摘要
创业营销是企业在动荡环境中和提高资源生产率的压力下进行有效营销的新方式。当前传统的营销理论已不能很好地适应新的竞争,能带来创业机会的营销范式转变处于短缺之中。企业应通过创新的风险管理、资源利用、价值创造,主动识别评价和利用机会,以创造竞争优势。凡客成功的营销实践活动充分体现了这种营销新范式。
Entrepreneurial marketing is a new of fective marketing mode of when the enterprise faces the turbulent environment and raises the productivity of resources.The traditional marketing theory is unable to adapt to the new competition.The marketing paradigms of bringing business opportunities are in shortage.The enterprise should innovate through risk management,resource utilization,value creation,evaluation and utilization of active recognition opportunities, to create competitive advantage.VANCL＇s successful marketing practice embodies this new marketing paradigm.
出处
《企业活力》
2011年第11期36-40,共5页
Enterprise Vitality
关键词
凡客诚品
创业营销
扎根理论
VANCL
entrepreneurial marketing
grounded theory
