[Editor's Note] There is such a group of teachers on the forum of the University of International w88 and Economics. They are good at teaching and teaching... This semester, Huiyuan Voice Radio Station launches "TO SIR, WITH LOVE, I love my teacher" series of interviews tells the stories of these teachers, hoping to share the spirit of the University and gather the strength of the University through their thoughts and footprints.
Wang Yonggui：Measurement and circumference of marketing
Wang Yonggui，Dean of the International Business w88 casino of the w88 casino, professor, doctoral supervisor, subject leader, State Council special allowance expert, top ten most popular business w88 casino teachers in China, chief expert of major projects of the National Social Science Fund, national candidate for the "Hundreds and Thousands of Projects", with outstanding contributions to the country Young and middle-aged experts; research fields: marketing and service management, customer relations and customer behavior, customer innovation and customer satisfaction; Professor Wang Yonggui was selected as the Most Cited Scholar in China in 2014 by the internationally renowned science and technology publisher Elsevier in the field of business management accounting. Cited Chinese Researchers) list.
Measurement in marketing: “It’s about making your customers feel happy”
“It can be said that making customers feel happy includes both spiritual satisfaction and material satisfaction. These two kinds of satisfaction are intertwined and help to promote higher customer loyalty.”
Voice of Huiyuan:First of all, welcome Mr. Wang to our Huiyuan Voice. Mr. Wang is an excellent marketing professor at our International Business w88 casino. Teacher Wang, in your opinion, what exactly is marketing? What is the difference between marketing and other subjects in economics, such as international w88 and traditional theoretical economics? Many people find it difficult to explain clearly. As a teacher majoring in marketing, what kind of subject do you think marketing is? How is it different from other economic subjects? Can you give us your opinion?
Wang Yonggui:What is marketing. From the perspective of marketing as a discipline, there are different definitions and answers to what marketing is. From a practical perspective, different entrepreneurs interpret marketing differently. Traditionally speaking, when people talk about marketing, they think that marketing means selling things or selling. This is a misjudgment or misunderstanding of marketing in the past. What is marketing about? From the perspective of entrepreneurs, their interpretations of marketing vary widely, but they provide various definitions from a practical perspective. Based on the current specific stage of the development of the socialist market economy with Chinese characteristics, especially in the current new normal environment, it is more likely that supply exceeds demand in many industries and many products. Here, we say that you have to make marketing work, and I believe that marketing is playing an increasingly important role. Entrepreneurs have a representative definition of what marketing is (including what I often tell students in class). To put it simply, marketing is to make your customers feel happy. Only when customers feel happy will they continue to buy your company’s products and spontaneously promote your company’s products in this way and that way, especially in the current era of self-media or social media. A kind of self-promotion by self-media customers, which is what we often call word-of-mouth in marketing, plays an increasingly important role. It can be said that it makes customers feel happy, both spiritually and materially. These two kinds of satisfaction intersect and help promote higher customer loyalty. In this way, customers can better recognize the company's products and brands. At the same time, we say that marketing is to make customers feel happy. What is the inspiration for enterprises? One very important revelation is that the current economy is an experience economy, so what should the current marketing reflect? A kind of experiential marketing. This is a very valuable definition of marketing from an entrepreneur's perspective and is actionable. I think it is particularly inspiring for marketing practice.
So from an academic point of view, there are many different marketing textbooks, whether in Chinese or foreign languages, which give different definitions around marketing. One of the more representative ones is the definition given by the American Marketing Association. What is marketing? In fact, it emphasizes that marketing is a plan, a process of product pricing, promotion, and channels. So such a process actually requires enterprises to plan and plan. What is the purpose of planning? It is to promote the exchange of products, and what is the ultimate goal of promoting product exchange? To achieve organizational goals and individual goals. The organizational goal is that the company can make profits, satisfy customers, and create value for society; the personal goal is that the needs of customers can be satisfied to the maximum extent, and employees can develop. This is everyone’s understanding of what marketing is.
