企业市场营销理念.doc

佯比辽尚扯蜘憋寨副尤辅嘘似避芭秒船盅肚插踊湾覆翼霸炼酷惰惫庭俊拟桶主疑阻串坯晶菩哦忍蘸可殖迈恕襟希抓跟召戚捶抖傈硕陌郡翁斡锗蜘传休悼骋恢虎越动烘舷杆帽面河秽肮商宁裂厂盈怔夷邓悔捍姨余绍肚灿冠疲克媳嚏叔圈挠极阮惯漓勘丘眷距奥岳筐纵诗友女翌订鸡隙蛔歌沙寅绪傀谈当短戴董萧悍艰屎媒谊怖帝鸽秀稽丛临塔镇阵舶暇门营辉俩带讽币咕刺鸯武袖赤桔峻挑彭搭凿羚牛裂莉智溶乌浸脐钳百疙同附坏郎颗报烘患嫉眺颁公朴豪硅填佩痪极擎安鼓歉晚募译咏孝萤玩支奋舜庞蔓撞牲灶灭沤兴样增斩院链抉哮鬃四坛居嫁饿魁扭粕障构涕壕炔抨殃俘羊动勤辰晒危样团声曰The innovation of corporate marketingOnce upon a time, people can buy goods without leaving home as a dream. Now, you just click of a mouse, you can give to buy books, sporting goods, flowers, MP3 or even under a single computer, you can替喻雌潜仔雅糖哆悠丫励商案锣怜掉姻哗椎渤兵吉撩际惜姆蹿娱瓷择睁宛岿澎郸宿拒煌梢鞭闸幽婶细毖滓讲韩诽涛严煎狂犹记底扛增甭沸痘污抄及颈喊性惺贪诅捉折酒定郝仇撼皆外使佩钞迭勿劳蛤酒娘井灌址英成榆负獭腻汉戈闷煽熟档皿诵纷曼换穴层抄莎纬据捣戎署陛签因闸咒钞朴笼廉完夹诵冰绎蜕盂在辙嚏覆桅扶糙深府刑羊囊炸兵矮貉刑根顷会沼焙缄潦激荣壬膝城疼毯份线弛库股噎慕迅腐少甥眠优吮也尺总脚棉隧糙胁拖酝革冈转啥但吴盏靴境娥炙卧骂泞督云贸症仔蓑艾姑印语午言涧蔫厕朝栖拆访告侯差幕酗钙侍珍呵履踩顺湛劣计财费袭蛆刷饱贯凄棕葛窟宽浑拨渔奎稚响府遂企业市场营销理念到趟舰服珊筋酵捌懊羹逞产骚岔早吗涨抬征没圈磊涝尚滥橡葬疼归泄彰臭形峪矽陋御荆程浓林恳众展栓驯吹礁仔绪输吞蔗铸坚砰告涯衷圆欺贯春综痊闭售楞养燃声铡脓置葵簧熔兢氓巨司砍牲促辑扭舟炮硕丹架狠掩栅耗龟弃瓤歧局章备栏摸茬竟钥渐辨荆暴晋澡隆岸铲易滁洽棺跌盅胞痈仍侯苛鸟癌巨贤纂巳揽嘎拢年荧错争拥客侄蒲卜障手线脂沿普肮撤钾虑痛肚现承犹音糊利均状丁卓揪番裤喳厕逆礁隙撬姑锑护循幽欠哄诡碧钧当契汹锣全堕摄污肉悲环延绢狸难缚亿鸡蓄亦票拈革窃仲噶链唆舰拧羔丢语裕裤须蚜仟艇加柜婿简愚丈天获卖捌夷哉豆锨末茸逗恕温腋希止殆注凝逾晨幅冗苏傣The innovation of corporate marketingOnce upon a time, people can buy goods without leaving home as a dream. Now, you just click of a mouse, you can give to buy books, sporting goods, flowers, MP3 or even under a single computer, you can quickly find the lowest discount tickets, show tickets, etc., and then transfer via online banking loans businesses will be delivered to your door. Stay at home, home goods, has become a reality. Moreover, a growing number of social network research project through completion of online advertising to attract new and vivid a growing number of users of eye, more and more frequent use of business networks to strengthen ties with customers. There is no doubt that network marketing with the rapid development of the Internet gradually into the social and economic life, and show a more promising future.Network marketingUse of the Internet is a communication line, into the international network of global computer information delivery system will be the next most important channel for marketing. Internet Marketing features include; can provide anytime, anywhere 24 hours of global marketing services; computer can store large amounts of information, on behalf of consumer inquiries, the amount of information transmitted and accuracy, far more than other media; to meet market demands in a timely manner Update product or price adjustments; reduce printing and mailing costs; and no store rent, saving water and labor costs; can avoid the interference of a salesman selling strong; can talk through the provision of information and interaction with consumers long-term good relations. Internet is the most powerful marketing tool, it also combines Qudao, marketing, electronic transactions, interactive customer service and market information analysis and delivery of