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市场营销本无传统营销和现代营销之分。什么是市场营销?我是这样界定的:“通过对有价值产品的交换,满足交换双方的需求,产生溢价的一种商业行为。”中国人爱炮制概念,如果硬要区分传统营销和现代营销,那么可以这样简单界定:以地面实体店铺为营销达成平台完成的营销,权称之“传统营销”。以互联网为营销达成平台完成的营销,权称之“现代营销”。中国绝大企业对传统营销较为娴熟,但近年企业的传统营销面临两个自身无法克服的瓶颈:一是而线下实体店单位成本增高,实体店单位成本增高分两方面:一是实体店租金成本上涨,线下实体店近三年店铺租金上涨了35%-左右,二是各种管理费用,人员成本的升高,导到传统店铺的营销成本升高,不少经营不善的企业纷纷亏损。
There is no marketing of traditional marketing and modern marketing points. What is marketing? I define it this way: “A business activity that generates a premium by satisfying the needs of both exchangers by exchanging valuable products.” “The Chinese love to concoct the concept, if they are hard to distinguish between traditional marketing and Modern marketing, then you can simply define: the ground entity shop for the marketing platform to achieve the completion of marketing, the right to call ”traditional marketing “. To the Internet for the marketing platform to achieve the completion of marketing, the right to call ”modern marketing ". However, in recent years, the traditional marketing of enterprises faces two bottlenecks that can not be overcome by themselves: firstly, the unit cost of the offline physical stores is increased and the unit cost of the physical stores is increased in two aspects. First, the rent of physical stores Costs rose, the store under the line in the past three years, rents rose 35% - or so, the second is a variety of management costs, staff costs, leading to the marketing costs of traditional shops, many misconduct companies have losses .