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中国营销史上有这样几个可以称之为“营销分水岭”的时期,每经过这样一个分水岭,都标志着一种主流营销体系的终结和新主流营销体系的建立。伴随着主流营销体系的变迁,总有一批曾经辉煌的企业倒下,并催生一批企业新贵。现在,中国市场环境的演变,把中国营销推到了一个新的分水岭。新的主流营销体系是什么?在2003年接近尾声的时候,《销售与市场》编辑部向一批专家、学者及企业高管发出征询,请他们对未来3～5年内中国市场营销的发展走向进行研判。在此基础上,我们形成了本期的封面报告《中国营销:寻找新主流体系》。尽管报告的内容也许并不全面,甚至可能存在某些偏颇,但我们仍希望它能帮助营销界把握一些营销发展的脉动。在此,我们向所有参与本次研究的人士表示诚挚的感谢!无论市场如何演变,毋庸置疑的是:营销在企业中的地位将进一步提高,并需要在整个企业的层面上重新解读。所以,我们将卢泰宏教授的文章《CMO 的新崛起》,作为这个报告的前言。
In the history of China's marketing, there are several such periods that can be called “marketing watersheds.” Each such watershed marks the end of a mainstream marketing system and the establishment of a new mainstream marketing system. Along with the change of the mainstream marketing system, there are always a number of brilliant enterprises that have fallen and spawned a group of upstart enterprises. Now, the evolution of China's market environment has pushed China's marketing into a new watershed. What is the new mainstream marketing system? Towards the end of 2003, Sales and Marketing editorial consulted a group of experts, academics and corporate executives asking them for the direction of China's marketing development in the next three to five years To judge. On this basis, we formed the current cover story “China Marketing: Looking for a New Mainstream System.” Although the report may not be comprehensive or even biased, we still hope it helps the marketing community to take some of the pulse of marketing developments. We hereby express our sincere gratitude to all who participated in this study. Whatever the evolution of the market, there is no doubt that the position of marketing in the enterprise will be further enhanced and needs to be reinterpreted at the enterprise level. Therefore, we will use Professor Lutai Hong's article “The New Rise of CMO” as a preface to this report.