1. The concept of marketing originated in America in the early 20th century. For decades, with the development of social economy and market economy, marketing has undergone fundamental changes. From traditional marketing to modern marketing, its application scope has also expanded from profit-making organizations to non-profit organizations, and from domestic to foreign countries. Nowadays, marketing has become an applied marginal management discipline combining business management with economics, behavioral science, anthropology, mathematics and other disciplines. The emergence and development of western marketing is closely related to the development of commodity economy and the evolution of business philosophy. Since its birth in the early 20th century, American marketing has gone through five stages. Cy36364 1. 1 the embryonic stage of marketing development (1900 ~ 1920) and the functional research stage (192 1 ~ 1945). Marketing management orientation period (1956 ~ 1965), coordinated development period (1966 ~ 1980), differentiation and expansion period (1981~)/kloc-. Some scholars define marketing from a macro perspective. For example, McCarthy defines marketing as the process of social and economic activities, the purpose of which is to meet the needs of society or human beings and achieve social goals. For another example, PhilopKotler pointed out, "Marketing is a human activity related to the market. Marketing is dealing with the market, in order to meet people's needs and desires and realize potential exchange. " There are also some definitions expressed from a micro perspective. For example, the American Marketing Association defines marketing in 1960: marketing is "an enterprise marketing activity that guides products or services to flow from producers to consumers". McCarthy also defined micro-marketing in 1960: marketing "is the responsibility of the business activities of enterprises, which directly guides products and services from producers to consumers or users, so as to meet the needs of customers and realize the company's profits" (basic marketing, page 19). Although this definition is one step ahead of the definition of American Marketing Association, it points out that meeting customers' needs and realizing corporate profits have become the company's business objectives. However, both of these definitions indicate that marketing activities begin with the end of product production activities and end with the transfer of goods to users. Therefore, enterprise marketing activities are limited to the narrow scope of circulation, and are not regarded as the whole process of enterprise operation and sales, including market research, product development and pricing. PhilopKotler defines marketing in 1984 as: Marketing refers to the function of an enterprise, "knowing the currently unsatisfied demand and desire, estimating and determining the demand, selecting and deciding the target market that the enterprise can best serve, and deciding the appropriate products, services and plans (or schemes) so as to serve the target market". The American Marketing Association (AMA) gave a more complete and comprehensive definition of marketing in 1985: Marketing "is a process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating communication to meet personal and organizational goals." 2. Marketing Theory 2. 1 Marketing Theory Conceptual marketing theory, the modern market marketing ideas was in the early 20th century. Rational marketing activities began at 1823, a professional market research company founded by American A·C· Nelson. 2.2 The development of marketing theory is manifested in many aspects, mainly from six aspects. Marketing discipline. At first, the main body of marketing practice was enterprises, which marketed consumers in order to sell products or services. In the later development, non-profit organizations joined the marketing team, including the country, in order to improve their visibility and establish their image. At the same time, individuals also began to "sell" themselves, further enriching the marketing subject. Marketing objectives. Marketing objectives are also expanding. In addition to the original products and pure services, it has gradually joined the public services, product supporting services, image, social concepts and so on. Among them, the image includes personal image, organizational image and regional image. For example, the region will carry out various publicity to attract investment. Social concepts include public welfare concepts, enterprise concepts or concepts that are convincing to the public. Some people call it conceptual marketing. Marketing media. As an implementation tool, marketing media are becoming more and more abundant. Besides the common mails, newspapers, magazines, movies and TV, there are also live TV shopping guides, telephone sales, personnel direct sales and computer network marketing. Marketing concept. From the development history, the marketing concept has roughly gone through the following stages: product concept (before 1950s)-promotion concept (1950s)-marketing concept (1960s)-social marketing concept (1970s-1980s)-relationship marketing concept (1990s)-network marketing and green marketing concept (just starting). Marketing organization. There are three major changes in marketing organization, namely alliance, flattening and conceptualization. With the popularization of transnational operation and the intensification of market competition, many enterprises adopt alliance strategy to carry out marketing activities with their own helpers or competitors in order to complement each other's advantages. For example, Nestle Switzerland and Coca-Cola Co., Ltd. jointly use vending machines to promote canned drinks, and IBM, Toshiba and Siemens Co., Ltd. jointly develop storage devices. Flattening refers to the gradual reduction of marketing organization levels, which makes marketing decisions more direct, rapid and flexible, especially the use of television and computer networks, which shortens marketing organization channels, reduces personnel and compresses stores. Sales agency system is also one of the important contributing factors. There are two conceptualizations of marketing organizations. One is that in the joint strategy, the company forms a multilateral virtual company through agreement, and only maintains a temporary alliance without establishing any form of substantive organization and management. The other is that in network marketing, enterprises set up virtual windows, virtual trade fairs, virtual shops, virtual