Another question involves some of the origins, connections and differences between marketing and economics. Regarding this issue, this is how I see it. In terms of the development of our country, management actually gradually developed from economics. In this process, we say that economics is more likely to be based on macroeconomics to solve problems, analyze problems, and analyze economic problems, economic situations, and economic policies. As for marketing and management, it analyzes problems more from a micro perspective and is concerned with individual enterprises. In this process, we say that one part of management is marketing, and marketing is first and foremost a category of management. Specifically, in economics, many students have studied microeconomics or managerial economics. There are various assumptions in economics. For example, economics assumes that resources are used effectively. In this process, we say that the issue that marketing is concerned with is no longer the effective use of resources taught by economics. Marketing is from the perspective of micro-individuals of enterprises, or as individual enterprises. It focuses on how to fully and effectively utilize resources. How is the effective use of resources achieved? It is more concerned with some specific implementation methods, implementation processes and details. This is a very important aspect.
In addition, what can be emphasized in economics? What is emphasized is that the product is one that can fully realize social exchange. So in marketing, it may not be more about achieving exchange. What does it care about? How can the products and services produced by the enterprise be delivered to its target customers at a suitable price and in a reasonable manner, so that the target customers are satisfied and willing to give the enterprise such economic returns? This is the second one.
The third aspect, for example, in economics we often have an assumption that either the cost is the lowest or the profit is the highest. In this case, we establish various functions to conduct various in-depth analyses. In fact, the issue of concern in marketing is not simply profit maximization or simple cost minimization. What it is concerned about is the comparison of costs and prices recognized by consumers. In other words, in the actual marketing process, companies do not necessarily focus on the lowest cost and lowest price. We say that this is just one of the company's strategies. On the other hand, we talk about profit maximization. For marketing, he is not only concerned about maximizing profit, but more importantly, what is he concerned about? He is concerned with the issue of long-term profit equilibrium returns. So here we say that in order to achieve long-term balanced returns, customer satisfaction becomes very important in marketing. So simply let’s make a simple analysis and summary from several different aspects, focusing on the focus of marketing and economics. It may not be particularly accurate, but I believe it can be used for our students’ reference and thinking.
Marketing: Facilitating the transformation of traditional manufacturing services
“In other words, a very important part of economic transformation is how we achieve it. Speaking here, whether we say marketing, service marketing, or service management, they play a very important role in it. ”
Voice of Huiyuan:After talking so much, let’s take a broader view. We can see that one word that China has been emphasizing now is economic transformation, including the government proposing many new economic strategies, economic principles and policies. But if we focus on specific enterprises, we would like to ask Teacher Wang, for such an enterprise, how can it improve itself through marketing theories and knowledge in the current economic transformation?
Wang Yonggui:In fact, economic transformation is a very big topic, and different scholars may give different interpretations from different subject areas. Different policy researchers and business managers have different perceptions and ideas. Actually from a marketing perspective, around this issue I would like to draw lessons from a new management paradigm that began to emerge in the marketing field in 2004, which is what we often call service-led logic. One point that is very emphasized in the service-led logic is the servitization of tangible products. In other words, a very important part of economic transformation is how we realize the transformation of traditional manufacturing services. Speaking here, whether we say marketing, service marketing, or service management, they play a very important role in it.
