New Thinking Of Marketing Strategy In The New Era

　　 1、 Enterprise Market in Traditional Economy Marketing strategy

The traditional view of enterprise marketing strategy regards the marketing activities of enterprises as a simple means of sales, an auxiliary activity to help enterprises expand marketing channels and transfer products to consumers. The traditional view holds that consumers will always pursue high-quality and inexpensive products Cultural connotation and other extended things are far less valued than price, so their focus is to produce more products at lower production costs. The traditional view also holds that it is not necessary to subdivide the target customer group, and always try to meet the needs of more consumers with one product, so as to ensure low-cost production and batch production of products; This view also believes that the purpose of marketing activities is to increase the market sales and market share of enterprises, so as to increase the profits of enterprises, and so on.

In a word, enterprises under traditional economic conditions market Marketing strategy is still in a way of regarding marketing activities as a means and skill, but has not been recognized and valued as a strategy. The marketing strategy of modern enterprises has become an important part of enterprise strategy. Even in a sense, the implementation of enterprise marketing strategy and the quality of the implementation effect are directly related to the realization and implementation of enterprise strategy.

　　 2、 Characteristics of New Economy Background and Its Influence on Enterprise Marketing Strategy

With the acceleration of the process of world integration and economic globalization, the markets of all countries in the world are gradually linked together, and many enterprise marketing activists compete on a contract platform. In the context of the new economy, the factors closely related to enterprises' marketing activities and their impact on enterprises' marketing strategies are mainly shown in the following aspects.

First, with the rapid development of information technology, e-commerce provides new technical means and platforms for enterprises to carry out marketing activities. For the marketing activities of enterprises, the most important thing is that e-commerce provides a new marketing means and platform. With the powerful means of e-commerce, enterprises can carry out one-on-one marketing activities at a low cost that cannot be achieved by traditional marketing means, which can help marketers collect consumer information, and then analyze and explore consumer buying behavior and patterns, Then take targeted marketing strategies.

Second, the technological revolution is changing with each passing day, the product life cycle is shortened, and the frequency of upgrading is accelerated. The rapid change of technological revolution and its rapid application in commodity production have greatly improved the production efficiency of enterprises, and also led to the shortening of product life cycle. Whether the cost of product development can be recovered in a timely manner within the product life cycle and maintain a certain level of profitability is also a problem that must be considered in the marketing strategy at each stage. The planning, organization and overall planning of the marketing process at each stage should be based on the length of the product life cycle, The budget and investment of marketing activities must consider whether they can be recovered within the product life cycle. {page_break}

Third, the market competition is becoming increasingly fierce, the substitutability of enterprise products is becoming stronger and stronger, and the diversification and personalized requirements of consumer demand are becoming stronger and stronger. At present, the basic trend of the market is that the transformation from the seller's market to the buyer's market has been completed, and the relationship between supply and demand has undergone major changes. This reality requires that enterprises can no longer rely on traditional marketing strategies, adopt low-cost, large-scale production to meet the needs of more consumers, but to conduct market segmentation, find different needs and models to meet their needs, So as to gain local advantages.

　　 3、 The Connotation and Countermeasures of the New Thinking of Enterprise Marketing Strategy under the Background of New Economy

In view of the above discussion on the characteristics of the new economy and its impact on the enterprise's marketing strategy, combined with the shortcomings and errors in the current marketing activities of the enterprise, it is proposed to understand the connotation of the enterprise's marketing strategy under the new economic background from the following aspects and take corresponding strategies to implement and implement it.

First, make full use of e-commerce to carry out marketing activities and one-on-one marketing services. E-Commerce shortens the distance between enterprise producers and consumers, reduces the middle link of traditional marketing activities, and makes consumers face to face contact with production at a relatively low cost, which enables enterprise marketing activists to take more targeted marketing activities by means that traditional marketers cannot take. In the enterprise marketing activities under the condition of e-commerce, due to the face-to-face contact between producers and consumers, marketers' understanding of consumers is first-hand information, so their understanding and grasp of consumers are also more true, and the accuracy of consumer demand analysis is also higher, so they can carry out targeted marketing methods more effectively.

Second, market segmentation is carried out according to the purchase characteristics and purchase behavior of different consumers, to explore and identify the segmentation needs of different target markets, and to carry out targeted marketing. Market segmentation is an important means to explore and identify consumer consumption characteristics and purchase behavior patterns, as well as an important method to discover market opportunities. Market segmentation emphasizes the difference of demand and the heterogeneity of consumer purchase behavior, and divides different consumer groups into several market segments marked by demand characteristics and purchase patterns, Then formulate targeted marketing strategies and carry out marketing activities, which can improve the pertinence and adaptability of marketing activities, so as to achieve better results.

Third, enterprises should pay attention to social and public interests in the process of marketing. It may take many years of hard work to establish a brand, but it is really easy to destroy a brand. Under the new economic situation, especially those traditional industries that have serious environmental pollution, their marketing activities must shift to the environmental protection issues that the public pays more attention to, focusing on the publicity of the pollution-free and environmental protection of their product production and consumption links. {page_break}

　　 4、 Conclusion

　　 New classics Under the economic background, the economic situation and characteristics are different from those of the traditional economy, which objectively requires that the enterprise marketing activities under the new situation should be fundamentally different from the traditional marketing activities. Enterprise marketing strategy is the soul of guiding enterprise marketing activities. Therefore, under the new economic background, enterprise marketing strategy should be formulated and implemented under the guidance of new thinking, make full use of e-commerce information technology, carry out market segmentation and market research, and pay more attention to the expression of social public interests and environmental protection requirements in marketing activities