Download The Research of the Status of Marketing in the Financial... Background

The Research of the Status of Marketing in the Financial Crisis
Background
CHEN Jingdong, GAO Xiaoqian
School of Economics and Management, Xi’an University of Technology, P.R.China, 710054
[email protected]
Abstract: Management, economics and marketing is to promote market growth. After the era of
agricultural production to supply the (management of the principal) to achieve a market-based growth in
industrial economic times demand (Economics of the main) to achieve a market-based growth, until the
current financial crisis facing the background of marketing must ensure that the core value, market value
can be created to achieve maximum value. Therefore, the status of marketing in the context of the
financial crisis has greatly enhanced the appreciation, loss and value of the composition of a value-based
market-led, that is, the value of the value of the core to achieve market growth, this idea for background
of financial crisis, the development of small marketing is highly prospective and theoretical guidance.
Keywords: Management, Economics, Marketing, Value, financial crisis
1 Introduction
Although the marketing from the last century since the mid-50s after the community, competition,
customers, market-oriented elements complement and strengthen, while ignoring the long-sought-after
commercial real value of content. Therefore, it is necessary from the point of view the value of the
elements of the marketing concept for a comprehensive review and study, to promote the value of
marketing theory and clearly the value of marketing position.
Broadly speaking, the economic theory of value has long had the problem. Concept of value in
economics from the "utility" concept generally believed that consumers always want to pay the least to
get the most from the products or services, the effectiveness, that is, to maximize the value (Bowman
and Ambrose, 2000)[1]. From the business point of view, the same question can also be expressed as loss
with the least cost to sell their products the highest price, that is to make enterprise and its stakeholders
were satisfied with - get their own interests to pursue (Yao as, 2005)[2]. The value of the concept from
the economics and value theory of the evolution of subjects of view, the value of the content through
simple objects from the value, utility to the use value and exchange value, and this is the development of
human society, the inevitable result of market. The famous ancient Greek historian, writer Xenophon
wealth is defined as something with value, he said: "a flute for the people who will blow it is wealth,
and for those who will not blow it only in the wealth when they sell it "(Xenophon, 1961) [3]. This
recognition further reminder of the value of marketing researchers should be introduced to marketing
research to.
In the past, scholars will value only as a supporting role, in isolation, and marketing concepts connected
to one or two elements. Although this only know one, less than the rest of the value proposition with the
rationality of the part and the details, but it has been difficult to respond to today's complex business
environment. In this regard, the overall value of global and to consider becoming inevitable. Value and
will inevitably lead but to the front, will change and lead the marketing concept and the interaction
between all elements and linkages. This author proposes the marketing concept as the core value will be
the future commercial value of our times.
2 Value-based market growth
——Marketing
Production of marketing, development and management, economics is closely related to marketing
theory study benefited from the development of economics and management. Form in accordance with
the process of social development, management, economics and marketing at different times to play a
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leading role.
Industrial economy to stimulate demand, to demand the formation of market growth as the core, actually
followed the law of the market Keynes (assuming the same total market supply, demand to measure the
total national income, while the unlimited state intervention in the economy to stimulate demand)[4].
"Demand center" for a long period of time is effective, but magnified the consequences of the law of one
of Cairns is the U.S. subprime mortgage crisis, because Americans demand for everything from starting,
as long as is necessary to create market demand, leading to buy unable to form, market growth can not
be achieved, the "brain" by the overall system constraints. Commercial value in the dawn of society also
based on the core marketing needs, after sweeping the market, the value of the concept of marketing
theory and business circles were gradually identified and given attention to reduce the loss and increase
appreciation is to enhance the value of the basic ideas. Create value for customers are the starting point
of corporate marketing and destination (Wu Jianan, 2000) [5]. Looking at human history in the purchase
of phenomena, people are gradually moved from the beginning of the agricultural society in the supply
of purchase (purchase cycle of marketing said), to the current needs of industrial society to buy (in
marketing, said the exchange of purchase), and eventually developed to the commercial value of
community loss - appreciation to buy, that is, the value of marketing in the purchase [6]. The value of the
enterprise and customer is the ultimate purpose of which the difference between appreciation and loss
(or ratio) is the company's earnings; income is the basic unit of value, market value-based form shown in
Figure 1.
