Liu Shengyi's Five Experiences In Marketing Chinese Enterprises

How does the media change in the digital age profoundly affect the value of marketing? Is marketing just the responsibility of the marketing department? These problems have been redefined and recognized in the dialogue between Liu Shengyi, President of Tencent Inc network media business group and senior executive vice president of group, and Philip Kotler, the father of modern marketing.

In this dialogue, Lau Seng Yee The five experiences of Chinese enterprises taking marketing as the core are shared.

　 The idea of "marketing based" should go deep into every employee.

Tencent does not have a CMO. But all the founders of Tencent, to the president and CTO, even doormen, are well aware of the core of their responsibilities. Because Tencent's business philosophy is centered on user needs. From product development, operation to customer service, every link starts from users and responds quickly according to user needs.

Therefore, "marketing concept" is deep into the Tencent culture, it is not only the responsibility of the marketing department, it is the primary mission of every employee. For enterprises, the first thing is to avoid copying the stereotyped definition of marketing functions, unlocking ideas, and starting from the idea of "marketing based".

　 Marketing should take account of the long-term goals of enterprises and users.

In the past, marketing was a sales oriented marketing at 1 times, and today's marketing to 2 is a relationship oriented marketing. Now we are in the process of changing from 2 to 3. Its core is: marketing is to encourage and promote consumers to participate in the enterprise's production and consumer communication. My view is that marketing must create value, which is the most important thing for an organization or organization in the future.

As the overall social and marketing trends change, consumers no longer pursue products and services that meet their needs, but pay more attention to the culture that can be integrated with their spiritual values. Therefore, providing value orientation will be the future task of marketing. There are many hard and creative marketing talents in the contemporary Chinese market, but to say what we lack is the framework of leadership and marketing theory, and how to establish such a framework in institutions.

Secondly, it is necessary to clearly measure the value of marketing to the long-term goals of the organization, and use business indicators rather than marketing terms.

　 　 Marketing We need to take seriously the voice in social networks.

As mentioned in the wealth theory, the basic concept of state wealth is the controlling factor of production factors. So we say that what we produce must be what the society needs. If we discuss social media and big data now, we are subverting marketing methods. But marketers are afraid of social media because they realize that they are losing control of consumers. Nowadays, social media makes consumers have more rights. Many consumers in China will emphasize market behavior more. Some companies have some improper market behaviors and may be magnified in social media.

The market value of marketing takes place in a flash. For example, when people get up to see WeChat in the morning, they will communicate with WeChat. If there are unfortunate incidents such as violence in Kunming, they will soon spread in the social media platform. If people want to understand the market trend or focus, they may use Tencent's micro-blog or QQ to share their opinions.

Therefore, we need to use various methods to make consumers understand, understand and approach them and become users' needs and creators, so as to win their trust in brands.

　　 Marketing should embrace the era of big data

Social media and big data are subverting our marketing methods and subverting our organization.

So marketers must embrace digital technology to enlarge the power of data marketing.

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　　 Marketing must stick to humanism

In the use of big data technology, marketers can not simply focus on numbers, and more importantly, avoid blindly pursuing short-term growth and damaging long-term interests.

The product line of Tencent is very rich. It can bring people together through various platforms and encourage people to bring their creativity and inspiration into play on the platform. It is because we can enjoy the Internet better and make our society better.

Therefore, the next step is to return to the integrity of marketing culture (not just strategy, but culture), so as to regain the trust of consumers.

From the perspective of humanism, marketing has to play a role in the whole world, including China. Because consumers around the world are changing, companies must think about how and how to make some contributions. If Chinese enterprises did not take these values into consideration many years ago, they should now be considered.

This is the same reason for Chinese marketers and advertisers. We must stop any damage. Consumer Interests and trust. In other words, milk is milk, and water is water.