企业市场营销理念辨析

On Enterprise Marketing Concept

营销理念是企业营销活动的指导思想,是有效实现市场营销功能的基本条件。营销观念贯穿于营销活动的全过程,并制约着企业的营销目标和原则,是实现营销目标的基本策略和手段。市场营销理念正确与否,直接关系到企业营销活动的质量及其成效。本文对现代企业的营销理念的一些基本问题进行辨析,尤其是将其与企业文化结合的研究,对企业营销实践具有指导意义。

Marketing concept is the guiding ideology of the marketing activities of enterprises, and is the basic condition for the effective implementation of the functions of marketing. Marketing concept penetrates the whole process of marketing activities, and restricts the marketing objectives and principles of enterprise, is the basic strategy and means to realize the goal of marketing. Marketing idea is correct or not directly related to the quality and achievements of enterprise marketing activities. This paper analyzes some basic problems of the marketing concept in modern enterprise; especially the study of combination with corporate culture has guiding significance for the enterprise marketing practice.