浅议市场营销理观念的演变.docVIP

中州大学毕业论文 浅谈市场营销理念及启示营销观念是企业制定经营决策，开展市场营销活动的根本指导思想。企业的营销观念自产生至今共经历了生产观念、产品观念、推销观念、营销观念和社会营销观念五个阶段。本文从五个方面分析了营销观念演变的原因，并在此基础上得出营销观演变的启示。Abstract Marketing management concept as the marketing activities of the enterprises the basic guiding ideology, to the enterprise management has decisive significance. Practice has proved, the modern marketing concept is true carry out and carry out in the round, not be an easy job to the. Understanding of marketing management in practice in evolution and the modern marketing concept, fully implement the modern marketing management concept, build true market oriented enterprises, production and business activities of enterprises has the important practical significance, is placed before controller is an important task. Marketing concept is the business development of business decision-making, carry out marketing activities guiding ideology. The sale idea of the enterprise produced has gone through the production concept, product concept, marketing concept, marketing concept and social marketing concept in five stages. The paper analyzes the five aspects of the reasons for the evolution of the marketing concept, and on this basis to draw marketing concept evolution enlightenment. Abstract: marketing management concept marketing concept production pipe read product concept societal marketing 目 录 中文摘要…………………………………………………………………………Ⅰ Abstract…………………………………………………………………………Ⅱ 一、市场营销管理观念的概述…………………………………………………1 二、市场营销演变的原因…………………………………………………2 三、市场营销管理观念展望……………………………………………………4 四、场营销观念演变给启示………………………………………………… 五、结论与展望…………………………………………………………………11 参考文献 …………………………………………………………………………12 致谢…………………………………………………………………………………13 市场营销管理观念 市场营销管理是指为了实现企业目标,创造、建立和保持与目标顾客之间的互利交换和关系,而对设计方案进行分析、计划、执行和控制。市场营销管理的任务就是为促进企业目标的实现而调节需求的水平、时间和性质。市场营销管理的实质就是需求管理。市场营销管理观念及其发展市场营销管理观念,就是企业在开展市场营销管理过程中,在处理企业、顾客和社会三者利益方面所持的观念、态度,或是思维方式。它是企业对其营销活动及管理的基本指导思想。确立正确的营销管理观念,对企业经营成败具有决定意义。今天的企业必须适时转变自己的营销观念，这主要来自于以下五个方面的原因：　　1．供求关系——从相对过剩转变为绝对过剩 　　在20世纪初，社会财集中在少数人的手中，大多数人的需求无论在