, the product behind the people, business, culture and story, to promote their brand by understanding and understanding, by understanding and unlimited loyalty, brand popular with the world.

For the enterprise internal to do real, based on this. Enterprises in order to have two pieces of excellent products: product quality, business staff quality, quality is the basis for the survival of the company, quality is the company's life. There is no guarantee of quality management measures, there will be no better product quality, no good product quality will not use the company better future! Product quality is the life of enterprises, the long-term vision of the enterprise should be at all strength to grasp the quality of products, marketing is the fundamental product quality, azimuth marketing quality, whether it is that a company which brand, If there is no excellent products and services, it will not be a long-term development, because of product quality problems and overnight collapsed many enterprises countless. As of January 28, Toyota has recalled more than 8 million vehicles in the United States, Europe and Asia. Honda February 10 announced that the global scope of the 437,763 airbags have hidden trouble in the car seat recall processing, the bitter lesson, to the international many well-known enterprises sounded the alarm.

Second, marketing, to Qi Sheng, to positive and, not odd five to victory, is not difficult to evergreen.

Marketing, to Qi Sheng, to be and, a tree has the foundation and with foliage, if the proportional to the basis, that strange is the foliage, you can say: No, there is no qi, qi is in the positive support, can be called singular.

This is from the "world" strategic point of view, here will be seen as the basic strength, speaking odd as a military offensive, years of fighting, there is no solid foundation is unimaginable, Zhuge Liang six out of the Qilian mountains, the reason for the real failure, it can be said that there is no solid foundation, a district shu a pomelo? There is no victory over Wei's strategic advantage, plus Guan Yu, Liu Bei twice Tung Wu Zhou War defeat, to Zhuge Liang successive troops, Shu Sheng Wei has been basically hopeless.

If from the point of view of the strategic base, then this is the main cause of war, the deep-seated reasons why Xiang Yu, Chao, Zicheng, although able to win the land, but eventually missed the reason.

Ancient wars, modern warfare, even commercial competition, there is no base and strategic base is hard to imagine, for example, you may have a Coke formula, assuming that this cola formula than Coca-Cola, but you do not have the capital to compete with the Coca-Cola, because, do not say Coca-Cola marketing costs, even the production base, You can't match any part of the logistics distribution.

Third, marketing, to talk about the model, but also to innovate, the model for the marketing of the foundation of Innovation for the soul of development.

Wushu has a routine such as the concept, such as Taijiquan, Shaolin, Quan, and so on, these are routines, routines are choreographed boxing, it has at least two of the role of the direction, peacetime can continue to exercise, physical fitness, wartime can be dismantled do, conquer. The routine is a mixture of experience and knowledge, simple to say that he is the knowledge is also wrong, simple to say that he is the experience is also wrong. The so-called routines are directly facing the actual combat, and is tested by actual combat, this problem if the map to our marketing, we can understand what we are missing? A marketing director, if you do such a position, first do what? If we are facing a sales problem now, we must be able to identify the areas of work that are relevant to the problem, what work is the most important, what is secondary, what must be done first, and so on, and then quickly develop a solution, the action described above has been repeatedly stressed one thing, is that you must understand that should be through which several aspects of the work can be solved on my day, this is not only the knowledge of the problem, the Institute of MBA people may not be able to solve the above problems, but also need to pay attention to the fact that the enterprise in the face of a variety of practical marketing problems, is not to wait where to think about the way to solve the problem, we must deal with problems, While thinking of a better way, as an excellent business management marketing Manager, their abilities are more like the routines mentioned above, rather than the so-called management knowledge, they have in the long-term practice, has formed a unique analysis of the transaction and processing of the point of view, methods, these methods in the practice of continuous exercise and ascension, In the application of practical problems, many just like conditioned reflex, as long as the inertia can solve the problem, he is not a simple experience, because it is more systematic than experience, rational more, so the marketing model is a system or "routines", rather than a means or a way.