dealers and public relations rooms on the Internet, which makes the marketing organization move from materialization to conceptualization and gradually improves and perfects its internal functions in all directions. Theoretical system. The development of marketing theory is not only manifested in the specific aspects such as subject, object, means, concept and organizational form, but also in the changes of the whole theory itself. If the early marketing theory paid too much attention to practicality, so that it was trivial, vulgar and utilitarian, then the marketing theory that has been tempered so far has become a more independent, mature and scientific culture, reflecting more and more strategic significance and humanistic spirit, and combining theory with practice. At the same time, due to the complexity of marketing practice itself, it inevitably absorbs beneficial components such as psychology, economics, sociology, management and even natural disciplines, which makes it more and more marginalized in its development, which is conducive to the sound development of its practical guidance and theory. Cy363643。 Marketing mix 3. 1 marketing mix concept marketing mix refers to the best combination and application of enterprises in the selected target market, taking into account factors such as environment, ability and competition, in order to complete the goals and tasks of enterprises. Marketing mix is an important part of enterprise marketing strategy, which refers to the collection of basic marketing means that enterprises can control. The main purpose of marketing is to meet the needs of consumers, who have many needs and many measures to meet them. Therefore, when carrying out marketing activities, enterprises must grasp those basic measures, combine them reasonably, and give full play to their overall advantages and effects. The concept of marketing mix was first put forward by Professor N.H.Borden of Harvard University in the United States in 1964, and the elements of 12 marketing mix were determined. Subsequently, Professor Richard Clay put forward the elements of marketing mix, such as products, pricing, channels and promotion. Marketing mix is the basis of making enterprise marketing strategy, and a good marketing mix can ensure that the enterprise can meet the needs of consumers as a whole. Marketing mix is a powerful means for enterprises to deal with competitors and the basis for rational distribution of marketing budget expenses. 3.2 Development of Marketing Combination In 1960, McCarthy put forward the famous 4P combination. McCarthy believes that enterprises engaged in marketing activities, on the one hand, should consider the various external environments of enterprises, on the other hand, should formulate marketing mix strategies, and through the implementation of strategies, adapt to the environment, meet the needs of the target market, and achieve the goals of enterprises. McCarthy drew a marketing mix model, with a certain consumer group as the center, that is, the target market, and four controllable elements, namely, product, place, price and promotion, in the middle, that is, 4ps mix. Here, the product is to consider developing suitable products for the target market, selecting product lines, brands and packaging. The price is to consider setting a suitable price; Site selection refers to arranging transportation and storage through appropriate channels and sending products to the target market. Promotion refers to considering how to inform the target market of appropriate products at appropriate prices, including promotion, advertising and training salesmen. The outer circle of the diagram represents the external environment of the enterprise, including various uncontrollable factors, including economic environment, social and cultural environment, political and legal environment, etc. McCarthy pointed out that the elements of 4ps combination will be influenced and restricted by these external environments. Later, the marketing mix developed from 4ps to 6ps, which was put forward by kotler. Based on the original 4Ps, it has increased political and public relations. The 6pS portfolio is mainly used in specific markets where trade protectionism is practiced. Subsequently, kotler further developed 6ps into 10ps. He combined the existing 6ps tactical marketing mix with the new 4Ps: exploration and division, that is, subdivision. Prioritization means goals and positioning, which is called strategic marketing. He believes that the strategic marketing planning process must precede the formulation of tactical marketing mix, and only on the basis of doing a good job of strategic marketing planning process can the formulation of tactical marketing mix proceed smoothly. When talking about the difference between strategic marketing and tactical marketing, philip kotler pointed out: "From the perspective of marketing, the definition of strategy is the competitive method adopted by enterprises to achieve a specific goal in a product market, while tactics are the topics and actions that must be studied to implement the strategy." Philip kotler is waiting for the Japanese to occupy the American market. Now, the boundary between strategic marketing and tactical marketing has become clearer and clearer, and General Motors has set up different marketing departments according to these two concepts. In the 1990s, some people thought that the 6'P combination, including products, prices, sales channels, promotions, political power and public-private interests, was a tactical combination. In order to effectively carry out marketing activities, enterprises must first have the correct guiding ideology of serving the people, and also have the correct strategic marketing combination (market research and exploration, market segmentation, market priority selection and market positioning). This strategic 4'P marketing combination, the correct guiding ideology (people) and the tactical 6'P combination form the marketing 1 1'P combination. In the 1990s, Robert Lauterbourne, an American marketing scientist, put forward 4C theory, which is a marketing combination with "4C" as its main content, that is, we should pay more attention to customers' needs and desires for product strategy; In view of the price strategy, it is proposed that the price that customers are willing to pay for a certain commodity or service should be considered emphatically; Emphasize that the application of promotion process is a process of maintaining two-way communication with customers. 