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世界经济全球化和新经济的兴起,正改变着我们的营销环境,影响着市场营销的方方面面,以营销创新为主题的新营销革命风暴在国内外掀起。营销,这种以“交换”为核心概念的理论体系及其实践,是伴随着人类社会商业活动的产生发展应运而生的。营销学之父菲利普·科特勒敏锐地捕捉到了营销发展的新趋势,新著《市场营销的发展趋势》一文,着重论述了以互联网为主要特征的新经济对市场营销冲击,并提出了新经济发展带来新的营销法则,如客户关系管理(CRM)和开展电子商务等。然而营销权威的论述仅从新经济特别是互联网的发展角度来论述营销的趋势,并未系统论述营销的趋势。有鉴于此,我们从营销观念、策略、组织、管理和领域等五个方面来全面阐述营销的发展趋势。
The global economic globalization and the rise of a new economy are changing our marketing environment and affecting all aspects of marketing. The storm of the new marketing revolution with the theme of marketing innovation has been set off both at home and abroad. Marketing, which is based on the concept of “exchange ” and its practice, comes along with the emergence and development of commercial activities in human society. Philip Kotler, the father of marketing, keenly captured the new trend of marketing development. The new article titled “The Trend of Marketing” focuses on the marketing impact of the new economy featuring the Internet and proposed a new Economic development brings new marketing principles such as customer relationship management (CRM) and e-commerce. However, the discussion of marketing authority only discusses the marketing trend from the perspective of the development of new economy, especially the Internet. It does not systematically discuss the marketing trend. In view of this, we have a comprehensive exposition of marketing trends from five aspects: marketing concept, strategy, organization, management and field.