我们在这里所讲的传统营销理论是指本世纪50年代以来形成的消费者导向理论。这一理论要求把消费者的需求作为企业的最高目标和制定经营策略的基本依据,并采取与营销环境相适应的有效策略,以实现利润极大化的目标,并求得企业的不断发展。与早些时候的生产导向和推销导向理论相比,该理论更有利于企业发掘新的市场机会。正因如此,该理论问世后即备受推崇,并逐渐成为占主导地位的营销理论。但尽管如此,该理论也存在缺陷。其缺陷表现在以下两个方面: The traditional marketing theory we talk about here refers to the consumer-oriented theory that has been formed since the 1950s. This theory requires that consumers’ needs be taken as the company’s highest goal and the basic basis for formulating business strategies, and adopt effective strategies that are in line with the marketing environment in order to realize the goal of maximizing profit and to seek continuous development of the company. Compared with earlier production-oriented and sales-oriented theories, this theory is more conducive to companies exploring new market opportunities. For this reason, the theory was highly praised after its publication, and gradually became the dominant marketing theory. But despite this, the theory has its flaws. The flaws manifest in the following two aspects: