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本文从我国社会主义市场经济和全球经济一体化对我国企业提出的新的挑战出发,阐述了我国企业营销观念的现状,尽管我国企业强烈意识到树立市场营销观念的必要性和紧迫性,但实践中并未有普遍有效树立营销观念以指导企业经营活动。由于实现我国企业营销观念变革有十分重要的意义,因此,在探求我国企业难以在实践中树立营销观念的三个根本原因——对营销观念的曲解、外部障碍、内部阻力——基础上,提出观念的树立不是空头口号能实现的,必须以有效的措施构建执行营销观念的基础:加强市场调研工作,开展协作营销与内部营销;实施目标市场营销;建立科学高效的营销组织。文章最后指出,尽管营销观念的树立在很大程度上受市场环境和经济体制改革等外部因素影响,但根本动因在于变革主体——企业加强内部经营管理,营销观念的变革是能够实现的。
Based on the new challenges our country’s enterprises put forward by our country’s socialist market economy and the global economic integration, this article elaborates the status quo of our country’s marketing ideas. Although Chinese enterprises are strongly aware of the necessity and urgency of establishing the marketing concept, There is no generally effective marketing concept to guide the business activities. Because of the very important meaning of realizing the marketing concept change in our country, on the basis of exploring the three fundamental reasons why it is difficult for the Chinese enterprises to establish the marketing concept in practice, which is based on the misunderstanding of the marketing concept, the external obstacles and the internal resistance The establishment of the concept is not a blank slogan can be achieved, and must be effective measures to build the basis for the implementation of marketing concepts: to strengthen market research work, collaborative marketing and internal marketing; implementation of the target marketing; the establishment of a scientific and efficient marketing organization. Finally, the article points out that although the establishment of marketing concept is largely influenced by external factors such as market environment and economic system reform, the fundamental motivation is that the main body of change - the enterprise strengthens the internal management and the marketing concept can be achieved.