I don't know what to write for my graduation thesis. Can you help me think about marketing?

Model essay on marketing graduation thesis-marketing management

First of all, the questions raised

The market analyzed in this paper mainly refers to the place and place of trading, that is, the "narrow market" defined by Marx, such as bazaars, small commodity wholesale markets, agricultural products wholesale markets and other forms.

"Building market, developing industry and enriching economy" was once a vivid picture of the development of rural market economy. It is through the construction of the market that many areas have promoted the development of local economy. For some time, investing in building the market has become a hot spot in economic activities. However, the problem soon appeared. Many markets are depressed, almost "empty shells", and many markets are completely idle. In the investigation, the author saw many "motor vehicle trading markets" with weeds knee-high, "agricultural products wholesale markets" in dry land every day, and industrial products trading centers with closed shutter doors. I also saw that some markets that were very prosperous and hot in the past went into decline after the second and third expansion projects.

There are very complicated reasons for the success or failure of a market. Whether the market management is proper or not is one of the most important variables, which is universal. And this is exactly what people ignore at present. This paper tries to do some analysis from the level of marketing management.

The purpose of investing in a market is to have a certain return. This kind of return may be the return of direct economic interests, or the return of indirect economic interests such as promoting local economic development and increasing taxes. Therefore, the construction market can be defined as an economic behavior, regardless of whether the investor is the government or other economic entities. On the other hand, the goal of the investment market is to attract and promote traders in order to get a return from their trading volume. Investors provide a "transaction convenience", and traders who enter the market are the demanders and users of this convenience. It can be seen that the relationship between market builders and market traders is essentially an exchange relationship. Because the former is a relatively positive party and constitutes the actual "marketer", while the latter constitutes the "market" (customer) of the former, this relationship can be analyzed in the analytical framework of marketing management. [ 1]

Second, what is marketing-customer, value and marketing?

In market activities, investors and users of the market form a "marketer-customer" relationship. There are two kinds of users in the market: sellers and buyers. Of course, there is another layer of "marketer-customer" relationship between them.

Market users-whether sellers or buyers, their investors in the market-marketers provide "suitable places" to meet, trade and achieve their respective goals. Because of the use of this "suitable place", it is "convenient to trade" and paid to the marketer (booth rental fee, market management fee, etc.). Of course, this form of payment is unified by one of the parties-the seller. It can be seen that "suitable location" is the marketing focus of Jiji.com, while "transaction convenience" is the value of customers and the marketing core of Jiji.com.

So, what kind of place is "suitable"? What is the standard of "transaction convenience"? Obviously, for sellers, there are enough buyers and the transaction cost is low; For buyers, there are enough sellers and the transaction cost is low. Therefore, the final answer can be clearly summed up as one: the most favorable set of transactions between buyers and sellers, with the lowest transaction cost. Therefore, how to collect market transactions and how to reduce the transaction costs of buyers and sellers in the market is a top priority for marketing managers, because this is the core value and interests of customers.

Specifically, the following aspects reflect the interests of sellers and buyers, and determine whether enough transaction and transaction fees can be charged, which is the main aspect of marketing. (l) Appropriate location: Market operators need to conduct extensive research and scientific site selection when investing in market construction. (2) Appropriate time: the marketer of the market is required to determine the appropriate opening time. (3) Appropriate facilities: marketers are required to provide appropriate additional facilities to promote transactions. (4) Good order: marketers are required to strengthen management and establish a good market order. (5) Good image: marketers are required to pay attention to the image building of the market and establish a good reputation. (6) Good popularity: marketers are required to pay attention to market promotion, expand their influence and improve their popularity. (7) Moderate scale: marketers are required to pay attention to research and analysis and make development plans. (8) Low cost: Require marketers in the market to charge moderately. Pay attention to the economic interests of market users. These eight marketing management tasks can be implemented and completed through specific marketing mix.

Third, how to market? -Products, prices and promotions

The marketing strategy is implemented in the marketing mix of 4P at the tactical level. Different from general product marketing, marketing does not need to consider the task of distribution channel decision.

