The Marketing Model Should Be Thrown Away.

In Greek mythology, the gods' punishment for "absurdity" is often unpleasant, especially for a person who is permanently exiled. He must be allowed to repeat in vain and endless slavery. Cici Fuss was like this. He managed to push a huge stone to the top of the mountain step by step. But because of gravity, the boulders soon rolled down the hill. Helpless, he had to repeat the labour which was neither effective nor hopeless.

There is a view that disorder is actually a tragedy of gods. Is it a tragedy? We don't care. We are concerned about why Cici Fuss suffered this punishment. Perhaps it is because of his inherent arrogance but not noble, self-confidence but conceited, progressive but not interested in another "absurd".

In our reality Marketing In the market, there seems to be a lot of "ridiculous" labels like Cici Fuss, which keep on going up and down, and never find the right marketing mode. Although mode is not a standard, everything will be fine, but without standards, everything will not be smooth.

The essence of marketing is a social and managerial process by which individuals and groups can exchange products and values with others in order to meet their needs and desires. Peter Drucker, a management guru, once said that creating customers is the primary goal of enterprises, and marketing and innovation are the two means to achieve this goal. The former is "creating the market" by creating new products, while the latter is "finding the market for new products".

　 It should be thrown away.

The fundamental problem for an enterprise to carry out marketing activities is how to meet the needs of consumers. However, to solve this fundamental problem, we need to create value, which is the essence of marketing or the essence of marketing activities. In addition, in addition to the above model, the relationship marketing, chain marketing, brand marketing, deep marketing, integrated marketing, database marketing, cultural marketing, and so on, has formed a huge "marketing family". However, seemingly endless models, but let the marketing model into a "no thinking" confusion. Old concepts, blindly follow up, lack of standardization.

At present, although many enterprises in China are aware of the modern marketing orientation of "consumer demand centered" in marketing, in fact, in the process of production and marketing, marketing work still adheres to the obsolete concept of marketing, such as traditional production concept, product concept and marketing concept, which makes it blind to carry out product development and production blindly in the marketing process. Sometimes, the marketing concept is synchronized with the world, and the marketing behavior is unique and deviates from the idea. The marketing environment is complex and changeable, and the distribution and level of circulation are uneven.

To eliminate this deviation, we still need a process: on the one hand, we need to exchange time for space; on the other hand, enterprises must continue to integrate and manage cultural concepts, so that the advanced marketing concept can really take root in enterprises and achieve unity of words and deeds.

A good marketing model must be constantly learning and upgrading. It either provides customers with more or more updated value, or is more efficient than their competitors. The innovation and reconstruction of marketing mode must also return to these two foothold, which is also the base of enterprise marketing customer + competition. Therefore, the so-called enterprise marketing mode innovation, like other business models or business mode innovation, is to find the source and method to improve customer delivered value. Specifically, it is to find the law of consumer demand, and then take measures and methods to meet it.

The shot must be shot.

Generally speaking, traditional marketing modes, such as product mix marketing with product bundling as the core, sales promotion based on price reduction and channel marketing relying on channel control, have been trying hard to popularize standardized traditional businesses. However, in the face of new services that focus on service value and meet the needs of personalized adjustment, this kind of rough marketing mode can not meet the needs of users, resulting in the new business value has not been effectively transmitted.

In 2013, Premier Li Keqiang pointed out that we should speed up the transformation of government functions, decentralization to the market, deregulation of enterprises, and the addition of "subtraction" of government power in exchange for market vitality. These represent the two pillars of China's economic upgrading in 2014, industrial upgrading and consumption upgrading, and the upgrading of the two pillars will inevitably be driven by the marketing of enterprises. Therefore, studying and predicting the modes, elements and methods of China's marketing upgrading has become the common demand of the state, society and enterprises.

So for an enterprise, how to make marketing subtraction to boost the marketing mode upgrade? Divide the market into several small pieces, reduce competitors' success in grabbing the market, reduce the business which is not professional, focus on the best business, and the subtraction in marketing, that is, the enterprise should carry out "better troops and simpler administration" in operation. Retain core customers, eliminate dealers with insufficient loyalty, streamline personnel, improve work efficiency, make impulsive decisions, do more market research, reduce complex marketing analysis, and make decisions with sober and wise. Summed up is to use the least resources to do the most. The small boat is good at turning around and dares to do subtraction in marketing, so that enterprises can keep their vitality and not be dragged by the huge and rigid corporate system, making them more flexible in the market environment, avoiding market risks in time, and capturing market opportunities.

This requires clothing First of all, the enterprise should make a judgement whether it is an opportunity or a threat to judge whether the enterprise's ability is suitable for the competitive environment. The premise of the judgement is the actual situation of the enterprise, rather than whether it is a threat or an opportunity after a comparison with the competitor. Attracted by seemingly lucrative business opportunities, and then taking the initiative to launch a business model, it is the reason why many enterprises seek growth but fail in the process of transformation. Conversely, enterprises are unable to seize business opportunities, which is nothing but a waste of money, especially when the market downturn. This means that if the new business opportunities need to adopt a new marketing mode -- the profit margin of this mode is larger, the overall structure is smaller, or it can greatly improve the speed of enterprise resource operation, then enterprises can confidently set up an independent department and operate according to the new business mode.

In fact, each marketing mode has its own limitations. It only applies to certain economic conditions, and there is no universal and effective marketing mode. With the changing economic situation, the marketing mode has changed, and the limitation of the original mode has been resolved naturally. It also reminds us that when we learn and change every marketing mode, we must not be divorced from its corresponding economic status, and we need to find a reasonable cycle of life. Otherwise, just like Sisyphus, the "absurd hero" has always pushed the boulders up the mountain but has never been able to push the end to the sun. Under the scorching sun, he can never have the lofty and dignified Prometheus style.

Occasionally, Clothes & Accessories The market is like a battlefield, and an effective marketing mode of an enterprise is to win a battle and win a battle by simply defining and selecting your market, finding your own unique strategy, and finding your own market gap. This is also the way that business marketing is subtracting and abandoning everyone. It is easy to stand out by finding its own single timber bridge and making great difference in the world of Datong.