Marketing innovation is the inevitable result of China's enterprises in line with the international competitive environment, is also a necessary means for enterprises to survive and develop in the competition, the domestic market and the international market, which leads directly to the change of the competitive environment of enterprises and the enhancement of competitors. But facing all, our country enterprise displays many inferior position. In particular, the poor marketing concept of a fatal weakness, so that enterprises face strong severe opponents and high strength marketing means overwhelmed, there are also some enterprise system problems also show the weakness of enterprise competitiveness, and to solve these problems, it is necessary to start from marketing management face-to-face reform and innovation, Because marketing innovation is the most fundamental and effective way to improve the market competitiveness of enterprises. In addition, through marketing innovation, enterprises can scientifically and rationally integrate various resources, and can provide high product market share.

Iv. Marketing, attention process, win in the results, no process control, the goal is not in sight.

Many modern enterprise bosses are most concerned about the total marketing, sales, profit margin and other indicators, but the marketing process seems to be less concerned about. Modern marketing, should be a business to the market, the product of the customer's all understanding, responsibility and action of the sum. From the previous single to the results of the sales to be responsible for the value of the customer, the product is responsible for the service is responsible for the overall system, and the completion of the Department of the results of the original single marketing department into the whole enterprise. The third generation of the United States "Microwave oven" project is a marketing through the entire product development cycle, sales cycle to late service of the whole process of marketing products.

Modern enterprise advocacy, marketing is full marketing, the whole process of marketing, from this perspective, marketing is no longer a sector and a certain aspect of the matter, marketing itself is a process, from raw materials purchase, production and processing of products to logistics, has been to the point of sale terminals even to after-sales service are doing marketing, marketing skills, marketing promotion, Sales promotion, marketing terminals, marketing organization and marketing process.

Therefore, if the enterprise has done a marketing process control in all aspects of the various elements, real-time feedback and correct the problems in the marketing process, then, marketing goals will certainly be achieved.

Five, marketing, external management, within the customs clearance, strategic marketing thinking, can often better than the market.

Enterprise activities are divided into two categories, one is operating, the other is management, the so-called operation, is to create value-added, the so-called management, is to reduce costs, management for business services. So, we need to understand the difference between management and operation:

1, business is market work, management is the internal strength, to catch the market, within the grasp of enterprises.

2, the specific content of different, operating refers to commodity management, asset management, Capital Management, management refers to system management, mechanism management, corporate culture.

3, do a good job of both the key and different points of view, the management of the time as the outline, the administration of a person-oriented.

4, the root cause is different, business is the product of the market economy, there is a century of history, management is a planned economy, the product of collective labor, from the primitive society has thousands of years of history.

5, in science, management and inclusive operation, in the enterprise, management including administration.

6, operating market-oriented, day-to-day change, management can not change every day, relatively stable.

7, the operation is confidential, can not be copied, more trend of art. Management has a pattern, can not be kept confidential to buy, more scientific trend.

8, business is an economic legal person, entrepreneurs to consider, management is all organizations in common.

9. The management solves the direction, the strategy, the market, the efficiency, the management solves the order, the discipline, the enthusiasm, the efficiency (person, wealth, thing)

10, Business Research market, is to create profits, make money (open source), management research to reduce costs, belong to save money (throttling)

11, the importance of the enterprise is different, in the management, directional error can not be committed;

All, business and management work can be said to be the intersection of experience and knowledge and wisdom. Only can manage, can operate well, when the business expands, need to manage the level, in order to meet the needs of enterprise development.

In short, we in the management consulting and actual combat, summed up the modern enterprise marketing should have the five high mountain rules, potential and reality, positive and singular, mode and innovation, process and results, management and management, these five laws are not isolated existence, there is a certain logical relationship between them, enterprises are faced with the rapid development of production and environment, How we deal with it, the five laws hope to give business decision-makers in the management concept and decision-making to give some inspiration.