1. Service Marketing
Service marketing is also called intangible marketing of tangible goods. In a modern society where science and technology are increasingly developed, production methods are extremely advanced, and informationization and network society have arrived, the design, manufacturing, quality, technological content, etc. of similar or similar width=40%height=40% products produced by different enterprises They are comparable, but the differences in the attributes of the tangible parts of the product, such as quality, functions, features, etc., are smaller. Consumers' judgment and selection of goods when purchasing is no longer based solely on the tangible attributes of the goods, but depends to a large extent on the intangible attributes of the goods, that is, how the company provides goods and how it serves customers. Service competition leads the low-level tangible competition between enterprises to the field of higher-level intangible competition. Modern market competition is the competition of high-tech high-quality products + high-quality services. For Chinese enterprises, the significance of service marketing is becoming more and more important. Compared with hardware elements such as commodities, funds, and operating facilities, services are more malleable and controllable. Enterprises can not only strengthen the quality assurance system, improve the methods and quality of pre-sales, sales, and after-sales services, and strive to improve the enterprise's Service level. More importantly, each enterprise must adopt different forms, methods and means according to its own actual situation, location, enterprise and time, in order to better serve customers.
2. Image Marketing
Corporate image is the business philosophy (MI ), behavioral identification (BI), and visual identification (VI), it is also the overall feeling, impression and perception of the enterprise by enterprise stakeholders and all the public. With the increasing abundance of goods, the improvement of the quality of life and the intensification of competition, consumers have a wide range of choices when purchasing goods, brand recognition and purchase have been significantly enhanced, and the role of corporate image among consumers has become increasingly prominent. In order to maximize comprehensive profits, an enterprise must establish an overall concept and a long-term concept, and establish a good corporate image among its stakeholders. Image marketing is to organically combine the company's usual product marketing mix with business philosophy, behavioral identification, and visual identification.Its characteristics are that it has the function of guiding, cohesion and motivation internally, making the overall behavior, values and goal orientations within the enterprise more consistent, giving full play to the enthusiasm and creativity of employees; it has the function of identifying and promoting externally, making it difficult for competitors to Imitation makes it easy for consumers and the public to identify. Image marketing is mostly used in service industries, such as retail, catering, beauty salons, health care, etc.
3. Green Marketing
Green marketing is the integration of environmental protection and The concept of ecological balance is integrated into the marketing management of enterprises, requiring enterprises to organically unify consumer needs, corporate interests and environmental protection when formulating marketing strategies. Its biggest feature is that it fully considers environmental protection issues and reflects a strong sense of social responsibility. It requires enterprises to fully consider environmental and ecological interests in all marketing processes from product design, production to sales and use, and to be safe, hygienic and pollution-free. Green marketing emerged in the mid-1980s. With the ecological environment deteriorating and non-renewable resources scarce, consumers' requirements to protect their own health, maintain ecological balance and maintain sustainable social and economic development have made the green consumption movement flourish globally. It is estimated that by the year 2000, the economic scale of green consumption in the world will reach 300 billion US dollars.
The rapid development of the green consumption movement and the huge scale of the potential market have directly led enterprises to prioritize environmental protection and maintenance of ecological balance in production and operations. , In this way, green marketing came into being. Green marketing requires enterprises to fully consider environmental protection requirements in product development, price setting, product distribution, product promotion, etc., and develop products with high "green content" as much as possible. The process of green marketing is relatively complex and requires a series of work: collecting green information; formulating green plans; carrying out green positioning; formulating green prices; establishing green channels; carrying out green promotions; shaping green images; strengthening green management, etc. What is certain is that in the 21st century, green products are products with very broad market prospects and great development potential. Whether it is the domestic market or the foreign market, when consumers purchase goods, the first thing they consider is whether the product will cause damage to the environment during use and after use, and whether it can be recycled and reused. In some developed countries, products that are not environmentally friendly have been banned from entering the market. Cities such as Beijing, Shanghai, Guangzhou, and Hangzhou in my country have banned the sale and use of plastic bags and disposable foam lunch boxes that cannot be naturally degraded; phosphorus-containing laundry detergent may be banned from production and use in the near future because it will cause pollution to rivers and urban groundwater. Sale. From a marketing perspective, with the emergence of more and more green projects, green stores, green products, and green consumption, green marketing will become one of the main trends in marketing development.
