A Research On Building Harmonious Relationship Between Marketing And Consumption

The marketing activities of modern enterprises and consumers are closely related, so if want to do better marketing, the enterprises should do research on consumption.. Whether or not deal well with the relationship between marketing and consumption affects enterprise performance, and the whole pace of socio-economic development. With the development of market economy, corporate marketing practice and the marketing theory is continually changing, the awareness of the relationship of marketing and consumer is also changing. This thesis innovatively analyses economic and marketing theory from the perspective of the relationship between marketing and consumption, and it is a development of a theory to fill the vacancy. This thesis summarizes that the relations between marketing and consumption has gradually become familiar by the unfamiliar process, and the relationship between marketing and consumption is divided into four different stages of development:exchange, trading, promote "consume" and game.What's more, it has been point out the background, the nature, on behalf of marketing theory, the pros and cons on each stage.This thesis deeply anatomizes on the game relationship between marketing and consumer at this stage, and indicates that the game relationship between marketing and consumer is the process that marketers and consumers rely on the available information and select their own strategy (action) to maximize benefits and minimize the risk of the cost under the relevant rules of game based on direct interaction of environmental conditions. Simply speaking, the game relationship between marketing and consumer is that the marketers and consumers compete to seek one's own interests. The sense of advancing the concept of the game relationship between marketing and consumer is to designate the current antagonistic competitionly relationship between marketers and consumers, rather than what most of the theories and scholars are believed it is a common goal and common interest of harmony relationship. The game relationship between marketing and consumer shows in the whole process of marketing activities, and the main endangerments in six aspects are increasing in transaction costs, reducing consumer value, affecting the corporation development, foreclosing the accumulation of social wealth, leading to waste of resources and endangering the natural environment. This thesis also summarizes the seven causes leading to the game relationship between marketing and consumer:ideological and theoretical, economic development, competition, consumer groups do not act, the law is not perfect, inequality, and asymmetric information.This thesis predictably indicates the inevitable direction development of marketing and consumer relations-Harmony relations that it can solve the problems on the various theoretical and practical issues in the game of marketing and consumer relations. IT has import the essence of traditional Chinese culture-harmony into marketing and proposed harmony marketing concept. In this thesis, the harmony relationship between marketing and consumption should be:marketers and consumers through active sharing of information and adequate communication, select their own strategy (action), in addition to pursuing their own interests, but also to each other, other participants and the community interests to achieve the maximize comprehensive benefits and minimize risk, and thus achieve harmony, cooperation, permanent, stable relationship. Harmonious relationship having been proposed at this time is an urgency and feasibility, and the harmony relationship between marketing and consumption can bring many benefits on a great deal of aspects. This thesis also summarizes the key factors of the performance and impact on the harmony relationship between marketing and consumption, proposed the harmony relationship between marketing and consumption should be achieved through five steps:(1) changed thinking, consensus-building. (2) build a platform for communication and exchange information. (3) to achieve harmony" objective. (4) make great efforts around the " cooperate (5) finally to achieve "victory" of the target. The four elements of harmony marketing system have been proposed in this paper, formed a new 4C theory:a comprehensive information delivery (comprehensiveness), the value of community (community), marketing begins from consuming (circulation) and consumer involvement (concern). (1) asymmetric information disappears, the information will effectively transfer; (2) marketers and consumers from opposite sides, into a value of community, They pursuit of common goals, work together to create value; (3) the traditional marketing process is changed-once consumer is an end of a marketing campaign, but also the beginning of another marketing campaign. Also said that marketing began consumption; (4) consumers will become an important participant, a main character, and positively, fully and equally participate in economic activities. In addition, consumers, businesses, government, industry, marketing organizations and the media are the five participants in harmony marketing, and needs to assume certain responsibilities and obligations.Practical application value of this article is:It makes clear about trends in the development process on the relationship between marketing and consumption and analyze the current marketing theory and practice of practical problems arise, to identify their root knot and propose solutions that can enable enterprises to better understand consumer, better handle the relationship between marketing and consumption, and help enterprises to establish the correct marketing idea, guiding enterprises to carry out marketing activities for the development of the socialist market economy have important practical significance.