American marketing representatives have achieved marketing achievements and lessons to date, and Chinese marketing represents the highest achievement in marketing for post-development economies. By translating the Sino-US marketing research, it will be able to reach the future of marketing infinitely. This paper hopes to define and interpret Chinese marketing through the basic analysis of Chinese and American marketing.
It is a false proposition that Chinese and American marketing are more advanced or who can represent the future. The really valuable question is whether the Chinese and American marketing can benefit the public better, and it is more conducive to satisfying the public’s pursuit of a better life in a balanced (at the best) from the effective demand and supply level.
American companies from top to bottom, Chinese companies from bottom to top
American company: competitive under absolute advantage
The United States is at the highest end of the global technology industry chain and has always had an unparalleled competitive advantage in the field of technological innovation. For a long time, American companies and companies with American genes have dominated innovations ranging from 0 to 1.
To sum up, in the international market competition, on the one hand, the US’s competitive advantage is mainly concentrated in the high-end of the global industrial chain, and is leading in the technology industry and creative fields; on the other hand, in the mass manufacturing industry, American companies are obtained through global allocation. Cost advantage, and use its own research and development, channel and brand advantages to establish competitive advantages in some industries and fields.
In terms of its trend, the following features are highlighted:
1. Whether it is innovation or creativity, American companies have an odds only when American companies have an absolute competitive advantage. Once a competitor with comparable capabilities emerges, American companies will eventually lose. I do not agree with the fact that the United States has successively lost some of the first global industry titles, which the United States has voluntarily given up. The United States is willing to make shoes, hats, sportswear, drinks, hamburgers and razors. Is it not willing to do far more than their high-end products? There is no competitive advantage and no competition. In the case of problems in the marketing of American companies (industries), in addition to continuing to develop upstream, there is basically no way to defeat the winner. For the past three decades, only Apple has been the exception (except for the marketing wizard Jobs). Once the advantage is lost, the reconstruction advantage is an unconfirmed goal that can be achieved for US companies and even for the United States.
The rise of many industries in Germany and Japan, the rise of the Asian Tigers and other emerging economies, as long as they gain market share from the big American companies and further establish a competitive advantage, they are leading the world. The auto industry that the United States is proud of, in the face of global competition in Germany and Japan, has long been fragmented and collapsed.
Boeing has not received orders for two consecutive months. The reason can be traced back to Airbus’s momentum of catching up with Boeing, which makes Boeing busy. It can be predicted that Airbus surpasses Boeing and it is only a matter of time. Germany and Japan have the ability to surpass American companies in many fields, but because of the strong hands of the US government, they dare or can’t. I think that this Sino-US trade war, these countries refused to choose the side station in unison, the fundamental reason is that they are not willing to personally lose the rare opportunity that China is fighting for.
2. American companies are more inclined to make profits and quick money, lack of craftsmanship and willingness to work hard. In these respects, American companies are either defeated by Germany, Japan, or China.
3. American companies mainly serve high-end people and cutting-edge fields at all levels. Look at the performance of US-based companies in the US market at a glance, they have no competitive advantage to foreign competitors. Once the field of absolute advantage is lost, or into the fully competitive mass field, American companies are generally lacking.
Chinese enterprises: under the absolute disadvantage, promote the well-off of the whole country
Chinese marketing faces rigid constraints on many objective conditions. For example, the gap between effective demand in urban and rural areas is huge. For example, a huge rural market needs long-term cultivation. For example, it is more realistic and important for customers to be able to afford and to buy more than to earn higher absolute profits from them.
Objectively speaking, many of the marketing activities of Chinese companies are more due to “have to”. Fortunately, these “have to” face a huge social class and are strategically full of hope. This is true not only in China but also in the world, whether developed or backward. The integration of China and the US economy, high-tech cooperation is of course important, and the huge demand of the US grassroots society for this level also plays a very important role.
Satisfying this market is another marketing rule that is different from the big American companies. Wal-Mart is rising accordingly. It has not only opened up retail terminals covering urban and rural areas, but also opened up a “dual structure” that divides urban and rural areas into two. We can even think that from the perspective of market competition, Wal-Mart has pushed American companies in the mass field to the global allocation production system. The Chinese manufacturing industry has surpassed the “dual structure” from the beginning, and has not only found a strategic market to compete with Chinese companies, but also established a path and logic different from that of American companies. The price/performance ratio has enabled Chinese companies to achieve the ultimate and strategically become a solid foundation for Chinese marketing.
