市场营销的概念引入中国以来,掀起了国内营销人对西方营销思想的学习热潮。但随着竞争形势的不断变化,国内市场的独特性越来越注重企业运作的“本土化特色”。典型的例子就是连锁经营在中国大陆市场的竞相引用,而实际上,仅以鞋行业为例,专卖店的成功率不到35%。对中国独特的市场环境 Since the concept of marketing was introduced into China, it has aroused the enthusiasm of domestic marketing people to learn the western marketing ideas. However, with the ever-changing competitive landscape, the uniqueness of the domestic market places more and more emphasis on the “localization features” of enterprise operations. A typical example is the chain of competing in the Chinese mainland market reference, in fact, only the shoe industry, for example, the success rate of stores less than 35%. China’s unique market environment