New Concept of Packaging Enterprise Marketing (II)

Second, we must understand the modern corporate marketing concept system

As a company engaged in marketing activities, the purpose and soul of the marketing guideline is a combination of specific marketing concepts. Every idea is the guiding ideology that companies need to deal with complex and varied marketing practices. It is also a reflection of modern marketing ideas. According to China's current development of social productivity and the objective reality of China's social and economic system, in order to adapt to and promote the development of social market economy, China's packaging companies must establish the following series of marketing concepts.

(I) Market Concept

The so-called market concept refers to the establishment of all marketing concepts for the interests of customers (customers), truly "customers first" and "customer satisfaction."

(B) Strategic Concept

This means that for the sake of long-term survival and development, the company sets its sights on the future and establishes a long-term perspective, and is capable of constantly exploring and innovating around the company's strategic goals.

(III) The concept of competition

Competition is the objective law of the market economy, and economic enterprises cannot avoid it. Enterprises in the marketing practice to establish a concept of competition is an inevitable behavior to adapt to the objective laws of the market economy.

(IV) Innovation Concept

It includes: (1) continuous innovation in technology; (2) continuous innovation in products; (3) continuous innovation in the market; (4) continuous innovation in organization; (5) continuous innovation in the system.

Third, we must master the marketing strategy

In addition to the above two major items, marketing also includes market analysis, corporate marketing environment, marketing research and forecast, and the most important ones are the following strategies. (A) The target market strategy how to choose the right target customer group, which we must learn the theory and methods of market segmentation, and on the basis of market segmentation know how to choose the target market and accurate market positioning.

(II) Product Strategy

The success or failure of a company's success or failure depends on how effective its marketing activities are, and whether the products it provides can meet the needs of consumers. Therefore, the company's various marketing strategies are the core content of the marketing mix factors, it involves product classification, combination, market life cycle and new product development.

(III) Branding and Packaging Strategies

Brands, trademarks and packaging are all important components of the overall concept of a product. In recent years, due to changes in the concept of consumers, it has become increasingly important to buy a brand strategy. It includes brand design, brand positioning, brand management, and more.

(D) Price Strategy

Price is the most active factor in the marketing mix, and it is also the most difficult factor to determine in the company's controllable factors. The change in prices directly affects the purchase behavior of consumers, and it also relates to the realization of profit targets of operators. Therefore, the price becomes the core of the market problem. Under the ever-changing conditions of the marketing environment, companies must be forced to pay attention to pricing strategies. In the increasingly fierce market competition, basic pricing strategies and methods should be used flexibly. It includes the relationship between supply and demand and product prices, product value and product prices, pricing targets, product costs, product differentiation, and the company's sales capabilities.

(E) Distribution Channel Strategy

In today's social and economic activities, the vast majority of manufacturers must transfer products to the ultimate consumers or customers through the distribution channels constructed by various channel members. For enterprises, analyzing and researching all kinds of members in the distribution channels and making decisions on distribution channels scientifically can not only speed up product circulation, improve circulation efficiency, reduce circulation costs, and facilitate consumer or customer purchases, but also help to achieve overall, Marketing success.

(6) Marketing Communication Strategy

The products and services provided by the company must be recognized and understood by the target customers before they can be purchased. Therefore, companies must make great efforts to do a good job of marketing information communication. Marketing communication comes in many forms: personnel communication, advertising communication, business promotion, and public relations communication. No matter how different these forms are, each form is an effort to exchange information between producers and consumers and between companies and the public.

(7) E-commerce strategy

E-commerce is a new type of commercial transaction that emerges on the basis of computer network technology and the popularization of the Internet. It has advantages that are incomparable with traditional commodity transactions, and it is also a market with huge potential for development.

(8) Global Marketing Strategy

After China's accession to the WTO, more enterprises in China will enter the international market directly. The new situation and tasks have put forward more requirements for the development of the enterprise. To this end, we must strengthen the study and study of relevant knowledge in international marketing, actively join the ranks of international economic competition, and strive to open up the international market.

In summary, packaging companies must remain invincible in the economic tide, and a large part must rely on marketing. Only when packaging companies understand and become familiar with marketing-related concepts, but practice according to the above-mentioned marketing concepts and marketing strategies, the road will go wider and wider.

Source: China Packaging News