Marketing strategy combination
1 4P's marketing strategy combination
The 1960s was a prosperous period of marketing, which was marked by the change of market situation and business philosophy, that is, the market situation changed from seller's market to buyer's market, and the business philosophy changed from traditional business philosophy to new business philosophy. Accordingly, the marketing methods are varied and complicated. 65438-0960 Professor McCarthy, an American marketing expert, put forward the famous 4P marketing strategy combination theory based on people's marketing practice, that is, product, pricing price, channel location and promotion. "4Ps" is the abbreviation of marketing strategy combination, which establishes the important position of marketing strategy combination in marketing theory and provides the best means for enterprises to achieve marketing goals, that is, the best comprehensive marketing activity, also known as overall marketing.
Marketing Strategy Combination of 26P
Since 1980s, the world economy has developed slowly, the market competition has become increasingly fierce, and political and social factors have increasingly influenced and restricted marketing. In other words, the 4P of general marketing strategy combination is not only influenced by the enterprise's own resources and objectives, but also influenced and restricted by uncontrollable factors outside the enterprise. General marketing theory only sees the influence and restriction of the external environment on marketing activities, but ignores that the business activities of enterprises can also affect the external environment. On the other hand, overcoming the limitations of general marketing concepts, large-scale marketing strategies came into being. 65438-0986 Professor Philip kotler, a famous American marketing scientist, put forward a big marketing strategy, adding two P's on the basis of the original 4P combination, namely Power and PublicRelations, or 6PS for short.
Kotler's definition of large-scale marketing is: In order to successfully enter a specific market, we must use economic psychology, politics and public relations in a coordinated way to obtain cooperation and support from foreign or local parties concerned. The specific market referred to here mainly refers to the closed or protective market with strict barriers. The resurgence of trade protectionism and the strengthening of * * intervention are the objective basis for the existence of large-scale marketing in international and domestic trade. In order to enter such a specific market, in addition to making more concessions, we must also use a big marketing strategy, that is, 6P combination. The key point of the concept of big marketing is that contemporary marketers increasingly need to use political power and public relations skills to remove all kinds of obstacles for products to reach the target market, gain the support and cooperation of relevant parties, and achieve corporate marketing goals.
Compared with the conventional marketing theory, namely "4Ps", the big marketing theory has two obvious characteristics: 1 It attaches great importance to coordinating the relationship between enterprises and external parties in order to eliminate man-made obstacles, mainly political obstacles, and open up market channels for products. This requires enterprises to analyze and meet the needs of target customers, but also to study the resistance from all sides and formulate countermeasures, which depends on the work of public relations to a considerable extent. Break the traditional dividing line between environmental factors. In other words, the marketing environment is an uncontrollable factor, and the marketing environment and its functions can be re-recognized. Some environmental factors can be changed through various activities of enterprises or by using power to dredge relations.
Three marketing strategy combinations of 1 1P
1In June, 1986, Professor philip kotler, a famous American marketing scientist, put forward the marketing concept of 1 1P, that is, exploration, segmentation, priority, positioning and people are added to the big marketing 6P, and products, pricing, channels and promotion are called "tactical 4p", and exploration, segmentation, priority and positioning are called. According to this theory, with the support of "Tactical 4P" and "Strategic 4P", enterprises can use "power" and "public relations" to remove various obstacles in the target market.
1 1P is:
1. Product quality, function, style, brand and packaging;
2. The price is suitable for pricing, and the corresponding price is set in different life cycles of products;
3. Promote promotion, especially good advertisements;
4. Distribution Channels Establish appropriate sales channels;
5.*** Power opens the door of another country's market through negotiations between the two countries, and connects all aspects through contacts. In China, the so-called official business is implicit;
6. Public relations uses the power of the news media to establish favorable image reports for enterprises and eliminate or slow down unfavorable image reports for enterprises;
7.Probe is exploration, that is, market research, through which we can know what the market demand of a product is and what are the more specific requirements;
8. Segmentation is the process of market segmentation. According to the factors that affect consumer demand;
9. Priority means choosing my target market;
10. Positioning gives the products it produces certain characteristics and forms a certain impression in the minds of consumers. Or the process of establishing the competitive advantage of products;
1 1. Employees "can only meet the needs if they find them", which is realized by employees. Therefore, enterprises try their best to mobilize the enthusiasm of employees. People here refer not only to employees, but also to customers. Customers are also part of the marketing process of enterprises, such as online banking, and customers are very involved.
Influencing factors of marketing strategy
The factors that affect marketing strategy are macro-environmental factors and micro-environmental factors.
Macro-factors of marketing strategy
Macro-environmental factors refer to the external environment of enterprise execution, which is neither controllable nor influential to enterprises, and plays a very important role in the success of enterprise marketing.
1. humanistic environment: humanistic environment can be defined as a function of cultural variables inside and outside a certain social system, including attitudes, concepts, belief systems and cognitive environment towards the same body. The humanistic environment is an invisible environment hidden in the social ontology and a subtle national soul.
1 population factor: the relationship between population and market composition; The relationship between population urbanization and market; The relationship between the age structure change of the world population and the market;
2. Geographical migration factors of population: the relationship between the characteristics and laws of passenger flow and geographical environment; The relationship between purchase motivation and geographical environment;
3 social factors: family; Social status class, affecting market segments.
2. Economic environment: The so-called economic environment refers to the social and economic conditions and national economic policies that constitute the survival and development of enterprises, and is a factor that affects consumers' purchasing power and consumption patterns, including changes in income and changes in consumer consumption patterns.
1 gross national product;
2 personal income, reflecting purchasing power;
3 foreign trade balance.
3. Natural environment: shortage and protection of natural resources; Environmental deterioration; The effects of the disease.
4. Technological environment: the impact of technology on enterprise competition: the impact on consumers.
5. Political and legal environment: The stability of the national political structure and the political and legal environment directly affect the marketing strategy.
6. Social and cultural environment: education level, religious beliefs and traditional habits.
Micro-factors of marketing strategy
Microenvironment refers to various factors and conditions that exist around an enterprise and closely affect its marketing activities, including suppliers, competitors, the public and the enterprise itself.
1. Supplier: resource guarantee and cost control.
2. Buyer
1 private buyers: Many people have a wide range of needs, and most of them buy in small quantities, with high frequency, and most of them are non-experts with great mobility;
2 group buyers: the number of group buyers is small, but the size of buyers is large; Belonging to derivative demand; The elasticity of group buying demand is small.
3. Middlemen: They buy products and services mainly for monopoly and profit; Purchased by experts; Less purchases; Single batch is large.
4. Competitors:
1 competitors and their number and scale;
2 the relationship between consumer demand and competitive supply.
5. The public: financial public, * * public, citizen action public, local public, internal public and general public.
6. Cooperation among departments within the enterprise.