In terms of demand:
1. In the domestic market segment, China as a whole solves the problem of well-off society and can only be satisfied in stages. The first stage is the demand for food and clothing, the second stage is the need for well-off, and the third stage is the need for good life. Although it has entered the third stage, in fact, because of the development of regional and group, and the imbalance of effective demand, the three needs are intertwined with each other.
2. The international market segment, its own foreign trade channels and later global allocation channels, meet the civilian needs of developed countries and the high-end needs of developing countries. They have long been ahead of the domestic mass demand, and today, as China’s manufacturing industry’s overall level is close to the world’s advanced level, it is basically achieved.
From the supply said:
1. Chinese enterprises are backward in technology and must start from solving production problems and product problems through learning, imitation, introduction and independent innovation.
2. Although the level is low, China’s education, scientific research and production system are complete. The overall desire to pursue national rejuvenation and the people’s prosperity is strong. The whole is diligent and hardworking. It is almost the consensus of the whole people. Despite the long-term level and low ability, Chinese companies must be the first in the world in diligence and hard work.
3. Chinese companies, whether state-owned or private (“post-50s”, “post-60s” and “post-70s”), have a homeland feeling behind them. This is unique to China, and it is also a material and cultural foundation for the whole society to avoid the development of social productive forces, from satisfying the public’s pursuit of a better life and evolving into a single profit-seeking behavior for capital. Serving the public or serving the capital is a watershed between state-led marketing or purely enterprise-led marketing. It is the economic system that plays a decisive role.
From the marketing point of view:
1. Chinese companies, regardless of size or nature, can only be committed to meeting basic social needs and public needs. If American companies follow the high-end and low-end, marketing from top to bottom, then Chinese marketing is bottom-up marketing. Whether in the domestic market or in the international market, Chinese companies are first established in the low-end. The competitive advantage, and then strive to upgrade, and the so-called upgrade is only in the field of parity.
As this field goes beyond the usual market segmentation of marketing, it is a society that supports it, its space is huge, and it can avoid the strong competition of developed countries and multinational companies and the barriers of trade barriers. For example, this time the United States involved in raising taxes on China’s 300 billion yuan of goods, it seems to be regressive. Because the products in this field are just the needs of ordinary Americans, and Chinese manufacturing is the best choice.
2. Even a developed country like the United States is a market that is far from being well satisfied. The cost performance not only provides the supplier with a huge living space, the living environment to improve the space, but also provides a huge space for better meeting customers. This is a market that has been abandoned by American companies and is not valued by German and Japanese companies.
3. As China’s marketing as a whole shifts from learning, imitation, and introduction to independent innovation, Chinese companies can not only better meet the low-end needs through cost-effectiveness, but also advance this strategy to the mid-to-high end. Chinese marketing constructively divides the market into low-end market, low-end market, low-priced market, mid-to-high-end market and high-end market, and focuses its strategic focus on the low-end market, the parity market, and the middle and high-end market. It does not rule out the low-end market, but strategically improves the supply level and eliminates the current low-end market; it does not rule out the high-end market, but strategically returns the high-end market from profiteering to a reasonable high-return market. For example, Huawei will price the high-end P30 machine in the Chinese market for more than 3,000 yuan, which is nearly half cheaper than the international market.
It is a false proposition that Chinese and American marketing are more advanced or who represent the future. Each has its own pursuits and each has its own future. Chinese marketing has created a miracle. The US company and the US economy are still strong, and the overall situation is still far ahead of us. The really valuable question is whether the Chinese and American marketing can benefit the public better, and it is more conducive to satisfying the public’s pursuit of a better life from the two aspects of effective demand and supply level.
The international competitiveness of American companies is declining. The primary task facing US marketing is to restore the ability to compete effectively; the international competitiveness of Chinese companies is on the rise, and the primary task of Chinese marketing is how to maintain and strengthen this trend.
Drucker discovered the fatal problem of American companies. Therefore, when he discusses the purpose of the company, he emphasizes that he creates customers and opposes profits. I think he has no courage to argue the macro consequences of profit. Because of this, it is almost a disguised negation of capitalism.
The rigid constraints of the marketing environment have made it impossible for Chinese companies to make huge profits in the domestic market or in the international market, forcing them to operate at a low profit, and thus finding the marketing logic that can best take care of the interests of ordinary people in the world.
Fu also? Misfortune also? Practice has given an answer, and history will also give a conclusion.
The evolution of the US industry is based on the maximization of profits, the domestic manufacturing industry is upgrading to the high end, and the low-end is transferring to the foreign countries. The evolution of China’s industry is based on industrialization, industrialization under the conditions of agricultural countries and semi-self-sufficiency. What the United States does is subtraction, and what China does is addition.
