随着生产力的飞速发展,我国商品市场和服务市场都逐渐向买方市场转型,由此带来的便是企业对营销管理的日渐重视。在这种新形势下,企业间的竞争形式也呈现多样化的态势,当中涉及的竞争手段也距离法律底线越来越近,但大多数企业对营销管理相关的法律意识还比较淡薄。在营销管理策略的制定方面,没有着眼于企业与社会环境和市场的融合,这其实在很大程度上也制约了企业长期良性发展的可能性。 With the rapid development of productive forces, both the commodity market and the service market in our country have been gradually transformed into a buyer’s market. As a result, enterprises have attached increasing importance to marketing management. Under such a new situation, the forms of competition among enterprises also show a variety of situations. The means of competition involved are also getting closer and closer to the bottom line of laws. However, most enterprises have a weak legal awareness on marketing management. In the aspect of formulating the marketing management strategy, it does not focus on the integration of the enterprise and the social environment and market, which in fact limits the possibility of the long-term healthy development of the enterprise.