First, the concept of production.
The concept of production is centered on product production. This concept holds that consumers only pay attention to products that can be bought and affordable. It is the oldest management concept and a typical concept of "fixing sales by production". Therefore, consumers can and can only buy things produced by enterprises. Under the guidance of this concept, enterprises only pay attention to "what can I produce". I will sell anything I produce. Consider or rarely consider (in fact, there is no need to consider) the needs of consumers. The existence of this concept has its objective inevitability when the productivity is low and the market is a seller's market. Thus, production is an "emperor's" concept.
Obviously, with the increase of market commodity supply and the emergence of market competition, this concept has not adapted to the requirements of economic development.
Second, the product concept
The product concept is also centered on product production, but it believes that consumers are not only concerned about products that can be bought and affordable, but also welcome those products with high quality, good performance, distinctive features and reasonable prices. Therefore, as long as the products produced by enterprises are inexpensive, they will
Customers will be crowded. If the production concept emphasizes "winning by quantity", then the product concept emphasizes "winning by quality". Therefore, the product concept is a concept of "the fragrance of wine is not afraid of the depth of the alley", but it adds a touch of competition. Obviously, this concept pursues "quality first". Although it is understandable, it does not pay attention to the dynamic changes of market demand.
Third, the concept of sales is a concept centered on product sales. It believes that consumers will buy products as long as enterprises make efforts to promote them. Specifically, people will buy what I sell, and the key is whether I can shout. Therefore, enterprises attach great importance to promotion and think that promotion and advertising are the panacea for enterprise success. It can be seen that the concept of sales is essentially a kind of "the fragrance of wine is also afraid of the depth of the alley". This concept is still to sell whatever is produced, but it is a little louder, but it does not consider or rarely considers whether its products meet the needs of consumers.
Fourth, the marketing concept.
The concept of marketing is a business concept centered on consumer demand. It believes that all activities of enterprises should be consumer-centered, and it is the responsibility of enterprises to meet the needs of consumers. This is not only based on production, nor on existing products, but on the needs of consumers, which is reflected in: "I will produce and sell whatever consumers need." Therefore, enterprises attach great importance to market research. Continuously meet the market demand and find the unsatisfied market demand. Thus, the marketing concept is a concept of "fixed production and fixed sales on demand", which focuses on "operation" and emphasizes "planning" and "planning". Obviously, this concept has effectively realized that "the customer is God". It came into being and developed under the background of great development of social productive forces, increasingly rich social products and increasingly fierce market competition.
Verb (abbreviation of verb) social marketing concept
Social marketing view is a marketing view centered on social interests, which holds that enterprises should consider not only the actual needs of consumers, but also the potential needs; We should be good at guiding consumption and at the same time consider ecological and social benefits. This is a more modern and advanced marketing view. In practice, we should not only be good at discovering and studying consumer demand, but also be good at creating consumer demand. With the development of socialist market economy, we should be good at "thinking about what consumers don't want and worrying about what consumers don't care about". With the development of producer-centered production concept, product concept and sales concept, the old concept of traditional marketing is changing.