摘要
根据物理学中的“场”和“力”的概念为基础 ,提出了管理理论发展中的“场力现” ,进一步引申出系统的营销“场力观”理论 ,界定了营销场、营销势和营销力等基本概念 ,并对企业营销场与营销力的构建路径进行了详细的探讨 ,最后以对营销“场力观”的研究过程进行了总结。
Based on the conceptions of “field” and “force” in physics,this paper puts forward “field & force viewpoint” in the development of management theory and systematical marketing “field & force viewpoint” theory firstly.Secondly,this paper explains several conceptions including marking field,marking potential energy and marking force etc.and then studies the constructing methods on business marketing field and marketing force.According to these results,this paper finally generalizes the researching process on marketing “field & force viewpoint” theory.
出处
《商业研究》
北大核心
2005年第2期3-6,共4页
Commercial Research
关键词
营销
场
力
场力观
marketing
field
force
field & force viewpoint
