Which is more important, marketing or product innovation

When it comes to product innovation, it must involve the concept of a complete product: any product is composed of three layers, like three concentric circles, the innermost is the core product, the second layer is the peripheral product, and the third layer is the epitaxial product. The core products mainly include the performance, function, quality, reliability and other parameters of the product, which are the key factors for the product to play its role; Peripheral products mainly include services, such as training, operation manuals, support, software, upgrade services, trade-in, packaging, supporting products, payment terms, spare parts, maintenance, warranty and other factors that can make the product play a better role, or auxiliary factors that make it more convenient for users to purchase and use; Extended products are mainly brand images, such as brand awareness and reputation, market share, personnel image, personnel quality, store (store) image, user experience, product appearance, color, feel, etc., which have nothing to do with product performance, but will affect the external factors of consumer preference.

Only by understanding the three levels of a complete product can the problem of product homogenization be solved.

Therefore, from the perspective of complete products to think about the problem, to understand the needs of different consumer groups, you can get out of the misunderstanding of product homogenization, if you do not spend time and energy to understand the needs of target customers, just follow others, what sells well in the market, then why make money? By luck? Of course not.

It can be said that the market economy is very fair, who works hard according to the rules of the game, who can get the recognition and return of consumers, so the problem of product homogenization do not complain about customers, do not complain about competitors, or find reasons in themselves.

Marketing innovation is the process of seeking breakthroughs or changes in marketing elements in a certain aspect or a series according to the changes in the marketing environment, combined with the company's own resource conditions and operating strength.

Marketing innovation includes innovation in the following areas:

1. Innovation for the product itself.

2. Innovation of market channels.

3. Innovation in marketing strategies and strategies.

4. Innovation in marketing thinking.

An enterprise is an economic organization that engages in production and business activities for the purpose of making a profit and provides goods or services to the society.

The role of business in socio-economic activities:

1. As the basic unit of the national economy, enterprises are the main participants in market economic activities.

2. Enterprises are the producers and distributors of social wealth.

3. Enterprises are the main bearers of the development of social productive forces.

There are two basic functions of a business, which are marketing and innovation.

This is because: 1. As a member of the exchange system, the enterprise must be premised on the existence of the other party (customer). Without customers, there is no business.

2. Customers determine the essence of the enterprise. Only when customers are willing to spend money on products and services can the resources of the enterprise become wealth. In other words, the customer's feelings, judgments and purchase behaviors about the goods they buy determine the fate of the company.

With the continuous development of social economy and culture and the improvement of people's living standards, the demand level, structure and preferences of customers are constantly changing, which essentially determines that enterprises must constantly adjust their resource allocation to meet market demand. That is, innovation has become the basic function of enterprises.

3. The most significant and unique function of the enterprise is marketing. Other functions of the enterprise, such as production functions, financial functions, personnel functions, are only meaningful if the marketing function is implemented. Therefore, marketing not only distinguishes enterprises from other human organizations by the market they create for products or services, but also continuously promotes enterprises to implement marketing concepts in every department, and takes marketing as the primary core function of enterprises.

Marketing must have innovative thinking 1: reverse thinking.

When thinking about problems, most people are accustomed to an A-B process, while reverse thinking is a way of thinking that pushes backwards from the goal and actively looks for conditions. This is often used when proving geometry problems and elementary logical algebra problems. In fact, for some problems, especially some special problems, thinking backwards from the conclusion, from the solution to the known conditions, may simplify the problem.

Marketing must be innovative thinking two: reverse thinking.

When everyone else is thinking in the positive light and it is difficult to achieve the goal, then if you can think in the negative, it may be easier to get the result. The counterargument in mathematical problem-solving is a specific application of reverse thinking. Reverse thinking is thinking that opens up new areas, and naming it in this way generally does not produce drawbacks such as "imitation".

Practice has proven to be one of the best nomenclatures that have worked.

Marketing must be innovative thinking three: lateral thinking.

Compare the similarities between different things, and get inspiration and reference applications. When applied in modern marketing, it can often receive good results. This society lacks "horizontal thinking", and the "vertical thinking" of obeying orders from above and commanding from below has become the main force that dominates the operating system.

Without "lateral thinking", the enterprise will have more and more layers and bureaucratic atmosphere; Without "lateral thinking", team building will become a mere talk and the vulgarization of corporate culture will continue to intensify.

Marketing must be innovative thinking four: psychological thinking.

