论文部分内容阅读
主流教科书认为,现代营销学建立于市场观念之上,研究围绕营销组合及4Ps 营销策略展开的管理导向活动。根据市场观念,市场调研可以获得关于顾客需求的信息,这些信息将影响营销的计划和实施。今天这一理论是否还能解释和指导大多数的实际市场营销活动?是否还能适应日趋全球化的企业竞争的发展?是否还能适应趋于成熟的市场和更为精明的消费者?在市场的发展变化面前,反思传统意义上的“现代营销学”的基石已成为必要。本文将要讨论什么是真正的现代营销学,指出正在发展的关系营销学是深人研究营销活动本质内容的全新理论,进而讨论关系营销学的六大命题。
The mainstream textbooks believe that modern marketing is based on the concept of the market and studies management oriented activities that focus on marketing mix and 4Ps marketing strategies. According to the market concept, market research can obtain information about customer needs, which will influence the planning and implementation of marketing. Can today’s theory still explain and guide most of the actual marketing activities, whether it can adapt to the development of increasingly globalized corporate competition, and whether it can still adapt to mature markets and more astute consumers? In the face of development and changes, it has become necessary to reflect on the cornerstone of “modern marketing” in the traditional sense. This article will discuss what is truly modern marketing, and points out that the development of relationship marketing is a brand-new theory that deeply studies the essence of marketing activities, and then discusses the six major topics of relationship marketing.