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一20世纪80年代初,我国先后引进西方国家的市场营销学,经过传播学习后,又结合我国国情,创建具有中国特色的市场营销学。至今市场营销在我国不仅在理论上形成系统的体系,而且在实践中许多企业也积累了一定的经验。但是企业在营销活动中有的仅看到很现实的务实活动,把营销看成是推销,等同于促销,或者营销就是大量做广告,或是寻找几个点子来拯救企业等等的片面活动。当这些活动达不到预期效果时,就怨天尤人,这是对营销缺乏系统研究的必然结果。随着知识经济的到来,市场信息变化迅速,信息在企业营销活动中起着十分重要的作用。
In the early 1980s, China introduced the marketing sciences of western countries successively. After disseminating and learning, it combined with the national conditions of our country to create a marketing system with Chinese characteristics. So far in our country marketing not only in theory, the formation of a systematic system, but in practice many companies also accumulated some experience. However, some companies in the marketing activities only see very realistic pragmatic activities, marketing as sales, the same as the promotion, or marketing is a lot of advertising, or looking for a few ideas to save businesses and so on one-sided activities. When these activities do not achieve the desired effect, they complain that this is the inevitable result of a lack of systematic research on marketing. With the advent of knowledge-based economy, the market information changes rapidly, and information plays an important role in the marketing activities of enterprises.