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Reform of marketing theory and innovation of practice

2012-07-03 12:00

 Gods of Tang Dynasty

 

Philip Kotler is an internationally recognized authority on marketing, known as "the father of modern marketing". In the 1960s, Philip Kotler put forward the famous "4P" marketing model (product, price, promotion, channel place). But with the change of economic environment and the aggravation of market competition, "4P" theory is more and more challenged. In recent years, Philip Kotler has improved the static "4P" and put forward the "ccdvtp model": create, communicate, deliver, value, target and profit. In short, it is aimed at the target market to achieve profit through innovation, communication and value transmission. How to understand it, let's first look at a case study.
Apple in the United States has been playing a marketing legend in recent years. From iPhone to iphone4s, from iPad to iPad 2, every time a new product is released, there are thousands of people lining up in Apple stores. This time I went to the United States and saw that the retina screen was used in the newly released retina MacBook Pro, which once again set off an unprecedented rush to buy. The price of Apple products is not cheap. Its success is not only the technical upgrading of product efficacy, but also a comprehensive innovation of unique value, which brings customers high-tech experience value of simplification, convenience and perfect details. Therefore, we can see that Philip Kotler's "ccdvtp" model is more dynamic and effective in controlling the marketing process than the static "4P" model. Instead of focusing on the internal segmentation of marketing functions, the focus is on "innovation" and "value transmission". It is not a simple pursuit of persuading customers and simply promoting sales, but to arouse the resonance between customers and you, and truly create value for customers. Therefore, Philip Kotler integrated "product" and "price" into "create", transformed "promotion" into "communication", and changed "place" into "delivery value".
Therefore, I recall that on April 7, we put forward the strategic idea of establishing the company's "iron triangle" Fundamentals at the weekly operation meeting of the group. The first is the fundamental aspects of gross profit: including medium and high positioning, reasonable gross profit, timely purchasing, strict control of discount, and up and down follow-up; the second is operation fundamentals, including superior products, strong institutions, clear rewards and punishments, value marketing, and eight meetings; the third is development Fundamentals, including increasing personnel, expanding business network, expanding large households, project follow-up, and preparing to build new factories. This is exactly the same as it is. Therefore, I firmly believe that as long as we follow the established ideas and methods, the strategy of industrial chain value marketing will be successful.
"Medium high positioning, superior products and reasonable gross profit" in the fundamentals of the iron triangle is "innovation". Our product positioning selection requirements are not lower than the top three market sales, do not do low-end materials, do not do low-cost products. Product quality competes with the best products, and gradually surpasses them, while ensuring a reasonable level of gross profit. This is "innovation" beyond the simple "product" and "price" decision-making. Recently, the feed products of "Sanduo" and "Sanbao" introduced by us are a bold innovation.
The "eight meetings on quantity" in the fundamentals of the iron triangle is "communication". "Eight meetings on quantity" is a platform for value transmission and an effective way of communication. Through investment promotion meetings, science and technology lecture halls, value promotion meetings and breeding experience exchange meetings, good communication is established with large direct selling customers, dealers and small and medium-sized professional households, so as to gain confidence and cognitive support.
The "value marketing" in the fundamentals of the iron triangle is "transmission" and "unique value". The company's marketing focus has shifted from channel expansion to comprehensive value promotion service. It requires continuous transmission of industry chain value services such as variety improvement, nutrition package, epidemic prevention and health care, feeding management, breeding loan, pig purchase, etc., to create unique core value competitiveness different from other competitors. This is what Philip Kotler said to create unique value for customers and generate real value Resonance.
Our "fast volume marketing fundamentals" is the "target market". The company requires to do a good job in the construction of the marketing iron triangle from the aspects of selecting the right target market, selecting the right target customers, selecting the right target channel, selecting the right value gift package, and selecting the promotion time point, which aims to achieve the maximum benefit by concentrating the advantageous resources through the target market.
In our iron triangle fundamentals, to do a good job in "profit management and control of line buoys" is to do a good job in the basic work of "realizing profits". To do a good job in product excellence, strong organization, professional personnel, clear rewards and penalties, line by line cost reduction, buoy profit control is to do a good job in the basic work to achieve profits.
Therefore, both theoretical verification and practice have proved that under the background of aquaculture transformation, only by daring to innovate, dare to change, adhere to the establishment of the "iron triangle" Fundamentals of the company's development, adhere to the conference value marketing, and create more direct benefits for dealers and farmers, can the company adapt to the market changes, and will certainly be able to obtain better development in the market.

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