论文部分内容阅读
中国即将加入WTO,不仅将使中国的市场经济的发展进程加快,也必然使中国的营销方式产生变革。直复营销通常被认为是无店铺销售的组成部分。美国市场营销学大师菲力普·科特勒在他的经典著作《市场营销管理》一书中,将无店铺销售分为四种类型:直复市场营销、直接销售、自动售货和购货服务,并预言,在20世纪末,无店铺销售将在市场上占有1/3的份额。如果将网络销售以及各类的电子媒体所产生的销售额计算在内的话,这个预测显然在发达国家是比较保守的。
China’s imminent accession to the WTO will not only accelerate the development of China’s market economy, but will also inevitably lead to changes in China’s marketing methods. Direct marketing is often considered part of a non-store sales. In his book “Marketing Management”, American marketing guru Philip Kotler classifies non-store sales into four types: direct marketing, direct sales, vending, and purchasing. Service, and predicted that at the end of the 20th century, non-store sales will occupy 1/3 of the market share. If we take into account sales generated by online sales and various types of electronic media, this forecast is clearly conservative in developed countries.