Marketing 3: Marketing Driven By Social Values

Consumers will have to consider not only themselves, but also consider the whole earth's ecology, consider pollution and consider social problems, P. In the process of getting involved in the trend, customers begin to understand whether your company is caring for the society. This concern is not only from the purpose of public relations, but every company must take into account the "a href=" //www.sjfzxm.com/news/list.aspx "Classid=101112107101" value concept < /a > to drive business activities and marketing behaviors. < /p >
< p > as the world has changed over the past few decades because of technological innovation, marketing has also changed. In the era of industrialization, industrial machinery and equipment become the core competitiveness, production can directly drive consumption, marketing functions are too much on the "sales", which is the 1 era of marketing with product as the center. A very famous saying by Henry Ford sums up the marketing characteristics of that era: "any customer can paint the car the color he wants, as long as it is black." In those days, marketing was regarded as a pure sale, an art of persuasion. < /p >
< p > this is the 2 era of customer centered marketing. It seeks to establish a one-stop close relationship with customers. It not only continues to provide the function of product use, but also provides emotional value to consumers. Therefore, companies and products pursue unique market positioning, hoping to bring unique value combinations to consumers. In the era of < a href= "//www.sjfzxm.com/news/list.aspx Classid=101112107108" > marketing 2 < /a >, the characteristic of successful marketing is to use various technologies and strategies to create an emotional resonance in the minds of consumers in order to get emotional recognition from consumers. < /p >
< p > we will soon witness the arrival of the era of people-oriented marketing 3, which is also the latest point of view put forward by Mr. Philip in 2010 -- the market trend is calling "value driven marketing". < /p >
< p > in the era of marketing 3, consumers will become more active, more active and eager for creativity. They will ask for more participation in the creation of marketing value. Consumers will demand more companies to identify and satisfy their deepest desires and fears. This desire can be understood as the importance and Realization of consumers' basic common values. If enterprises want to show respect for consumers, they must agree with the consumers' values and cooperate with consumers, based on common values, to improve the world and human life. In the era of marketing 3, the company is conveying the sense of practice and participation of the human fundamental values for consumers, forming an alliance with consumers at the spiritual level, and making joint efforts in the common major problems facing mankind. < /p >
The biggest feature of the era of "P > marketing 3 is that enterprise marketing starts with the vision and values of the company, pays attention to the problems faced by the sustainable development of society, and promotes the harmonious growth of society through new means of operation and marketing. The reason why Mr. Kotler put forward the 3 era is that more attention has been paid to the functional and emotional appeals at the product and company level. However, when the tactical level is not large, enterprises should return to the essence of "social citizens" to gain the overall support of stakeholders. This is the necessity of promoting low-carbon economy, advocating corporate social responsibility, and advocating the necessity of sustainable development for marketing activities. < /p >
< p > based on the insight into the development trend of the ball society, Mr. Kotler gave a value driven model for the 3 era of marketing. For enterprises, they can win the market effectively by effectively grasping customer needs and delivering customer satisfaction and establishing comparative advantage of customer interests. In the new era, enterprises must pay more attention: whether they are themselves or enterprises in the face of the sustainable development ability of society, they should add more social humanistic care to marketing, emphasize differentiation in the organizational values, and take the initiative to shoulder more social responsibilities. < /p >
The green strategy of < p > Ge is the best response to the 3 era of marketing. In May 9, 2005, Ge CEO Geoff Immelt launched a new Ge business strategy called "green idea", which promoted the company's performance and environmental benefits to grow with more environmentally friendly products. This is another profound adjustment of GE's core strategy for 100 years. The theme of this adjustment is not "number one", not "borderless management". It focuses on social responsibility and sustainable development of society, focusing on the value and mission of a century's enterprise after Ge. < /p >
< p > Ge was once the largest energy equipment giant in the world, and this giant brought it not only glory. Its products are widely used in basic industries such as energy, electricity, water resources, transportation and so on. When people enjoy the convenience brought by power and engine, they also feel uneasy about the greenhouse gases they produce. Major customers such as power companies and airlines are under tremendous pressure to increase energy efficiency and reduce emissions. These enormous pressures are also indirectly transmitted to ge. And Immelt also clearly realized that when the external effects caused by business operations have brought negative effects to the society, the sustainable growth of Ge will encounter problems sooner or later, because it is divorced from the mainstream direction of human social progress. < /p >
Based on this, Immelt persuaded GE company to keep repeating "greenisgreen" (green dollar bill) on many occasions. Green technology must show its commercial charm, and specifically launched GE's green imagination plan. The new Ge believes that the fate of the future will depend on whether it has the ability to create new technologies, change people's work and lifestyle, and create a better future. For example, economic growth can be completely divorced from the growth of < a href= "//www.sjfzxm.com/news/list.aspx Classid=101112107105" > greenhouse gas emissions < /a > < /p >
< p > Shenzhen Air China group is also a typical example of practicing value driven marketing. Shenzhen Air China believes that if the process of doing business is observed in a broad space and time, enterprises must find and gather abundant resources scattered in the society, integrate them into the service society, and create value multiplier, and continue to apply to provide better services for the society. This is a process of continuous spiral and spiral up. Every enterprise is trying to integrate limited social resources in limited time and space, creating an unlimited future for the region and even the whole society. We call this business enterprise value "resource thinking". In terms of the word "resource" in the word "resource", the word "re" means "repetition, repetition and return to source"; "source" is the source, origin, source and origin. Therefore, the essence of "resource thinking" is harmonious co-existence, recurrent and endless growth. This is also a sustainable development criterion that must be taken into account in the development of enterprises in the new era. < /p >
In the era of deepening globalization and environmental crisis becoming more and more the consensus of all mankind, consumers will have to consider not only themselves, but also consider the whole earth ecology, consider pollution problems and consider social problems. P In this process of continuous involvement, customers are beginning to understand whether your company is caring for the community. This concern is not only from the purpose of public relations, but every company must take into account the value of "social citizenship" to drive business activities and marketing activities. This is the key to the continuous success of marketing in the new era. < /p >