营销链探索

Discussion on Marketing Chain

本文针对传统供应链经营模式的不足,首次提出了营销链的概念,并认为就象当年生产线的出现使生产管理走向现代化一样,营销链的出现将会使营销由艺术走向科学有了可能。本文就营销链的内涵及特征作了界定,分析了营销链出现的背景及其一般结构模式,并探讨了营销链结构模式的构造,最后对营销链提出的意义进行了评价。

This article presented the concept of marketing chain at the first time based on the disadvantages of the traditional supply chain operational model.The author believes that the arrival of marketing chain will change the traditional marketing from an artistic level up to a scientific level, just like the advent of manufacture line which helps the manufacture management step into modem management. The article gives a clear definition to the intension and the characteristics of marketing chain and analyzes the background in which the marketing chain appeared and the common structural model of the marketing chain. It also discusses the construction of the structure model and comments on the significance of the presentation of the marketing chain.