本文首先分析了企业任务与市场营销的关系,给出了市场营销的定义,然后从三个视角分析价值内涵,指出价值的六个特征,介绍了顾客让渡价值,讨论了价值交换与市场营销的关系,得出营销的本质是价值交换的结论,最后简单分析了基于价值交换的市场营销过程。 This paper first analyzes the relationship between business tasks and marketing, gives the definition of marketing, analyzes the connotation of value from three perspectives, points out the six characteristics of value, introduces the value of customer transfer, discusses the exchange of value and marketing The conclusion is that the essence of marketing is the exchange of value, and the simple analysis of the marketing process based on value exchange.