在市场经济发展的不同阶段,市场营销观念也有所不同。从国际市场营销观念的发展史来看,市场营销观念大致经历了生产观念、产品观念、市场营销观念和社会营销观念五个阶段 一、生产观念 生产观念是以生产为中心的观念,它是一种最古老的经营思想。这种观念认为:消费者只关注买得到和买得起的产品,因而是一种典型的“以产定销”观念。在这种观念的指导下,企业只关注“我能生产什么”,“我生产什么就卖什么”,不考虑或很少考虑消费者的需求。在生产力水平低,市场表现为卖方市场的情况下,这种观念的存在有其客观必然性。 二、产品观念 In different stages of the development of market economy, marketing concepts are also different. From the perspective of the development history of international marketing concepts, the concept of marketing has undergone five stages of concept of production, concept of products, concept of marketing and concept of social marketing. 1. Production concept Production concept is a production-centered concept. It is a The oldest business ideas. This view holds that: Consumers only focus on the products that they can afford and afford, so they are a typical concept of “selling by sales”. Guided by this notion, firms focus only on “what can I produce,” “what I sell, what I sell,” regardless of the consumer’s needs. In the case of low productivity and market performance as a seller’s market, the existence of such a concept has its objective inevitability. Second, the product concept