过度营销的危害及应对策略研究

The Damage of Excessive Marketing and Countermeasures

随着市场的变化和竞争的加剧,市场营销得到越来越多企业的认同,发挥出重要作用。但也出现了过度营销的趋势,耗费了企业的财富、占用了社会的资源、损害了消费者的利益,给市场的稳步发展制造了障碍。本文对过度营销的表现形式、危害进行了分析,并提出了加强营销观念、适度运用营销组合、加大创新力度的建议,给企业提供了有益的借鉴。

With the market changing and rivalry intensifying,marketing is playing an important role in business and receiving general recognition from firms.However,there is a tendency of excessive marketing which costs firms their fortune and occupies social resources.Furthermore,it damages consumers’ right and creates barriers to the steady development of market.The article analyzes the forms of excessive marketing and its damage.It also offers firms some suggestions on strengthening marketing perception,using marketing mix properly,and emphasizing innovation.