, Neimenggu Tongliao Talent Network
In the era of knowledge-based economy, innovation has become the soul of enterprises. Business model innovation is the request from a competitive market environment to enterprises. When it comes to enterprise innovation, marketing innovation should be given top priority. Marketing innovation means that enterprises seek changes and breakthroughs in marketing factors and their combinations in the market based on new market conditions, combined with their own resource conditions and operating strength. Marketing innovation most directly reflects an enterprise's market creation ability. Only through marketing innovation can enterprises create profits to a greater extent.
A good model requires good creativity. When we focus on business and marketing models, a long list of companies such as Alibaba, Tencent Technology, Baidu Search, Focus Media, Shanda Online Games, 51job, and Home Inn Hotel Chain come into view. In recent years, under the guidance of successful models, business model innovation has become the most watched focus in China’s enterprise community, with numerous companies striving for business model innovation.
Currently, the business environment is facing unprecedented change. Consumers are becoming increasingly powerful, and purchase decisions are more complex. The fundamental reason lies in the continuous change of customer needs. The essence of marketing concept and strategy innovation requires enterprises to shift their attention from product production to satisfying consumer needs and creating greater value for consumers. Therefore, competition in marketing models is not merely competition in a single link or function of the enterprise, but rather competition throughout the entire enterprise value chain. The focus of the marketing model lies in focusing on how the enterprise acquires profit, accurately capturing customer needs, fully utilizing strategic and tactical means, and continuously strengthening the enterprise's marketing advantage. Thus, high-level marketing competition is the competition of model innovation, which closely monitors the net profit of the enterprise.
Those with maps do not get lost, and those with models do not act blindly. An effective marketing model should be established on the accurate grasp of external circumstances and the optimal allocation of internal resources. There is no universal marketing model applicable to all enterprises at all times, nor is there a marketing model that will never become obsolete. For enterprises, an effective marketing model always belongs to its "own", and when the effect of a model is maximized in the market or many enterprises imitate it, large-scale model conformity will lead to the model losing its effectiveness.
In the ordinary sense, a company's technical, product, channel, management, and service innovations all fall within the scope of marketing innovation. Strategy supremacy is an important characteristic of marketing; therefore, marketing innovation mostly manifests as innovation in tactical and strategic models. In today's excessively competitive market, the key innovation in marketing is no longer tactical model innovation but strategic model innovation. What is a marketing model? A marketing model is the manifestation of a company's business model in its marketing system and value chain. Only strategic model innovation can create the greatest source of profit for enterprises. Aggressive models may cause enterprises to lose market opportunities. Good models require good creativity, but good creativity does not necessarily make a good model. The foundation of marketing model innovation is breaking conventional and traditional thinking patterns, maintaining highly flexible marketing thinking and agile market organs, and systematically innovating and boldly creating in the concepts and strategies of market competition. By using creativity to drive corporate change and strategic breakthroughs, and by achieving strategic breakthroughs and leading concepts to win market objectives.
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