Model innovation is the foundation of marketing strategy

In the era of knowledge economy, innovation has become the soul of the company. Business model innovation is the demand of the fiercely competitive market environment for enterprises. The enterprise innovation is the first to be the marketing innovation. The so-called marketing innovation is the process that the company seeks the transformation and breakthrough of marketing elements and their combinations in the market according to the new market environment, combined with their own resource conditions and operating strengths. Marketing innovation most directly reflects the company's market creation ability, and only marketing innovation can create profits directly for the company to a greater extent.

In a general sense, the company's technology, products, channels, management, and service innovations all belong to the category of marketing innovation. Strategy primacy is an important feature of marketing. Therefore, marketing innovation is mostly embodied in tactical and strategic model innovation. In today's over-competitive market, innovation that plays an important role in marketing is no longer a tactical model of innovation, but a strategic model of innovation. What is a 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 the largest source of profits for the company. The sticking to the model may allow companies to lose market opportunities. A good model requires good ideas. Good ideas may not be a good model. The essence of marketing model innovation is to break the conventional and traditional thinking set, maintain highly flexible marketing thinking and sharp market organs, carry out systematic innovation and bold ideas at the level of market competition concepts and strategies, and promote innovation through innovation. And strategic breakthroughs, to win market goals with strategic breakthroughs and philosophy leadership.

Today, the business environment is facing unprecedented changes, consumers are becoming more powerful, and purchase decisions are becoming more complex. The fundamental reason is that customer needs are constantly changing. The essence of marketing ideas and strategic innovation lies in requiring companies to shift from focusing on the production of their own products to satisfying the needs of consumers and how to create greater value for consumers. Therefore, the competition in the marketing model is not simply a competition between a company and a certain function but a competition that runs through the entire value chain of the company. The punctuality of the marketing model lies in focusing on the company's profit acquisition. It is to accurately seize customer needs, fully display strategies and tactics, and continuously strengthen the company's marketing advantages. Therefore, high-level marketing competition is model-based innovation competition, which is a competition that focuses on corporate net profit.

Those who have a map do not get lost, and those who have a model are not blind. An effective marketing model should be based on an accurate grasp of the external environment and the optimal allocation of internal resources. There is no one-size-fits-all model that can be applied to any company and it remains the same. There is no marketing model that will never be outdated. . For enterprises, an effective marketing model always belongs to the “this one” of their own companies. When the utility of one model is exerted in the market, or many companies gather to emulate it, the convergence of large-scale patterns will lead to the model. Failure.

Good model requires good ideas. When we push the lens closer to the business and marketing model, Alibaba, Tencent Technology, Baidu Search, Focus Media, Shanda Online Games, Future-Worry-free, Home Inns? ? A long list of companies has faded. In recent years, under the model of successful models, business model innovation has become the focus of most attention in the Chinese business community. Many companies are trying to seek business model innovation to create greater value for customers. Especially in the field of network technology, the myth of wealth created by business model innovation is inspiring and inviting a group of entrepreneurs.

Chinese companies have many inherent deficiencies, but they seem to be able to outperform in model innovation. Many companies are flexible in management, advocating the rule of the people, doing long-term business, be good at seeing the wind, and never sticking to the mode of business thinking. Even the strategic formulation of companies is often based on intuition and ambiguous judgments about the market and the objective environment. The so-called “walking with feelings” is playing hard, and it seems that it is often “intentional planting flowers and flowers, and there is no intention of inserting shades.” From the point of view of model innovation, including Chinese companies that are adept at conceptual design and story deduction, their blood seems to have the innate gene of “Dare to call the Sun, the Moon and the New Heaven”. This kind of thinking mode of embarrassing self will sometimes inevitably lead to new innovative empires. However, if companies are always good at playing concepts and compiling stories, they think that the concept is novel and the story is moving can win the favor of VCs and PEs. This kind of thinking is a bit 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 zoomed farther away, there were other stars like Bertelsmann, PPG, and so on. The virtual world was originally a dream home for the rich. They did not know how many people were painstakingly scheming to meet VC's business logic and model innovations. One day they would drop their gold wands from the sky. The digital economy has created a multitude of darlings of the times, and many entrepreneurs have cited numerous heroes! Whether those entrepreneurs who are good at dancing in traditional fields or entrepreneurs who have started from scratch in emerging fields, they have a soft spot for the capital model of corporate development.

Today, model innovation is highly sought after and has become the top priority for corporate strategic innovation. In innovation practice, companies need to think calmly is: The fundamental of model innovation is to adapt to changes in the market environment to meet the actual needs of customers; model innovation also requires forward-looking, need to create sustainable competitive advantage for the company. However, the road to innovation needs to be kept in mind: one step ahead is the pioneer and two steps ahead of the martyrs. Someone jokingly said: "One step ahead is to be a hero, leading two steps to becoming a bear."