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不久前,TCL常务副总裁袁信成指出:“在家电业的营销网络近10年的高速发展期间,外部环境发生了很大变化,这些外部环境包括:社会状况与市场结构、商业渠道与客户资源、产品技术与营销模式、竞争对手与客户心态等等。”由于这些变化,致使市场营销常用的广告战、价格战和概念战,在国内越来越不灵了!尽管如此,中国营销界依然坚信:企业市场营销的招出得好与坏,直接决定着企业的技术开发、产品生产和经营管理的实效。
Not long ago, Yuan Xincheng, executive vice president of TCL, pointed out: “The external environment has undergone great changes during the rapid development of the home appliance industry's marketing network over the past 10 years. These external environments include social conditions and market structure, commercial channels and customers Resources, product technology and marketing model, competitor and customer mentality, etc. ”As a result of these changes, advertising campaigns, price wars and conceptual warfare commonly used in marketing have become more and more ineffective in China. Industry still firmly believe that: the marketing of enterprise marketing is good or bad, directly determines the technological development of enterprises, product production and management effectiveness.