浅谈不同营销时代背景下市场营销观念的演化中英文.doc

/ / / / PAGE PAGE 8 PAGE PAGE 9 PAGE PAGE 1 浅谈不同营销时代背景下市场营销观念的演化中英文　 The evolution of marketing concept on the background of different marketing era 　随着市场环境的变化，在生产观、推销观和营销观之后，建立了新的生态营销和关系营销等观念，上述转变致使企业在提高自身价值的时候，保护顾客和社会的利益。随着科学技术的发展，企业营销活动的水平不断提高，营销观念和消费文化也随之取得长足进步。随着二十一世纪的到来，互联网技术得到飞速发展，营销时代进入新的纪元，产生了以网络为基础的消费文化，导致网络营销的产生。网络营销指的是通过媒体、计算机和网络进行营销活动，不仅在技术手段方面进行革命，还具有多种营销特征。营销观念成为营销实践的行为标准和指导思想，会对企业制定营销策略产生影响，对营销活动整个过程起到重要影响，也是进行创新营销活动的保证和前提。 With the change of market environment, after production concept, marketing concept and marketing concept, the establishment of a new ecological marketing and relationship marketing concept, the transformation of the enterprise in raising the value of its own, to protect the interests of customers and the society. With the development of science and technology, and constantly improve the level of enterprise marketing activities, marketing and consumption culture also has made great progress. With the advent of the twenty-first Century, the rapid development of Internet technology, marketing era has entered a new era, resulting in the network based culture of consumption, resulting in network marketing. Network marketing refers to the marketing activities through the media, computer and network, not only of the revolution in technology, also has a variety of marketing. Marketing concept has become a marketing practice behavior standards and guidelines, will have an impact on the formulation of enterprise marketing strategy, an important influence on the whole process of marketing activities, and also is the premise to ensure the innovation of marketing activities. 　　一、从静态需求观到动态需求观 One, from static to dynamic concept of demand demand outlook 　　在营销过程中，消费者的需求是制定决策十分重要的依据。传统静态的需求观具有僵化和静止的特征，没有从全局对消费者的需求进行分析，在对消费者行为进行关注的过程中，只重视自身的消费偏好和需求水平。在动态的需求管理中，应该使用变化、发展的观念，从整体对消费者的需求进行分析，认真对待消费者在消费过程中的需求水平。 In the process of marketing, consumer demand is a very important decision-making basis. The traditional static concept o