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企业营销文化是贯穿企业整个营销活动过程的一系列文化理念、指导思想以及与营销相适应的规范制度等的总称。 20世纪20年代后,企业营销观念和文化在西方发达国家许多企业被广泛推行。而我国对营销文化的研究起步较晚,至今还未引起一些企业的足够重视。由于在长期的计划经济体制下,企业是政府的附属物,生产什么、怎么营销都由政府决定,因而缺乏这方面的实例,只能借鉴欧美日本的成功经验。西方企业营销理论与方法从引进传播到推广应用,多数企业基本上是“照葫芦画
Corporate marketing culture is the general term of a series of cultural ideas, guiding ideology and norms that fit with marketing through the whole process of marketing activities. Since the 1920s, many enterprises in the western developed countries have been widely practiced their marketing concepts and culture. However, the research on marketing culture started late in our country, yet it has not caused enough attention from some enterprises. Since the enterprises are the appendages of the government under the long-term planned economic system, what they produce and how they are marketed are determined by the government. Therefore, they lack the examples in this respect and can only learn from the successful experiences of Europe, the United States and Japan. Western business marketing theory and methods from the introduction of spread to promote the application of the majority of enterprises is basically "