Twenty-first Century is an era of epoch-making significance in the history of marketing. New marketing theories, methods and technologies have springing up. Especially, the application of Internet technology in the field of marketing will bring us into a new era, the new economic era. In this era, consumer behavior leaps across multiple channels: they combine human needs and behavior with emerging network behavior, armed with new technology, and this consumer behavior mixed traditional and digital, rational and perceptual, imaginary and realistic factors. At the same time, the competition between enterprises is getting more and more upgrades. With the advent of the new economic era, large companies are not necessarily able to defeat small companies, but the companies with fast information transmission are likely to defeat slow information companies. Smart businessmen have realized that there is a revolution in the field of marketing, and the marketing concept must be constantly updated to win in the market competition.
First, change from paying attention to profitable transactions to focusing on customer lifetime value.
In the last hundred years, although the concept of enterprise marketing has experienced the evolution from the concept of production oriented to social marketing, most companies usually pay attention to how much profit can be obtained from each transaction. This concept is very easy to lead to short-term behavior of enterprises, is not conducive to the long-term development of enterprises, and the loyalty of customers is not high, It's easy to lose customers. In the new economic era, enterprises not only pay attention to the profits they can gain, but also pay attention to the lifetime value of each customer. By designing products and prices, it is expected to profit from the customer's lifetime consumption.
Two, from the goal of maximizing enterprise value to the goal of customer satisfaction.
Although most enterprises have established modern marketing concepts, their ultimate goal is to maximize the value of the enterprise, not to satisfy customer satisfaction by meeting the needs of customers. In the new economic era, enterprises should seek to satisfy customers as much as possible, and ultimately achieve enterprise goals including profits. On the road to success, enterprises should not only consider the interests of shareholders, but also ensure the interests of customers, employees, suppliers and distributors. Enterprises must follow the idea that, within a certain limit of total resources, enterprises must try to provide a high level of customer satisfaction at the level of satisfaction that other stakeholders can at least accept. Only by satisfying customers can customers retain their loyalty. It is more important to retain old customers than to develop new customers. Generally speaking, the cost of developing a new customer is 5 times higher than that of an existing customer. If the enterprise can reduce the customer churn rate by 5%, the profit will increase by 100%.
In the process of marketing, enterprises should strictly distinguish between completely satisfied customers and other customers. Fully satisfied customers can be regarded as loyal customers of the enterprise, maintain active and long-term relationship with them, gain profit through their heavy purchase, listen to their feedback regularly, constantly improve their products and services, so as to maintain the full satisfaction of this part of the customers. At the same time, to seize the satisfactory but still unstable part of the customer, through various forms of investigation, to understand their real needs, reasonable application to the operation of the enterprise, strive to open up a bigger market. But what is worth pointing out is, do not blindly cater to the needs of customers, to modify their own products and marketing methods, so as to spend money and energy, and eventually become the accessories of the market.