当前,世界经济一体化的进程正加速发展,全球的贸易、金融、投资等经济要素日益融合。在这种新形势下,企业要图生存、求发展,取得竞争的优势,靠过去那种传统的市场营销理论已经无济于事了,必须代之以全新的营销理论,树立国际化大市场营销观念,全方位开展营销创新工作。 (一)倡导全员参与营销观念。过去人们认为,营销活动就是销售活动,参与营销活动的除企业领导者外,就仅仅是销售人员了,其他人员不必过问,更不必参与。实际上营销活动并不等同于销售活动,销售只是营销的一个重要组成部分。在商品经济高速发展的今天,企 At present, the process of world economic integration is accelerating. The economic elements such as trade, finance and investment in the world are increasingly converging. Under such a new situation, enterprises should rely on the traditional marketing theory in the past to survive, seek development and gain the competitive advantages. They must replace the new marketing theory with the concept of internationalized large-scale marketing, All-round marketing innovation. (A) promote full participation in marketing concepts. In the past people think that marketing activities are sales activities, marketing activities in addition to business leaders, it is only sales staff, and other personnel do not have to ask, not to participate. In fact, marketing activities are not the same as sales activities, sales is only an important part of marketing. In the rapid development of commodity economy today, enterprises