代写范文

留学资讯

写作技巧

论文代写专题

服务承诺

资金托管
原创保证
实力保障
24小时客服
使命必达

51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。

51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标

私人订制你的未来职场 世界名企,高端行业岗位等 在新的起点上实现更高水平的发展

积累工作经验
多元化文化交流
专业实操技能
建立人际资源圈

Modern enterprise marketing

2018-10-26 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Modern enterprise marketing,供大家参考学习,这篇论文讨论了现代企业的营销。企业的市场营销不仅仅是市场营销部门的职能,而且是企业所有部门都应有的职能。现代营销管理要求企业所有部门都应以满足消费需求与促进社会进步为宗旨,在日常经营活动中不断灌输与强化。企业通过行为规范和道德规范等展现自身的营销规范,在维护消费者利益、建立良好信誉方面创造自身的营销价值,形成营销特色。

Modern enterprise,现代企业营销,assignment代写,essay代写,美国作业代写

Marketing since the establishment in the late 19th century, has experienced the start-up stage, application stage, prosperity stage, stage of evolution and innovation, has developed into a comprehensive economics, management, sociology, psychology and behavior science and other disciplines principle, and these subjects have different research objects and research contents, have an independent system of borderline applied science, is an educational and social guidance subject. In the process of the emergence and development of marketing, the marketing theory after continuous practice, cognition, analysis, correction and sublimation, from the narrow commodity marketing research, to study in a wide range of areas, especially in the mid - 80 - S, the world marketing authority Philip kotler "Megmarketing founded, from 4 p marketing mix strategy 'S extension is 6 p' S, namely in the Product, Price, Place, Promotion, on the basis of increased Power and Public - a function. This marks that the marketing theory has entered a new stage, and the marketing behavior of enterprises has completely surpassed the pure economic behavior, but more reflects the humanistic operation.

The marketing concept is the guiding ideology that guides the enterprise decision-makers to enter the marketing practice, and it is a kind of management philosophy with universal significance formed according to the change of economic situation and various environmental factors. Practice has proved that the management philosophy has the same business results. The traditional marketing concept has production concept, product concept and sales concept. The starting point is all centered on the producer. The focus of the enterprise is "what I am good at producing". This concept is suitable for the seller's market with low productivity and economic shortage, so it is called the old marketing concept. Modern marketing concepts including marketing idea, the social marketing concept, marketing concept, its starting point is all to consumers as the center, enterprise are concerned about the I will produce what consumers need, through the creation and transmission can effectively meet the demand of consumers, and conforms to the social benefits for the long-term development of products and services, achieve business goals. This concept conforms to the socialist progress and has been constantly given new connotation. In today's marketing concept, the enterprise bases its competitive advantage on the ability to provide consumers, enterprises and social welfare. In under the guidance of modern marketing concept, companies committed to the development of human needs, care about social welfare, and promote social progress for the purpose, specific research how to adapt and to stimulate consumer demand, through the analysis of the marketing chance, choose the service of the target market, formulate marketing strategy, marketing planning scheme, strengthen the marketing organization, implementation and control, etc., so as to obtain satisfactory economic benefits and social benefits. From this point of view modern marketing concept is essentially corporate culture. Modern marketing concept starts from discovering and satisfying human needs. Through a series of creative business activities, enterprises not only meet the physiological and psychological needs of human beings, but also realize the social value of specific people. Therefore, modern marketing concept is operated by human culture.

Although the marketing theory is expanded from 4P's to 6P's and has more updated content in response to changes in market environment, no matter how it changes, every marketing strategy and even every specific marketing method in the modern marketing theory system can find the signs of humanistic operation. The marketing activities of modern enterprises are the application and combination of marketing strategies from the appearance, which is a kind of economic behavior, but from the depth it is humanistic operation, from beginning to end.