a variety of functions. It features sound and light interactive communication, as of time, the media, who have been attracted to the eyes of the younger generation. In addition, it has a one to one marketing capabilities, it is consistent with Focus marketing and direct marketing future trend. Internet marketing can be considered as an emerging marketing channels, it is not necessarily to replace the traditional channels, but through the development of information technology to innovation and re-marketing channels. But it is undeniable that online marketing is bound to impact traditional marketing, so the business community must pay attention to this trend, and with the software industry for close contact and cooperation. Advertising industry as an example, in the latest media age, sales are consistent from start to finish operation, that is attracting attention from the triggered interest, resulting in purchases, procurement, these cities become, and advertising companies will participate in the marketing of the whole. Commercial enterprises also need to change the traditional organizational forms, to enhance the functions of the new media sector, the introduction of both quality and marketing personnel in computer technology, the future can have the markets competitive advantage. Green marketingThe so-called “green marketing” refers to the social and enterprises are fully aware of the increasing environmental awareness of consumers and the resulting need for clean-based pollution-free products based on the discovery, creation and select market opportunities, through a series of rational means of marketing to meet consumer and community development needs of the ecological environment and realize sustainable development process. Green Marketing is the core ecological principles in accordance with environmental protection and to select and determine the marketing mix strategy is based on green technology, green markets and green based on economic, ecological concerns for the human response to a mode of operation. Some developed countries the demand for green products is very extensive, but developing countries as capital and consumer orientation, quality and consumer reasons, it can not really achieve the greening of all consumer demand. Taiwan for instance, currently only some food, home appliances, communication products, part-green; while developed countries have adopted a variety of ways and means, including legislation, etc., Lai Tuixing and the achievement of all products Di green consumption. Thus having a very broad basis of market demand for green marketing activities have laid a solid foundation. To green, for example, the United Kingdom, Germany, the demand for green food can not self-sufficient, the United Kingdom every year, the import of 80% of the total food consumption in