1, conceptual innovation
Concept innovation is the forerunner of enterprise marketing. China enterprises in 2 1 century should not be satisfied with establishing marketing concepts, but should pursue new marketing concepts suitable for 2 1 century. I think we should emphasize the following new concepts: First, the concept of family marketing. The core of marketing concept in the 20th century is that customers are supreme, and customers are regarded as "emperors". In fact, there is no "God" in the world, and God is too high for people to adapt. The concept of family marketing emphasizes that customers should be regarded as "friends" or "relatives" rather than "God". By establishing new family relationships, the distance between enterprises and customers can be minimized. By becoming "friends" with customers, customers become "friends" of enterprises forever. Imagine that when customers become "friends" of enterprises, will they not "invest" in the products of enterprises? This is called "emotional investment" of enterprises, in exchange for "monetary investment" of customers. The second is the concept of global marketing. Economic globalization is the most important trend of world economic development, and the objective law of modern mass production itself inevitably requires the realization of global division of labor. Under the trend of this economic law, enterprises and products from all over the world have gone abroad to seek development opportunities in the world. Many products have become global products, and many pillar industries have become international pillar industries, not products or industries of a certain country. In particular, powerful multinational companies have long incorporated the global market into their own marketing scope and guided their marketing activities with global marketing concepts. For example, Coca-Cola Company has production bases in dozens of countries and markets in more than 65,438+000 countries, becoming a global company headquartered in the United States; Air China Automobile Company is no longer a French company, but a European company, and extends its marketing tentacles to various markets. These companies are focusing on the world map to carry out global marketing activities. Haier is an early enterprise in China with this awareness, and they clearly put forward to realize "Haier's internationalization, an internationalized Haier". The so-called "internationalization of Haier" means that through large-scale export and setting up factories abroad, Haier can quickly go to all countries in the world. During the period of 1998, when China's export declined seriously, Haier's export revenue increased by 36% year-on-year. It surged in June and March this year 13 1%. The so-called "international Haier" is to localize Haier in all countries of the world. It is reported that Haier first took this step in the United States with the most developed knowledge economy. 6? Asphyxia 6? Collecting sticks? Shame? That is, the design center, marketing center and production center are all in the United States), instead of simply China Haier, its design center is located in Boston, marketing center is located in new york, and manufacturing center is located in South Carolina, so that Americans can run American Haier and American resources can "nurture" American Haier. The third is the concept of knowledge marketing. The knowledge economy in 2 1 century is different from the industrial economy in the 20th century, and intellectual capital will become the first capital, which determines the competitive advantage of enterprises facing the future. Knowledge advantage is the most important advantage in the era of knowledge economy. Bill Gates' Microsoft's total assets on the balance sheet are only about 4% of GM's total assets, but its market value is equivalent to four times that of GM. This is because Microsoft produces and manages computer software, an important product in the era of knowledge economy, while GM produces and manages automobiles, a typical product in the era of industrial economy. In the era of knowledge economy, the marketing concept of enterprises should also be changed accordingly, that is, the concept of knowledge marketing should be established. The concept of knowledge marketing is the product of the development of knowledge economy and a new marketing concept to adapt to the knowledge economy. It attaches great importance to knowledge, information and intelligence, and wins in the increasingly fierce marketing war with knowledge and intelligence rather than experience. Therefore, we should fully capture and make use of market information, develop and produce high-tech products, and select and apply modern marketing manuals. The fourth is the concept of green marketing. Since the publication of the Declaration on Human Environment in the early 1970s, the green wave has been rising and sweeping the world, which will make 2 1 century a green century. The rise of green wave has brought the rapid growth of green demand and promoted the vigorous development of green market. According to relevant data, the world green market reached $427 billion in 1995; It will reach $600 billion in 2000 and increase to120 billion in 20 10. With the continuous expansion of green market regulations, enterprises will inevitably take the concept of green marketing as a guide and try their best to meet the green needs of consumers in various countries. The concept of green marketing emphasizes that enterprises organically combine market demand with environmental protection in marketing activities, vigorously develop green products, and minimize or even eliminate the harm caused by environmental pollution.
