摘要
生产方式与消费方式在知识经济浪潮冲击下所产生的变化与工业经济时代营销观念不适应 ,知识经济时代的营销活动从根本上讲 ,应顺应知识经济生产方式与消费方式的内在要求 ,因此 ,它应包括六个方面的内容 :市场营销主体从综合化企业转变为拥有核心营销能力的专业企业 ;营销客体从实物产品延伸到服务产品 ;营销活动载体从有形趋向无形 ;市场营销任务从满足需求转为创造需求 ;营销性质是品牌营销 ;市场营销的竞争态势更趋激烈。
Under the influence of knowledge economy, the manner of production and consumption in the age of industrial economy is incompatible with the marketing idea. The marketing in knowldege economy should adapt itself to the manner of production and consumption. The new marketing idea consists in the following aspects: the subject of marketing, the objects of marketing, the carrier of marketing, task of marketing, the character of marketing, and competition in marketing.
