| 试论“大市场营销”的产生及其发展现状 |
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| 引用本文： | 高华.试论“大市场营销”的产生及其发展现状[J].贵阳学院学报(社会科学版),2002(2). |
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| 作者姓名： | 高华 |
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| 作者单位： | 贵州商业高等专科学校 贵州贵阳550004 |
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| 摘 要： | 通过对“大市场营销”的产生及其发展现状的论述 ,阐明了企业与市场营销环境的关系及市场营销的微观环境、宏观环境对企业的影响及作用 ,表明了企业在现代经济生活中的“社会营销观”。并进一步论述了企业在目前的“大市场营销”中 ,对它的外部环境是可以接受的 ,并能够采用各种不同的方式增加适应环境的能力 ,在一定的条件下转变环境 ,并通过“大市场营销”活动来使这种能动的思想对企业的大环境加以影响和改变
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| 关 键 词： | “大市场营销” 市场营销环境 微观环境 宏观环境 企业 消费者 |
The Emergence of "Larger Marketing" and its Developmental Condition |
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| GAO Hua.The Emergence of "Larger Marketing" and its Developmental Condition[J].Journal of Guiyang College:Social Sciences,2002(2). |
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| Authors: | GAO Hua |
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| Abstract: | By dealing with the emergence of "larger marketing" and its developmental condition, the article explains the relationships between enterprises and the marketing circumstances, illustrates the influences and reaction that the micro and macro circumstances exert to enterprises, and demonstrates the social marketing outlook of enterprises in modern economic life. This essay further points out that the enterprises, under today's "larger marketing", can accept its outside circumstances, try many different ways to improve their ability of adjusting to all circumstance, and can, under certain condition, change the circumstances, and make the dynamic notion serve the macro circumstances of enterprises. |
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| Keywords: | larger marketing" marketing circumstance micro circumstances macro circumstances enterprises consumers |
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