市场营销理论与实践的新发展

市场营销理论与实践的新发展
摘    要

    市场营销是当今经济社会的重要组成部分之一。市场营销活动的发展可以推动社会经济乃至整个社会生产力水平的发展。随着全球经济的迅速发展，经济市场变得更加复杂多变，企业要在激烈的竞争中谋求发展，需要更精确的营销策略来指导企业的销售活动。这从客观技术因素上要求市场营销理论与实践方式要不断的革新和改进，以适应不断变化的经济环境。市场营销理论与实践是一个不断演进的过程。本文基于对市场营销理论与实践的发展过程的研究，通过对当前中外企业市场营销案例的分析，探讨当今中外市场营销理论与实践的主要模式和发展方向，并结合我国企业市场营销理论方法与实践模式的研究，指出我国企业在营销方法与实践模式上的不足之处，得出我国市场营销理论与实践的新型模式。

关键词 市场营销；市场营销理论；营销模式；营销演进
Abstract

Marketing is an important part of economy and society nowadays．The development of marketing activities can promote the development of social economy even the development of whole social productivity level．With the rapid development of the global economy，the economy has become more complex and various，enterprises ask for more precise marketing strategy to guide themselves in sales activities in the fierce competition for progress． This is on the demand of a way of innovation and continuous improvement of Marketing Theory and Practice to adapt to the changing economic environment in the objective of technical factors．
     Marketing Theory and Practice is a constant developmental process．Based on the research about the development of Marketing Theory and Practice，this thesis analyzed cases about current Chinese and foreign enterprises，discussing the direction of Marketing Theory and Practice，then found new models that will be fit for Chinese enterprises．

Key words：Marketing   Marketing theory   Marketing model   Marketing evolution

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