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除了中国市场正值起飞阶段,全球各地正面临不景气与高度竞争的环境,也许在一个“新产业”兴起的初期,对厂商而言,有相当不错的利润可期,但由于大环境的不景气以及资讯科技的发达,只要任何有利可图的产业,很快地就会吸引来自四面八方的竞争对手,而大大缩短了“新产业”的肇始期与成长期而迅速走八成熟期,使产业步入“买方市场”。所谓买方市场即因上述各种总体与个别的产业环境所造成,使买方的购买谈判力高出卖方甚多,而使厂商利润大受影响。我们谈这个“买方市场”环境的观念,已经足有15年以上的历史了,因之在最近的10年之内“整合营销传播的概念”应
In addition to the positive take-off stage of the Chinese market, the global economy is facing a slump and a highly competitive environment. In the early days when a “new industry” is emerging, there may be quite a good profit for the manufacturers. However, The downturn and the development of information technology, as long as any lucrative industry will soon attract rivals from all walks of life, the starting point and growth period of “new industries” will be greatly shortened and the economy will rapidly mature. Period, the industry into the “buyer's market.” The so-called buyer's market that is due to the various overall and individual industrial environment caused by the buyer's bargaining power is much higher than the seller, leaving manufacturers profits greatly affected. We have talked about this concept of “buyer's marketplace” environment for more than 15 years, so within the last 10 years, “the concept of integrated marketing communications” should