中国本土化营销理论——和谐营销

基于和谐社会构建的大背景,以及当前我国企业开展营销活动时的诸多误区,国内学者们提出了和谐营销概念,以此来科学指导我国企业的营销活动。通过回顾和谐经济的概念及综合理解国内学者关于和谐营销概念的研究成果,本文对本土化的和谐营销概念进行了新的阐释。西方市场营销学中的宏观营销理论为和谐营销的研究奠定了理论基础,然后,在此基础上发展起来的中国本土化的和谐营销理论的提出与实施有着特殊的价值与意义:其一,有助于推动中国营销理论的创新与发展;其二,有助于树立科学营销观,纠正营销误区;其三,有助于构建和谐的消费环境,实现和谐经济发展;其四,有助于实现和谐经济,推动和谐社会的构建。

Chinese Localized Marketing Theory: Harmonious Marketing

Based on the general background of constructing harmonious society and many mistaken recognitions in the marketing activities of China's enterprises, some domestic scholars put forward the concept of harmonious marketing which can be adopted to scientifically guide the marketing activities of China's enterprises. Through the review on the concept of harmonious economy and the comprehensive understanding of the concept of harmonious marketing among domestic scholars, this paper makes a new explanation to the localized concept of harmonious marketing. The macroscopic marketing theory in occidental marketing has laid a theoretical foundation for the study of harmonious marketing. Then harmonious marketing has developed on that basis as Chinese localized marketing theory. The emergence and implementation of harmonious marketing are of special value and significance. Firstly, it is helpful to promote the innovation and development of Chinese marketing theory. Secondly, it is helpful to establish the scientific marketing viewpoint and correct the mistaken conception of marketing. Thirdly, it is helpful to construct a harmonious environment for consumption to realize the development of harmonious economy. Fourthly, it is helpful to realize the harmonious economy and promote the construction of harmonious society.