Industrial evolution: the United States does subtraction, China does addition
Industry marketing is divided into generalized industry marketing and narrow industry marketing.
Generalized industry marketing refers to industry marketing based on national marketing. That is to say, in the context of competition among countries, through the marketing means and technology, to create a competitive advantage in the country’s industry. It is not only the basis for establishing the competitive advantage of the national hard power, but also the basis for establishing the competitive advantage of the leading enterprises in the domestic industry.
Table 1:1 Changes in the proportion of Fortune 500 industry in the United States since 1955
Narrow-sense industry marketing refers to marketing based on Porter’s five-force model to create a good living and development environment for the industry. The mission of narrow industry marketing is to prevent disorderly competition within the industry and to avoid industry depression.
The former is the basis of the latter.
The United States is based on profit maximization, China is based on industrialization
In 1955, Fortune magazine began to count the list of the top 500 US companies for the first time. This statistic has been going on for more than 60 years. If the industries of the top 500 companies in the United States are classified into “traditional production industries”, “emerging technology industries”, “financial industry” and “other service industries”, Table 1 can be drawn.
From Table 1, the following conclusions can be drawn:
1. Since 1955, until the 1980s, the proportion of large enterprises in the traditional production industries in the United States still accounted for more than 70% of the top 500. The rise and peak of the traditional productive industries with manufacturing as the core is also the era of equality in the United States, and it is also the heyday of the United States’ national reputation that affects the world.
2. The 1990s was a dividing line. Since then, the proportion of “traditional productive industries” in large enterprises has continued to decline, while the proportion of financial industry and emerging technology industries has begun to rise. Since 1995, the proportion of “traditional productive industries” among large US companies has fallen below 50% for the first time, and has remained at around 45% for the next 20 years. The financial industry and emerging technology industries have remained at 15 respectively. % and about 20%.
3. The above data is also in line with the changes in the US manufacturing labor force. The proportion of the US manufacturing labor force reached a peak of 30% in 1953, and by 2015, this proportion had fallen to 10%. The labor force that flowed out of the manufacturing industry began to appear in the service industries such as Shangchao, retail, and logistics in the 1990s. They became the destination of employment for the manufacturing industry. Since 1995, large-scale commercial, retail, and logistics companies have begun to account for about 10% of the US top 500. But the problem is that many service jobs are just odd jobs. In a December 2015 report, the US Department of Labor pointed out that if the situation cannot be reversed, seven of the top 10 fastest-growing jobs in the US in the next 10 years will be low-income jobs that do not require a college degree. Therefore, the large loss of manufacturing jobs is the key factor that makes the middle and lower economies of the United States in trouble.
The biggest achievement of China’s rapid economic development in the past 40 years is not to become the world’s second largest economy and the largest trading country, but to become a world manufacturing power, to achieve industrialization, and to adapt to the national conditions, to establish the world’s most complete industrial chain. Moreover, it is during this period that we recognize that not only agriculture is the foundation of the national economy, but industry is also the foundation of the national economy. Only when a country realizes industrialization and guarantees a reasonable scale of so-called “traditional productive industries” can it ensure the basic fairness of income distribution. The achievement of China’s economic achievements depends mainly on industrialization. The formation of China’s overall well-off society, almost everyone can find a job in housing and living, and mainly rely on industrialization and urbanization.
The evolution of American industry is based on profit maximization. The domestic manufacturing industry has increased to the high end, and the low-end and middle-end have shifted to foreign countries. The evolution of China’s industry is based on industrialization. On the one hand, it is an all-round development of the industry, and it has the most complete industry category in the world; on the other hand, the manufacturing industry has upgraded from the low-end to the mid-to-high end, and its technological capabilities, innovation capabilities and marketing capabilities have continued to improve. What the United States does is subtraction, and what China does is addition. As a result, US companies have made more profits globally, but the ability of US manufacturing to benefit the American population has declined. The general development and continuous upgrading of China’s manufacturing industry has given the nation’s well-being a strong foundation.
Industrial structure upgrading is a world-class issue
Even so, the United States launched a trade war against China, still overestimating China’s ability, underestimating its own problems, neglecting or turning a blind eye to the profit-seeking nature of capital beyond “patriotic sentiment.” China’s “state-owned capital” is managed by state-owned enterprises. They must uphold the needs of the country and serve the people. China’s private capital, because it is not fledgling, objectively serves only local customers and “produces for the country.” The strong industrial capital of the United States is purely profit-oriented. Unless the emergency bill is used, the state needs never to be considered.
