Looking back on the 40 years of reform and opening

2022-08-15
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Looking back at the 40 years of reform and opening up, talking about the marketing reform trend of household enterprises

in the 40 years of reform and opening up, the construction of market economy has made remarkable achievements. Marketing is the core business of marketing activities. The role of marketing is to promote the transfer of commodity ownership and successfully circulate commodities from factories to target customers or users. The focus of marketing work is often focused on aspects that can determine the success or failure of enterprises

in different periods of market economy construction, marketing attention and focus are also different. Reviewing the marketing reform in the past 40 years, it is of great significance to explore marketing innovation for the moment, and even to the transformation and upgrading of enterprises and promote industrial adjustment

I. marketing reform in the past 40 years of reform

since the reform and opening up in 1978, marketing can be summarized into the following four periods:

1/product trend period

mainly in the early stage of reform and opening up, when China was still in a relatively scarce state of materials, it was basically an era in which goods could be produced and sold. As long as enterprises in this period could focus on production at ease, The focus of marketing is to study how to purchase raw materials with higher quality and lower price; At this time, bamboo powder mainly loses low boiling point volatile materials, how to improve product quality; How to improve production capacity; It is a marketing model driven by products and dominated by sellers

2/brand winning period

by the 1990s, affected by the rapid development of reform and opening up, consumers gradually had a sense of the brand, began to consciously choose brand goods for consumption, subjectively ranked the goods as good or bad, high or low-grade, and even once formed a consumption atmosphere of "worshiping foreign countries and fawning on foreign countries". At this time, some far sighted enterprises began to pay attention to the cultivation of brands, Through the means of advertising and marketing to shape the brand image, there have been enterprises represented by brand marketing, such as "three strains", "Heart K" and "little overlord". So far, there are still a large number of active well-known brands, which grew up in that period

3/channel fighting period

in marketing, the "channel" is usually summarized as all links in the process of commodity circulation, including intermediaries and sales terminals. In the late 1990s, the domestic real estate industry has also gradually developed, the urbanization process has been accelerated, and the consumer goods market has entered the period of rapid circulation. Especially in large and medium-sized cities, there is an urgent need for more efficient and faster "channels" to meet the end consumer demand, It gave birth to a large number of commercial circulation enterprises, and almost all Chinese commercial chain enterprises (such as Gome, red star Macalline, etc.) developed and grew during that period

after the rise of "channel" enterprises, because they cannot lead the production of goods, but they have to face end consumers, they generally attach importance to marketing work, which has a far-reaching impact on consumers' cognition of consumption "channel". For example, consumers believe that it is a more wise choice to buy household appliances and go to household appliance stores, so they will soon operate other "channels" of household appliance retail business, and retreat from household appliance sales business in the fight, As a result, many industries once created a situation of "channel is king" and "the decisive victory is at the terminal". High-quality "channels" - Commercial leading enterprises have become competing. They can only make ordinary foundations according to the foundation map and set aside anchor screw holes for pouring and consolidation

4/Internet changing period

since the new century, with the wide application of Internet technology, especially in the past decade, with the popularization of intelligent terminal devices and the rapid development of mobile e-commerce, consumption ideas and lifestyles are also undergoing great changes, and fragmented and random consumption behavior has become the norm

Internet has completely subverted and changed the market pattern of many offline enterprises. In a common word, as long as consumers can leave the consumption scene, it may be subverted. In this period, the marketing of enterprises is no longer about economic strength and brand influence, but how fast marketers "change their heads" and whether they have the ability to control new technologies and tools

the giants of the "channel" era, who can keep pace with the times, will also take advantage of the trend to plug in the wings of interconnection and move towards a higher peak (such as Suning Tesco), but there has been an embarrassing situation of "dark horse" driving out "elephant" in many industries

II. Marketing reform trend in the new era

looking back over the past 40 years, we can see that from the product trend and brand winning, to the bloody battle of the channel, and then to the dark horse change in the Internet era, marketing has also shifted from focusing on the product itself, gradually extending, to brand building and channel reconstruction. Applying the perspective of "new retail", that is, the relationship between "people, goods and markets" is being reconstructed, So where will the future marketing reform go? The author believes that there are at least three major trends:

1/digitalization and intellectualization trend

digitalization and intellectualization are based on the application of Internet tools, big data collection and cloud computing. In this way, it may be more academic. We can understand in another way that the essence of digitalization and intellectualization of marketing is actually "de artificial", and the benefits of "de artificial" are very intuitive, which can make marketing more accurate Intelligent and efficient; When marketing makes the data model of all measurement and control systems more accurate, it can accurately obtain the portrait of customers, rather than relying on subjective imagination; When the marketing action is triggered based on conditional factors, it can make the marketing behavior more intelligent and efficient, rather than scattered and crowd tactics. It can be seen that digital and intelligent marketing is the only way for enterprises to reduce costs and increase efficiency in the future

2/content + socialization trend

speaking of the socialization of marketing, most people will think of the circle of friends. Indeed, people today can no longer escape the control of the "circle of friends". The social position represented by the circle of friends is the main presentation of marketing socialization

in the era of information explosion, every one of us affects and is influenced by the people around us all the time. Whether you are based on curiosity or really want to get benefits; Whether you really need to spend, or just want to give your friends a face and join a group; Enterprises that understand social marketing study the details of human nature. Although you are just casual, it has really created the success of "pinduoduo", which is also the success of social marketing

the core of social marketing is content, which may be just a touching copy, a carefully decorated picture, an interesting link, or an activity that makes you excited... No matter what the content is, they are all the "seeds" of marketing, and its purpose is to split through social means, and finally, they are planted in the hearts of more users, This is the invisible power of social marketing

3/convergence cross-border trend

first, convergence, online and offline integration are the basic means of enterprise marketing. In the future, there will be no enterprises that do not touch the Internet, or all enterprises should have the ability of online, offline and double line marketing, so as to realize the multi-channel and full scene development of their own business

cross border is a horizontal and vertical extension based on its own integrated development, including cross-border cooperation between enterprises in the supply chain and enterprises outside the supply chain

in the future, because all enterprises have Internet as a connection tool, the traffic obtained by enterprises will not only stay in their own pond, and customers will naturally flow in the direction of more value. The mode of different industry cooperation occasionally used in traditional marketing will become a mainstream, stable and normalized integration between enterprises and industries in the future, It can help enterprises of different business types realize resource sharing and flow complementarity, deeply tap customer value, and promote the cross-border integration and development of online and offline businesses and industries

marketing changes with the change of the times. Meeting the change in the change can make us start more calmly

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