“市场营销”一词自八十年代末传入中国以来,已经为企业界所熟悉。随着我国经济的市场化进程,企业的经营者们逐渐意识到:成功的企业虽有许多不同之处,但是,它们都有一个共同的特点,即建立了一个以市场营销为龙头的经营机制,市场营销的成功与否是检验企业一切工作的最终标准。因此,九十年代的中国出现了一股学习和运用“市场营销”的热潮。在大学里,教授们孜孜不倦地向学生们 The term “marketing” has been introduced to China since the late 1980s and has become familiar to the business community. With the process of marketization of the Chinese economy, business operators have gradually realized that although successful companies have many differences, they all have a common characteristic, namely, they have established a business mechanism with marketing as the leading factor. The success of marketing is the ultimate criterion for testing all the work of a company. Therefore, in the 1990s, there was an upsurge of learning and applying “marketing” in China. In college, professors tirelessly teach students