Marketing Program based on Market Rules and Industry

Development

Chuanrong Cheng

Wuxi Institute of Commerce and Technology, Wuxi, Jiangsu, 214000, China

Keywords: Enterprises, marketing, market rules, industry development.

Abstract: In addition to enhancing labor productivity, Chinese enterprises should give full play to the effectiveness of

marketing for their market development. In the formation of enterprise marketing program, enterprises need

to fully analyze Chinese current market rules of socialist market economy, thereby developing practical

marketing program based on the industry development of enterprises. For marketing program, basic points

including capital investment and management systems should be grasped to form trigger point,

breakthrough and innovation, achieving sustainable development of enterprises.

1 INTRODUCTION

After China entered the reform and opening up,

enterprises with various ownership types gradually

developed and got rid of former enterprise

management mode of Soviet Union, fundamentally

promoting the development of productivity in the

whole society. And Chinese enterprises have

transferred from “carrying out their own duties” into

comprehensive competition, which allowed more

enterprises to continuously develop in aspects such

as innovation of sales and manufacturing

technology. However, marketing ability of Chinese

enterprises needs to be further enhanced. Marketing

is to sell high quality products of enterprises through

certain channels. Therefore, Chinese enterprises

need to analyze market rules, so as to expand its

market share through marketing in the new round of

competition. Besides, the developing direction of the

industry should be grasped, especially in the change

and direction of policy, thus promoting the

sustainable development of enterprises.

2 MARKET RULES AND

MARKETING PROGRAM

DESIGN

The fundamental form of the market is exchange,

and the existence and development of the market is

to better realize the exchange. Market itself has

certain rules which have direct impact on the supply

of commodities. These aspects are the basis of

market economy. Market rules have given birth to

the general regulating mechanism of market

economy, including the mechanism of competition,

supply and demand, and price (Sang Hui, 2007). All

these mechanisms are general rules subject to the

regulation of market economy, so marketing should

be conducted according to marketing laws. Impacts

of market rules on marketing include several basic

levels as follows.

The first impact on marketing is from the market

law of value. The law of value is the social

necessary labor time of product, which reflects value

quantity of commodities. It also determines that the

trading mode of commodities is equivalent exchange

of value quantity, as the fundamental premise of

various laws of market economy. Therefore,

marketing behaviors are bound to be conducted by

the law of value, thus guiding the direction of

market consume. By developing a certain price,

manufacturing enterprises can utilize the price

leverage to regulate consumers’ desires for

commodities. Marketing intervention on the price is

mainly based on the cost of commodities, so

regulation is conducted on condition that the price is

not less than the base cost of commodities.

The second impact is from competition law. The

nature of competition is the contrast on individual

production and labor consumption of commodities:

individual enterprise enhances their own individual

labor productivity by technological innovation to

save individual labor time, thereby reducing labor

249

Cheng C.

Marketing Program based on Market Rules and Industry Development.

DOI: 10.5220/0006448402490252

In ISME 2016 - Information Science and Management Engineering IV (ISME 2016), pages 249-252

ISBN: 978-989-758-208-0

249

and production consumption. Marketing behaviors

can help enterprises gain more market share through

innovative ways of commodity promotion,

promoting their market commodity circulation.

The third impact is the law of supply and

demand on the market. The laws of supply and

demand are the changes between supply and

demand, and mainly influenced by the price factor:

the price itself fluctuates around the value of

commodities. Therefore, marketing strategy is

mainly adjusted around the leverage of supply and

demand, enhancing the entire market demand for the

commodities through a variety of promotional way.

And it can activate the potential market demand and

adjust the total supply of commodities on the

market.

3 INDUSTRY DEVELOPMENT

FACTORS IN ENTERPRISE

MARKETING PROGRAM

DESIGN

The fundamental form of the market is exchange,

and the existence and development of the market is

to better realize the exchange. Market it

3.1 Internal factors of enterprises

based on industry development

Industry development itself will not have a profound

impact on enterprise marketing strategy. It firstly

affects the internal factors of enterprises, then

reflecting on enterprise marketing strategy.