Also in the context of globalization, why can Germany and Japan benefit a lot?
Due to the traditional emphasis on employees, the industrial capital of Germany and Japan, even for strategic needs and global layout, will still strive to make good arrangements for the remaining employees, which also objectively guarantees the integrity or relative integrity of the local industry. Sex. American capital has almost no such “enlightenment”, or the United States is too advanced and goes too fast. There is no time or opportunity to realize the serious consequences of the low-end manufacturing industry on the local industry.
The foundry system represented by Foxconn has made China a “world production workshop.” Foundry workers with low incomes have been controversial. But Foxconn’s practice proves that OEM does not necessarily mean a “low-end” industry, it can also be advanced to unparalleled. Even it can become a national competitive advantage and become irreplaceable. For China, Foxconn should not only become a phenomenon, but should raise it to an economic basis to understand. Foxconn can be transferred as a company, but the economic foundation it represents must continue to be consolidated. This is also the bottom line that Chinese national marketing must adhere to. The job offered by Foxconn is hard to get rich, but it can provide a well-paid and relatively stable job. Moreover, it is extremely valuable for entrepreneurs with innovative and creative abilities to provide entrepreneurial conditions that quickly cross production constraints and product constraints.
Due to strategic misjudgment, the United States gave up the basic manufacturing industry prematurely, leading to the overall collapse of the dominant industries in the era of large industries, especially the core manufacturing industry represented by automobiles and electrical appliances. Industrial workers are sluggish and a large number of employment problems are difficult to solve completely. . The areas where these industries have fallen are naturally becoming the iron ticket warehouses of Trump today.
In fact, for the United States, the impact of global transfer (configuration) of the industry on the local industrial structure is not only a practical issue, but also a theoretical issue. American-style theory supports the global transfer (configuration) of the industry. To this day, the “theorists” in this area of the United States are still defending it. Probably this is one of the reasons why Trump defied the American elite and ignored thousands of economists.
On the issue of dealing with the local industrial structure and the global allocation relationship of the industry, the United States has gone too far, and China is far from reaching the critical point of qualitative change, and has not made the wrong “cost.” This is also the main reason for the differing views of scholars with strategic insights on both sides. The Obama administration has seen the problem. The Trump government is in a hurry to invest in medical treatment and is eager to solve the problem. However, because the US government’s term of office is too short, there is no China to see 100 years, and a 50-year plan guarantees that the accumulation is too deep and hard to return. Any short-term Behavior will only make the possibility of solving problems smaller.
Based on the national conditions, the industrial structure integrity and industrial global allocation based on the sustained development of the country’s social economy is a new topic in the era of globalization. The fact that the United States is too far away is determined by the economic system and capital characteristics of the United States. Whether its profound impact can solve and solve the problem of the United States itself, relying on counter-global thinking or hegemonic action, has no use and benefit for solving the problem. On the one hand, China should continue to improve and upgrade its industrial structure. On the other hand, it must also plan ahead and balance the domestic market, international market, international trade, international marketing and local marketing.
Of course, regardless of institutions and institutions, all capital is profitable. How to use national marketing rather than compulsory means to guide the flow of capital is the right way to solve the problem. The market economy needs market mechanisms, and the market mechanism excludes administrative intervention. Therefore, no matter what method is used to interfere with the market mechanism, the consequences are serious. Then the best way is to influence the decision-making of the enterprise by means of national marketing. China can use the national marketing to introduce foreign and foreign capital into China. Of course, there should be more and better ways to guide Chinese enterprises, take the right path and take the road.
What kind of industry and industrial structure is the best? There is no doubt that it is the best to maintain economic vitality and create marketing opportunities for capital. At the same time, it can guarantee employment and sustainable economic and social development. Being able to meet these needs at the same time, and scientific planning based on social and market needs is the mission of national marketing. The government has done a top-level design, set a good goal, and has a good national marketing strategy and policy. Don’t worry about the inability to make capital rush.
In China, including in the marketing world, there is a perception that the Internet revolution and artificial intelligence will transcend the first and second industrial revolutions to fundamentally change human beings, industrial structures, marketing, and human lifestyles. But I personally think that its impact may be profound, but the surface changes more. If you pull out a product transition curve that is as long as possible, you may find that although the earth-shaking but fundamental changes are actually limited. What makes us illusion is that on the one hand, China has completed the road that other developed countries have traveled for nearly 200 years in 40 years; on the other hand, Chinese companies have done more surface work and made some unnecessary changes. These ideas and changes make sense, but they have little impact on product changes.
