How to write the marketing concept

marketing concept is the guiding ideology of enterprise marketing activities and the basic condition for effectively realizing marketing functions. Marketing concept runs through the whole process of marketing activities and restricts the marketing objectives and principles of enterprises, which is the basic strategy and means to achieve marketing objectives. Whether the marketing concept is correct or not is directly related to the quality and effectiveness of enterprise marketing activities. For example, the marketing concept of China Rural Credit Cooperative Jingzhou Rural Credit Cooperative: "Change waiting for customers to come to the door for active personal marketing services".

To put it simply, we should constantly pursue differences in products, services and marketing, and gain competitive advantage by differences.

in detail, we should pay close attention to every subtle change of competitors' and customers' demands, seize the opportunity in the changing market, make use of all the internal and external conditions of the company, and always launch products that can better meet customers' demands one step ahead of competitors, and beat competitors and gain competitive advantages by constantly changing product differences, service differences and marketing strategy differences.

Here are some related materials for your reference:

Marketing policy:

First of all, get rid of impetuousness ideologically and stick to the working policy of being persistent, seeking truth from facts and being down-to-earth.

second: always put customer service first.

finally, pay attention to the details, and establish a working standard for every detail in the work, and use this standard as a working policy to measure the quality of your work.

Several details that should be paid attention to in marketing work:

Pay close attention to every subtle change in the needs of competitors and customers, and establish a set of working mechanism and implementation standards for market information collection.

according to the actual market situation and the strength of the company, establish various marketing strategies suitable for the company's development.

unify the marketing ideas of all the marketing personnel of our company, and discuss the marketing strategies with the marketing personnel of our company. Only the marketing strategies recognized by most people can be implemented. All employees of the company must be indoctrinated with the business philosophy of "serving customers". The sales department and after-sales service department directly serve customers, while other departments of the company indirectly serve customers by serving the sales department and after-sales service department.

it is a job duty to formulate a set of detailed standards for every detail of the company's departments and employees' service to customers. Violating this standard is dereliction of duty and must be severely punished.

establish a set of multi-objective and multi-level assessment standards for sales staff, so as to ensure the sales enthusiasm of employees. Of course, this standard also needs to be recognized by most sales staff before it can be implemented.

Choose the sales channel according to the distribution of customers. Enterprises that can sell through dealers had better not choose to do direct sales. Enterprises must ensure the consistency and continuity of dealer policies and must not easily change.

Never be superstitious about the propaganda function of advertising. If you can't predict the effect of advertising in advertising investment, you will not invest resolutely. The brand image of products is mainly established by the quality, difference, service and reputation of enterprises. Advertising can only play an auxiliary role and help accelerate the spread of corporate brand image.

in order to ensure the correct implementation of enterprise marketing plan and strengthen the supervision of marketing personnel, enterprises must establish a set of direct communication mechanism between decision makers and distributors.

in order to ensure the smooth operation of marketing activities, enterprises must establish a working mechanism in which leaders of all departments can communicate regularly, so that all departments can cooperate with each other and better serve customers.

the sales department must establish a regular meeting system every Friday afternoon, so that employees can know each other about each other's work accuracy and business content, that is, to avoid business overlap among employees, and to help them work together, and to exchange work experience and improve their business skills.

all work processes in the sales department should be as simple as possible, not complicated, otherwise it will affect the time to serve customers and violate the service quality standard of timely service to customers.

the enterprise must ensure that the sales department has sufficient product publicity materials, and that the products in the publicity materials are completely consistent with the things. As long as the sales staff has time, they will distribute publicity materials to the users, choosers and purchasers of direct customers, and always do a good job in product publicity.

Give regular training to marketers, and train them in marketing theory and affairs, business management, business management, economics, human resource management and other knowledge that can improve their working skills and abilities.

In short, paying attention to details and implementing meticulous enterprise management are the magic weapons for modern enterprises to carry out various marketing activities and obtain high profits in the fierce market competition.

marketing methods include: service marketing, experience marketing, knowledge marketing, emotional marketing, education marketing, differentiated marketing direct selling

The following detailed information is provided for your reference!

◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎967 Then beauty companies are not only providing beauty products for consumers, but also providing consumers with a service that can make consumers more "beautiful"! This should not be a verbal uproar, nor is it just a simple strategy, but a commitment, a contact, a enjoyment and a deserved contribution for consumers.

analysis of advantages and disadvantages: the beauty industry itself is a service industry, and advocating service marketing is of great significance to improve the service awareness and service ability of employees. But the key lies in the selection and utilization of personnel. As Zhong Fuwen, the chairman of keeping pace with the times Medical Technology Co., Ltd. said: "Service marketing is a deeper marketing, focusing on the value chain management centered on customer satisfaction. Starting from product quality, to pre-sale, in-sale and after-sales service, according to the requirements of the winning terminal, we can make a fuss about the details in order to establish corporate brand awareness. "

Classic case: Celera Wuhan Branch held a terminal friendship meeting with the theme of "parenting education" on April 2nd. At first glance, "parenting education" seems to have nothing to do with beauty. However, as the organizer of the event, it has its own reason: "This is a way for us to communicate with consumers, because we always need to know what the psychological demands of customers are at the moment." After the Ma Jiajue incident was revealed, the education of children once again attracted people's attention. The 5-person venue was packed. After the meeting, many beauty salon owners said that they were very interested in this course and deeply touched. "The Ma Jiajue incident made many beauty salon owners pay more attention to their children's education, so we specially invited teacher Zhang Yunhua to talk about parenting education. For the sake of consumers, it embodies a practical culture and the corporate culture of Celera Wuhan Branch. At that time, we didn't promote any products, but many people put forward renewal cards and began to consult products. In fact, not pushing products at the meeting reflects a kind of service. Service marketing, first service, then marketing. " Hong Xinzhong, manager of Wuhan Zhongxin Beauty Cosmetics Company, said.

Comments: This marketing activity of Celera Wuhan Branch found a good starting point, that is, using news hotspots to create a platform for promoting corporate service marketing. Of course, there is a contradiction between providing services according to the needs of consumers and providing services according to the current situation of enterprises, so enterprises should balance this contradiction and find an effective method to pursue a "win-win" result.

◎ experiential marketing ◎

The formation of buyer's market makes consumer demand present some new features. On the consumption structure, the proportion of emotional consumption has increased; Content, personalized demand has increased; On the value goal, pay more attention to the feeling when accepting the product; From the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process becomes an experience process. The experiential marketing strategy focusing on customer experience has become an inevitable choice for enterprises in the new period. It focuses on meeting consumers' experience needs, and integrates the "experience" factor into marketing strategy, bringing new value to consumers and enriching the content of customer value system, which has become an important strategy for enterprises to win competitive advantage in the era of experience economy. It is the most powerful secret weapon in the marketing war in the 21st century, which can quickly close the distance with consumers and enhance the brand competitiveness.

Advantages and disadvantages analysis: With the increase of consumers' perceptual proportion, experiential marketing plays a more and more prominent role in the market, which narrows the distance with end consumers. But from another point of view, there are too many links in consumer experience, and it is easy for enterprises and businesses to feel overwhelmed by entertainment.

Classic case: In April 24, the "experience" happy trip of Mime Mime was a model of experience marketing. The company invited more than 1 agents and franchise store managers from all over the country to gather in Zengcheng Baihua Mountain Villa. During the four-day closed training, it ranged from the dynamic interpretation of the beautiful corporate dance to the poetry recitation performance created by the franchise store manager. From wonderful expert lectures to exciting paper awards; From the climax of interesting knowledge quiz to the youthful and fashionable "cell spa" product show; From the surprise birthday party of the franchise store manager to the graduation ceremony of "dream fulfillment" for everyone ... it can be described as beautiful and colorful. While fully experiencing the excellent products, everyone shared the added value delivered by the brand.

Comments: The professional training of experiential marketing is not only based on the beauty industry, but also beyond the pure beauty industry; Not only have professional theories, but also pay attention to refining and summarizing the operating experience and methods of the whole industry. Based on experience, it emphasizes communication with consumers and touches their inner feelings and emotions; Create experiences to attract consumers and increase the added value of products; By establishing brands, trademarks, slogans and shaping the overall image, we can gain the recognition of consumers.

