财经理论与实践
財經理論與實踐
재경이론여실천
The Theory and Practice of Finance and Economics
2014年
4期
131~135
,共null页
后现代主义 后现代营销 现代性 营销观念 嵌入营销
後現代主義 後現代營銷 現代性 營銷觀唸 嵌入營銷
후현대주의 후현대영소 현대성 영소관념 감입영소
Postmodernism; Postmodern Marketing; Modernity; Marketing Concept ; Eem-bedded Marketing
后现代主义在对于人、消费、消费者、企业、沟通的本质的认识方面挑战了现代营销,迫使我们考虑进行营销变革。最基本的营销变革应该是从单边性营销向嵌入性营销转变,其派生变革包括从管理性营销向合作性营销转变、从集中性营销向分散性营销转变、从计划性营销向随机性营销转变。
後現代主義在對于人、消費、消費者、企業、溝通的本質的認識方麵挑戰瞭現代營銷,迫使我們攷慮進行營銷變革。最基本的營銷變革應該是從單邊性營銷嚮嵌入性營銷轉變,其派生變革包括從管理性營銷嚮閤作性營銷轉變、從集中性營銷嚮分散性營銷轉變、從計劃性營銷嚮隨機性營銷轉變。
후현대주의재대우인、소비、소비자、기업、구통적본질적인식방면도전료현대영소,박사아문고필진행영소변혁。최기본적영소변혁응해시종단변성영소향감입성영소전변,기파생변혁포괄종관이성영소향합작성영소전변、종집중성영소향분산성영소전변、종계화성영소향수궤성영소전변。
The Postmodernism challenges the modern marketing in the understanding of the nature of human being, consumption, consumer, enterprise and communication. It forces us to consider changes in marketing. The most basic shift in marketing is from unilateral marketing to the embedded type;the derivatives of the basic shift are from managed marketing to collaborative marketing, from centralized marketing to decentralized marketing, and from planned marketing to random marketing.