Development of Enterprise Marketing Strategy Innovation and Marketing Concept

Paper Keywords: Marketing Strategy Development Concept Innovation
Abstract: Marketing Strategy Development and Marketing of innovative ideas is a pair of complementary factors, is to ensure that business a long time, stable Development of essential aspects. Based on the analysis of market Strategy Development and Marketing on the basis of relationship between the concept of proposed strategic Development plan is the premise and the concept of Innovation, the idea is simply, management is guaranteed.

Enterprises to the changing environment in the survival and development, we must look at long-term management issue that must be the target, resources and market opportunities to find the best match between the three ways to win a favorable market position. Enterprise development to a certain size, will enter a period of relatively slow development of the bottleneck. in front of giant suppressed, after the rising star to catch up, it is a business strategic adjustment of the critical moment. their own situation has changed, the business environment has changed, business Strategy should also be changed. If the stick to start at the beginning of the business ideas, to engage in business development to a certain scale of the operation period, the enterprise will be a dilemma sooner or later, fall into trouble.

The formation of a Marketing Strategy
Marketing strategy is defined corporate strategy under the guidance of identifying the target market, the completion of positioning, business models, roles, and methods and procedures. Can be seen, the market is a Marketing strategy starting point for thinking; Marketing strategy will guide the enterprises to adopt proper and effective market operations. It should be noted that the current we emphasize the importance of Marketing strategy is to increase awareness of China's business strategy, strategic thinking and strategic Innovation, but by no means neglected the market level, customer level, the consumer level. good strategy must To meet the efficiency, effectiveness of the principle, can help companies become bigger and stronger, to make more money, and even more stable, more sustainable to make money, closer to the truth theory, practical guidance on the stronger. this , the formation of Marketing strategy to consider in depth the following factors:
(1) predictability. Predictable and not exactly the same vision, vision to see the future, predicted not only to see the future, but also predict the pattern caused by active behavior change, fully demonstrated the dominant Marketing strategy, Zhuge Liang's "Long Zhong "is a typical example. Marketing strategy not only in line with market conditions and consumer demand, but also to meet the consumer trend, and guide the consumer trends, and even change, influence consumer trends.

(2) contingency. Business is war, the situation varied. Good strategy must also include consideration of the possible variations and strain of the plan. Would like to stress that a good strategy to have destructive power, that is, take the initiative to change the pattern ability of structural damage.

<3) chance. The possibility is not completely equivalent to feasibility. Feasibility of the realization of the theory of planned budget, actors stressed the possibility of Marketing strategic capability. What is the capacity of Marketing strategy? Marketing strategic capability is the will of enterprise resource X Enterprise . the Korean War, the United States mistakenly think that "China will not send troops," because we underestimated the will of the state. On the contrary, many Chinese business practice is very easy to overestimate their own businesses.

<4) creativity.'s Leading marketing strategy is mainly reflected in the creativity. Kotler, said: "Marketing is a never-ending race." Any physical difference are unreliable, the formation of differentiated privileges sooner or later will be relatively smooth, only Innovation can be constructed by the continuing differentiation.

Innovative Marketing Concepts 2
20th Century corporate marketing, is taking the same should be said to mimic the main road. Reform and opening up 20 years ago, the Western theories and methods of marketing to promote the use of spread from the introduction, most enterprises that are "models to copy" . into the 21st century, the concept of Innovation is a leader in corporate marketing .21-century Chinese enterprises can not meet the established marketing concepts, but should adapt to the 21st century pursuit of a new marketing concept. new ideas from the following aspects in particular stressed:
<1) .20-century family marketing concept marketing concepts to emphasize the supremacy of the core is the customer, the customer as "God." In fact, there is nothing in this world, "God" and God _ dagger high above it impossible to follow. Family marketing concept emphasizes the customer as "friends" or "family" instead of "God", through the establishment of a new family (fish water) between the enterprise and customers minimize the distance between.

<2) global marketing concept. Economic globalization is the world's most important trends in Economic development, modern production necessary requirement for the objective laws of its own division of labor globalization. In this economy driven law, the countries out of business and products have country in the world to seek development opportunities, many products have become global products, many of the pillar industries has become an international pillar industries, and not the product of a country or industry. in particular the strength of the multinationals, has long been the global market placed within their own marketing to a global marketing concept to guide the company's marketing activities.

<3) knowledge of marketing concepts .21 century knowledge economy is different from the 20th century industrial economy, intellectual capital will become the first capital, determine the competitive advantage of business for the future. In the knowledge economy, companies have the corresponding changes in the marketing concept that foster knowledge of marketing concept. knowledge of the marketing concept is the product of the development of knowledge economy, knowledge economy to adapt to a new marketing concept. It attaches great importance to knowledge, information and intelligence, with knowledge and intelligence rather than the rule of thumb in the increasingly fierce to win the marketing war. To this end, the main fully capture and use of market information, development and production of high technology products, selection and use of modern marketing manual.

(4) the concept of green marketing. Since the early 70s of this century Publication "" Human Environment Declaration>> opened the prelude to the human environment since the Green Wave after wave of a wave and swept the world, will become a 21st century green century. Green Wave has brought the rise of the rapid growth of green demand, and promote the vigorous development of the green market. green market continues to expand, inevitably require enterprises to green marketing concept as a guide, try to meet the green needs of all consumers.


