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企业由弱而强,自强而刚,其发展的根本原动力无非就是市场的推动。回首过去的20年,曾有群雄逐鹿,风尘四起的“五代十国”,亦有英雄割据,三足鼎立的“三国演义”;更少不了那些以弱胜强,以少胜多的经典故事,但归根到底也就是“决胜于市场”这一句了。80年代晚期,当一些成功的外企开始参与市场竞争,一方面对原有的市场格局形成了强大的冲击,但另一方面也给我们带来了市场竞争的先进理论和思想。特别是市场与销售部门的根本性分离,以及产生了其他衍生的市场职能部门。这一变化的影响力是惊人的,从而Marketing和Sales已不再代表着同一意思。也是在这之后,很多国内企业的营销部的牌子变成了销售部,同时又增加了例如公关部、广告部、媒介主管、行销主管等等部门和职务。这些全新的职能的形成归结为一点,就是我们对市场的认识和理解开始有了大转变。
Enterprises from weak to strong, self-improvement, the fundamental driving force for its development is nothing more than the market to promote. Looking back over the past 20 years, there are crowded, demeanor of the “Five Dynasties and Ten Kingdoms”, there are heroic separatism, the three pillars of the “Romance of the Three Kingdoms”; even less those weak and strong, to win less than the classic story, but the root cause In the end is the “victory in the market” this sentence. In the late 1980s, when some successful foreign companies started to participate in the market competition, on the one hand, they had a powerful impact on the original market structure, on the other hand, they also brought us advanced theories and thoughts of market competition. Especially the fundamental separation of marketing and sales, and the creation of other derivative marketing functions. The impact of this change is phenomenal, so Marketing and Sales no longer represent the same thing. It is also after this that many domestic enterprises have become the marketing department of the sales department, while adding, for example, public relations department, advertising department, media director, director of marketing and other departments and positions. The formation of these new functions comes down to the point where we have seen a big shift in our understanding and understanding of the market.