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Marketing "Culture"

2008/11/26 11:16:00 41889

If we mention marketing, we will talk about the market. When it comes to the market, the most competitive is competition, too intense competition, too much pressure, too depressed, already white hot, and so on, all of which describe the tragic market, the cruelty of competition, and the difficulty of marketing.

In fact, since ancient times, China has thought of "harmony is the most precious", "harmony but difference" and "real life". Precisely because of this, "harmony" has become the mainstream of the development of the world's cultural thought.

The "culture" of marketing is the concept of "harmony" and "peace" advocated in the context of society, and conducts series marketing behaviors around the guiding ideology of "peace, harmony, harmony and kindness".

为什么要提出营销的“和文化”？

The "culture" of marketing is not intended to be popular, nor to deviate from the mainstream trend of development. It is in line with the guiding principle of "giving priority to strength and giving priority to the situation", and based on the spirit of "cooperation" in the process of reconciliation, coexistence and seeking common ground while reserving differences, the code of conduct for developing market based on the industry's better marketing behavior under the new situation.

1、竞争的扭曲性需要“和文化”。

With the development of the market in the new century, the competition of the existing industries is also becoming more and more intense under the background that the new industry is becoming more and more scarce.

Normally, competition is a good thing, it can promote the development of the industry, improve the professional standards of employees, promote the upgrading of products, consumers can enjoy more benefits, and can speed up social progress.

But in fact, a considerable number of companies are not trying to improve their market competitiveness in the face of competition, but rather give full play to the ugly face of "profiteers". In the normal operation of the market, they take competitive bidding strategies, price wars, malicious degrading colleagues, and high salaries, etc.

Such vicious competition has disrupted the normal order of the market. If this happens, the living space of the industry will be lowered.

From the perspective of the development of the industry, it is necessary to give a marketing course of "culture" to such a low level of marketing.

2、营销人的“和文化”教育。

I can't remember who said it: "all the salesmen are hooligans!"

This is inevitably subjective and emotional, but it has to be admitted that the marketing industry is relatively low because of the low threshold.

Especially for the behavior of small and medium-sized business owners pursuing sales performance unilaterally, "no matter white cat and black cat, catching mice is a good cat". Under the guidance of overemphasizing the value of performance, all trades and professions are exposed to strong buying and selling.

It is worth mentioning that the rude sales behavior of salesmen not only reveals the inferiority of the personnel, but also shades the roughness of the company and the roughness of its products. The more serious problem is that the salesman represents the whole industry's facade, and in a certain sense, it shows the unsatisfactory quality of the industry.

For rough salesmen, it is particularly necessary and urgent to carry out "culture education". Especially in the economic downturn and unprecedented competition pressure, all industries are emphasizing the concept of service: paying attention to "culture" and understanding "five talks, four beauty and three love" can predict the effect of enhancing team competitiveness.

3、营销的“和文化”是镜花水月？

In fact, literally, we can directly understand the essence of "harmony culture": marketing and culture only advocate marketing companies and marketing practitioners in the spirit of "harmony" with the same companies, peers and customers in the marketing scope.

"Wolf culture" emphasizes the spirit of developing the market, and "culture" emphasizes the ethics of practitioners.

The "wolf culture" emphasizes external tension. "Culture" emphasizes internal discipline, and one by one, one by one, one by the other.

Some people may question: peer is a friend, marketing "and culture" is just on paper and the author's own inner vision.

This is indeed a beautiful vision, but we do find that more and more industry organizations are intending or unconsciously implementing various "culture" standards.

The "culture" of marketing is the trend of the times. The road ahead must be very long and tortuous.

Due to the fact that young scholars have failed to make the best of one or two, I have only one vision: I hope all marketing practitioners and all marketing companies can be guided by the spirit of "culture" and can be "harmonious, harmonious, harmonious and beautiful" with companies in the same industry, with peers and customers.

The "culture" of marketing is still in its infancy. It is hoped that all generations of scholars, marketing colleagues and friends from all walks of life will pay attention to irrigation.