New Concept of Packaging Enterprise Marketing (I)

In today's economic globalization, the thinking of marketing decision makers is the most critical. As many current entrepreneurs have said, engaging in marketing under a market economy has no way of thinking without thinking, and the idea of ​​widening the market is also great. Marketing is an applied science that is on the edge. It is based on economics, management, and behavioral science. It forms and develops in the practice of marketing activities for millions of entrepreneurs. It is entrepreneurs who research the market and adapt to the market. , guide the market, open up markets, in order to obtain the crystallization of the company's experience and lessons of survival and development. Marketing is gaining widespread attention and application in our country. The marketing of packaging companies is no exception (the marketing of packaging companies is hereinafter referred to as marketing).

Marketing is a discipline that studies the theory, principles, methods and general activities of corporate marketing activities. It is a study of how companies adapt to the market, guide the market, and create market knowledge. It is a way of business management and a financial path.

First, understand marketing-related ideas

(A) The characteristics of marketing

1. The academic nature of marketing

The separation of marketing from economics as an independent discipline was formed in the United States in the early 20th century. After absorbing related achievements in economics, business management, sociology, psychology, operations research, econometrics, systems engineering and other disciplines, they infiltrated each other and promoted each other, forming a highly practical discipline that became a A knowledge system that helps companies establish and protect markets. From this we can see that marketing is a corporate marketing management and belongs to the business management category.

2. The research object of marketing

The research subjects are related to the field, basic content and development direction of a subject research. As an independent discipline, modern marketing must not only have its own independent subject system, but also must divide its work with other disciplines in economics or management disciplines. However, the subject of this discipline is developed with the development of social practice. The object of early marketing research was limited to product marketing and advertising, organizational design of promotional products, and marketing techniques. Modern marketing studies focuses on how sellers (companies) look for market opportunities in an ever-changing marketing environment and fierce market competition, how to meet the needs of target customers, and how to improve the economic efficiency of enterprises in order to survive and develop in the long run. Therefore, the object of modern marketing research should be how companies (sellers) effectively manage their exchange processes and exchange relationships on dynamic fields. That is to say, the overall activities of management companies' marketing activities are the ultimate purpose of improving the economic efficiency of enterprises and realizing enterprises. aims.

3. Characteristics of marketing

According to the nature of the discipline of marketing and the object of study, the discipline has the following characteristics:

The whole process: The scope of marketing research has been continuously expanded in practice. It not only studies the whole process of production and sales of the company, but also extends the pre-production activities in the production field to the after-sales service in the consumer field. Therefore, the discipline is not only different from trade economics that studies market supply and demand relations and circulation laws, but also different from advertising and marketing research that studies advertising, marketing techniques and methods. Comprehensiveness: Marketing is based on economics and management. It comprehensively absorbs and draws on theories and research methods of other disciplines such as natural sciences and social sciences, forming a self-contained marketing knowledge system. Practical: Compared with other social sciences, marketing has a strong social practice. On the one hand, the basic principles, methods, and strategies of marketing are derived from the marketing practices of companies. On the other hand, these principles and methods have guiding significance for the marketing of companies and have strong practical value.

(II) Marketing related concepts

1. Needs and needs

Needs and needs are related and differentiated from each other. Marketing activities are based on research needs and needs. The various needs of human beings are the starting point of marketing activities, and the need is an objective existence. Marketers cannot and cannot create needs, but must analyze and grasp the needs and guide the need to be transformed into needs.

Demand refers to the desire for a particular product. Demand has two conditions, namely money-paying ability and willingness to purchase. That is, when the buyer has the ability to pay and is willing to pay, the need becomes demand. Therefore, companies not only want to predict who likes their products, it is important to understand who is willing to buy. Companies need to study demand, guide demand, create demand, in order to continue to forge ahead in the market.

2. Value and cost

In order to adapt to demand, it is necessary to study how consumers choose. When consumers choose a certain product, the first thing to consider is value, followed by cost. After these two factors are selected, they can finally achieve satisfaction. Value is the consumer's assessment of the product's ability to meet various needs. The cost is an analysis of the consumer's product price. As a consumer, he always hopes that every penny spent will be worth the money and he is satisfied. Value, cost, and satisfaction are essential in marketing. Because, the company's overall marketing plan is built on the choices of consumers.

3. Products

The definition of a product from a marketing perspective is: Anything that can be used to satisfy a certain human need is a product. This definition makes us realize that creativity and development of products are not only for consumers to own them, but also for products to provide services. The product entity is the shell of the service. Marketing is to provide the benefits and services contained in the product entity so that the needs of the consumer can be more satisfied.

(III) The core concept of marketing

Each discipline has its own core philosophy. It is the theoretical foundation for discipline establishment and the core content of discipline research. It runs through the discipline theory system. The core idea of ​​marketing is exchange.

We should see that all marketing activities of a company are related to exchanges. They are all aimed at realizing the exchange of products or services provided by enterprises with the target customers (customers). Once the exchange does not go out and the product backlog, the company cannot continue. Reproduction, there will be a crisis of survival, so the core idea of ​​marketing is exchange.