中国营销一直奉行拿来主义,占据主导地位的营销理论,大多是舶来品,虽然都很经典,但早已跟不上时代节奏,也早该推陈出新了在20世纪80年代的中国,社会公众、媒体还极少提及市场营销这一概念,只有少数几所名牌大学开设了市场营销课程,企业界对营销的理解也相当狭窄,主要停留在“推销”“销售”的层面。刚开始有规模的传播扩散营销学是从使用教材入手,吸收与消化欧美同行成熟的营销理论框架。 Marketing in China has always pursued the dominative and dominant marketing theory. Most of them are imported goods. Although they are classic, they have long failed to keep up with the tempo of the times and should have been rebuilt in the 1980s. In China in the 1980s, the public and the media Seldom mentioned the concept of marketing, only a few famous universities have set up marketing courses, business understanding of marketing is quite narrow, mainly in the “sales ” “sales ” level. At the beginning of a large scale spread of diffusion marketing learn from the use of teaching materials to absorb and digest the mature marketing theory of Europe and the United States counterparts framework.