营销学面临的新机遇、新挑战(摘要)

• 作 者: 王方华
• 机 构: 中国市场学会 副会长
• 出 处: 市场营销导刊
• 发表日期: 2004年01期
• 关键词: 营销学 消费品领域 买卖关系 格兰仕微波炉 组织营销 城市消费者 市场占有率 全球供应商 卖者 供应链

从本世纪初开始,人们对营销的关注越来越多,各种各样营销的新名词也越来越多,营销学从开始时主要研究消费品领域延伸到工业品领域、服务领域,又延伸到非营利组织的领域。现在又在消费品领域发生深化、细化。比如说家电营销、家具营销,凡是看得到的东西都可以讲营销,我们应该为营销受到这么多的关注感到高兴,但是同时也感到担心。一个学科这样乱,营销变成一个大杂烩了。因此,我们需要回归

Since the beginning of this century, people have paid more and more attention to marketing and more and more new terms are used in all kinds of marketing. Marketing has been extended from the initial research on consumer products to the field of industrial products and services To the field of non-profit organizations. Now in the field of consumer goods deepen, refinement. For example, home appliance marketing, furniture marketing, everything that can be read about marketing, we should be so much attention to marketing pleasure, but also worried. A discipline so chaotic, marketing has become a hodgepodge. Therefore, we need to return