1. About product strategy

In the analytical framework of modern marketing management, anything that can be provided to customers (markets) and satisfy their needs and desires constitutes the scope of products. Moreover, around a core interest (value), the product is a hierarchical and extensible concept of "the whole product".

Among the products provided by the market, its core product (value) is convenient transaction and low cost, its formal product is the right place at the right time, and its expanded product (additional product) is good order, good image, good service and good popularity. The product strategy of the market includes the above-mentioned multi-faceted decisions.

First, scientific site selection is the key.

The particularity of the market lies in waiting for buyers and sellers to meet at the location I selected and make a transaction, which shows that this location is very critical. No matter how excellent other works are, if the site selection is unscientific and unreasonable, the possibility of success in this market will not be great. In the investigation, it is found that unscientific site selection of many shell markets is a very obvious "congenital" defect. The survey also found that the "farmer's market" built in some cities is deserted, while the nearby "road market" is very tenacious, and the relevant management departments have repeatedly banned it. In addition to management problems, unscientific site selection may be one of the most important reasons.

What kind of site selection is scientific? The answer is a spatial location that can gather enough traders to minimize transaction costs. For sellers, the more buyers there are, the greater the possibility of a transaction and the more valuable it is; The closer the space distance, or the more convenient the transportation, the lower the transaction cost and the more valuable it is. The same is true for buyers. When the possibility of a transaction is inconsistent with the spatial distance, it will present some kind of substitution and eventually form a dynamic equilibrium. This equilibrium is manifested in the specific radiation range or "business circle" of the market (the author once wrote another article about the application of business circle theory in market construction, see the first issue of China Circular Economy in 2000). Therefore, a successful market will have some * * * characteristics in location, forming various market models: or the origin market, such as Yiwu Commodity Market and Changshu Merchants City, because it is close to the production base, it is easy to gather enough sellers, which makes buyers feel that there is still convenience in trading and low procurement cost at a certain distance. Or a land market can gather enough buyers to make sellers feel that it is cost-effective to cross a certain spatial distance, such as farmers' markets in many cities. Or a market in transition, so convenient in transportation that both buyers and sellers feel that completing the transaction at this point is a form of saving transaction costs.

Therefore, scientific site selection should consider: first, whether enough sellers can be gathered, such as building a market in the origin of a product, is more likely to succeed. Second, whether enough buyers can be gathered. For example, the key to the success of urban farmers' market lies in whether enough buyers can be gathered and promoted, so planning and layout are very important. Third, whether in the middle of large circulation, as a transit place, in the circulation of goods, especially in the "logistics" aspect, transaction costs can be obviously saved. The survey found that most unsuccessful markets do not meet any of the above three items. Many local governments are very enthusiastic, but they have not done research seriously. They think that as long as there is a market, it will attract transactions, and they also call it "planting phoenix trees". As we all know, "Phoenix" inhabits trees and creates markets out of thin air based on profit. It has no location advantage and is often just a "shell".

Second, the "market" products are a plump whole.

Paying attention to the hardware construction of the market and ignoring the "software" construction of the market is a common problem in the market construction in many areas at present. Hardware facilities are constantly upgraded, from open-air market to all-weather indoor market; From the first phase of the project to the expansion of the second and third phases of the project, many areas do have the willingness to invest, but the business in the market has not prospered simultaneously, and some markets are even worse than before. Through investigation, we found that there are two obvious misunderstandings here. First, the construction of hardware facilities is divorced from actual needs. Blindly upgrading, additional investment eventually increased the burden of "traders", compressed their profit space, and then reduced the "price" advantage of the market, reduced the broad appeal of the market, resulting in increasingly light business. Second, ignoring the construction of "software" has brought a series of problems. This is even more prominent. Some markets lack good order, and illegal traders run rampant in the market; Some markets are fake and shoddy, and their reputation is deteriorating; Some markets have weak public security, traders suffer losses and lack a sense of security; Some market gangs are full of vicious competition; Some markets lack good service and so on. All these final results have increased transaction costs and expenses, eroded the core interests of the market, thus losing the foundation of the market and gradually becoming an empty shell.