◎ knowledge marketing ◎

In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, the marketing mode of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing mode for enterprises to obtain the market. Knowledge marketing enables customers to learn new knowledge and increase the knowledge content of marketing activities while consuming; Excavate the cultural connotation of products, and pay attention to the concept value of * * * with consumers; Form a marketing relationship with consumers at the structural level; Train customers in targeted sales. Advantages and disadvantages analysis: knowledge marketing pays more attention to the practicality and innovation of knowledge, and pays attention to imparting basic medical knowledge that beauticians lack, so as to improve their professional knowledge; However, the shortcoming is that the method is relatively simple and requires the intervention of experts.

classic case: Dafang yongjia company has continuously increased the training of professional lines in the past two years, and further deepened it into a part of corporate culture. Vigorously promote the full-time training system for brand managers and the emotional intelligence incentive potential development system for employees in the industry, and then further upgrade it to the future model of "enterprise-distributor-beauty salon" for gradual promotion and advocacy throughout the country. Many beauty salon marketing forums have been successfully held in more than ten provinces and cities, and a knowledge learning and innovation course of "learning happily and making money happily" has been advocated. This company helps beauty salon owners to improve their management quality and performance, and pays attention to the individualization of training, which greatly mobilizes the subjective initiative of trainees, and makes the management ability, planning ability, professional knowledge and marketing knowledge of beauty salon owners get professional guidance and enrichment.

Comments: Knowledge training can retain talents better than salary increase, and it can retain smart dealers and beauty salon owners with development vision better than giving away huge promotional items. Dafang Yongjia Company has found a way to quickly fit in with dealers and beauty salons, which not only enables the three parties to gain benefits, but more importantly, enriches their knowledge in the whole marketing process.

◎ Emotional marketing ◎

Emotional marketing is to take consumers' personal emotional differences and needs as the core of corporate brand marketing strategy, and realize the business objectives of the enterprise through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other strategies. It pays attention to the emotional interaction with customers and consumers, and enhances communication with customers through various salons, clubs and other forms at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to improve their corporate image quickly.

advantages and disadvantages analysis: strong sales force; It plays a great role in helping beauty salons to carry out terminal activities, improving psychological communication with customers and maintaining emotional relationship with customers. Just as Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing sells products by emotional appeal, which can grasp the psychology of consumers and apply to one-on-one appeal. The market recognition is good, but the disadvantage is that there are many people who need to be used and the cost is large. "

classic case: "slimming men and women" Meijian Club has always maintained the relationship between managers and employees, employees and employees and customers with super emotions. The owner of the club may not be a technician, but he is a real manager. He will carry out his own rules from beginning to end and run his own club in the way of running a business. The interior decoration is full of emotional appeal and rich cultural atmosphere, and with soothing and relaxing music, customers are completely relaxed physically and mentally, showing an unrestrained state. In terms of product sales, the biggest difference between it and traditional beauty salons lies in: introducing each other with services and customers, and selling with contacts. Have a clear organization for customers and make them benefit. As an enterprise, seeking benefits is the first attribute, but it is not the only attribute. The "slimming men and women" Meijian Club also puts its social responsibility into the business scope. This social responsibility determines that it must operate for a long time. The team of high-quality and skilled beauticians can not only shoulder this heavy responsibility, but also develop and grow constantly. Under the shadow of this comprehensive humanistic emotion, there is a heart-to-heart sound between customers and employees, which makes the performance of beauty salons show a steady upward trend.

Comments: It should be said that the "slimming men and women" Meijian Club is a successful enterprise that uses emotional marketing. But emotion is an intangible thing, and it can't make customers get tangible benefits. At this time, beauty salons should pay attention to the fact that technology is the first. Only by paying equal attention to both can we exert the greatest power of emotional marketing.

◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎◎967 From the rise of beauty technical training in the early 199s, the popularity of beauty concept training in the late 199s, and the expansion of beauty culture education today, the objects and contents involved in this marketing model with training and lectures as the main form have also undergone great changes and promotion. From the initial training of beauticians' skills to the training of agents, terminal beauty salons' quality and marketing management ability, the form is more and more vivid and the content is more and more, gradually moving towards multi-level and all-round. Many enterprises spare no effort to try to provide marketing services to customers from the educational origin. On the one hand, they vigorously promote corporate culture and product knowledge through this form, on the other hand, it is more important to stimulate their enthusiasm for signing bills and boost sales by meeting customers' learning needs.

analysis of advantages and disadvantages: educational marketing continuously spreads product knowledge and management knowledge to the audience, which strengthens the impact of enterprise marketing.