Combining creative psychology and consumer psychology, starting from people's psychological needs, find out the resonance point between products and consumers, cut into the market, and achieve twice the result with half the effort. It is often used in many modern advertising creatives. Only when a large amount of perceptual material is obtained for objective things can people understand the essential characteristics of things through analysis and synthesis, so thinking is mainly manifested in the stage of rational cognition.

Marketing must be innovative thinking five: peripheral thinking.

Pay attention to everything that happens around you anytime and anywhere, and widely learn and apply it in daily study and life. In product design, it can often turn decay into magic, and the same product reflects multiple uses, adding many unexpected charms to the product.

Innovative thinking in an important position in the entire marketing work, with the gradual deepening of China's reform and development, China's accession to the WTO after the five-year protection period has passed several years, the international giants are aimed at the Chinese market, and in the face of the marketing system of Chinese enterprises, the original imitation of marketing is no longer able to adapt to the modern market economy, in this regard, China's local enterprises must change the concept of marketing, innovative thinking of this new way of thinking, methods may be worth using.

Green marketing concept.

It mainly emphasizes the organic unity of consumer needs and corporate interests and environmental protection interests, and its most prominent feature is to fully take into account the use of resources and environmental protection issues, requiring enterprises to take into account the economical use of resources and environmental protection interests throughout the marketing process from product design, production, sales to use, so as to achieve safety, health, pollution-free, etc., and its goal is to realize the common aspirations and needs of human beings - the sustainable use of resources and the protection and improvement of the ecological environment.

To this end, the development of the production and sales of green products and the development of green industries are the basis of green marketing, and they are also the key to the success of marketing activities under the concept of green marketing.

Cultural marketing concept.

The concept of cultural marketing refers to the common acquiescence and implementation of enterprise members in action, so that the enterprise marketing activities form a cultural atmosphere of a marketing concept, which reflects the inseparability of economy and culture in modern enterprise marketing activities.

The marketing activities of enterprises inevitably contain cultural factors, and enterprises should be good at using cultural factors to achieve market success. Culture permeates a company throughout its marketing activities. First, there is culture in commodities, and commodities are not just items with some kind of use value.

At the same time, it also embodies the content of cultural values such as aesthetic value, intellectual value, and social value.

Pro, marketing is more important than innovation in some cases. Here are some of the reasons:1

Marketing is the best way for businesses to make money, and innovation is the direction of the future. In contrast, enterprises need to make money in time to maintain survival and growth, while innovation needs to sell covers and annihilate longer-term investment and returns. 2.

Marketing can bring immediate returns, while the rewards of innovation usually take a longer cycle. Businesses need to reap the benefits of existing markets and customers, rather than relying too heavily on future uncertainties. 3.

Marketing can help businesses gain more customers and market share, while innovation requires higher risk and uncertainty. Marketing can grow in an existing market without having to risk opening up a new market. 4.

Marketing is an important part of the customer experience and can help businesses improve brand reputation and customer loyalty. Innovation can provide new products and services, but if the fruit is not fully accepted and promoted in the market, it may not bring commercial application and success.

Summary. Marketing innovation can start from the following aspects: adjust traditional marketing strategies.

Traditional marketing methods have become well-known to the public and need to be revisited and adjusted. For example, it can be promoted through new channels such as social networking**, virtual reality, or repackaging of the brand image. Pay attention to changes in consumer demand.

The market environment and consumer needs are constantly changing, so it is necessary to understand the needs and feedback of consumers in a timely manner. Information about consumers can be obtained through means such as data analytics in order to better meet their needs. Improve the user experience.

User experience is an important factor influencing consumers' purchasing decisions. The user experience can be improved and the attractiveness of the product can be enhanced by improving product design and increasing service content. Conduct joint marketing.

Marketing innovation can start from the following aspects: adjust traditional marketing strategies. Traditional marketing methods have become well-known to the public and need to be revisited and adjusted.

For example, it can be promoted through new channels such as social networking**, virtual reality, or repackaging of the brand image. Pay attention to changes in consumer demand. The market environment and consumer needs are constantly changing, so it is necessary to understand the needs and feedback of consumers in a timely manner.

Information about consumers can be obtained through data analytics and other means to better meet their needs. Boost the user experience. User experience is an important factor influencing consumers' purchasing decisions.

The user experience can be improved and the attractiveness of the product can be enhanced by improving product design and increasing service content. Conduct joint marketing. By cooperating with other businesses and promoting each other, you can expand your own market share.

Using artificial intelligence and big data technology, through the mining and analysis of user data, we can formulate accurate marketing strategies. Through network marketing, the use of social fronts, e-commerce platforms and other channels to promote the limbs to increase the degree of branding; Conduct event marketing to capture current hot events or current news to promote your brand and products.