4. Holistic Marketing
The holistic marketing concept was proposed by Professor Philip Kotler of Northwestern University in the United States. He believes that an enterprise's marketing activities should include all important actors that constitute its internal and external environment, including suppliers, distributors, final customers, employees, financial companies, governments, allies, competitors, news media and general Volkswagen, the core idea is "cooperation". Integrated marketing organically combines marketing and public relations activities, extending traditional marketing targeted at final consumers to marketing targeting all important actors in environmental factors. Integrated marketing relies on various aspects of the enterprise The joint efforts and close cooperation of the department and all employees are therefore also called "total marketing".
Overall marketing consists of 9 specific sub-marketing activities: (1 ) Supplier marketing. When selecting suppliers, companies must formulate strict and detailed standards, including production technology level, management level, product quality, financial status, and time concept. (2) Distributor marketing. It includes positive marketing ——Carry out direct communication and cooperation with distributors, and provide strong support to distributors in terms of business methods, business facilities, funds, personnel training, posters and advertisements; negative marketing-bypass the distributor’s personal subjective preferences and use strong advertising Publicity offensive, establish and complete a good brand image among end customers, making the brand products become customers' first choice when shopping. (3) End customer marketing. It has two aspects, one is traditional sales to target customers, and the other is It is to actively guide customers. (4) Corporate employee marketing. On the one hand, through special marketing training for all employees (including scientific researchers, production workers, managers, sales personnel, etc.), establish their market concepts and customer concepts; on the other hand, , strengthen communication with all employees, understand and meet their needs in work and life. (5) Ally marketing. Modern enterprises must cooperate with raw and auxiliary materials and parts manufacturers, dealers, advertisers, and transporters in their operations. , industrial and commercial departments, tax departments, foreign trade departments, banks, courts, and many enterprises or government functional departments such as water, electricity, and gas. Enterprises must establish and maintain good cooperative relationships with them, so that production and operation can proceed healthily and smoothly. (6 ) Financial company marketing. For listed companies, it is generally necessary to hire an independent accounting firm to audit the company's finances and issue a legally binding audit report. (7) Mass marketing. (8) Government marketing. The government and its Various laws, regulations, systems, regulations, etc. of functional departments often have a great impact on the production or operation of enterprises. (9) Media marketing. The media is news media departments such as newspapers, TV stations, radios, magazines, etc.
5. Relationship Marketing
Relationship marketing is based on managing the market relationships of enterprises. Its core idea is to establish and develop good customer relationships so that customers can remain highly loyal to a certain enterprise or a certain brand of goods. The relationship marketing concept believes that establishing harmonious and beneficial business relationships requires the establishment of mutual trust between enterprises and customers and other stakeholders. It emphasizes not only winning over customers and creating markets, but more importantly, maintaining and consolidating existing relationships. Relationship marketing is suitable for tertiary industries such as commerce, catering, tourism, hotels, and entertainment. Its main content is scientific segmentation and management of customers, and its methods are relatively flexible and diverse. For example, a consumer database can be established so that companies can accurately grasp relevant information about consumers, so that products can be accurately positioned. At the same time, the company's promotion work can be more targeted, thereby improving marketing efficiency. Enterprises can also actively manage customers by establishing customer clubs, customer credit cards, membership card systems, and setting up special relationship managers for important customers.
In addition, modern marketing also includes customized marketing, multinational marketing, three-dimensional marketing, direct marketing, opportunity marketing and other forms. Due to space limitations, we cannot cover them all one by one. introduce.