People are alive to work, and human needs are nothing more than food, clothing, shelter, and spiritual satisfaction. What else does the world need? Now that you can be satisfied without leaving home, will humans in the future need to further turn themselves into babies and elderly people who need to serve? Does consumption need to be further luxury? There is a kind of marketing that is doing this kind of effort.
This is not what the United States needs to avoid. Instead, China should try its best to avoid it.
Ma Yun once dominated China’s “new year’s thought feast” and authoritative release. In fact, the interlacing is like a mountain, the Internet is on the tide, and his understanding of the Internet is naturally quite influential, but in a more ambitious view. Among them, many of his understandings are only a few embarrassing.
When the world is struggling to innovate, it is necessary to look back at history. No matter how advanced the economy is, how to innovate technology and return to the origin of consumption, it is nothing more than the rice, oil, salt, vinegar, tea, clothing, food and clothing, marketing, never go too far, in fact, it can not go too far.
In the process of China’s industrialization, China’s marketing “double low” (low price, low quality) has made great contributions, and the cost performance of Chinese marketing has also contributed. Huawei’s global rise is worth celebrating, but until today, its killer is still cost-effective.
The high-tech industry pursues a set of marketing logic. High investment and high risk require high returns. The public essential goods industry pursues another set of marketing logic. As innovation and learning costs decline, it must be more conducive to society. American companies and industries are holding huge profits, and they have given up the spirit of excellence and craftsmanship, and lost most industries. Chinese companies are moving to the forefront of the world in cracking down on the marketing of popular necessities.
The use of marketing means to achieve national goals is for national marketing. The West invented national marketing, and China has implemented and improved the national marketing concept.
The United States pushes national marketing to hegemony, and China uses it to benefit the world.
National Marketing in the United States: The general public lacks a sense of acquisition
National marketing can be traced back to the era of global expansion in the UK. The United States has pushed the country’s marketing to its climax. As a result, the United States has established global economic hegemony, military hegemony, technological hegemony and financial hegemony.
The national marketing of the United States is based on the “US first” and “US first”. Although the United States also takes proper care of other countries’ interests, such as MFN status, such as the Marshall Plan, such as the Japanese and Asian Tigers, the premise is that it cannot violate the strategic interests and hegemonic status of the United States. Otherwise, it will be stopped by all means. For Germany, Europe, and Japan, it’s not like China now. Countries have borrowed a little bit of American light, but the world has also been “bitter and beautiful” for a long time.
The national marketing of the United States is based on the interests of large companies and large consortia. At the heart of the US system are 500 large companies, and the US economic system focuses on maximizing shareholder returns. In the past 40 years, the income of ordinary Americans has not seen significant growth.
In 1999, US GDP was 10 trillion US dollars. At that time, the median income of American families was 57,000 US dollars. By 2015 (the year before Trump’s election), US GDP was 17 trillion US dollars, an increase of 70%, but in American families. The number of digits of income did not increase or decrease, only $56,000. Considering inflation, the living standards of most American families have been declining for 16 years. In the early 1980s, the US middle class population accounted for nearly 80% of the total population of the United States. By the time of Obama, this number fell to 49%. 40% of Americans are in the “moonlight family” and cannot save any income. It is better to understand why the US government has been suspended for more than a month, and the life of government employees will be in trouble.
On the one hand, the United States is the world’s highest GDP and richest country. On the other hand, it invests a lot of resources in safeguarding world hegemony and seeking benefits for large companies. The ordinary people lack a real sense of gain. As former US President Carter said, the United States is the “best war” country. After World War II, the cost of war for the United States was as much as $3 trillion, and the cost for infrastructure construction was very small.
The big companies that are being looked after by the US government are in the United States, but they are produced, procured, and sold all over the world. Half of the employees are non-Americans and one-third of the shareholders are non-Americans. These companies have no particular loyalty to the United States and are only loyal to shareholders. They will raise the stock price as much as possible, lower wages, crack down on unions, outsource the business to the cheapest places, and transfer profits to the lowest tax rate, so CEOs can get astronomical salary. The US system relies on taxation, subsidies, and regulation to persuade companies to align with the public interest. But the power and impact of these instruments is negligible compared to the highest corporate goal of maximizing shareholder returns. Half of the Americans have not raised their wages for 40 years. The truth of the matter is that this phenomenon exists in a system dominated by big companies that is designed to increase its share price and obtain excess profits rather than increase people’s well-being.
