市场营销是指企业为了达成期望的交易水平而发生的各种行为的总和,其任务在于通过有效的管理调节需求的水平和结构、需求的时间以及需求的性质,使之在某种程度上有助于实现企业目标。按照传统市场营销的观点,企业围绕顾客需求,通过对市场营销因素的有机组合和变通,就能拓展一方市场。随着现代经济的发展,这一观点的局限性越来越明显了。比如,在当前的日美贸易战中,美国企业的产品不可谓不好;价格不可谓过高;分销网络不可谓不适当;促销不可谓无力;那么,这是否意味着美国产品可以长驱直入日本市场呢?显然不是。长期以来,美国人为了进入日本市场,大量动用了政治力量和国际公关这两种宏观手段(从其作用范围而言),对日本政府、企业和人民施加影响。国际公关在强化产品成品牌形象;体现企业气质,用文化情调感化公众,创造宽松的营销环境;疏通各种营销关系;进行市场教育这四个方面发挥了重要作用。 Marketing is the sum of the various activities that an organization takes to achieve the desired level of trading. Its mission is to regulate, to a degree, the level and structure of demand, the timing of demand, and the nature of demand through effective management Help achieve business goals. According to the traditional marketing point of view, companies around the customer needs, through the organic combination of marketing factors and modifications, will be able to expand one market. With the development of the modern economy, the limitations of this view have become increasingly clear. For example, in the current trade war between Japan and the United States, the products of U.S. companies are not bad; the prices are too high; the distribution networks are not appropriate; and the promotions are impotent; then does this mean that U.S. products can be marketed directly into the Japanese market? Obviously not. For a long time, in order to enter the Japanese market, the Americans made extensive use of the two macroeconomic measures (in terms of their scope of action) of political power and international public relations, exerting influence on the Japanese government, enterprises and people. International public relations plays an important role in strengthening the four aspects of product brand image; reflecting corporate temperament, using public sentiment to sensitize the public, creating a relaxed marketing environment, unblocking various marketing relationships and conducting market education.