企业“超级基因”营销策略

Enterprise “Super Gene”Marketing Strategy

党的十八大提出了中国特色自主创新的国策。它也是企业创新的指导性纲领,然而,如何摆脱学习、模仿、跟踪世界先进经验的旧模式,创新中国特色的企业营销方式,是当今企业超越或引领世界先进水平所亟待解决的科学问题。2016年生物学家发现三种雄性流苏鹬毛色、体型和行为差异源于其超级基因的不同。受其求偶策略的启发,本文将其引入市场营销,提出企业超级基因营销策略模型及其五个子模型,并实证验证该模型的正确性。企业超级基因营销策略是一种有别于其他营销模式的新方法,其研究具有一定的参考意义。

The Eighteenth National Congress of the CPC put forward the national policy of independent innovation with the Chinese characteristics. It is a guiding program of Chinese enterprise innovation. How to get rid of the old mode of learning, imitation, and tracking the world＇s advanced experience, and how to innovate the enterprise marketing mode with Chinese characteristics, these are some scientific problems today to be solved by Chinese enter- prises so as to surpass or lead the world. In 2016, biologists found the three kinds of male sandpiper hair color, size and behavioral differences is due to the different super genes of the male sandpiper. Inspired by the courtship strategy of male sandpiper and their super genes, a new enterprise marketing strategy will be introduced into the market- ing. This paper proposes a mathematical four element group model of enterprise super gene marketing strategy,which includes five sub-models, a sales field sub-model, a salesman proportion sub-model, a salesman relationship sub- model, a team health status sub-model and a sales strategy level sub-model. The sales field sub-model designs a method to grade the intimacy to the center in a sales field, the internal fa- cility level and the length of enterprise life. The salesman proportion sub-model defines the salesman super genes mathematical expression and introduces the salesman proportion into the marketing for building a sales team whose proportion originates from the male sandpiper proportion. The first ＂Independent＂ proportion accounts for 85-95% , the second ＂Satellite＂ for 5 - 15% and the third ＂Faeder＂ for 0 -1%. The salesman relationship sub-model gives a definition of three salesman relationships, namely cooperation, opposition or no relationship, and their scoring inde- xes of determining the grade relationships. The team health status sub-model designs an index summation formula for judging a sales team health status according to the salesman relationship. The status is divided into four levels, health, sub-health, pathological and critically ill. The sales strategy level sub-model presents a series of mathematical formulas of entrepreneurial marketing strategy, and a grade evaluation method of the sales management effect. In ad- dition, the application operations of the model and its sub-models are explained, and the model application steps is illustrated. Compared with similar methods, it has two advantages. The first one is the proportion of salesmen given, and the second is the mathematical model is built and the specific operation process is designed. The enterprise su- per gene marketing strategy is a new method that is different from other marketing ones. In order to verify the correctness of the model, the sales teams of three companies are investigated and ana- lyzed. In order to proof the correctness of model extension application, a professional market is investigated and ana- lyzed. The empirical research found that the salesman proportion of the salesman proportion sub-model is consistent with the actual salesman one, and the other sub-models can be used in the related aspects of actual sales work. The proportion of the salesman proportion sub-model is consistent with the proportion of professional market stores. The model can be used in enterprise sales and professional marketing management, and the application results are cor- rect and effective. But the model has not specifically used to guide an enterprise how to build a sales team, how to sell their goods and how to manage sales work. this is the next work. This research has certain reference value.