试析现代营销行为的人文操作  

The Controllment by Human Being of Modern Business Behavior

作　　者：杨群祥[1] 

机构地区：[1]广东农工商管理干部学院

出　　处：《税务与经济》1999年第5期58-63,共6页Taxation and Economy

摘　　要：人是构成市场营销的根本要素，是企业市场营销活动的最终对象。因此，现代企业营销，从表象看是市场营销策略的应用与组合，是一种经济行为，但从深层次剖析则是人文操作的结果。跳出就营销论营销氛围，以新的视觉观察现代营销行为，研究揭示文化环境对人们消费行为方式的影响，用人文操作手法营造商机与组织竞争，是未来商战的主旋律。Human being is the main factor to make up marketing and also is the final target of business marketing. But the behavior of the modern man is controlled by psycho1Ohical activities. Therefore, the modern business marketing, which seems the application and combination of the marketing strategy on the surface but is the result controlled by human being, is an economic activity. It is the main task in the future trade war to research the people's activies of comsumption influenced by the cuctural enviroment with a new vision to observe the modern activities of marketing.

关 键 词：营销观念 营销策略 营销行为 人文操作 企业文化 

分 类 号：F713.3[经济管理—产业经济]