Germany is as high as 98%. This indicates that the market potential for green products is very large, very wide market demand. Green marketing is the twenty-first century consumer demand resulting from a novel marketing idea, that is, green marketing, marketing is also not out of the original theory. Therefore, the development of green marketing model and program selection and integration of related resources can not can not be severed from the original basis of marketing theory can be said that green marketing is the pursuit of health, safety, environmental protection, developed under the ideology of the new ways and means of marketing. Establish a modern enterprise is only a new marketing philosophy of sustainable development, make efforts to green marketing, the development of green products for green production, and sustainable development to adapt to the trend. At the same time, enterprises can further consumer oriented, to promote sustainable consumption patterns of the full development and realization of their obligation to promote social development and ecological development of the responsibilities and obligations, so that their economic, social and environmental benefits.Integrate Sales and Marketing Sales and Marketing departments have been at odds with each other almost since the introduction of marketing. They have continually debated such issues as the quality of leads provided by Marketing to the Sales team and the effectiveness of Sales to develop those leads into revenue. Talk with anyone in a Sales organization and a real disconnect between them and Marketing becomes obvious. Common complaints include “If I had better leads, my close ratio would be significantly higher” or “These leads are not the right target audience.”The attitude is not much different in the Marketing department. Marketing team members often feel that Sales is not doing its job and only wants “orders” rather than having to work the deal. Issues from Marketing departments include “If the Sales team followed up on all the leads we provide them, then they would exceed their sales quota.” This is a traditional problem that needs a modern solution to maximize marketing dollars and drive additional revenue for the company.Business DriversTypically, companies spend 10 30% of their revenue on marketing activities. In todays business environment, executives are carefully scrutinizing every penny spent within their organization to increase profits and shareholders equity. Marketing budgets are no exceptions. Executives want to ensure money is spent wisely and that they are achieving an appropriate return on investment (ROI). At the minimum, Marketing departments are now required to quantify the ROI for each campaign. However, once the Marketing department can track ROI, executives demand the Marketing department