National Marketing in China: The Most Exciting World Contribution
In contrast, China’s national marketing, first, to maximize the development of the country, 40 years ago, China is still a backward agricultural country, and now is the world’s second largest economy, with the world’s largest automotive industry and some of the strongest technology companies; The second is to maximize the people’s growing needs for life and the pursuit of a better life, and maximize the people’s sense of gain.
Some overseas scholars pay special attention to China’s “unprecedented poverty alleviation”, calling it the most exciting world contribution for China’s development. In the past 40 years of reform and opening up, under the current UN standards, more than 700 million poor people in China have successfully lifted out of poverty, accounting for more than 70% of the total number of people out of poverty in the same period. On the basis of poverty alleviation, China has formed the largest middle-class group in the world, and China has generally entered a well-off society.
At the heart of the Chinese economy are state-owned enterprises. These state-owned enterprises play a balancing role in the economic ups and downs and become the mainstay when private companies are unwilling to invest. They are also engines of economic growth, capital-intensive investments needed to thrive in China, including cutting-edge technology. China’s central planners and state-owned enterprises are trying to improve the people’s well-being on the one hand and become the world’s largest and strongest economy on the other. Since 1978, the Chinese economy has grown by an average of more than 9% per year. In recent years, China’s economic growth has slowed, but it is still far faster than other economies in the world, including the United States.
China’s national marketing is committed to building a community of human destiny, which is unprecedented. Historically, China has been bullied by former developed countries. Empathy makes China able and willing to treat other developing and developed countries.
In the 1960s and 1970s, China was already helping more friends who needed support in the absence of sufficient economic conditions. After a few decades, China has shared more fruits of development with the world within its capabilities. From helping developing countries cope with serious natural disasters to helping African countries fight the Ebola epidemic, China has provided more than 300 international humanitarian aid since 2004, with an average annual growth rate of nearly 30%. When there are problems or crises in the international community, China is an important party to help.
Since the founding of the People’s Republic of China, the United States has launched numerous campaigns to encircle China for its own interests, and it has been tried and tested. The US’s current campaign against China’s trade and the killing of Huawei is therefore awkward because the world recognizes China’s goodwill towards the world and its irreplaceable role in world peace and development.
The West invented national marketing, and China has implemented and improved the national marketing concept. At the right time, globalization is developing in depth and the economic growth of major developed countries is slowing down. It requires the national government to play a more important role in development issues. It requires all countries to actively participate in global cooperation, seek a win-win situation, and explore the sustainability of the global economy. The road to sexual development. These are precisely the most basic characteristics and genes of the Chinese system. The culture, theories, roads and institutions formed in China’s history and after the founding of the People’s Republic of China, especially the national marketing concept established on this basis, are expected to become the universal principle of deep globalization in the future. It used to be “the world is good, China is good”, and in the future it is “China is good, the world is good.”
On the other hand, the United States, although able to make global capital rush, can not retain local capital, so that the dominant industries in the country have been lost, the manufacturing base has been damaged, and the structure of traditional industries and emerging industries is unbalanced. This can only be said to be a misconduct or failure of national marketing.
China used to be the “chick” of the global transfer of American industry. Today China has become a “chess player” playing against the United States. Once China and the United States were only a diplomatic issue, today’s Sino-US diplomacy has risen to the “internal affairs” of the United States. The development of the Chinese economy has affected the employment of the United States – and employment is the core of the US internal affairs.
The use of marketing means to achieve national goals is for national marketing. In the past 40 years, China has achieved the most robust industrial chain in the world from a poor and white to industrialization and adaptation to China’s national conditions. In the same 40 years, the United States has admired the world, to the world, and from the super competitive advantage to the strategic development space. Between the pros and the back, the bucket shifts the star.
China is undergoing a strong transformation, focusing on the economy; the United States also needs to transform, focusing on national strategy and national marketing. Some people say that China’s “four self-confidence” has annoyed the United States. In fact, China’s “four self-confidences” have always been there, and it has not affected the high degree of integration of the Chinese and American economies in the past 40 years. What really provokes the nerves of the United States is not the “four self-confidences” themselves, but the power of “four self-confidences”, especially under the guidance of “four self-confidences”, the formation of China’s national marketing that is accepted and accepted by the vast majority of countries in the world. Concept.
The father of marketing, Kotler, the marketing grandfather Drucker, tried to answer the grand question of “marketing mission.” But they have not done it, and Chinese marketing is likely to give a definitive answer.
The mission and future of China’s marketing
Different starting points, there must be a different process, a different path and a different future. Chinese marketing is precisely from many “different”.