Appreciation
Value
Loss
Figure1 the market based on Value as the formation
In summary, economics, from the need, demand, appreciation level, management from the supply,
supply, loss level, the marketing value from the exchange and circulation levels together to promote
market growth of the economics and marketing management as a link science hub to form a complete
market system, played an important role in promoting market growth, as Table 1.
Table1 the schematic of relationship among economics, management and marketing
Supply-oriented market growth Demand-based market growth Market growth in value-based
economics
Need
Demand
Appreciation
management
Cycle
Exchange
Value
marketing
Purveyance
Loss
Supply
3 The establishment of the status of marketing under the context of financial
crisis
Since the beginning of the 21st century, real estate, securities, stocks and other domestic investment,
business investment, government investment and other investment activities for a large number, makes
Investment popular in the era of business value. Investment earnings of all for the purpose of assets to
market activities, its aim is to obtain maximum appreciations. People no longer stick to looking to
realize their desire to buy, more important is to realize the value of the purchase value, the value of
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people buy is to get value-added, from the value in satisfactory. During the marketing of the main
business community not just individuals, families and organizations, more long-term of is country and
groups of value creation, so the period of purchase who is investor, because of investors to the market in
the form factor of existence. There are assets (assets that are able to bring value to value-added capital);
only the appropriate use of assets investors can realize the asset value, in order to complete the final
value-added purchase.
2008 U.S. financial crisis is shaking the world, and intensified, eventually evolved into economic crisis.
Or joint enterprise have taken a series of measures to strengthen the economic crisis of the resist, such as
direct cash flow to enhance the speed, drastically reduced the cost of management, prudent investment
and so on. This forced the majority of state enterprises to survive the existing enterprises have lain off or
take a pay cut to take action. Specific performance is that all companies have to lay off or take a pay cut,
a large state-owned enterprises such as Wuhan Steel, Bao Iron and Steel are in the pipeline get,
including Wuhan Iron and Steel employees to be down 20%, Office and Office of cadres to be down
more than 50%. Real estate speculators Wanke, Central Plains a pay cut redundancy; favored China
Eastern, China Southern reduce salary cuts; private enterprises Star Bird, Amoi forced to cut labor
costs ... ... take a pay cut layoff has affected real estate, aviation, petrochemical, power, IT, securities,
finance, printing, etc. range of industries. Financial crisis triggered by the economic crisis directly
affects the market demand for human resources and revaluation. By The greatest impact of economic
and market fluctuations in the enterprise, their salaries and bonus cuts and layoffs ranging from senior
management to the frontline workers at all levels. This will lead to employee groups, panic symptoms,
caused by large-scale switch to act directly or in the work of conservative sexual behavior. Human
resources flop purpose is to reduce the loss, which is to create an effective way to maximize the value of
one.
The prosperity of industrial society, making both the quantity and content of goods have been greatly
enriched, while demand-driven exchange of marketing all the rage, reached the peak of the industrial
economy, that meet the needs of marketers has become all the work. However, in commercial society,
we must change perspective, not just in terms of demand marketing activities, in 2008 the financial
crisis, because its essence is the result of excessive emphasis on demand. My response to the financial
crisis, economic growth slipped in the process of taking a series of stimulating consumption, measures
to promote domestic demand has played in the final analysis is to stimulate demand, such as "home
appliances to the countryside", and 10% of purchase cars and other state subsidies, but the real effect of
purchasing power of consumers is not clear increased, demand is not able to pull up, which also saw to
the limitations of demand-oriented, because the 21st century of today, commodities more complicated,
customers can’t buy products only needs to buy An (that is, the desire to go to buy), but more to
consider the value of the value of purchased product is not value for money, not get the desired value,
especially in times of financial crisis, more found this trend. Mainly in order to achieve market growth
in demand for marketing theory, also continued to stress market demand, not only is the research into
marketing theory errors, more is likely to result in serious damage to businesses, therefore, to overcome
the demand-oriented weaknesses imminent. With the substantial increase in demand, resulting in a
substantial increase in appreciation, while high-yield will certainly be accompanied with a high loss,
high loss and high appreciation is the value of the two components, can not be sustained, the value of
appreciation and investment balance, that is with minimum capital investment for maximum
appreciation, and create maximum value. On a large number of research appreciations and losss for the
creation of value provided sufficient basis for the evolution of the times available commercially under
the plan clear.