2. Market innovation
With the emergence of buyer's market in China, the competition among enterprises has also entered the "Warring States Period". Facing the increasingly fierce marketing war, are enterprises striving for the existing market or looking for the potential demand that consumers have not yet met, or creating new demand? Some people vividly compare it to grasping an existing "cake" or making a new one. Market innovation is not to grab the existing "cake", but to make a new "cake". In the face of strong competitive pressure, some enterprises adopt the low-price strategy of "making profits but not letting the market" to support the existing market, and the result is often not worth the candle. Smart companies look to new markets. Take the washing machine as an example. When the urban washing machine market was saturated, Haier expanded the rural washing machine market. When President Haier learned that farmers in Sichuan and other places used washing machines to wash sweet potatoes and potatoes, he immediately organized enterprises to develop washing machines that could wash sweet potatoes and local beans, which were favored by local consumers. It can be seen that the multi-level nature of consumers and the diversification of demand provide a broad space for market innovation, mainly in new interval markets, new professional markets and new group markets. Focusing on the 2 1 century, enterprises should attach great importance to expanding the following markets: first, high-tech markets. High-tech market is a market with extremely broad development prospects in China, with huge market demand potential, involving many industries and great expansion value. Well-known enterprises such as Microsoft of the United States and Founder of China Peking University have achieved great success in expanding this market. The second is the rural market. About 70% of the population in China live in rural areas, with a total of 900 million people. Due to the difference between urban and rural areas, the current consumption of rural residents differs from that of urban residents by about 10 years. Therefore, some commodities that are saturated in the urban market, such as home appliances, still have development potential in the rural market. According to relevant data, at the end of 1997, rural households had 27.3 color TV sets, 8.8 refrigerators and 210.9 washing machines per 100 households, which was basically equivalent to the average level of urban residents in 1986 of 27.4 sets, 12.7 sets and 59.7 sets. 1997 The Engel coefficient of rural residents is 55. 1%, which is equivalent to the level of urban residents in the early 1980s. Of course, there must be a market for developing the rural market. We shouldn't copy what people in the city use to the countryside. We should develop new products and improve existing products according to the needs of the local rural market. The third is the tourism market. The development prospect of the tourism market is very promising. According to the analysis and forecast of the International Tourism Organization, with the improvement of people's living standards and traffic conditions, more and more people will choose to travel abroad and increase tourism consumption. Tourism products will become an important pillar industry that keeps pace with the steel industry in the 2 1 century. The organization also believes that China will become a major tourist consumer in the world in 2 1 century. The tourism consumption boom brought by the National Day holiday this year shows that China has great potential to expand the tourism market, and relevant enterprises in China should devote themselves to the development and expansion of this emerging market. The fourth is the elderly market. According to the recent announcement of relevant government departments, China has entered an aging society ahead of schedule. At present, the elderly over 60 years old account for 10% of the total population in China, which is about1300,000. With the passage of time, the number of elderly people in China will further increase. The existence of a large number of elderly people will inevitably lead to the development of the elderly market, especially the potential demand for elderly food and health care products, which is a new group market that enterprises should focus on expanding. As early as 1970s, Japanese enterprises began to expand the market for the elderly, and developed a series of new products ranging from basic necessities to entertainment. Now the elderly market has become an important market in Japan. Because the elderly have rich life experience, thrift and other unique consumption characteristics, it is very difficult to expand this market. Enterprises should face up to the difficulties, formulate and implement the "offensive" strategy, and stick to it, and there will be gains. The fifth is the cultural market. China is an ancient civilization with a long history and a multi-ethnic country with rich cultural resources. However, China did not pay enough attention to the development of cultural industry and the expansion of cultural market, but only regarded it as an ornament to develop market economy. The so-called "cultural platform, economic and trade singing opera" is the best portrayal. In fact, the same cultural market has only great development value, and the world-famous Hollywood film studio and Disneyland are successful examples. The recently held Shanghai International Art Festival is operated according to the marketing method, which has led to unprecedented commercial prosperity and a large increase in financial resources. Of course, in the process of expanding the cultural market, we should also carry out marketing innovation, and we should not copy it mechanically, otherwise we will suffer. For example, after the success of Shenzhen's "Golden Rust Shenzhou" miniature landscape, some companies imitated its practice and built the "Three Gorges" miniature landscape in Yichang. As a result, the audience was few, because of the mistake in choosing the construction site. Imagine that the Three Gorges is really close at hand. Who would be interested in seeing the fake Three Gorges?
