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2003年,《销售与市场》杂志明确提出了“营销升级”的观点。这是一个积极的主张,中国企业必须加紧学习,尽快提升竞争力。但我认为,就整个中国市场来说,这只是其中一条主线,还有一条主线不应忽视,那就是跨国公司及其他境外公司也必须在适应中国的过程中更新自己。也就是说,中国市场在全球的“重量”已日益不容忽视,中国营销已成为世界级论题。跨国公司在中国必须与中国市场形成互动,并适应创新。而我们关于“营销提升”的概念,也不能理解为完全以跨国公司为标杆,简单地去模仿。
In 2003, Sales and Marketing magazine clearly put forward the “marketing upgrade” point of view. This is a positive proposition. Chinese enterprises must step up their studies and enhance their competitiveness as soon as possible. But I think this is just one of the main lines for the entire Chinese market. There is another main line that should not be overlooked. That is, multinationals and other overseas companies must also update themselves when they adapt to China. In other words, the Chinese market in the world “weight ” has increasingly can not be ignored, Chinese marketing has become a world-class topic. Multinational corporations in China must interact with the Chinese market and adapt to innovation. Our concept of “marketing promotion” can not be interpreted simply as imitation of multinational corporations.