论文部分内容阅读
营销中范式的建立和变迁是营销形成和有活力的标志。营销大师科特勒最近出版了他的新作《科特勒营销新论》。他在书中打破其创立、传播并给其带来国际声誉的经典范式,即 STP(战略营销)十4P(战术营销),提出了营销的新范式,即”全方位营销”。他认为,互联网、全球化和超竞争,正戏剧化地重塑市场并改变企业的运作方式,而目前的问题是营销没有跟上市场的步伐,所以,传统的营销方法需要被解构、重新定义、扩展,以反映这一现实情况。那么,营销新范式新在何处呢?
The establishment and change of paradigm in marketing is the symbol of marketing formation and vitality. Kotler, the marketing guru, recently published his new book Kotler Marketing New Theory. In the book, he breaks the classic paradigm of creating, broadcasting and bringing international reputation to STP (tactical marketing), putting forward a new paradigm for marketing, namely, “omni-directional marketing.” He believes that the Internet, globalization and hyper-competition are dramatically reshaping the market and changing the way businesses operate. The current problem is that marketing has not kept pace with the market. Therefore, traditional marketing methods need to be deconstructed and redefined , Expanded to reflect this reality. So, where is the new marketing paradigm?