思想制胜的新世纪营销

Successful Marketing with the Ideas in the New Century

新世纪的市场营销 ,决胜在思想。历史给思想以食粮和驿站 ,中国传统文化中蕴含着颇具特色的营销思想遗产 ,范蠡、白圭关于市场预测的思想认识和司马迁有关选择市场机会的理论分析 ,不乏一些精彩的观点。在现代营销思想和实践的发展中 ,生产观念、推销观念、市场营销观念、社会市场营销观念等依次占据了主导地位 ,并且出现了学习营销、合作营销等新理念、新方式。我国企业只有扎根中华民族文化的深厚土壤 ,同时以积极的态势从西方现代营销学中汲取营养 ,中西熔于一炉 ,才能使中国式的营销思想和实践显示出独有的魅力。

The success of marketing in the new century is decided by the ideas. History supplies the ideas with abundant food. Chinese traditional culture left us a characteristic heritage; for example, there are some advanced conceptions in marketing prediction of Fan Li and Bai Gui and the theoretical analysis about market opportunity choosing of Sima Qian. In the course of the progressing of idea and practice of modern marketing, the conceptions of producing, selling, marketing and social marketing take the dominant place in turn. And some new conceptions and new patterns, such as studying marketing and co operating marketing gradually appear. In order to demonstrate the distinguishing value of the Chinese idea and practice in marketing, Chinese enterprises should stick to Chinese culture, study from the western modern marketing theories, and try to put them together.