3.3 Marketing mix and product life cycle Different stages of the product life cycle adopt different marketing mix strategies due to different characteristics, and the corresponding relationship between them is shown in the figure. The whole process of products from coming out to being eliminated by the market determines that enterprises adopt different marketing mix strategies at different stages, but the marketing mix strategies are not passive. Taking advertising strategy as an example, under certain conditions, people can change the product life cycle according to the law of advertising activities and give full play to the adverse effects of advertising. For example, in the decline period of products, the advertisements in the decline period are obviously only for the purpose of eliminating inventory and "safely retreating", but Changsha Crane Factory has successfully extended the life cycle of an old product through market research and bold use of unique advertisements. Through investigation, they learned that there are some congenital defects in the design of CD electric hoist produced in the same industry in China, and users don't trust it very much. Although TV Shendong hoist is an old product, its appearance is not beautiful enough and its cost is high, but it is safe and reliable, with large overload capacity, long service life and convenient maintenance. They boldly began to produce this old product, and the general advertising strategy did not work for the promotion of this old product. They adopted a propaganda strategy of planting widely and harvesting sparingly. One is to attract users who recalled and trusted this old product, and the other is to attract some users who are temporarily worried. As a result, the life cycle of this old product has been prolonged, and the demand exceeds the supply. At the same time, in the nationwide market, they avoided the competitive advantage, redefined the target market, and made great strides in extensive publicity. 3.4 Marketing mix and supply and demand In view of the changes in market supply and demand, enterprises must also choose corresponding marketing mix strategies. When the market situation is a seller's market, the combination strategy focuses on the product strategy. When entering the buyer's market, there began to be oversupply, and the focus of the combination strategy began to transition to price and promotion. When the supply completely exceeds the demand, that is, when entering the consumer-oriented market, the goal of formulating the combination strategy is to try our best to turn potential customers into obvious customers and urge them to realize their buying behavior. 4.4Ps Marketing Theory 4. 14Ps Marketing Theory Brief Introduction 4P Theory came into being in the United States in the 1960s, with the introduction of marketing mix theory. 1953, NeilBorden coined the word "Marketingmix" in the inaugural speech of the American Marketing Society, which means that the market demand is more or less influenced by the so-called "marketing variables" or "marketing elements". In order to seek a certain market response, enterprises should effectively combine these elements to meet the market demand and obtain the maximum profit. In fact, there are dozens of elements in the marketing mix (Boden's marketing mix originally included 12 elements). In his book Basic Marketing in 1960, Jerome McCarthy summarized these elements into four categories: product, price, place and promotion. 1967, in the first edition of his best-selling book "Marketing Management: Analysis, Planning and Control", philip kotler further confirmed the marketing combination method with 4Ps as the core, namely: products: paying attention to developing functions, requiring products to have unique selling points, and putting the functional demands of products in the first place. Price: Make different price strategies according to different market positioning. The pricing of products is based on the brand strategy of enterprises and pays attention to the gold content of brands. Place: Enterprises do not directly face consumers, but pay attention to the cultivation of dealers and the establishment of sales networks. The contact between enterprises and consumers is carried out through dealers. Promotion: enterprises pay attention to the change of sales behavior to stimulate consumers, and promote the growth of consumption with short-term behaviors (such as making profits, buying one get one free, marketing atmosphere, etc.). ), attract consumers of other brands or lead to early consumption to promote sales growth. 4.24Ps Marketing Theoretical Framework The proposal of 4Ps laid the basic theoretical framework for management marketing. This theory takes a single enterprise as an analysis unit, and holds that there are two factors that affect the effect of enterprise marketing activities: controllable factors, uncontrollable factors, products, prices, distribution, promotion society, population, technology, economy, environment/nature, politics, law, morality, geography, internal environment and external environment, one of which is beyond the control of enterprises. Such as social/demographic, technical, economic, environmental/natural, political, legal, moral and geographical factors, are called uncontrollable. One is the marketing factors that enterprises can control, such as products, prices, distribution, promotion, etc., which are called enterprise controllable factors. The essence of enterprise marketing activities is a process of adapting to the external environment by using internal controllable factors, that is, making a positive and dynamic response to external uncontrollable factors through the planning and implementation of products, prices, distribution and promotion, so as to promote the realization of transactions and meet the goals of individuals and organizations. In kotler's words, "If a company produces the right products, sets the right prices, uses the right distribution channels, and is supplemented by the right promotional activities, then the company will succeed" (. Therefore, the core of marketing activities is to formulate and implement effective marketing mix. Cy363645.4Cs Marketing Theory 5. 14Cs Marketing Theory Overview With the increasingly fierce market competition and the faster media communication, the 4Ps theory is increasingly challenged. 1990 American scholar Professor RobertLauterborn put forward 4Cs marketing theory corresponding to traditional 4Ps. The transformation from 4Ps marketing mix to 4Cs marketing mix is reflected in the transformation from products to consumers, from price to cost, from location to convenience, from promotion to communication. 