中国企业营销观念的树立是从20世纪90年代中期,随着商品供给的量的逐步加大,物资短缺、供不应求的市场格局逐步改变。供给市场开始有了竞争,企业普遍认识到营销是企业的龙头,营销决定企业的成长速度,营销得到了企业的普遍重视。营销理论失灵中国营销的启蒙与起步源于美国,我们第一代营销人接受的营销观念和理论,绝大多数都是有“营销学之父”美誉的科特勒先生理论。在社会经济发展的整体推动下,我们的营销经历了4P、4C、4R、4RS等若干个阶段,营 Since the mid-90s of 20th century, with the gradual increase of the supply of goods, the shortage of materials and the gradual change of market demand in short supply, the establishment of Chinese enterprises’ marketing concept is gradually changing. Supply competition has begun to market, businesses generally recognize that marketing is the leading business, marketing determines the growth rate of enterprises, marketing has been generally valued by enterprises. Marketing theory failure Chinese marketing enlightenment and start from the United States, our first generation of marketing people accepted marketing concepts and theories, the vast majority are “marketing father” reputation of Mr. Kotler theory. In the overall promotion of social and economic development, our marketing has experienced 4P, 4C, 4R, 4RS and several other stages, the camp