Secondly, we say that economic transformation is also a very important phenomenon from national policies and what our classmates have seen in various media and materials, emphasizing the transformation to innovation-driven transformation. Actually from a marketing perspective, I think we can consider at least two aspects in economic transformation, one is service transformation and the other is innovation transformation. Then in the process of service transformation, the theories and knowledge related to service marketing and service management will be of great use. Regarding innovation and transformation, whether it is in the field of marketing or other management functional areas, there is a problem of management innovation. In this regard, we say that according to the service guidance logic, on the one hand, we emphasize service transformation, and on the other hand, we emphasize innovation. The process does not simply rely on the strength of the enterprise itself. Although our country has always emphasized independent innovation, I think everyone still has certain misunderstandings or deviations in their understanding of independent innovation. So when we say independent innovation, we actually don’t mean everything. All innovations are done by ourselves. Personally, I understand more about independent innovation, which means that we have the power and dominance in innovation. In this process, within the service-led logic, we say that open innovation has provided us with some good ideas and inspirations. So a very important part of it is, can my company achieve innovation and thereby promote economic transformation and national policy transformation? What we say here is that an important aspect is that innovation no longer relies on enterprises. Innovation is an open system, and innovation cannot be separated from various stakeholders in the business process.
In this context, we say that in marketing or under the new management paradigm, a word we often mention is value co-creation. What is value co-creation actually? That is, no matter whether you create value and innovate in an enterprise, you need to work with your stakeholders to create value together. In this way, at the macro level of our country, we often hear some media materials talking about collaborative innovation. In terms of actual collaborative innovation, our service guidance logical value co-creation and what we call open innovation are very consistent and consistent. So in this process, it may be more important to use some intellectual brains outside the enterprise to better serve the enterprise. So in this regard, a very important part is how to use customers and suppliers' external brains to achieve this kind of collaborative innovation and realize this kind of value co-creation.
Here we can give a simple example. I believe everyone is very familiar with it. When a product was released on the international stage, a person spoke English. The English was Are you OK? I don’t know if you have any impression, but here we can see or guess that the company or individual we are talking about is also a figure in self-employment and represents the style of a national entrepreneur, namely Lei Jun and his Xiaomi. During this process, we say that there are many different interpretations of Xiaomi's success in society or in the media. Some people say it is hunger marketing. What is my interpretation? If you think this is hunger marketing, go and be hungry. You will find that not only will no one recognize your brand or buy your products, but you will probably starve to death, which will have no effect on us. In this process, Lei Jun’s success of Xiaomi emphasizes more on the success of value co-creation. The creation, release, and improvement of the entire product rely on his collaboration. And in this process, it depends on his die-hard fans and his fans. Fans can be divided into different categories. The most die-hard ones are die-hard fans, there may be ordinary fans, and even zombie fans. What does zombie fans mean? There is just no reaction, no action, it’s over once and for all, and there are no other reactions. So here, his success emphasizes innovation, and his realization emphasizes value co-creation. He embodies the knowledge and wisdom in the minds of customers into his product innovation, achieving a kind of value co-creation, or collaborative innovation with customers.
So here, there is another benefit of collaborative innovation with customers. What is the other benefit? As a customer, because I participated in the innovation of this product, I will form a high sense of identification with this product, and I have a high sense of pride in this product. As we often hear, we have made a product or a gadget by ourselves. It may not be very good, and others may think it is not good, but we feel that it is made by myself, and I have a special relationship with it. I feel that this product, no matter how much you give me, I will not exchange it with you. There is a special feeling in it. Actually, in marketing research, some people call it the self-design effect. Actually, according to the traditional theory, behind this phenomenon is more of the endowment effect. Because it is mine, because I have participated in it, and because I personally created it or participated in its creation, I have special feelings and attachments to it. I have a high evaluation of it. Accordingly, I form a strong emotional connection with this product. So in the field of business operations, it means that customers and the company's products will form a strong loyalty to the company, and even to the brand. So often speaking, we will mention a word in practice called customer stickiness, or customer lock-in. In fact, in the era of mobile Internet, many companies are aiming for long-term goals rather than short-term profits. So in this process, what are many companies aiming at? Many companies aim to expand their base and user base, because as long as they have a base user base and big data-based technology, there will be various opportunities for customization to meet the unique needs of specific customers. That's all I'm saying.
Big data leads the information age, how can marketing take advantage of the east wind?
