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改革开放以来，随着西方营销理论的广泛传播和我国的不断实践，营销理论逐渐本土化。与此同时，根植于一定环境的营销思想、观念层出不穷。全球一体化的知识经济、人类环保意识渐增、企业间竞争加剧、消费者日益成熟等等，都将是我国企业２１世纪所面临的主要营销环境。营销观念的新变化及拥有各自内涵的营销理论，都是特定环境下的产物，在知识经济时代将具有更广阔的发展空间。
Since the reform and opening up, with the widespread dissemination of western marketing theory and our constant practice, marketing theory has gradually localized. At the same time, rooted in a certain environment of marketing ideas, endless concepts. The global integrated knowledge economy, the increasing awareness of environmental protection among the people, the intensified competition among enterprises, the growing maturity of consumers, etc., will all be the major marketing environments facing Chinese enterprises in the 21st century. New changes in marketing concepts and marketing theories with their own connotations are the products of a specific environment and will have a broader space for development in the era of knowledge economy.