论现代市场营销的本质

长期以来,中外市场营销学者对市场营销的本质一直未给予明确阐释,不仅模糊了人们对市场营销本质的认识,还阻碍了市场营销理论对企业市场营销实践的指导。发展循环经济,实现人类社会可持续发展,创造和传递新生活标准,以全球市场为视野,制定、选择和实施有利于企业资源与外部环境相匹配的市场营销战略,确保企业永续经营是对现代市场营销本质的深刻揭示。其意义在于:为现代企业构建营销理念提供理论基础,为评价市场营销活动提供试金石;为企业把握市场提供新视野,为构筑市场营销战略提供新思路。

Discussion on the Essence of Modern Marketing

For many years, both Chinese and foreign scholars have not given a clear definition to the essence of marketing, which not only makes the essence of marketing a blur to people but also hampers the guidance of marketing theory to the marketing practice in enterprises. To develop recycle economy, to realize the sustainable development of human society, to create and transmit the new living standard, to establish, select and implement the marketing strategy favorable to the matching of enterprise's internal resources and external environment with a vision of global market, to guarantee the perpetual operation of an enterprise, all of which are the profound disclosure to the essence of modern marketing. The significance of a clear definition lies in the following: to lay a theoretical foundation for modern enterprises to establish the marketing concept, to provide a touchstone for the evaluation of marketing activities, to provide a new vision for enterprises to grasp the market, and to offer a new thinking in building marketing strategy.