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营销观念的演变反映了社会生产力的发展及市场趋势从以卖方市场为主向以买方市场为主的发展。随着经济的发展,企业的市场观念和营销商品的方式不断演进,它的影响直接作用于广告最为核心的内容——广告策划,因而不同阶段的营销观念,广告策划也存在着明显的差异。因此,广告策划人员必须具有不断发展的营销观念,才能为企业做出最为有效的广告策划。
The evolution of marketing concept reflects the development of social productive forces and the development of market trends from the seller’s market to the buyer’s market. With the development of economy, the concept of market and the way of marketing goods have been evolving. Its influence has a direct impact on the core content of advertising - advertising planning. Therefore, there are obvious differences in marketing concepts and advertisement planning in different stages. Therefore, the advertising planners must have a continuous development of marketing concepts, in order to make the most effective business advertising planning.