“How to use mobile Internet-related technologies and big data-related analysis technologies to better serve your corporate marketing strategies and marketing strategies, as well as your ultimate target customers, I think it may be an issue that needs to be explored and paid attention to in the future, both theoretically and practically.”
Voice of Huiyuan:For companies like Xiaomi mentioned by Teacher Wang just now, Xiaomi is a representative company that has taken advantage of the trend of e-commerce. An information technology revolution such as e-commerce or mobile Internet technology, what are some new trends, or new changes, brought about by the theory and practice of marketing? What do you think is the biggest change in your eyes?
Wang Yonggui:I think this question is very in-depth or far-reaching. It can be said that with the development of Internet technology, the development of e-commerce, especially mobile e-commerce, has indeed had a very significant impact on the business model of enterprises, the marketing methods of enterprises, and even the consumption methods and lifestyles of consumers. So in this regard, what will be the first to bear the brunt of the development of mobile Internet? This has led to fundamental changes in corporate marketing channels. So for traditional enterprises, there are nothing more than a few methods, one is direct channels and the other is indirect channels. In terms of direct channels, more emphasis is often placed on the company selling its products directly through its sales staff, without going through any dealers or agents in the middle. Well, with the development of mobile Internet technology, in a larger sense, enterprises may be less dependent on traditional channels. Of course, there is also a problem here, which is the conflict between mobile Internet channels and traditional offline channels, or how to integrate resources. For example, Xiaomi just mentioned. Xiaomi actually sells its products directly through mobile Internet technology. In this sense, what is the formation of a result? In some cases, it is very likely that when a company is doing marketing, due to the development of mobile Internet or e-commerce, channels have been eliminated to some extent and it has to face customers directly, shortening the distance between it and customers. When many companies are engaged in e-commerce, they may not directly want to make profits by selling products through e-commerce. Instead, they use e-commerce to close the distance with users and have more opportunities to contact customers, contact customer needs, obtain customer data, and analyze customer behavior. After mastering these resources, he often has a natural advantage over some companies that contact customers through different channels, first-level agents, and second-level agents, and this advantage is very important.
On the other hand, we just mentioned the integration of online and offline channels, or there are certain contradictions and conflicts between them. In fact, in the past few years, people have talked a lot about channel conflicts. Now, more emphasis is placed on how to integrate online and offline channels. In this regard, one of the most popular words is O2O, Offline To Online, Online To Offline, and other forms of interpretation. So in this regard, we say that for pure e-commerce companies, its advantage is that it has no channels and no excessive costs to directly face customers. What are its advantages over traditional marketing channels? Have your own physical store to face customers indirectly. In this process, it may give customers a traditional sense of trust or a sense of strength. So I think each has its own advantages. For the traditional Internet or e-commerce to have this advantage, it may need to develop offline. This is also the development strategy of some companies.
On the other hand, for traditional enterprises undergoing Internet transformation, they are faced with how to strengthen their online advantages and at the same time integrate many offline stores. We know that stores are good, but it also means costs for enterprises. How to achieve cost sharing, or create new profit models and business models? This is a problem that many companies must consider and face.
On the other hand, the development of e-commerce and mobile Internet has a very important impact on marketing, and the channels just mentioned also have a very important impact on corporate promotions. In the past, for example, if I wanted to carry out promotions, I might advertise on TV or in newspapers. Many Chinese companies are obsessed with advertising. When it comes to marketing, they are advertising. This can be seen when we talk about CCTV’s competition for the title of winner every year. In fact, this promotion is often not limited to traditional personal promotion and ground bombing. In fact, with the development of the mobile Internet, we just mentioned a concept called self-media. We say that a very big benefit of the huge development of social media is that everyone is a self-media, and every consumer can serve as a media to promote and disseminate enterprises. So here we can see that some companies will also have various micro-movies on the Internet, such as two to three minutes, three to five minutes, to arouse consumer interest. Some of the company's products and brands may be rooted in micro-movies. Changes in the original marketing concept, product placement or brand placement, then through self-media, consumers and customers can spontaneously help them promote their products, services or brands, which is for promotion.