For these “different”, some people cheered and some whipped. In this respect, confidence is as precious as gold. From a series of interviews, we saw Ren Zhengfei’s self-confidence and Cao Dewang’s self-confidence. Li Shufu started making cars from “four wheels for the sofa”, and he was confident in the merger of Volvo and the shareholding.
After the founding of the People’s Republic of China, the Chinese people in the first 30 years were the ones that solved the basic industrial system. In the last 40 years, the enterprise was to solve the problem of food and clothing (with or without), a well-off problem (more than one) and a better life (good) ). It is these aspects that determine the basic attributes of Chinese marketing.
As far as marketing is concerned, there are actually two problems. One is big business marketing, and the other is small and medium enterprise marketing. The fundamental problem of big business marketing is how to live for a long time, how SME marketing is how to live well.
The key to living long is the solid foundation. The key to solidarity lies in innovations, ideas, national craftsmanship and employee loyalty from 0 to 1. Without employee loyalty, there is no craftsmanship, no craftsmanship, and even a technological lead is not enough to establish a long-term market advantage. The market advantage is higher than the competitive advantage. American companies have been losing market, and their technological advantages have become flashy. Furthermore, the craftsmanship can only be rooted in the national attributes. There is no lack of innovation in the United States, and the imbalance is the lack of craftsmanship. The secrets of long-lived companies can only be found in the top five economies of the world. I think half is in Germany and half in China. Although the United States is still super strong, there are major flaws in American experience: the country’s hegemony and capital greed. If the United States loses its hegemony, American companies will be vulnerable.
The key to living well is the creativity and innovation from 1 to N, which is the hard work and craftsmanship of national and corporate employees. From a broader perspective, how far large companies can go is influenced by how local SMEs market and their competitiveness. It is very important that SMEs live well. The reason is that small and medium-sized enterprises (SMEs) are related to the employment situation of a country because of their ability to place employment and their targets. When a country imports a large number of ordinary mass products instead of special products, it means that the country’s industrial base has problems, and it also means that the effective needs (purchasing power) of ordinary people may be fundamentally affected.
Compared with Germany and Japan, China’s kindness to the people mainly lies in the country’s orientation (production goals, strategic opportunities and providing more job opportunities outside of agriculture). The German and Japanese people’s kindness to the people mainly lies in the enterprise’s consciousness (balanced domestic and international industries). layout). This can be used to see the mission and future of Chinese marketing.
1. Chinese marketing is based on the better civilian marketing of people’s lives
This is determined by the Chinese social system and the basic national conditions.
China’s basic national conditions are large in population. After liberalizing the population policy, it will remain a basic national condition in the future. Only under this marketing tone can China’s total population maintain a virtuous circle (the practice of developed countries proves that it is difficult to solve problems only by welfare policies). Otherwise, it is certain that things will happen if they do not dare to live, they are unwilling to give birth, and even if the population enters negative growth. There is a problem with marketing, and the purpose of production will surely follow the problem. When marketing and production purposes go wrong, it is too late to use policies to encourage fertility, as in developed countries and regions.
Under the guidance of national strategy and national marketing concept, Chinese marketing still maintains the correct development direction and proper behavior under the pressure of international and domestic marketing environment. Although counterfeiting has been embarrassing, it is only a phased phenomenon. With the improvement of the overall production level and the improvement of consumption power and consciousness, the soil will naturally be lost.
2. Chinese marketing is the marketing of innovative lifestyle
Compared with the general evaluation of China’s lack of marketing innovation, China’s marketing has been innovating since the opening of the private economy. It has changed the basic lifestyle of China and is committed to creating a healthy lifestyle.
Without innovation, it is impossible to let China enter a well-off society; without innovation, it is impossible to lift hundreds of millions of people out of poverty. Learning, imitation and introduction are the basic means of marketing progress in China, but what makes Chinese marketing miraculous is to create greater and higher productivity through the creativity and innovation of existing scientific and technological achievements. In the past ten years, Chinese companies have reached the forefront of the world in their creativity and innovation from 1 to N.
China’s “price-performance” marketing will not only promote Chinese society into the era of consumption, but also promote lifestyle into the era of rationality and the era of luxury and minimalism.
A material society that is broader than luxury is pathological and has no future. The marketing of the four small dragons in Germany, Japan and Asia has made it possible to rational consumption, and Chinese marketing has fundamentally created this possibility.
3. China’s marketing is to maximize the transformation of technological innovation into product diversification and diversified marketing.
