企业的市场行为与营销观念初探

A trial study of market action of enterprises and marketing concept

本文论述了营销观念在企业经营战略制定方面所起到的指导作用 ,并指出了营销观念的三个认识偏差及纠正措施。进而提出了营销观念转化为营销行为需解决的三个认识 ,即营销观念的空筐结构、营销观念的分解、营销观念中的循环图的认识。

This paper discusses the instructive function of marketing concept in enterprise's marketing strategy-making,and points out the three misperceptions about marketing concept and measures of correcting them.Furthermore,it puts forword the three aspects of marketing concept that need to be recognized,which are empty-basket structure,decomposition and recycle in marketing concept.