Similarly, it can be said that e-commerce and mobile Internet technology have a very important impact on pricing, channels, and even the selection of target customers and the formation of market positioning. Well, I don’t want to say too much here due to time constraints, but before I end this question, I would like to say one thing in particular: the development of mobile e-commerce and mobile Internet technology is actually very important, and it belongs to a word we often hear, called big data. In fact, we say that the development of e-commerce and mobile Internet technology, the collection of big data, the analysis, integration, and utilization of big data, all provide the feasibility of various technologies. So, we say that big data is becoming more and more popular. So based on this kind of big data analysis, this was unimaginable and difficult to achieve before, but now it has become a reality. So in this process, we talk about how to use mobile Internet-related technologies and big data-related analysis technologies to better serve your corporate marketing strategy and your final target customers when you are doing marketing. I think it may be an issue that needs to be explored and paid attention to in the future, both theoretically and practically.
Message to college students for entrepreneurship: A journey of a thousand miles begins with a single step
“When we face a problem, what kind of thinking should we use to solve the problem? I think this may be the most important thing in college life.”
Voice of Huiyuan:The time of the program goes by very quickly. In addition to these academic problems, there is one last question. Every year, you see, there are more than seven million graduates in China, undergraduates. Whether they are going to a higher degree or a higher education process, whether they are going to start their own business or find a job, or to put it more seriously, they will go home to grow old. They have their own life paths. As a teacher, what do you think you most want to say to these students? What do you most hope they can do?
Wang Yonggui:This problem is also a problem that we often face. It can be said to be a very old topic, but it is indeed a very important and realistic problem. Regarding this aspect, during my teaching career in the past many years, I often faced this problem. At first, I didn’t know what to say, because I felt that there was a lot to share with my classmates. With some of my own experiences, I have said more and more to my students in recent years. In eight words, a journey of a thousand miles begins with a single step. This is one sentence, eight words, a journey of a thousand miles begins with a single step. If I want to say one more thing, it is very simple. Regarding the situation of our domestic college students, it is actually not easy for domestic college students. They have studied hard for more than ten years and studied hard in college for four years. After graduation, some can find their ideal jobs; some find jobs, but the majors they studied are not suitable; some cannot find jobs and have to fend for themselves. Even our reporter just mentioned that we are old. What is one more thing I want to say here? You must firmly believe that no matter how hard you work, you will gain something, now or in the future.
Voice of Huiyuan:Okay, thank you again, Teacher Wang, for being a guest on our show.
Wang Yonggui:Okay, thank you and thank you all. Finally, I would like to say a few words. I wish our students at the University of International w88 and Economic Cooperation can have better development. At the same time, we can use the precious four years of college to make new breakthroughs in learning and develop very good self-discipline habits. Sometimes when someone asks you, what did you learn in four years of college? Some students said that they felt that they had not learned anything. In fact, the more this kind of thinking or the more this kind of state we are in, we need to reflect on how we should spend our four years in college. I personally think that the most important thing about the four years of college is the edification and training of our classmates as human beings. At the same time, another very important aspect is the training of our thinking. When we face a problem, what kind of thinking should we use to solve the problem? I think this may be the most important thing in college life.
Voice of Huiyuan:Okay, thank you again, Teacher Wang.
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Huiyuan Voice "I Love My Teacher" Special Issue 5 Team
Chief planner: Zhang Xiaofeng Qi Tianxiang
Planner: Yu Zhu Song Xiyong
Interview: Wenxinchen
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The special topic "I Love My Teacher" is jointly produced by the Propaganda Department of the Party Committee and the w88 casino w88 union, and produced by Huiyuan Voice Broadcasting Station