Technological innovation changes the world, creativity and excellence for the benefit of the world. There is a leading enterprise that rides the dust, and we need more companies that will maximize the creativity and excellence to benefit the world. China’s marketing has made the creative space of existing technology the ultimate.
There are many poor people in the world, and there are more people who have thought about living a well-off life. So far, only Chinese marketing as a whole has developed and manufactured products from this perspective, developing the economy and benefiting the country and the world.
4. Chinese marketing is the marketing of a strong country dream
Compared with the value of economics is overestimated in China, the value of marketing is seriously underestimated in China. The greatest innovation in China lies in marketing innovation. Under the guidance of marketing innovation, China’s economic miracle was born.
Insufficient technological innovation capability has always been the “original sin” of Chinese marketing. In fact, seemingly inconspicuous Chinese technological innovation provides a model for developing countries to move toward a solid path of innovation. Chinese marketing has enabled Chinese companies to learn, imitate, absorb and innovate advanced technologies to an unprecedented speed and scale. This is an important condition for the realization of China’s economic miracle.
Focusing on the future, Chinese marketing will certainly make a difference in technological innovation and independent intellectual property creation. From the perspective of internal motivation, only by committing to these efforts, the Chinese people’s efforts to pursue a better life are the water of the source. From the perspective of external pressure, the only thing that can be grasped is the fate of Chinese enterprises. In a period of poverty and inefficiency, China failed to create today’s economic achievements. Under the premise of having an innovation foundation, the advent of a comprehensive innovation era is only a matter of time.
In the era of globalization, a country’s economy can be divided into the domestic economy and the national economy (the sum of the economic aggregates created by a country’s people at home and abroad). In terms of scale, the national economy is larger than the domestic economy. This is more prominent in the United States. The economy created by Americans in the world is far greater than the domestic economy. The domestic economy and the national economy must maintain a balance in order to avoid “the outside of the wall.” In any case, after the Sino-US trade war, the study of this issue will certainly enter a new stage. In view of economic health and safety, China needs to strengthen research in this area without taking the lead in planning the top-level design scientifically.
5. Chinese marketing is marketing to promote the construction of human destiny community
Looking back on the past, the world will be good for China; looking at today and the future, China’s good world will be better. If it cannot contribute to the greater development of the world economy, society and technology, China will not be better. Just as developed countries have made tremendous contributions to the world’s development and have become more developed, China’s overall greater development must also contribute to the world. Different from developed countries, making the world a better place is the starting point for China to interact with the world.
China’s blueprint for world economic governance and top-level design has been designed and recognized by most countries in the world. In the future, China’s marketing needs to be demonstrated.
6. China’s marketing theory innovation has come to the fore
The basic concepts and basic skills of marketing, which are composed of classical marketing theories, are unshakable. Suspicion of them is suspected of marketing. The so-called Internet marketing has not changed the basic logic of marketing, only part of the sales logic. China is at the forefront of the world in terms of Internet marketing, but China’s contribution to marketing is basically not in this field. Even the Chinese experience in this field will not be stronger than the practice of developed countries.
China’s greatest contribution to marketing theory is to redefine the relationship between target customers and ordinary people, to serve ordinary people with enthusiasm and passion, or to divide the market among ordinary people. Chinese marketing seems to have a very clear target customer, in fact, according to the general consumption level and consumer psychology of the public, is a typical civilian marketing. After the market first, the benefits are probably only available to Chinese companies. “One point of profit and death, three points of starvation and death”, this “micro-profit and wealth” concept is the essence of Chinese traditional business culture.
At the same time, Chinese marketing also has a secondary distribution function. “Giving customers”, especially to the general public, is also a basic attribute of Chinese marketing. China’s reforms began to spread in the economy of the whole people and flourished in the fight for the national economy. Massive population, massive entrepreneurship, and massive competition, this kind of national situation naturally produces marketing that is different from that of developed countries.
After all, whether it is a country, a company or an individual, “marketing” goes beyond the temporary goal, and it has a mission and a bottom line. Losing the mission and the bottom line, marketing is calculating and plundering.
At the beginning of the human race, the nature is good, the sex is similar, the Xi Xiangyuan is far away, the monk does not teach, and the sex is moved.
Doing marketing and being a man is a truth. If you do not first establish a correct national marketing concept that represents the interests of the overwhelming majority of the people, and use it to arm and guide corporate and personal marketing ideas, marketing seems to be very close to the customer, in fact, far from the ordinary people. In the eyes of only the target customers, there is no marketing of the public, then the customer-centric statement will always be just a statement.