The whole concept of product meets the material and spiritual needs of consumers. Marketing is centered on the satisfaction of consumer demand, which can only be realized through certain products or services. Therefore, product is an important factor in the marketing mix of enterprises. From the perspective of modern marketing, a product includes three aspects: core product, tangible product and additional product. The core product is the most basic level, provides the most basic utility and benefit for the consumer demand; The tangible product is the physical state of the product, including product quality, appearance, characteristics, style, brand and packaging, etc. Additional products, namely expanded products, are all kinds of additional benefits provided by enterprises in sales activities, including providing credit, free delivery, quality commitment, installation and maintenance and technical consultation. The above three levels of organic composition, forming a modern concept of the product. That's the whole concept of the product. It can comprehensively satisfy consumers' material and spiritual demands for products, especially sales services, styles, brands and packaging, which can psychologically influence consumption choices, motivate consumption motivation and induce purchase behaviors, and thus is valued by modern enterprise marketers. Kong house wine is original name is "qu bu old wine", the traditional brewing quality is good, but the market has been not free. After careful plan is designed, the introduction is rich ancient culture, change the original plain light goods name is uncommon "kong house wine", match with the porcelain bottle of primitive simplicity elegant decoration, give broad consumer a new feeling. The combination of Confucius culture and wine has made shandong qubu wine sell well both at home and abroad.

The whole concept of products makes the interior of modern marketing activities more colorful. The marketing practice tells us that the most important thing for modern enterprises to research and develop new products is to cater to the humanities. Product brand trademarks try to be appropriate, easy to read, prominent and auspicious, such as jianlibao, wahaha, doctor milk to cater to consumers' cultural customs, so as to give full play to various potential psychological functions.

Distribution channel is not only the relationship of business flow and logistics, but also the establishment and perfection of human relationship. Marketing distribution channels include the path through which products are transferred from production to consumption and the corresponding institutions, including all enterprises and individuals, such as wholesalers, retailers, agents, auxiliaries and other intermediaries, as well as final consumers or users. From the perspective of economic theory, the basic function of the distribution channel is to organize the work that must be done to transfer products from producers to consumers, in order to eliminate the separation of production and demand. Even if the enterprise products can be delivered from the production field to the consumption field continuously, quickly and effectively, it can collect market information extensively and rapidly for the enterprise, and help to reduce risks, including the market risks caused by the gaps in social laws and regulations. The market cent sale is the important market resource that modern enterprise undertakes sale job. However, it is also a kind of interpersonal relationship building and extension, is the tacit cooperation network on the work. Business is not done, friends are made. Embodied in: modern enterprise sales channel design broke the traditional practice, that is, from organization itself, this paper has focused on the practice of existing middlemen, instead of from the beginning of the study the consumer end, analysis to meet consumer demand must be performed by a variety of functions, to determine which middlemen, avoiding the past can't layout distribution network caused by middlemen reality does not exist or the selected intermediaries of any effect; Second, modern enterprise pay attention to the condition of the dealer selection, require middlemen must be operator's reputation all good personality and ability, high credibility, financing ability and financial institutions from personnel of course of relationship and quality stability is good, and the target customers of production enterprises have a closer relationship, market penetration ability is strong, loyal to the production enterprise, has the good cooperation spirit. Among them, the operator's personality ability, prestige is regarded as the primary condition; Third, the incentive of modern enterprises to the middlemen is again limited to the value of profits, but focuses on people-oriented, trains talents for the middlemen, strengthens the interpersonal communication, and establishes the common values and codes of conduct imperceptibly, forming a solid relationship. In addition, the establishment of such networks also requires the production and marketing parties to be mutually beneficial and loyal, fulfill their promises, help each other and develop together. From this, it can be seen that modern marketing distribution channels are not only business flow, logistics and information flow, but also the establishment and perfection of human relations. Any modern marketer should make full use of this market resource and make unremitting efforts to build this tacit and cooperative network.

Pricing depends on consumers' cognitive value and its strategy is scientific and artistic. In modern marketing theory, we know that the factors influencing product price include consumer cognitive value, competitive environment, distribution channels and national policies and regulations, among which consumer cognitive value is the most important driving factor for consumers to buy products. This cognitive value is a state of human feeling, that is, the economic, functional and psychological comprehensive benefits envisaged for a commodity. Clearly, this cognitive value is not purely economic value. It depends on individual interests and hobbies. One might think a piece of art is worth a lot and be willing to pay a lot of money. The other may dismiss it as worthless and dismissive. In the American market, hand-made cloth shoes are very popular, but Chinese goods of good quality and low price compete with Korean goods of relatively poor quality and high price, the reason is that in the eyes of Americans, low price means low grade goods. All these indicate that pricing is not only a kind of science, but also an art with strong psychological function.

