Keywords: commodity science, marketing, knowledge learned, practical work, function and influence
1. commodity scientific analysis
Merchandising is a subject that studies commodities and their value, exchange value, use value and how to realize these values.
Zhang Shiping, Dean of Hong Kong Entrepreneurship Institute, believes that the core of commodity science research is commodity and its value, which mainly includes five issues: function, price, change law, advertisement and transaction. Commodity is the starting point of economy and commodity science is the basis of economics. Another scholar thinks that the content mainly includes: the natural attributes of goods; The social attribute of goods is how the quality of goods is formed and the evaluation method; Requirements of commodity quality and factors affecting commodity quality; Commodity standardization; Commodity classification method, commodity coding method; Basic methods and skills of commodity inspection and appraisal; The function of commodity packaging in commodity circulation and the requirements for commodity packaging; Environmental label, a method to evaluate the environmental quality of commodities; Consumer goods knowledge and so on. [ 1]
The content involves the general part of the discipline system of commodity science, including: the emergence and development of commodity science; The quality of goods; Composition and performance of commodities; Commodity classification and coding; Commodity standards and standardization; Commodity inspection and quarantine; Commodity quality supervision and quality certification; Commodity packaging; Trademarks and commodity bar codes. Focusing on the core issue of commodity quality in the circulation field, this book tracks and reflects the contemporary world market and international trade, as well as China's requirements for import and export commodities as a world trading power and the corresponding management system, and studies the issues that the current society and consumers are generally concerned about.
Two. marketing analysis
The American Marketing Association (AMA) gave a more complete and comprehensive definition of marketing in 1985: Marketing "is a process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating communication to meet personal and organizational goals." This definition is more comprehensive and perfect than many previous definitions. The main manifestations are as follows: (1) The concept of products has been expanded, including not only products or services, but also ideas; (2) The concept of marketing has been expanded, and marketing activities include not only profitable business activities, but also activities of non-profit organizations; (3) emphasizing the communication process; (4) Highlighting the formulation and implementation of the marketing plan. [2]
The research object of marketing is marketing activities and their laws, that is, how to identify, analyze, evaluate, select and make use of market opportunities, to meet the needs of customers in the target market, to organize the overall activities of enterprises in a planned way, and to transfer products from producers to consumers through exchange, so as to realize the marketing objectives of enterprises.
Three: knowledge of commodity science.
This semester, Teacher Xiao Yong gave us a vivid explanation of modern commodity science. The textbook we choose is Modern Commodity Science published by Beijing Normal University Press.
This book is a textbook for the 11th Five-Year Plan of national general higher education. Based on the goal of talent training in higher vocational colleges and the principle of "necessity and sufficiency", this theory absorbs some latest achievements of commodity science development at home and abroad, adds a large number of cases and training projects, embodies the characteristics of combining theory with practice, and highlights practicality and practicality. This book is divided into eleven chapters, including introduction, commodity quality and quality management, commodity standards, commodity classification, commodity inspection, commodity packaging, commodity storage and maintenance, food commodities, daily industrial commodities, textile commodities, electronic commodities, medical commodities, commodities, resources and environment, etc. It can be used as a teaching material for economic management majors in higher vocational colleges and adult colleges, and can also be used as a teaching material for enterprises such as commerce and logistics. [3]
We know the outline and introduction of commodity science, the concept and characteristics of commodity and commodity science; The concept and attributes of commodities; Commodity quality and quality management; Commodity standards; Commodity inspection; Commodity packaging; Commodity storage, transportation and maintenance; Food commodities; Daily industrial products; Textile commodities; Electronic goods; ; Pharmaceutical commodities; Commodities, resources and environment, etc.
Four: practical marketing work
McCarthy, a famous American marketing scholar, clearly pointed out in his masterpiece Basic Marketing that the marketing of any commodity economy society has two aspects: one is macro marketing; The other is micro-marketing. Macro-marketing is an important social process, which connects marketing activities with society and pays attention to the relationship between marketing and meeting social needs and improving social and economic welfare. The existence of macro-marketing is due to socialized mass production and commodity economy, which requires some macro-marketing organization and marketing system to organize the activities of all producers and middlemen in the whole society and organize the production and circulation of the whole society, so as to achieve the balance of total supply and demand and improve social welfare. Micro-marketing refers to the activities or functions of an enterprise, which is to study how to transfer products or services from producers to consumers from the needs of customers and realize the profit target of the enterprise. It is a process of enterprise economic activities.
Due to the limitations of capitalist private ownership in western countries, its academic circles mainly study micro-marketing of enterprises and pay little attention to macro-marketing. Even if macro-marketing is studied, it is not from the perspective of realizing the balance of total supply and demand in society, but only from an objective perspective to study the overall role of enterprise marketing. China implements a socialist market economy with socialist public ownership as the main body and various economic components coexisting. The state implements macro-planning control, so it is very important to study marketing from both micro and macro perspectives. [4]
Marketing is not only a comprehensive course, but also a course with great emphasis on application. Marketing is the product of modern mass production and market economy, and the crystallization of long-term marketing practice of enterprises. With the deepening of reform, China's economic system is changing from a planned economy to a market economy. In this transformation process, in order to promote the healthy operation of enterprises in the new market environment and achieve good economic benefits, a large number of enterprise management talents who systematically master the basic principles of marketing management and skillfully use modern marketing technology are urgently needed.
