中国改革开放二十多年来,市场营销从无到有,历经了胡打乱撞——非理性——半理性——模糊理性——理性,走过一段漫长的路。但却都没有建立起自己的市场营销理论体系,而大多以“一招鲜吃遍天”的思维方式操作,或者是对国外营销手法的生搬硬套直至走味变样。当我们回头发现这些招数失灵以后,便显得有些茫然失措。 For more than two decades of China's reform and opening up, marketing has gone through a long road through nothing but chaos - irrationality, semi-rationality, fuzzy rationality and rationality. But none of them set up their own marketing theory system. Mostly they operate in the mode of “one recruit and eat all day long”, or they just apply the marketing tactics of foreign countries until the flavor changes. When we come back to discover these tricks failed, it seems a bit confused.