Businesses need service marketing

Under the challenges of the new market development background, China's enterprise marketing is also facing new tests, and domestic enterprises urgently need to carry out a new round of marketing transformation, clarify the direction, and firmly grasp the development trend
of the domestic and global markets.

Clarify the popular nature of marketing

Marketing is essentially cost-effective marketing, and cost-effective marketing is essentially mass marketing, which is both value marketing and marketing that attaches great importance to consumer surplus rather than producer surplus
.

China's marketing is rooted in national conditions, systems, culture and other factors
.
State-owned enterprises understand that if they lose the characteristic genes of China's marketing, but are limited to classical marketing theories and copy the experience and models of multinational companies, they will lose their way
.
Therefore, state-owned enterprises adhere to mass marketing, which is an important force
to promote China's market and economic development.
Mass marketing is based on the effective needs of ordinary people, constantly promote product upgrading marketing, is to continuously promote the improvement of the quality of life of ordinary people, but also the marketing
of enterprises to continuously improve survival and economic benefits.

Strategic support for marketing upgrades

The future height of China's marketing mainly depends on the height
that can be achieved in technology and product innovation.

The high-quality development of state-owned enterprises must be based on accelerating scientific and technological innovation
.
Building a modern economic and marketing system, promoting quality revolution, efficiency improvement, and power change all require strong scientific and technological support
.
State-owned enterprises should control marketing at a higher level, and leading enterprises should increase the courage and ability to innovate and make mistakes, and cultivate them into new strategic resources
.

The strategic qualitative change of marketing in the new era

The world economy has entered the era of
service economy.
However, the mainstream of marketing theory and marketing activities is still dominated by the manufacturing industry, in a variety of live broadcast goods, cross-border marketing, co-branded products, film and television drama implantation and program sponsorship and other communication methods, almost all of them are based on product marketing, what we see, hear and even learn courses almost revolves around how to market tangible products, especially consumer goods, rather than service products
.

Marketing in the new era is already essentially a kind of service marketing
.
The value of the tangible part of the product in the value of consumer goods to meet people's needs is gradually declining, and the value of intangible products and the intangible part of the product is becoming more and more important, which is an important feature of China's marketing in the new era, and it is also a major challenge
facing China's marketing today.

In recent years, new service formats represented by "cloud economy" and "home economy" have been emerging
.
As one of the world's largest e-commerce markets, China's service industry market has broad prospects and huge
market potential.

Scenario-based and intelligent is the leading trend of future demand changes, focusing on comprehensively improving the quality of life of the people's life, work, culture, entertainment, education and other aspects, and creating a new lifestyle, will be the core task
of state-owned enterprise marketing.

(Wang Yu)

China Food News (October 28, 2022, Edition 07)

(Editor: Gao Na)