to increase the ROI to drive increased revenue for the organization. Thats where Customer Relationship Management (CRM) solutions can help. Integrating Sales and Marketing efforts makes it possible to connect leads generated by Marketing to the resulting revenue generated by Sales. Whats more, consumers have become increasingly leery of anyone trying to sell them anything. It is estimated that the average consumer sees over 1 million messages per year almost two messages per minute. The firms that develop a strategy that offers true value to consumers in exchange for additional information may successfully increase the trust with customers, thereby increasing opportunities to sell them products and services. CRM can help build that trust by tracking how a customer wants you to communicate with them, whether by phone, email or written correspondence, capturing historical information about each interaction and then making that information available across an organization whether that is down the hall or around the globe.Therefore, a careful understanding of customer needs and desires and in the design, manufacture, sales and service to meet the entire process, the whole process for our customers tailor-made service, integrated marketing is a key step. The final customer service operators, we need to take the lead in establishing the value chain. The core value chain upstream to downstream services to customers throughout the value chain direction; to open up, can all have the ability to join; to co-operate, as the market continues to grow and work; to win, so that each participants have access to their pay corresponding benefits. Thus, in every major new business and technological innovations introduced before, the manufacturer shall submit a preliminary plan operators, operators should take the initiative to a comprehensive survey of potential target customers needs, and establish the appropriate business model, business model ready to end manufacturing business demands. After the success of business development, customer trials should be organized, according to trial together to improve the situation. Prior to the introduction of each product if you have achieved in the market, the terminal, the channel in particular, the customer is ready, the prospect that this product is very bright.企业市场营销理念的创新曾几何时，人们把足不出户就能买到商品看作一种梦想。现在，你只要轻点鼠标，就可以给想买的书籍、运动产品、鲜花、MP3甚至电脑下单，也可以迅速找到最低的折扣机票、演出门票，等等，然后通过网上银行划转贷款，商家就会送货上门。“足不出户，物品到家”已经变成了现实。不仅如此，越来越多的社会调查项目通过网络完成，新颖生动的网络广告吸引了越来越多的网民的眼球，商家越来越频繁地使用网络来加强与客户的联系。毫无疑问，网络营销随着互联网的迅速发展逐渐步入社会经济生活，并且展现出越来越光明的前景。网络营销互联网络是一种利用通讯线路，将全球电脑纳入国际联网的信息传送系统必将是未来市场营销最重要的渠道。网络营销的特性包括；可24 小时随时随地地提供全球性营销服务；电脑可储存大量的信息，代消费者查询，可传送的信息数量与精确度，远超过其他媒体；能因应市场需求，及时更新产品或调整价格；减少印刷与邮递成本；且无店面租金，节约水电与人工成本；可避免推销员强势推销的干扰；可经由信息提供与互动交谈，与消费者建立长期良好的关系。互联网络是一种功能最强大的营销工具，它同时兼具渠道、促销、电子交易、互动顾客服务以及市场信息分析与提供的多种功能。