营销学面临的新机遇与新挑战

本文认为,营销学是一门研究交换的科学,也是一门不断创新的科学,其核心概念是交换,研究重点是交换的有效性,强调的是个性与差异化。当前经济的全球化、小康社会的全面建成、社会经济的变革、信息技术的创新以及商品的品牌化趋势给营销学的发展带来了新机遇与新挑战。文章指出,营销学必须在了解其本源的基础上遵循规范化的思路去发展。

New Opportunities and New Challenges for the Study of Marketing

the author points out that marketing is a science studying exchanges.In the study, the core conception is exchange; the key point is the efficiency of the exchange,and attention should be paid to the specific character and differentia. Presently, the globalization, the task of constructing a well-being society, and some other new factors provide new opportunities and new challenges for the development of marketing.Therefore, in order to develop the study, we should follow the path of standardization based on the understanding of its origin.In the end,the author summarizes the academic activities of Chinese Marketing Association, and gives the prospect for its activities in later years.