论商业模式的市场营销意义

On the Marketing Significance of Business Mode

商业模式理论建立在系统科学基础上,从企业全局出发,通过研究企业各个要素之间的有效整合,提升企业价值创造效率与竞争力。营销理论研究的出发点已经拓展到包括企业内部与外部有关价值创造的各个方面,而这与商业模式理论的全局性出发点已趋向一致。如果从整体角度研究企业营销,那么商业模式正在成为市场营销理论新的核心概念和新的方法与策略。从某种意义上说,商业模式在为持续发展变化的古老而又年轻的市场营销理论带来新的生机与活力,为市场营销理论的发展开创网络时代的新纪元。

The theory of business mode is established on the basis of systematic science.In the light of the overall situation,with the help of study on the effective integration of different factors of the enterprises,this theory can help improve the enterprises＇ efficiency and competitiveness of value creation.The start point of marketing theory study has been expanded to all the aspect of enterprise value creation,which is consistent with the start point of business mode theory.If we make research of the enterprise marketing from the angle of overall situation,business mode is becoming the new core concept,method and strategy of marketing theory.In a sense,business mode is bringing new vigor and vitality for the sustainably changing marketing theory and creating a new network future for the development of marketing theory.