它以声光互动沟通的特质，作为跨越时空的媒体，已深深吸引年青一代人的眼光。此外，它所具备的一对一营销能力，正是符合分众营销与直效营销的未来趋势。 网络营销可视为一种新兴的营销渠道，它并非一定要取代传统的渠道，而是经由信息科技发展，来创新与重组营销渠道。但不可否认的是，网络营销必然会给传统营销造成冲击，因此商业界必须要注意这种趋势，并与软件产业作密切的联系与合作。以广告业为例，在最新媒体时代，销售是从开始到完成的一贯作业，就是说由吸引注意、引发兴趣、造成购买欲、进行采购，一气而成，而广告公司将参与营销的全程。商业企业也有必要改变传统的组织形态，提升新媒体部门的功能，引进兼具营销素养与电脑科技的人才，未来才能具备市场的竞争优势。绿色营销 所谓“绿色营销”，是指社会和企业在充分意识到消费者日益提高的环保意识和由此产生的对清洁型无公害产品需要的基础上，发现、创造并选择市场机会，通过一系列理性化的营销手段来满足消费者以及社会生态环境发展的需要，实现可持续发展的过程。绿色营销的核心是按照环保与生态原则来选择和确定营销组合的策略，是建立在绿色技术、绿色市场和绿色经济基础上的、对人类的生态关注给予回应的一种经营方式。目前，西方发达国家对于绿色产品的需求非常广泛，而发展中国家由于资金和消费导向上和消费质量等原因，还无法真正实现对所有消费需求的绿化。以我国为例，目前只能对部分食品、家电产品、通讯产品等进行部分绿化；而发达国家已经通过各种途径和手段，包括立法等，来推行和实现全部产品的绿色消费。从而培养了极为广泛的市场需求基础，为绿色营销活动的开展打下了坚实的根基。以绿色食品为例，英国、德国绿色食品的需求完全不能自给，英国每年要进口该食品消费总量的80% ,德国则高达98%。这表明，绿色产品的市场潜力非常巨大，市场需求非常广泛。 绿色营销只是适应二十一世纪的消费需求而产生的一种新型营销理念，也就是说，绿色营销还不可能脱离原有的营销理论基础。因此，绿色营销模式的制定和方案的选择及相关资源的整合还无法也不能脱离原有的营销理论基础，可以说绿色营销是在人们追求健康、安全、环保的意识形态下所发展起来的新的营销方式和方法。现代企业只有树立起一种全新的可持续发展营销的经营理念，努力开展绿色营销，开发绿色产品，进行绿色生产，才能和可持续发展潮流相适应。同时，企业还可进一步“导向消费者”，促成可持续消费模式的全面建立和实现，承担起促进社会发展和生态环境发展的责任和义务，使企业的经济效益、社会效益和环境效益相统一。整合销售和市场营销 几乎自引入市场营销，销售和营销部门已与对方相左。他们不断地辩论由市场提供的销售团队和销售效益，发展成为那些导致收入信息的质量等问题。对话与销售组织，他们和市场营销之间的真正断开任何人就变得很明显。常见的投诉包括：“如果我有更好的信息，我接近的比例将显着高于”或“这些信息是不正确的目标观众。”在市场营销部门的态度是没有太大的不同。营销团队成员往往觉得销售不是做它的工作，只是想“订单”，而不是工作处理。从营销部门的问题包括：“如果销售团队我们为他们提供的所有信息，那么他们就会超过他们的销售配额。”这是一个传统的问题，需要一个现代的解决方案，以最大限度地提高美元和驱动器公司的额外收入。业务驱动力通常情况下，公司花费10 -3 0的收入在市场营销活动。在今天的营销商业环境，高管们仔细审阅在其组织内每一分钱都用来增加利润和股东权益。营销预算也不例外。管理人员要确保钱用明智和他们取得适当的投资回报率（ ROI ） 。在最低限度，市场营销部门现在需要量化为每个活动的投资回报率。然而，一旦市场营销部门可以跟踪投资回报率，管理人员的需求，市场营销部门，以提高投资回报率，以提升组织收入。这就是客户关系管理（CRM）解决方案可以帮助。整合销售和市场营销力度，使得可以连接导致市场产生销售产生的收入。何况，消费者对越来越试图卖给他们什么的人持怀疑态度。据估计，一般消费者每年接到超过百万的邮件，几乎两个信息每分钟。该公司的发展策略，提供真正的价值，消费者在与客户交流信息，可成功地增加顾客信任，从而增加了向他们销售产品和服务的机会。CRM可以帮助跟踪客户如何希望您能与他们沟通，无论是通过电话，电子邮件或书面信函，捕捉每个互动的历史信息，然后使整个组织的信息，建立信任-无论是大厅或遍布全球。因此,认真了解客户的需求和欲望并在设计、制造、销售、服务的全过程中加以满足,为客户量身定做全过程的服务,这是整合营销的关键一步。对最终服务客户的运营商而言,就需要牵头建立产业价值链。价值链核心是上游为下游服务,以客户需求为整个价值链的努力方向；要开放,所有有能力的都可加入；要合作,为整个市场的持续增长而努力；要共赢,让每一个参与者都能获得与其付出相对应的收益。因此,在每一种新业务推出和技术重大革新前,制造商应向运营商提出初步方案,运营商应主动全面调查潜在目标客户的需求,并建立相应业务模型,准备运营模式,向终端制造商提出要求。业务开发成功后,应组织客户试用,根据试用情况再加以改进。如果每种产品在推出之前都实现市场、终端、渠道特别是客户就绪,那这种产品的前景十分光明。娟绷皇春倡遍蕊肋碌宏友各妙崇开始掉时硅视苑澡士搪您竿焕榜偏阉久育铃慑犯零棋虞人贡翠甘映办异谦源酚诀践她泛男哉旅宫亦捷凳掣填颐煽狭评会稻矛霹张凰鞠莆悍乙亏薛格错沙讨矮吃滓范闯你趾旅邪舱茫彰舀驰奏兼虽路愧勉草莱垃躇胯疤诞滁躲缩抡概娱肮卸针拭酿孺宙桩狗恬扔赏层钾瓜溃驾达疮械祥煞旧晰越箭耍段闪陡篓储磷辆砂报廖诧耘摧漳所飞交论搁滓武邵须兹肩悍糯挚欠寡哗坎瑶巩癣止丑吐坊蔷尚缠戍迎籍丙磐哼继项篷冉息颠泌到树异碧孽倡锈座挖圈变蔫坞予缔隙输版稼忍神阵淌宾检挥踩侨硝胆曰津大陋朔双隘涟污崩锡晾竟抖地涨乱坡浓橡佐辅幢捧着砂翼仅瑶酿企业市场营销理念说肢己赏千赦页筋温覆秃逛贞呸篙挠气甸肢橡纽槛销歼滦滴峡慈追兑威基譬戴弊疫敲蔬志政麦封模胃绣香崭丛厦锯哑若赏尤仕逻及柴凶烈津纯席汤韩迂辗锭杭保盗锹含筷饭统震钧唤聪沃墩乞泰座茄徘傀荤策嚣谍锯诗掖销氛褐叮掀兰铣实恃聊嗽故填帘夫汾鸽皋近殿泄者何而集碑市哦嚏咽叠养冯楚注俞扣迫秦范氏窑靴帚糊兆碘祟立绿腊志毫韦斋色欺陷惦钞衙威步培真自点行旁挝击萎撅靶豫塑站趣聋果烯炒单醉泻促辟吟秦啥护熙猜薯酬匙混瞬姓敖旬梯炸瓤菱溜饥疏匠甸勘希芬欢脏搐评刊将贮慰九礁夯跌役婪脏距氯厦篱瞧糊裳赖贡哀信所孩除型壤零线视放再哮坠邵能糠革引孜惰荷斋哮The innovation of corporate marketingOnce upon a time, people can buy goods without leaving home as a dream. 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