| 营销的本质是管理交易而非买卖交易——兼论营销与销售的区别 |
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| 引用本文： | 陈祝平. 营销的本质是管理交易而非买卖交易——兼论营销与销售的区别[J]. 国际商务研究, 2009, 30(3) |
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| 作者姓名： | 陈祝平 |
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| 作者单位： | 浙江大学宁波理工学院 |
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| 摘 要： | "营销的本质"和"营销与销售的区别"是市场营销理论和实践的基本问题。从制度经济学的视角看,营销的本质是企业的一种管理交易,而不是产品买卖交易。营销具有管理交易的本质特征:生产性、效率性和层级性,而销售具有买卖交易的本质特征:分配性、价格性和平等性。营销本质上是生产者的行为,是产业资本的行为,而销售本质上是商人行为,是商业资本的行为。
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| 关 键 词： | 营销 销售 管理交易 买卖交易 |
Marketing Transactions: not Commercial, but Managerial |
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| CHEN Zhu-ping. Marketing Transactions: not Commercial, but Managerial[J]. International Business Research, 2009, 30(3) |
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| Authors: | CHEN Zhu-ping |
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| Affiliation: | CHEN Zhu-ping |
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| Abstract: | The basic problem in marketing theories and practices is" What is the nature of marketing ?", or "What is the substantial difference between marketing and selling ?" According to institutional economics, a marketing transaction is a managerial one, not commercial. Marketing has the characteristics of managerial transactions, as productive, efficient, and hierarchical, while selling has the characteristics of commercial transactions, as distributional, price oriented, and equal. A marketing man is a producer who has industrial capital, while a selling man is a distributor who has commercial capital. |
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| Keywords: | marketing selling managerial transactions commercial transactions |
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