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2002年是中国入世的第一年,中国市场的进一步开放,使中国企业真正融入到了世界市场的规则体系之中。在与外资企业的直接竞争中,中国企业的营销手段不断创新、市场竞争能力不断提升,中国企业的市场营销无论是理念还是实践都有了质的飞跃。但中国市场营销的基本问题并未得到根本解决,市场竞争环境的深层矛盾与冲突仍然存在,这些问题和矛盾从一个侧面折射出中国市场营销的现状、困境和未来走向。
In 2002, the first year of China’s accession to the WTO, the further opening up of the Chinese market has enabled Chinese enterprises to truly integrate themselves into the rules and systems of the world market. In the direct competition with foreign-funded enterprises, Chinese enterprises continue to innovate their marketing tools, market competitiveness continues to improve, Chinese enterprises have both marketing philosophy and practice have made a qualitative leap. However, the basic problems of marketing in China have not been fundamentally solved. The deep contradictions and conflicts still exist in the market competition environment. These problems and contradictions reflect the status quo, predicament and future trends of marketing in China from one side.