According to the principle of psychology, the motivation of modern enterprises to buy goods for different products and different types of consumers. Implement different pricing strategies. For example, the pricing of some goods is accurate to a few corners, in order to give consumers an accurate pricing, cheap and affordable experience, thereby generating a sense of authenticity and trust; Some goods price is to pick up whole 100 ren yuan, make consumer feels class is high, value is big, luxurious air, catered to the psychology that pursues high consumption and social status. In recent years, some companies have tried to give pricing power to consumers. An enterprise marks the guaranteed price or 1/10 of the fair market price of each kind of commodity, which is then confirmed by consumers or auctioned freely. Do so to let consumer get affordable, let consumer get spirit to enjoy again, stimulate new buying desire. More and more companies are offering repeat customers discounts based on their cumulative spending. The more purchases you accumulate, the deeper the emotion, and the more discounts you give. This makes the consumer feels the enterprise quite has the human touch, produces the preference and the stronger loyalty.

The significance of promotional activities lies in stimulating consumption, creating fashion and leading the trend. Promotion is sales promotion. It communicates product or service information to target consumers through personnel promotion, advertising publicity and business promotion, which stimulates the desire to purchase and facilitates the purchase behavior. Its most notable function is to create and induce demand. A successful marketer is someone who can create needs, induce people to buy things they don't need, and induce people to like a particular product. Because a girl buying mouth is not material itself, but the desire to buy beauty in the heart. Similarly, when people buy a camera, they buy it to leave a happy memory in an instant. Buying is a feeling, an experience. Therefore, modern marketers do not sell products, but buy "incentives" to arouse consumers' feelings and emotions, to induce and attract consumption, and to change consumers' partial acceptance and increase their demand for certain products. Modern corporate promotions also contain cultural thinking that is intended to create and lead new consumption trends. Guangzhou "Jin Fu meters" to the market when they choose standard machine, catch people like gifts to celebrate the Mid-Autumn festival, eat family reunion dinner psychological for promotional activities, in order to "popular Mid-Autumn festival this year, guangzhou send Jin Fu meters" as the theme, a set of "thousand don't don't send me the moon cake, it is better to send me a bag of Jin Fu m", "Mid-Autumn festival reunion, buy Jin Fu meters, send Jin Fu meters, eat Jin Fu m", "Mid-Autumn festival to eat the family reunion dinner, giving gifts please send Jin Fu m" and "Jin Fu m happy" statement, to cater to the novel, practical and thrifty consumers, etiquette, and "family home have Jin Fu, with food" is more happy and joyful. The promotion didn't do more to promote the quality of rice, but it did create a buzz. Not only does guangzhou 100 percent of its citizens know about jinfu rice, more than 30 percent of families eat "jinfu rice", more than 2000 government organizations will "jinfu rice" as a welfare sent to employees, but more importantly, it has created popular fashion in the pearl river delta and even the whole country. In addition, as two new strategies of power marketing and public relations marketing, they also take humanistic operation as the main line. In order to break through the artificial closed market, enterprises use political and public relations and other means to win the cooperation and support of local parties and ensure the smooth operation of their business activities. This influence on marketing activities with power and pr clearly goes beyond economic behavior. In recent years, some western countries have repeatedly made difficulties to China in the areas of human rights, gatt, most-favoured-nation treatment and the Taiwan question. The Chinese government is playing the "economic card", using the Chinese market as a bargaining chip for western countries to compete. Such as a $2 billion contract with France's airbus. "It's not because we're not competitive," laments RON woodard, President of the U.S. Instead, it is the result of political considerations. That means a lot of hard work for 25 years. In today's pluralistic society, it is increasingly inevitable for enterprises to strive for competitive advantage, adjust and establish close and normal relations based on political society. And the establishment and application of power marketing and public relations marketing means that the humanistic operation of modern marketing behaviors is wider and more profound.

51due留学教育原创版权郑重声明:原创assignment代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有assignment代写、paper代写、essay代写服务。

51due为留学生提供最好的assignment代写服务,亲们可以进入主页了解和获取更多assignment代写范文 提供美国作业代写服务,详情可以咨询我们的客服QQ:800020041。

上一篇:The network market 下一篇:The options