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中国正成为世界上最富想象力的市场。国际化浪潮的冲击下的中国消费品市场,也正在从以前的产品导向时代向消费者导向时代转变,成熟的买方市场已经形成。消费者成为市场经济大舞台的主角,选择权掌握在他们手中,消费者的选择决定着企业能否长治久安。品牌经济时代,所有的关注焦点都指向消费者。企业在制定营销决策时倾向于以市场调查报告为根据,通过消费者在问卷中给出的答案,循规蹈矩地展开营销活动。但在市场营销活动中实际执行时,却
China is becoming the most imaginative market in the world. The Chinese consumer goods market under the impact of the internationalization wave is also shifting from the previous product-oriented era to the consumer-oriented era. The mature buyer’s market has been formed. Consumers have become the protagonists in the big stage of the market economy. The choice lies in their hands. The choice of consumers determines whether the enterprise can achieve lasting peace and stability. Brand economy era, all the focus of attention to consumers. Enterprises in the development of marketing decisions tend to market research reports as the basis, through the answers given by consumers in the questionnaire, in full compliance with the marketing activities. But when actually implemented in marketing campaigns, however