摘要
随着中国加入WTO ,中国企业面临着与跨国公司的全球市场竞争。为应付 2 1世纪全球竞争的新挑战 ,中国企业必须在经营管理上进行全面的和全方位的创新。本文在回顾 2 0世纪市场营销理论发展的基础上 ,论述了新的环境条件下中国企业市场营销创新的客观必然性 ,并从营销观念、营销产品、营销技术和营销组织等方面阐述了 2 1世纪中国企业市场营销创新体系及其主要内容。
With China's accession to the WTO, the Chinese enterprises are facing the global market competition from the transnational corporations . To cope with the new global challenges in the 21st century, the Chinese enterprises must make an all-round and omni-bearing innovation in operation and management. Based on reviewing the development of marketing theory during the 20th century, this article expounds the objective necessity of marketing innovation for the Chinese enterprises in the new environment. And it also expounds the marketing innovation system and its major contents for the Chinese enterprises in the 21st century from the aspects of marketing concept, marketing products , marketing technology and marketing organization.
出处
《现代财经（天津财经大学学报）》
2001年第12期25-28,共4页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