Therefore, the internal factors of enterprises are not

independent of the industry development. Instead

they have close relationship with each other, because

the industry is composed of various enterprises.

In developing their marketing program and

strategy, enterprises will be constrained by financial

situation of the enterprise. Internal fund and external

fund sources may affect the various aspects of

selecting marketing program, resulting in deep

impact on enterprise marketing decisions (

Shou

Zhigang, Bi Ganqun, 2004). Although some enterprises

raise funds to support marketing activities, they will

also appropriately adjust their marketing program

and strategies based on conservative consideration

of their fund possession. Therefore, enterprises will

choose marketing plans according to their internal

funding status, while marketing department will

work out marketing programs or strategies with

different fund consumption based on the actual

situation. In particular, small and medium

enterprises will give full consideration to their

development in the industry, making reasonable

decision or innovation on marketing plans.

Enterprises’ situation of human resources has a

significant impact their marketing programs.

Marketing is not a simple promotion. It is an

important strategic behavior to gain more space for

survival and development on the market, ultimately

realizing sustainable development. Therefore, it is

very important for related personnel to have

qualified abilities for marketing program and

strategies. If the industry continues to develop

further, personnel with relevant experience in

enterprise marketing will be a catch for all the

enterprises. Therefore, industry development is also

positively correlated to the competition for

marketing talents.

In addition, enterprises’ public relation problems

in industry development also have much impact on

their marketing behaviors. Enterprises should well

communicate with other enterprises in the same

industry, as well as the consumers, thereby

establishing a good market image. Finally, they can

promote the continuous development of products,

laying a good foundation of social public relations

for marketing behaviors.

3.2 External factors of enterprise

marketing in industry development

The first level is the environmental factors of social

target market. Target market itself is the industrial

division of the entire market in the society, and

enterprises in the same industry may have

differences in products. These differences are

determined by their different labor and production

technologies, as well as the target market positioning

in marketing process. Factors of target sales market

included constituent elements with many levels,

such as age structure and population quantity, which

can be constraints for enterprise marketing

behaviors.

Obviously, the large population target is more

favorable for enterprises’ marketing behaviors.

However, differences in age structure and cultural

level will bring some challenges, because social

population has larger differences in basic elements.

Therefore, marketing program has more content

involved, which naturally takes more manpower and

resources in the implementation of target market

operations. Enterprises need to fully consider the

specific elements of target market and conduct

necessary social research on target market. Besides,

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the target market for respect among the basic values,

customs and local religious habits comprehensive

Mocha, forming full market after analysis, develop a

reasonable marketing strategy.

Besides, market economy is faced with the big

economic circumstance and legal, political

conditions. China's market economy is based on

socialism with Chinese characteristics, which also

determines that the Chinese government will take a

series of macro-control means to adjust the market

economy. It is an important issue to be considered

during the formation of strategic plan of enterprise

marketing promotion. In addition, China's market

economic system is not a completely isolated, self-

circulating system, and it is objectively affected by

the international major market. For example, both

the economic crisis in the United States subprime

loans and the risk of European debt default have

influence on the development of Chinese market.

Chinese monetary policy and fiscal policy will also

have a large impact on enterprise marketing.

Therefore, enterprises should promptly analyze the

situation of the domestic and international economic

environment and timely adjust its marketing

behaviors; the real target customers and potential

customers need to be adjusted according to the

changes in the market; adapting to current market

development through full grasp of the market

economy law can contribute to the sustainable

development of enterprises.

Another factor is the status of science and

technology innovation. In the Industrial Revolution

era, the improvements of steam engine and the

discovery of law of electromagnetic induction had

great influence on social marketing and production.