5.24 Cs of CS marketing theory refers to customer, cost, convenience and communication respectively. Customer mainly refers to the needs of customers. Enterprises should first understand and study customers and provide products according to their needs. At the same time, enterprises provide not only products and services, but also the resulting CustomerValue. Cost cost is not only the production cost of the enterprise, or the price of 4P, but also the purchase cost of the customer, which also means that the ideal situation of product pricing should be lower than the psychological price of the customer, which also makes the enterprise profitable. In addition, the customer's purchase cost includes not only his monetary expenditure, but also his time, physical strength and energy consumption and purchase risk. Conveniency When customers buy a certain commodity, they not only spend a certain amount of money, but also spend a certain amount of time, energy and physical strength, which constitutes the total cost of customers. Therefore, the total customer cost includes monetary cost, time cost, spiritual cost and material cost. Because customers always want to minimize the related costs, including money, time, spirit and physical strength, so as to maximize their satisfaction, retail enterprises must consider the "total customer cost" that customers are willing to pay to meet their own needs. Strive to reduce the total cost of customers' purchase, such as reducing the procurement cost and marketing cost of goods, thus reducing the price of goods and reducing the monetary cost of customers; Strive to improve work efficiency, reduce customers' time expenditure as much as possible, and save customers' purchase time; Provide detailed information to customers through various channels, provide customers with good after-sales service and reduce their mental and physical consumption. Communication in 4P is used to replace the corresponding promotion. 4Cs marketing theory holds that enterprises should establish a new enterprise/customer relationship based on * * * common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion of enterprises to customers, but a way to achieve their respective goals through communication between both parties. 6.4Rs marketing theory 6. 14Rs marketing theory overview 4R theory focuses on relationship marketing and focuses on building customer loyalty. Considering both the interests of manufacturers and the needs of consumers, it is a more practical and effective marketing strategy. Elliotttenberg)-20065438+0+0 put forward 4R marketing theory in his book 4R Marketing. : 4r- four elements: relationship, austerity, relevance and reward. Four components of effective brand equity strategy today. 4R, the relationship between price and brand value is clearly expressed in the equation: with the improvement of 4R, brand value and price also increase accordingly. Therefore, the greater your brand assets, the higher your brand value to customers, the higher the price of your products or services, and the more your profits. 6.24Rs The content of RS marketing theory is completed. Schuch put forward 4R marketing theory on the basis of 4C marketing theory. Four marketing elements of 4RS theory. Affiliates and customers share the same fate. Establishing and developing long-term relationship with customers is the core concept and the most important content of enterprise management. At the same time, the products and services provided by enterprises to customers and users are not single and independent, but form a package and integrated solution. If an enterprise wants to obtain a long-term stable market, it is very important to improve the loyalty of its target customers. However, in the increasingly fierce homogenization competition market, customers' loyalty will change, and they will always try products from different companies. In the interactive market, the most realistic problem for operators is not how to control, formulate and execute plans, but how to listen in time from the customer's point of view and change from speculative business model to highly reactive business model. The relational elements of 4RS marketing theory require marketers to realize their commitment to consumers in the early marketing, stabilize their relationship, and implement the requirements of mutual need, mutual help and mutual demand mentioned in relevant elements, so as to realize material and emotional returns to consumers in the return elements and effectively enhance consumers' loyalty. In the market environment where the relationship between enterprises and customers has changed substantially, the key to seize the market is to establish a long-term and stable relationship with customers. In line with this, five changes have taken place: from one-time transaction to emphasizing the establishment of long-term friendly and cooperative relations; From focusing on short-term interests to focusing on long-term interests; From the passive adaptation of customers to single sales of enterprises to the active participation of customers in the production process; From the conflict of interests to harmonious development; From managing marketing mix to managing the interactive relationship between enterprises and customers. From the marketing perspective, relationship and association are different. Relevance is absorbed by some kind of commitment and novel marketing means, while relevance is mainly reflected in the fact that enterprises pay attention to customer maintenance after the transaction while fulfilling their commitments. 4R marketing theory takes relationship marketing as the core, and the core of relationship marketing is relationship value. In the relationship between enterprises and customers, the flow of value is two-way, and the value that customers flow to enterprises includes profit flow and other values that are difficult to measure with economic indicators. Return For enterprises, the fundamental value of marketing is that it can bring short-term or long-term income and profits to enterprises, and the consolidation and development of any transaction and cooperation relationship is a matter of economic interests. Therefore, a certain reasonable return is not only the starting point of correctly handling various contradictions in marketing activities, but also the foothold of marketing. Enterprises should pursue market returns and regard market returns as the source of further development of enterprises. Cy36364