摘要
以消费需求为导向的市场营销观念有其优越性 ,但也存在着忽视消费者切身利益、社会公众利益、人类社会可持续性发展的局限性。中国企业必须扬弃市场营销观念 ,走社会营销道路。社会营销实质上就是道德营销、绿色营销。企业走社会营销道路 ,并非做亏本生意 ,而是有利可图的。利益驱动再加上消费者的成熟、法制规范是使企业走社会营销之路的前提条件。
The market marketing concept which depond on consumption demand as its guidance has its superiority,in the meanuhile,it exists limitations.i.e.it is careless to the immediate interests of consumers, the social public interests,sustainable development of menkind.The enterprise of China must throw away the concept of market marketing,go forward along the road of social marketing The essence of social marketing is moral marketing and green marketing.The outhor thinks that the enterprise goes toward the road of social marketing isn't doing lose in business,but it is profitable business.Driving by interests add the ripe of consumers、standardization of legal system will be the prerequisite for the enterprise goes toward the road of social marketing.
出处
《山西财经大学学报》
北大核心
2000年第6期57-60,共4页
Journal of Shanxi University of Finance and Economics
关键词
市场营销
社会营销
绿色营销
中国
企业
market marketing
social marketing
moral marketing
green marketing
corporation citizT
