[China Glass Network] In the era of knowledge economy, innovation has become the soul of enterprises. Business model innovation is the requirement of the highly competitive market environment for enterprises. Enterprise innovation should bear the brunt of marketing innovation. The so-called marketing innovation is the process of seeking transformation and breakthrough of marketing elements and their combinations in the market according to the new market environment, combining their own resource conditions and operating strength. Marketing innovation directly reflects the company's market creation ability, and only marketing innovation can directly create profit for the company to a greater extent.
In the usual sense, a company's technology, products, channels, management and service innovation are all part of marketing innovation. Strategy first is an important feature of marketing. Therefore, marketing innovation is mostly reflected in the innovation of tactical and strategic models. In today's over-competitive market, innovation in the important position of marketing is no longer the innovation of tactical mode, but the innovation of strategic mode. What is the marketing model? The marketing model is the embodiment of the business model of the company in the marketing system and its value chain. Only strategic model innovation can create a large source of profit for enterprises, and the adherence model may cause enterprises to lose market opportunities. Good mode requires good creativity, and good ideas may not be a good model. The fundamental of marketing model innovation is to break the conventional and traditional mindset, maintain a highly flexible marketing thinking and a keen market organ, systematically innovate and boldly in the concept and strategic level of market competition, and promote enterprise transformation with creativity. And strategic breakthroughs, to achieve market goals with strategic breakthroughs and conceptual leadership.
Today, the business environment is facing unprecedented changes, consumers are becoming more powerful, and purchasing decisions are becoming more complex. The root cause is that customer needs are constantly changing. The essence of marketing concepts and strategic innovation is that companies are required to shift from focusing on the production of their own products to paying attention to the satisfaction of consumer needs and how to create greater value for consumers. Therefore, the competition of the marketing model is not the competition of the enterprise in a certain link and a certain function, but the competition throughout the enterprise value chain. The quasi-center of the marketing model is to focus on the profit acquisition of the enterprise, which is to accurately grasp the customer's needs, fully display the strategy and tactics, and continuously strengthen the marketing advantage of the enterprise. Therefore, high-level marketing competition is the competition of model innovation, and it is the competition that closely focuses on the net profit of enterprises.
Those who have maps do not get lost, and those who have models are not blind. An effective marketing model should be based on an accurate grasp of the external environment and optimal allocation of internal resources. There is no one-size-fits-all marketing model that is applicable to any enterprise and has no fixed marketing model. . For enterprises, an effective marketing model always belongs to the “this one†of their own enterprises. When the utility of a model plays a good role in the market, or a large number of enterprises start to follow suit, a large-scale model convergence will lead to a model. Invalid.
Good mode, need good ideas. When we pushed the lens closer and settled in the business and marketing model, Alibaba, Tencent Technology, Baidu Search, Focus Media, Shanda Online Games, Worry-Free, and a long list of companies in the hotel chain were fading. In recent years, under the model demonstration of successful models, business model innovation has become the focus of the Chinese business community. Many companies are trying to create business models to create greater value for customers. Especially in the field of network technology, the creation of wealth in the business model innovation is inspiring and inspiring a group of entrepreneurs.
Chinese companies have many inherent shortcomings, but they seem to be better at model innovation. Many enterprises are flexible in management, advocating human governance, doing things for a long time, being good at seeing the wind and turning the rudder, and never sticking to the model in business thinking. Even the strategy formulation of a company is often based on the intuition and vague judgment of the market and the objective environment. The so-called "following the feelings" is beaten up. It seems that it is often "the heart is not able to plant flowers and flowers, and it is unintentional to insert a willow." From the perspective of model innovation, including Chinese companies are good at conceptual design and storytelling, their blood seems to have the innate innovation of “Dare to call the sun and the moon for a new dayâ€. This kind of self-deprecating thinking mode sometimes inevitably blooms with the innovative aura. However, if the company is always good at playing concepts and making stories, thinking that the concept is novel and the story is moving, it will be able to win the favor of VC and PE. This kind of thinking is somewhat whimsical. Profit-seeking is always the nature of capital. Therefore, the innovation of the model must also abide by the business logic of capital.
Good ideas may not be a good model. When we took the lens away, there were other stars like Bertelsmann and PPG next to the winners. The virtual world was originally the dream home of the rich. I don't know how many people are trying to cater to VC's business logic and model innovation. One day, they will drop the golden wand of the capital world from the sky. The digital economy has created a darling of a large number of times, and the entrepreneurial and charming is also attracting countless heroes to compete! No matter those entrepreneurs who have long-sleeved in the traditional field, or entrepreneurs who started from scratch in the emerging field, they have a special liking for the capital model of enterprise development.
Today, model innovation is highly sought after and has become the top priority of corporate strategic innovation. In the practice of innovation, companies need to calmly think: the fundamental of model innovation is to adapt to changes in the market environment and meet the real needs of customers; the innovation of models also needs to be forward-looking and need to create a sustainable competitive advantage for enterprises. However, the road to innovation needs to be kept in mind: one step ahead is the pioneer, and the first two steps into the martyrs. Some people are jokingly saying: "Being one step ahead is a hero, leading the two steps to become a bear."
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