New marketing's three changes

New marketing in China, first as a slogan to appear is not a clear concept, therefore, it makes our marketing people out on the classic marketing theory idolatry, but also the marketing people into more confused. In the face of the new economy, new markets, new challenges, new marketing really exist? United Kingdom Surrey University Professor Merlin Stone IBM seats and other scholars think that marketing has resulted in fundamental changes, few businesses marketing and 20 years ago. Many scholars believe that although the rapid development of information technology on the market had an impact on the core concepts in marketing have not changed.

I think that since the new millennium, rethinking traditional marketing wisdom has become the consensus of the global marketing, marketing theory and practice are showing a new trend, on the one hand, more practical, such as on a high degree of attention of marketing productivity; on the other hand more bold innovation, such as viral marketing, allows marketing to adapt to new economic application of new technologies and marketing methods. From the world market observation in marketing practice, at least three trends embodies the characteristics of the new marketing: a change in the function and the organizational forms of change, the third is the personnel requirements change.

First, the transformation: from engine functionality into radar

Marketing in an enterprise should afford? especially marketing departments? why when marketing to enterprise's important as more and more popular, marketing departments and marketing people at the company's position and reputation but declined?

In the era of Chinese enterprises from a planned economy to a market economy in the process of transforming the enterprise internal universal indifference of market awareness and cruel external market competitive pressure to form a great contrast, enterprises need a theory to promote enterprise go-to-market, marketing as a new business philosophy was warmly welcomed, "have marketing bid market, it market world" is a word of very loud slogan. Marketing departments to promote awareness, build customer service consciousness, the awareness of competition, the construction of modern marketing system played an important role. After more than 20 years of market competition, our vast enterprises, customers first, market-oriented awareness has extensive enterprise departments, have basic evolution from product-oriented to a marketing-oriented phase, the work of various departments are organized around the market. At this point, an independent marketing departments? therefore questioned: the disease is cured, raising a doctor?

I think the marketing function will need to change, it also constitutes a new marketing as opposed to the primary feature of traditional marketing. When enterprises to market marketing-oriented phase of transformation, the marketing department is required to function in innovation, otherwise there will be an embarrassing situation: as if enterprises everything about self, their own and do not use everything plugged in. If previously marketing functions is to promote enterprise development engine, now a marketing department will be guided radar system for high-speed flight. To be able to offer a full range of market information, analysis of market trends, provide the basis for decision making and action Wizard, ensure enterprise departments goal clear, running smoothly.

The new orientation of the marketing function makes the marketing work has entered a new realm, marketing is not a single sector but the entire enterprises running important platform. Marketing functions give more emphasis to the external environment of enterprises, greater focus on competitive intelligence system for construction, more emphasis on the development of a marketing database, on the enterprise's strategic planning, tactical changes more say in the position of the enterprise will be more important.

II. organization change: from the relay becomes football

Enterprise marketing organizations have a development process, from subsidiary to sell the company to the parallel with the distribution company, gradually developed into an overall marketing manager is responsible for corporate sales and marketing. This form while better coordinate the sales and marketing departments, but marketing and production, finance, research and development, logistics and other sectors of the relationship is not perfectly, even if such as Haier such enterprises, all functional departments, individual operations to market chain ring attached, and you cannot achieve the full potential of the enterprise departments, because it is the chain structure, not a network-type structure.

New marketing's second feature is the marketing organization change, enterprise to break the traditional functional division of Island-style structure, but also to breakthrough functions recursively conduction of single chain structure, set up an interactive network marketing organizations. From the relay to football, such as Mr. Liu said: everyone wants to be the engine, but don't be a gear.

Transnational corporations are often based on market demand to set up multiple departments personnel market project team, this kind of network marketing organizations make enterprises than competitors respond to market changes faster, easier to bring together all sectors. In order to promote the various functional departments of marketing cooperation, some multinational companies have drawn up a number of systems, such as Philips 70% of the research and development centers proposals must have the support of five Division, need clear market prospects. Such as 3 m to encourage innovation, allows employees to form themselves into the work of the interdepartmental working group on product research and development activities. At Hewlett-Packard Company's famous marketing expert Mr. high Jianhua multinational marketing management most learned is the definition of "new product", and the new product definition will need enterprise departments of synergies.

Marketing Organization of such changes on the original organization system, job level ideas are formed, on the difficulty of managing the marketing organizations are increasing, but this change brings innovation vitality and power are huge. Especially in large enterprises, the development of a certain size, often stalled, the root cause lies in the innovative spirit of disappear. Promoting enterprise marketing organizations change, stimulate internal innovation, international corporations generally valid method, we use for reference.

3. personnel requirements change from the pilot turns into a race car driver

New marketing section

Three characteristics are reflected in the requirements for the marketing personnel. Previously the marketing personnel skills is a driver, now on marketing personnel requirements like racing. Their skills, psychological qualities, judgment, and other requirements are totally different, which is the reason and passion, stabilization and flexible, skill and courage of perfect unity. I think that as a marketing person, to strengthen the learning professional marketing analysis, management, control of skills, adapt our marketing management from the extensive changes to the meticulous management requirements. At the same time should focus on developing their own capacities in the following areas:

1, organization and coordination of capacity: marketing people to be able to lead the project team worked to coordinate the sector mutual cooperation. The marketing people to change the image of inward, rational, with passion, good at communication, appeal.

2, the ability to think independently: the market situation, market opportunities fleeting, how can you grasp this opportunity to "window" is a marketing person capacity of new challenges, marketing people to be able to see through the phenomenon of market trends, the first person to step in, a photo, as enterprises gain the initiative. In the short-term benefits in the event of a conflict with brand value, to be able to make a convincing analysis, maintain the enterprise's strategic interests.

3. customer management: customer resources is the most important resource, marketing people to have a customer relationship cultivation, maintenance, and management of knowledge and skills. To be able to make reasonable customer lifetime value, develop reasonable marketing strategy. Regular or irregular on customer satisfaction surveys, analysis of the causes of the loss of customers, targeted customer service activities.

Marketing the most fundamental is the biggest challenge is how to create value for customers, when you can truly create value for customers, you will be accepted. In the new economy, enterprise sales not only products, but rather a "solution", business and customer relationships more long-term strategic cooperation relationship. The marketing people put forward higher requirements, marketing people to win the trust of customers, we are able to grasp the development direction of the industry, and fully understand the customer's development strategy to help gather analysis customer competitor's information, a customer Adviser.

Of course, the characteristics of the new marketing must only three points above, such as the global economy caused by the phenomenon of global marketing, information technology development produce one-to-one marketing, etc. But from the enterprise perspective, function, organization, personnel changes is the most fundamental change is currently China's enterprise marketing innovation process first required to solve problems.