3, the concept of marketing strategy development and the relationship between innovation
On what is "development", economists have made a brilliant exposition that "development" is a qualitative change. Economic development is the qualitative change in the economy, business development enterprise qualitative change. Business development strategy is how to change the strategy of enterprises, not how the enterprise dry strategies. of enterprise development, enterprise development is to study the content, direction, goals, steps, measures. many companies in the study when the enterprise development strategy, not of how to change, but to study how dry. they tend to grasp the logic of the original or technical product management framework, but within the framework of how to do better in those little, so it will not come up with a good business development strategy. things move with the territory, the enterprise's internal conditions and external environment are rapidly changing, things come up if not well adapted to these changes, how can it expect it to guide the development of enterprises! Therefore, enterprises should adjust their development strategies, it is important to change thinking, innovative ideas. First is to recognize that old ideas to change, and then go looking for ways to change.

"Strategic development" and "concept innovation" is the two concepts complement each other "strategic development" for the purposes of the object, "the concept of innovation" is for the main purposes. Strategy development is inseparable from the concept of innovation, the concept of innovation is strategic development. Since the intrinsic link between the two with this, it can also be understood as an enterprise development strategy for enterprise innovation strategy. because the business development strategy is the strategy of innovation, the study of enterprise development strategy must be comprehensive enterprise innovation issues, If the problem is not between the business innovation as a Research center, then the results would not be a good corporate market development strategy. In order to achieve coordinated development between the careful planning, ideas purification, management refined. Links to free Paper Downloads http://www.hi138.com <1) strategic development plan is the premise and concept innovation. enterprise development strategy is the same as any strategic product planning. What is the plan? plan was not born to move advanced theories, not rigidly applied advanced experience, not a copy directives of superiors, not the patchwork of conventional thinking, but from reality and make wise to find a solution. of enterprise development strategies, that is for their overall and long-term development of the basic problems, find solutions and make wise approach.

Clever solution would be new, advanced, practical, unique, simple solution. Address the basic development of enterprise-wide inter-and long-term approach to new problems, to break the original old frame, otherwise it is not a business development strategy, it is impossible guide the development of enterprises; to solve their overall and long-term development of basic problem to be advanced, the proposed development content, direction, development goals, development steps, the development of measures to be advanced, to fight for walking in front of other enterprises, or stuck with the passive situation; address enterprise between the overall and long-term development of the basic theme for ways to practice, there must be feasible to go through to be able to do, or set of advanced methods will fall; to solve enterprise-wide inter-and long-term development of the basic theme for ways to strange, to break the routine, otherwise it can not significantly reduce development costs and improve development speed; resolve their overall and long-term development of basic problem is simpler, easier to understand, easy to remember, easy communication, easy to operate, otherwise it can not play much.

Plan rely on? By wisdom. Wisdom is the flexible use of various resources, is a flexible application of knowledge, is the flexible use of all kinds of information, is a flexible response to various changes. Business leaders to study good business development strategy, we must play to their wisdom, focus on the collective wisdom to collect staff's wisdom, the wisdom of borrowing outside the brain.

(2) philosophy is the concept of strategic development and innovation of the party. The so-called marketing idea marketing activities of enterprises in the process, the position held by the operator, opinions, attitudes and ways of thinking. From a marketing point of view the development and changes the environment, corporate marketing concept through the production-oriented, product-oriented, marketing-oriented and strategic marketing direction and development of the four evolutionary process, the corresponding business philosophy is the product concepts, marketing concepts, marketing and social marketing concepts and strategic marketing concepts. the most important strategic marketing innovation is to ask enterprises to truly care about their own production and products from the transfer to satisfy the concerns and needs of consumers, concerned about how to create greater value for consumers, from consumers should pay attention to changes in the consumer up to the note.

While most enterprises have to understand the concept of modern marketing strategy, but their ultimate business goal is to maximize the interests of enterprises, rather than continue to meet consumer demand to achieve customer satisfaction, enhance brand equity value. Therefore, Economic globalization age, changes in marketing philosophy the most important point is that companies should seek as much as possible to consumer satisfaction, consumers are also with the companies in order to obtain the value exchange, or purchase business products or services. If one day Consumers find your product or service value is no longer attractive, will not choose you. Therefore, enterprises need to improve consumer value which consumers value segmentation analysis and assessment to determine the marketing effectiveness and profitability . In order to achieve attention of consumers, companies must follow such a philosophy: the extent of total resources, companies must ensure that other interests will be accepted in the circumstances, endeavor to provide a high level of consumer satisfaction or greater value to them . Only in this way can retain customers in order to improve customer loyalty, and thus enhance the brand equity value.

(3) management is the strategic development and Innovation of the guarantee. Management is the basic guarantee of marketing, to the management to be effective, make the effectiveness of management. In the existing enterprise marketing management system, we should use the systems thinking, with business development strategy and market passive inertia operation status, to review, examine the eyes, of marketing management whether the business development strategy consistent? marketing, management and control system is sound? business process is reasonable, standardized and efficient? there is no dynamic process management? management system and sales policy is reasonable? sales target management is reasonable? marketing costs and budget management correct? dealer management system is perfect? ​​marketing training system really played a "second productive" role? performance whether the assessment system can stimulate and mobilize the enthusiasm? ... ... from these perspectives to reflect on marketing management, will be able to find and lock the key issues then come to adjust or improve the program, improve system efficiency.

In short, the concept of strategic development and marketing of innovative perfect match is the key to success. Do marketing, must establish a "fight for the ideals of" belief in the various elements of marketing, accurately find the "best" or "second best" factors, and in the entire value chain system so that they balance and complement each other, thus out of those "fit", "half a step ahead," "lines" and other Misunderstandings, in the most scientific and best marketing practices, and open up to the enterprise The real difference in the road, the establishment of prominent and enduring core competencies. Links http://www.hi138.com Research Papers Download