市场营销发展新趋势浅探

A brief analysis of new tendency of the marketing development

现代科技的飞速发展,从根本上改变着人们的生活方式和生产方式,带来比以往更为复杂的社会经济环境,由此推动着市场营销理论与实践的不断创新。20世纪50年代以来,市场营销学术界每隔几年就有一些具有创见的新概念出现。这些概念从策略到战略、从顾客到社会、从外部到内部、从一国到全球刺激着营销理论的研究。本文正是根据营销发展的最新趋势,对其在市场营销中的应用进行分析和探讨,以图更好地指导营销实践。

The modem science and technology fundamen- tally is changing people＇ s life style and the production method , and brings more complex social and economic environment , so it is impelling the marketing theory and practice innovation . Since 1950s, the unique interpretation of new concepts has come out in the marketing academic circle every several years. These new concepts are from the strategy to the tactics, from the customers to society, from the exterior to the interior and from one country to the whole world . They are stimulating the marketing theory research. This article is precisely based on the latest tendency of marketing development, and discusses its application to marketing in order to better guide marketing practice.