Innovations in science and technology are

continuously developing, and science and

technology will not only change the social labor and

production capacity, but also have different effects

on a variety of social marketing and promotion

channels. For example, China currently has a lot of

new user-operated media such as the Wechat

software platform based on APP technology, mobile

applications based on the Android platform for, etc.,

leading to profound impact on traditional enterprise

marketing model. These innovations are worth

researching to realize marketing with lower prices

and higher quality. Therefore, it has practical

significance to grasp the development of science and

technology and timely adjust marketing strategy and

plan for enterprises.

4 OPTIMIZATION THINKING ON

ENTERPRISE MARKETING

PLAN

4.1 Two basic points of business

marketing plan

Enterprises need to consider two basic questions in

the development of relevant marketing program.

The first problem is the marketing costs of

marketing investment. Marketing cost includes

many factors, such as the necessary personnel

service expenditure and investment on relevant

outfits. Enterprises should adjust its marketing

investment costs according to the conditions of

target market. Market cost and sales cost objectively

have common characteristic—both of them

essentially need to invest in advance. This is because

in the marketing and sales process, income may not

balance the payments, which requires enterprises to

invest in advance (

Xu Fengwei, 2007).

The second one is for the design of enterprise

marketing management system. Enterprises should

set certain management targets according to their

own marketing situation. It does mean to indefinitely

invest related funds in the process of developing

marketing behavior. Enterprise’s marketing

behaviors need to be controlled, guided and

managed according to the relevant sales targets,

achieving sales targets by protecting marketing

behaviors. Therefore, it is necessary to conduct track

research and evaluation feedback on the enterprise

marketing strategies and programs, thus forming

marketing incentives with practical value.

4.2 Optimization strategies on design of

enterprise marketing program

Firstly, enterprises should have a certain trigger

point in designing marketing program, which can

trigger the desire of target consumers and promote

their market sales. It is also the key point of the

design-related marketing program of the enterprise.

Enterprises should focus on the possible value of

marketing behaviors, especially for inspiring the

consumption behavior in potential market, thus

forming a virtuous trigger mechanism.

Secondly, design of enterprise marketing

program should be focused on breakthrough point.

Many enterprises may become conservative in

marketing program because of some reality factors,

and such state would cause constraint effects to the

development of enterprises. Therefore, enterprises

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Marketing Program based on Market Rules and Industry Development

251

need to coordinate factors of various aspects in the

process of designing marketing program. The design

focuses on expression of innovation of marketing,

building creative marketing program and innovative

marketing model. According to laws and

regulations, taking a variety of ways can be utilized

to capture consumers at the target market. Therefore,

the design of enterprise's marketing program should

not only base on the current situation, but also

consider the future, thereby providing a broader

concept platform for future trends of enterprise and

product.

Finally, enterprises’ marketing program should

have value of the practical operation, because

enterprises need to fully consider two basic points of

their marketing program — marketing capital and

marketing management system. Based on the

development law of market and industry, the design

of marketing program should be down to earth and

put into practice. The current development of

enterprises and industry should be fully analyzed to

conduct practical marketing program and targeted

marketing, thus leading to positive effects.

5 CONCLUSIONS

Although Chinese enterprises have gradually formed

certain concepts on marketing currently, some of

these concepts still lack practicality. In particular,

many marketing talents with college education

cannot really grasp the true market trend in the face

of complex market economy status. Therefore,

enterprises' marketing behaviors have profound

meanings, and enterprises need to fully analyze the

development of target market based on their own

internal, external factors. According to development

rules of market and industry, innovative marketing

approach and means will achieve a broader market

space for sustainable development.

REFERENCES

Sang Hui. Influence of Internal Marketing on Interface

Management of High-tech Enterprises, Industrial

Technology & Economy, 2007 (9): 10-11.

Shou Zhigang, Bi Ganqun. Multi-dimensional Analysis of

Internal Marketing Theory, Foreign Economics and

Management, 2004 (3): 24-27.

Xu Fengwei. Empirical Study on the Correlation between

Interface Management and Enterprise Performance,

Technology and Innovation Management, 2007 (2):

31-33.

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