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中国企业的营销到了系统整合阶段。正像中国的发展之路是从局部区域、局部行业突破到全面崛起:中国人民的富裕之路是从温饱到小康、从个体小康到全面小康、从一部分人先富起来到共同富裕;中国社会的发展是从效率优先解决经济发展问题再到和谐社会建设、建设公平问题和均衡发展问题。中国企业的发展也必然是从局部突破形成存量——无论是有形资产存量或者是无形资产存量,再到全面提升、均衡发展。无论是社会或者是企业,快速的发展都必然会表现为不均衡。而想获得可持续性发展.到一定阶段则必须进行系统再造,化不均衡为均衡。中国企业目前正处在这个阶段上。今年伊始,我刊就提出了“营销在进化”的命题。从那时起,我们就组织专家认真研究这个课题。我们想弄清楚到底中国企业的营销终究应该走向何处?基本途径是什么?行进过程中应把握的要点是什么?经过将近一年的思索、探讨,现在将研究成果展现给读者,供大家参考。
The marketing of Chinese companies has reached the stage of system integration. Just as China’s development path is from a partial regional and partial industry breakthrough to an all-round rise: the prosperity of the Chinese people is from food and clothing to a well-to-do society, from individual well-to-do to a well-to-do society, and from some people to the rich first to common prosperity. The development is from the priority of solving the problem of economic development to the construction of a harmonious society, the issue of fair construction and balanced development. The development of Chinese companies must also be the formation of stocks from local breakthroughs - whether it is the stock of tangible assets or the stock of intangible assets, and then the overall improvement and balanced development. No matter if it is a society or an enterprise, rapid development will inevitably show an imbalance. In order to achieve sustainable development, the system must be rebuilt at a certain stage, and the imbalance is balanced. Chinese companies are currently at this stage. At the beginning of this year, our magazine put forward the proposition of “marketing in evolution”. Since then, we have organized experts to seriously study this topic. We want to find out exactly where the Chinese company’s marketing should ultimately be? What are the basic approaches? What should be grasped during the march? After nearly a year of thinking and discussion, we will present the research results to readers for your reference. .