论文部分内容阅读
在此次世界批发市场联合会代表大会上,南开大学EMBA中心副主任张永强博士指出农产品批发市场应实施整体营销。此概念由市场营销学界的权威菲利普·科特勒于1992年提出。不少国内外批发市场经营者和专家也从不同角度交流了农产品批发市场整体营销的具体做法和成功经验。整体营销并不单单指销售农产品时采用的营销策略,而是综合考虑经济、文化、政治、自然等营销环境对营销活动的影响,包括了分销商营销、最终顾客营销、职员营销、政府营销、同盟者营销、竞争者营销、传媒营销等方方面面。
At the World Federation of Wholesale Markets Congress, Dr. Zhang Yongqiang, deputy director of Nankai EMBA Center, pointed out that the wholesale market of agricultural products should be implemented as a whole. This concept was proposed by the authority of marketing academia Philip Kotler in 1992. Many domestic and foreign wholesale market operators and experts also exchanged the concrete practices and successful experiences of the overall marketing of agricultural products wholesale market from different perspectives. The overall marketing is not merely referring to the marketing strategy adopted when selling agricultural products, but comprehensively considering the impact of the marketing environment such as economy, culture, politics and nature on the marketing activities, including the distributors’ marketing, the final customer marketing, the staff marketing, the government marketing, Alliance marketing, competitor marketing, media marketing and other aspects.