Modern marketing management emphasizes the integrity, hierarchy and expansibility of products. So is the product "market". Places, places and facilities are just superficial things, just "carriers" of the value provided to customers. The task of marketing management is to provide customers with a kind of "comprehensive value" (benefit), not just the carrier itself. For customers, "right place", "right facilities", "qualified time" and "good order". "Good image" and "good service" are the components of its interests. Therefore, the product "market" is also a plump whole. Expanding the scope of market construction, correcting the deviation of ignoring the construction of "cough pieces" and providing more value and benefits to customers is an aspect that needs to be paid attention to in marketing management at present.

2. About the price strategy

In the marketing management of the market, the price strategy is manifested in various forms of charges, including booth rental fees, management fees and various paid services. Among the market charges, some charges belong to taxes and administrative fees, while others after this one belong to the category of marketer's price determination. In the marketing management activities of the market, many market investors are biased in their understanding and work. It is believed that a market has a relative monopoly in a certain region, so once the market is built, it is a "cornucopia" or an "ATM". As a result, all kinds of excuses are asking for exorbitant prices, which makes traders overwhelmed and complain, and many markets have declined.

We think there are three parties in the market playing two trading games at the same time. Marketing managers are market investors and sellers (sellers), and buyers are market service demanders. There is a trading game between marketing managers and sellers and buyers, and there is another trading game between sellers and buyers. From a dynamic point of view, the premise of maintaining two games must be "win-win". "Win-win" or "single win-win" are unsustainable. There is a parasitic relationship between the three, that is, "one glory is all glory, one loss is all loss." Excessive market pricing will first affect the interests of sellers, their operating costs and commodity prices, then affect the interests of buyers, and finally make the market unattractive. A market that lacks broad appeal cannot be a successful market. Of course, the market where sellers can't make a profit can't exist for a long time. Therefore, it must be "win-win", and as a marketing manager of the market, we must first consider and help sellers and buyers "win-win" and realize their own profits on this basis. From marketing practice, there are too many positive and negative examples. Why are street markets in various places repeatedly banned, but the planned farmers' market vendors are reluctant to enter the market? All kinds of heavy fees are important reasons. Why the market in Zhejiang has developed into a climate, from a small market to a large professional market, is also closely related to good service and preferential entry conditions, attracting manufacturers and traders from all over the country to enter the market, and finally forming a large market and large circulation pattern that radiates across the country and even Southeast Asia. In a certain region, it is doubtful whether there is a monopoly in the market, unless it is an administrative monopoly stipulated in the regional development rules, but even this monopoly is very fragile. If we can't achieve the above-mentioned "win-win-win", we can't survive.

In fact, from the price structure of the market, the obvious cost feature is that the main part of its cost structure is fixed cost, while the proportion of variable cost is very small. This cost structure applies the principle of "small profits but quick turnover". As long as it can attract enough passengers and increase turnover, it can make small profits but quick turnover. In the early stage of market opening or in the special period of insufficient popularity, we can even use the "marginal contribution pricing method" which only considers making up for variable costs to attract sellers to enter the market. This is one of the "market-making" methods to cultivate the market.

3. About the promotion strategy

Promotion is a very important issue, but it usually doesn't attract the attention of marketing managers. Compared with the overwhelming commodity promotion, there are few promotional activities such as advertisements in the market. In fact, marketing promotion is also very important. How attractive a market is, how wide the radiation circle is, and how big the commercial potential circle is, all of which are closely related to the popularity of this market. Through vigorous promotion and the improvement of market popularity and reputation, the market may further expand the spatial scope of its commercial potential circle. It has been reported by the media that once an illegal second-hand motor vehicle market was exposed by the media, its business was booming. This proves the effectiveness of marketing promotion from the opposite side. From the perspective of circulation economics, the market is the intersection of "business flow", "logistics" and "information flow" in the flow of economic activities, in which information flow is the basis of business flow and logistics, and smooth information is conducive to the further growth of business flow and logistics. The smoother the various "flows", the more conducive it is to the realization of circulation and the external expansion of this intersection, and it will play a lubricating role in promoting the market.

There are many ways to promote sales in the market, and advertising and publicity reports are the most suitable ways, because both of them have the nature of wide coverage. Marketers should increase the promotion budget and strive to improve their visibility and reputation. For marketers, the popularity and reputation of the market is one of the most important and valuable assets. With popularity and reputation, we can "attract businessmen from all over the world" and have a prosperous business.

Fourth, grasp the market environment analysis, advantage positioning and competition of marketing management as a whole.

The rise and fall of the market is not only related to the correctness of marketing management at the above tactical level, but also closely related to and deeply influenced by environmental changes. In-depth analysis of environmental factors and their changing trends, timely adjustment of marketing planning and marketing programs is another important task in marketing management.

There are many environmental factors that affect the rise and fall of the market, including political and legal factors, such as laws, regulations and administrative rules on market management. There are also social and cultural factors, such as people's values, business traditions and so on. The survey found that Zhejiang is worthy of being a "big market province". First, Zhejiang's various markets are numerous, large-scale and prosperous; Second, the number of operators in various markets in China is the largest in Zhejiang, and the stalls in various markets have changed hands several times, and most of them will fall into the hands of Zhejiang people; Third, most markets all over the country, especially industrial products, daily necessities and small commodities, are made in Zhejiang. This phenomenon may only exist at the social and cultural level. In addition, there are important factors that affect the economic environment, such as product structure, business cycle, economic development stage and so on. (Page 308-329) There are also various factors that affect the natural environment and technical environment, such as traffic conditions, natural conditions, communication technology, logistics technology, business flow technology and so on. The influence of environmental factors on the market is objective, and its influence may be positive or negative. The former is a new potential development opportunity, while the latter is an "environmental threat". As a marketing manager of the market, we should be able to fully explore and make use of the factors conducive to market prosperity, identify all kinds of realistic and potential "environmental threats" at the same time, and take certain measures to eliminate and avoid their adverse effects. This is a basic idea of modern marketing management, and it is also very effective in the marketing management of the market, which needs the attention of marketers.

The existence and development of a market must have its rationality, which is manifested in some relative "advantages", which are the basis of market development.

The common relative advantages of the market mainly include: (l) location advantages, such as being close to the place of origin and easy to gather manufacturers; Being close to the transportation hub is conducive to reducing logistics costs and so on. (2) Information superiority. Because there is enough information flow, it can sensitively reflect the changes of supply and demand in the market and find the "real price". (3) Reputation advantage. Good reputation can increase the mutual trust of traders and reduce their risk expectations and transaction costs. The more obvious the advantage, the more attractive it is, and the more likely it is to become a "city". A market that lacks advantages may eventually be only "wide" and unlikely to be a prosperous "city". Therefore, as a marketing manager of the market, it is a strategic task in marketing management to create their own unique and clear comparative advantages.

There will be some competition between different markets. This kind of competition is mainly manifested in the division of purchasing power. This is particularly prominent in the layout of urban farmers' market and the planning of industrial products market, and the unreasonable planning layout affects the development of the market. But the competition between markets is sometimes a * * * relationship, even a complementary relationship. This is mainly because the spatial concentration of the market is conducive to gathering more information, thus realizing the synergy of information advantages and creating a market group with greater influence and wider coverage. Therefore, in marketing management, the design of competitive marketing strategy is different from the marketing of other products. Complementarity, * * and advantage amplification (efficiency improvement) are important aspects that must be carefully studied and fully utilized when dealing with competitive relations.

In a word, marketing is as necessary as marketing of other products. Paying attention to marketing is conducive to improving the management level of the market, better meeting the needs of market participants, and also an important aspect of improving market efficiency. Introducing the framework and methods of modern marketing management into market management activities will help solve many problems in current market management and contribute to market prosperity.