当今,国际国内经济结构都发生了重大的变化。新科学、新技术蓬勃发展,各种信息大膨胀,国际格局多极化、区域化迅速发展,经济活动呈国际化、集团化趋势,我国的经济体制正由社会主义计划经济转向社会主义市场经济,商品市场正由不成熟向成熟,不规范向规范过渡,市场主体——企业组成多元化公有制、集体所有制、私有制各种经济成份并存,国有、乡镇、三资多种企业制度并存,而占主导地位的国有企业正处于“改制”之中,即由生产导向型向营销导向型转变。上述经济结构的大变化势必引起企业竞争的日趋复杂和剧烈,而且各类企业参与竞争的方式和手段亦不完全公平和正当,各个区域地方和经济组织形成的地方和行业贸易保护主义正在抬头。各种营销环境的变化都不可避免地会对企业制定市场营销组合产生很 Today, major changes have taken place in the international and domestic economic structures. New science and new technologies are flourishing, various kinds of information are expanding, the international structure is multi-polarized, and regionalization is developing rapidly. The economic activities are becoming internationalized and collectivized. China’s economic system is shifting from a planned socialist economy to a socialist market economy. The commodity market is undergoing a transition from immature to maturity and non-standard to standardization. The main body of the market--enterprises are composed of diversified public ownership, collective ownership, and private ownership. Various state-owned, township, and foreign-funded enterprises coexist. The dominant state-owned enterprises are in the process of “restructuring”, that is, from production-oriented to marketing-oriented. The above-mentioned large changes in the economic structure will inevitably cause the increasingly complex and fierce competition among enterprises, and the ways and means by which all types of enterprises participate in competition are not completely fair and justified. Local and industrial trade protectionism in various regions is emerging. Changes in various marketing environments inevitably lead to a very