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经历了近30年的经济高速增长,中国进入了发展的新时代。互联网和大数据等新技术应用日益普及,人口红利逐渐消失,老龄化趋势明显,环境污染和食品安全日趋严峻。这些集中发生的变化为新的营销理论提出和检验提供了难得的实验环境,也为营销研究和实践带来新的机遇和挑战。这些机遇和挑战体现在如消费结构性升级,新的热点行业不断涌现;新技术发展日新月异,深刻改变市场竞争规则;消费观念多元化,消费者追求独特
After nearly 30 years of rapid economic growth, China has entered a new era of development. The popularization of the application of new technologies such as the Internet and big data is gradually gaining popularity. Demographic dividends are gradually disappearing, the trend of aging is obvious, and environmental pollution and food safety are becoming more and more serious. These concentrated changes provide a rare experimental environment for the new marketing theory to put forward and test, and bring new opportunities and challenges to marketing research and practice. These opportunities and challenges are reflected in the structural upgrade of consumption, new hot industries continue to emerge; the rapid development of new technologies and profound changes in market competition rules; the diversification of consumer attitudes and the pursuit of unique consumers