3. Product innovation
"Products are always new and enterprises are always green" is a popular motto in business circles. It tells us that only by constantly innovating products can we maintain the youthful vitality of enterprises forever. Some century-old enterprises at home and abroad are not old because they constantly strengthen product innovation. The secret of success of Yantai Polaris Watch Company is to introduce dozens of new varieties, new colors and new styles every year. If we don't insist on product innovation, there will be a major crisis in the development of enterprises. Wuhan Changjiang Audio once made a profit of more than 70 million. At that time, the leaders thought that putting money in the bank with interest would also bring a considerable income, so they did not invest in developing new products. In less than a few years, VCD replaced the stereo, and the manufacturer of Changjiang Audio was forced to close down because it lost the market. Product innovation should focus on the following aspects from the overall concept of products: First, product standard innovation. In the process of product development, on the one hand, enterprises should innovate according to national standards and international standards to meet the requirements of international certification standards such as ISO9000 and ISO 14000; On the other hand, it is not appropriate to mechanically copy a certain standard. Instead, we should take the requirements of consumers as the ultimate standard and strive to make products meet the needs of consumers to the greatest extent. The second is the innovation of product varieties, colors and styles. With the rapid development of science and technology, the life cycle of products is shortened day by day, and the popular colors and styles of products change faster. Therefore, enterprises must constantly speed up the upgrading of products and introduce new varieties, new colors and new styles in time to adapt to changes. The third is product packaging innovation. Packaging innovation should conform to the characteristics and value of products, and carry out moderate packaging to prevent over-packaging and simple packaging. The selection of packaging materials should also be based on environmental protection and try to save limited resources. At present, we should pay attention to correcting the ideal of "packaging" in society and prevent the spread of the phenomenon of "selling goods for one skin". Fourth, product brand innovation. On the one hand, we should update the brand design and use according to the development of the times and the changes of competition, on the other hand, we should expand the brand awareness according to the development of enterprises and strive for national and international famous brands. Fifth, product and service innovation. Service is an extension of tangible products, which can bring greater benefits and better satisfaction to consumers, so it is increasingly becoming an important part of products. As Professor Levitt, an American marketing scientist, said: The key to future competition is not what kind of products an enterprise can produce, but what kind of added value it provides for products: packaging, service, user consultation, credit purchase, timely delivery and everything that people measure by value. The famous IBM company emphasizes "IBM is service" in its advertisement, which reflects that the company attaches great importance to the concept of product service. Product service innovation emphasizes the continuous improvement and improvement of service level and quality, and constantly introduces new service items and service measures in an effort to make consumers get the greatest satisfaction or satisfaction. Product innovation should also conform to the international trend, develop in the direction of multifunction, diversification, miniaturization, simplification, bodybuilding, comfort, environmental protection and novelty, and pay attention to the implementation of product elimination strategy. Product elimination strategy is a strategy for enterprises to consciously eliminate old products and introduce new products according to the changing law of market demand. By denying the product itself, enterprises continuously inject "fresh blood", which makes the growth curve of enterprises rise steadily.
4. Method innovation
In marketing practice, on the one hand, enterprises should dare to creatively apply international advanced marketing practices, on the other hand, they should boldly propose and implement new marketing methods. The innovation of marketing methods is mainly reflected in: First, flexible marketing. That is, a method for enterprises to adjust marketing activities in time and flexibly to meet individual needs. Adopting this marketing method requires enterprises to change the highly unified and standardized centralized management in the past and implement practical and flexible decentralized management; Change the previous production mode that one production line can only produce one standardized product, and establish a computer design, control and management subsystem, which can produce products of different shapes, sizes, colors and styles on one production line; Change the previous circulation mode of relying solely on middlemen, and establish a "outsourcing internal system" production and marketing mode with information network as the intermediary and close contact between producers and consumers. The second is network marketing. That is, a way to carry out marketing activities on the Internet. Enterprises can establish websites through the Internet, transmit commodity information, attract the attention of online consumers and make online purchases. It is predicted that in the 2 1 century, online shopping will be the most important way for people to shop. In China, with the passage of time, more and more consumers will buy online, and the third is zero inventory marketing, that is, a marketing method of taking orders before production and zero inventory. The key to this method is to get enough orders, so it is particularly important to strengthen the ordering work before production. Network marketing will gradually develop into an important method. The fourth is flawless marketing. That is, the method of not leaving any regrets to customers in the whole marketing activity. Including product defects-100% guaranteed quality, sales defects-100% guaranteed selection and service defects-100% guaranteed satisfaction. The fifth is event marketing. That is, through or with the help of an important event to strengthen marketing and expand the market. Changhong Company promoted its products and expanded its market with the help of the important event of Ke Shouliang crossing the Yellow River, which is a successful example. The premise of event marketing is to fully grasp and make use of an influential event, and organically combine it with enterprise marketing to achieve the purpose of "crossing the sea by the wind" and "sail before the wind". The sixth is database marketing. The original meaning of marketing database is the names and addresses of customers and potential customers collected for direct marketing; Later, it developed into a tool for market research, such as collecting market data, demographic data, sales trend data and competition data. , and analyze the data with appropriate software. At present, it has played an important role as a part of the whole management information system. It can collect and manage a large amount of information, so as to show us the "basic state" of customers, so that we can analyze consumers, determine the target market, track market leaders and conduct sales management. It is a powerful tool to help plan the overall marketing plan and plan, control and measure communication activities. The marketing database can integrate related resources (e-mail, telephone, sales, third-party channels, etc.), coordinate and dispatch in a unified way, and direct and targeted scheduling. For example, direct personal visits are needed for key customers, rather than email and telephone visits; In addition, in the communication with customers, which way to adopt depends on its economy and can achieve the same effect. Why not choose a more economical way? Marketing database provides a powerful tool for enterprises to allocate resources reasonably.
5. Talent innovation
Although the content of marketing innovation is quite extensive, the key is talent innovation. Without talent innovation, other innovations are empty talk. Marketing talents in 2 1 century are no longer operational marketing experts, but knowledge-based marketing generalists. It has the following important characteristics: (1) strong sense of social responsibility; (2) High cultural literacy; (3) innovation and enterprising; (4) Perfect combination of science and technology generalists and marketing professionals; (5) Strong knowledge application ability, etc. Whether marketing innovation can become the main theme of enterprise marketing in China in the 2 1 century depends on whether there are a group of such knowledge-based marketing talents.