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Economics
Need
Demand
Appreciation
Marketing
Cycle
Exchange
Value
Management
Supply
Purveyance
Agricultural production times
Loss
Industrial Economy Commercial value of the times
Figure2 the program of the development of marketing
With the gradual evolution of marketing, sales during the agricultural society will loop as a research
subject, Commodity supply as the core, The market can be considered as a place to exchange goods, At
this point the market consists of three elements constitute: buyers, site and the basic purchase.
Agricultural Society in the marketing of the main markets are mainly buyers, only with the appropriate
buyers have the appropriate exchange market, exchange necessarily requires places, this has been one of
the factors essential to the market, another period of agricultural society buyers to purchase only the
basic necessities to meet their own needs, which are fundamental to purchase, so the market during the
agricultural community by the buyer, purchased the three sites and the basic elements of composition;
when there are differences in the spread in the market when demand demonstrates that the exchange as
the core of the marketing era, the period of the emergence of industrial society, then the market can
understand the grounds of population, purchasing power and the desire to purchase three factors, namely;
customer value, gradually attention of their own shows during the arrival of the business community that
to focus on the core value of the marketing model as the main sales market, then we believe the market
is only the value of existing places, the elements for investors, asset and added value to purchase. The
value-driven era, people no longer stick to looking to realize their desire to buy, more important is to
realize the value of the purchase value, the value of people buy is to get value-added, from the value in
satisfactory. During the marketing of the main business community are not only individuals, families
and organizations, Longer-term value of the state and groups to create, So the investors is purchased
during the period, Because of the presence of investors means that the composition of the market factors
bound to the existence of assets (assets that is able to bring value to capital value), only the proper use of
assets investors can realize the value of assets, in order to complete the final purchase value, so
commercial Society in the market by investors, asset and value-added purchase of three component
elements.
4 Conclusion
According to the theoretical analysis of the results, focusing on and vigorously implement the core of
the marketing value of the enterprise and other market players in the era of sensible business value: The
value maximization as the goal, the promotion of value-added investors to buy, is successful the key to
the implementation of marketing.
Based on the analysis of agricultural production to supply the times (the main body of management) to
achieve a market-based growth in industrial economic times demand (the subject of economics) to
achieve a market-based growth and commercial value to the value of today's times (marketing of the
subject) as the core to achieve market growth, the following conclusions:
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(1) Supply-oriented management and demand-based economics can not achieve business value from the
era of fundamental market growth, because the supply and demand can not increase appreciation and
reduce how much loss.
(2) The era of commercial value, supply, demand and value exist, that is, management, economics and
marketing have a role to play. In today's era of commercial value to the value of value-added for the
purpose of many acts to improve productivity by reducing investment and maximizing the value out,
such as real estate investment, stock appreciation, value-added purchase; the same time, there is a basic
need to purchase basic necessities; also There on the beautiful clothing, luxury cars and other needs of
the desire to buy.
(3) Value-based marketing in the era of the dominant commercial value. Marketing development to date,
has been for decades, marketing theory to the content constantly updated to meet the requirements of the
times, but the basic framework for marketing theory has not changed much, still can not escape the
impact of previous works. And the marketing environment of the '50s compared to today's social
environment is more complex, volatile, deeply affected: the former in the industrial society, and now the
business community, the product supply to be resolved, the information affects all kinds of staggered
buyers purchase decision, the concept of value just to solve this critical problem, as long as they can
bring added value are the focus of enterprises and investors. Therefore, in today's era of business value,
the value of the market dominates the market to buy, to the core of the marketing value of the status of
greatly enhanced.
References
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[3]. Kotler, P. and Gerald Zaltman. Social Marketing: An Approach to Planned Social Change J .
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