从1996年下半年开始，我国大多数工业产品已出现过剩和积压，告别了短缺经济，出现了买方市场。因此，由单纯生产型企业转变为生产经营型企业，由“以产定销”变为”以销定产”，用市场信息引导企业生产，实行“反弹琵琶”策略势在必行。1西方国家市场营销观念的转变以美国为代 Since the second half of 1996, most industrial products in our country have appeared excess and backlog, bidding farewell to the shortage economy and the emergence of a buyer’s market. Therefore, it is imperative that the strategy of “rebounding the lute” be implemented by changing from a purely production-oriented enterprise to a production-management enterprise from “deciding to sell goods” to “relying on fixed assets for sales” to guide the production of enterprises with market information. 1 Western countries, the concept of marketing change to the United States as the substitute