Function and influence of verb (abbreviation of verb)
The marketing activities of enterprises are centered on market demand, and commodities are the main body to meet market demand. Commodity sales play an important role in guiding enterprises to develop new products and form use value. Ensure that the quality of goods is intact; Supervise the utility of commodity use value and safeguard the interests of consumers; It is of great significance to promote the realization of commodity use value. Studying commodity science can help us master the operating rules and characteristics of various commodities and implement various marketing strategies in a targeted manner, thus improving the competitiveness of enterprises. Therefore, enterprises in many developed countries regard marketing, advertising and commodity science as the three pillars of their marketing strategies. Studying commodity science can better understand the value of commodities and deal with many problems in commodity sales. [5]
The marketing of modern enterprises pays more attention to the application of commodity science, effectively combines marketing with commodity science, formulates the development path of enterprises and completes the marketing of enterprises. In today's increasingly surplus and homogeneous products, all kinds of commercial advertisements and other promotional methods are hot, and a large amount of surplus propaganda garbage has also been produced. Consumers began to turn from numbness to disgust, and finally gradually became indifferent. In this case, commodity science becomes more and more important. The modern consumption concept is no longer an era that only pays attention to brands. Consumers pay more attention to the efficacy of the goods themselves. The combination of marketing and commodity science is a new subject that must be studied in the development of enterprises.
A good commodity, no matter how perfect its packaging, quality and variety are, will only go out of business without a set of perfect marketing methods. Therefore, commodity science and marketing complement each other and are the pillars of enterprise development.
Merchandising is a subject that studies commodities and their value, exchange value, use value and how to realize these values. In other words, commodity science is a knowledge of market research based on the commodity itself. On the contrary, marketing is a knowledge based on market demand. [6]
In order to carry out marketing smoothly, we must do a good job in three aspects: first, we must know what kind of output our company or organization can provide. This output includes products and services; Secondly, we need to know whether the products or services we can provide are needed by the market. If so, in what area and how much; Third, if we want to supply a target market, we need to know whether our supply channels are convenient, if not, whether we can establish our own channels, how much it costs, etc. Therefore, from the content and three aspects of marketing research, it can be seen that commodity science can produce some evaluation information about the nature, use and possible expansion value and brand effect of commodities in the future, which will help merchants to better understand their products and thus know their prospects in detail before products or services are put into the market. [7]
In a word, commodity science and marketing science complement each other. Without commodity science's understanding of the standard situation, it is easy to see many demands, but I don't know if I can satisfy them. If marketing leaves marketing, it will become powerless and know what it can do, but because it doesn't know what it needs in the market, it will become impossible to start.
As we all know, the concept and theory of marketing were first introduced into the production field, first introduced into commodity companies, such as small packaged consumer goods companies, then durable consumer goods companies, then industrial equipment companies, and then heavy industry companies such as steel and chemical industry. Secondly, the service industry is introduced from the production field, first airlines and banks, then insurance and securities finance companies. Later, it was used by lawyers, accountants, doctors, architects and other professional groups. The market is constantly expanding, but our ability to grasp the market has not improved significantly. The market is composed of commodities, so it is self-evident that it is important to learn commodity science and understand its knowledge. It can be said that while we are constantly exploring commodity science, we are also constantly developing our marketing. [8]
(a) on the role, there are the following four points:
(1) Marketing is a combination of variables.
The independent variables that constitute the "4p" marketing mix are the decisive factors that ultimately affect and determine the marketing benefits, and the final result of the marketing mix is the function of these variables, that is, the dependent variables. Commodity is one of many dependent variables.
(2) Marketing level
Marketing mix includes many levels. Generally speaking, "4p" is a hodgepodge, in which each P includes several levels of elements. In this way, enterprises are not only more specific and practical, but also quite flexible when determining the marketing mix; You can not only choose the best combination among the four elements, but also arrange the combination inside each element appropriately.
(3) the overall synergy of marketing mix
Enterprises must accurately analyze and judge the specific marketing environment, enterprise resources and target market demand characteristics in order to formulate the best marketing mix. Only the best combination of goods and marketing can produce the overall synergistic effect. In this sense, marketing mix is a management art and skill.
(4) The marketing mix must be flexible enough.
With the changes of market competition, customer demand characteristics and external environment, marketing mix must be revised and adjusted at any time to maintain its competitiveness. Commodities in marketing must have sufficient adaptability and sensitive adaptability to the external environment.
(2) There are four points about the impact:
1. target
Marketing must first be targeted, that is, goods must have a clear target market, and all factors in the marketing mix should be optimized around this target market.
2. Coordination
It refers to coordinating all the factors in the marketing mix, making * * * organically linked and combined synchronously, and serving the overall marketing goal with the best matching state. It can be combined harmoniously according to the related functions of elements.
3. Economy
That is, the lever principle of combination. Mainly consider the promotion of the elements of the combination to sales, which is the characteristic of the optimized combination. At the same time, it is also to improve the cost performance and return on investment.
4. Feedback
From the change of marketing environment to the change of enterprise marketing mix, we must rely on the timely feedback of market information. If the information feedback is timely and the feedback effect is good, we can reconsider and adjust the original marketing mix in time with the change of marketing environment, and then determine a new combination model that meets the needs of the market and consumers, and then improve the goods.