我们正处于一个最需要营销企划而又最缺乏营销企划的时代。它的需要来自日趋激烈的市场竞争和变化多端的市场需求,它的缺乏在于专业营销企划知识在我们的大学课程、书店书架和企业实践操作中尚属空白。目前,国内多个行业市场已由卖方市场转为买方市场,同行企业及相近行业企业间的市场竞争已日趋激烈。因此,如何在本行业有限的市场容量中拓展或保持相对大的市场份额,是摆在我们每一个企业和企业家面前的现实问题。 We are in an era where marketing plans are most needed and marketing plans are scarce. Its needs come from increasingly fierce market competition and changing market demands. Its lack of professional marketing planning knowledge is still a blank in our university courses, bookstore shelves and corporate practices. At present, many domestic industrial markets have changed from the seller’s market to the buyer’s market, and the market competition between peer companies and enterprises in similar industries has become increasingly fierce. Therefore, how to expand or maintain a relatively large market share in the limited market capacity of the industry is a practical issue that confronts every one of our companies and entrepreneurs.