电子商务对现代营销理论基本缺陷的矫正  

Rectifications to the Basic Defects of Marketing Theory by Electronic Commerce

作　　者：张洪吉[1] 崔援民[2] 崔凡[1] 

机构地区：[1]天津大学管理学院,天津300072 [2]河北经贸大学,河北石家庄050011

出　　处：《中国软科学》2002年第4期58-61,共4页China Soft Science

摘　　要：现代市场营销理论是指导企业进行营销活动的科学理论,它在营销实践中不断得到补充和完善,历经百余年而不衰。它对于指导企业营销具有不可替代的作用。但是,现代市场营销理论具有其先天性的理论缺陷。电子商务的产生和完善对现代营销理论的基本缺陷进行了矫正,解决了传统的营销方式难以解决的企业与市场对接的难题,极大地丰富和发展了现代市场营销理论。电子商务对现代市场营销理论的矫正,主要表现在对以下几对矛盾的解决上:营销的主动性与消费的被动性之间的矛盾、规模化生产方式与个性化的消费生活方式之间的矛盾、双赢理念与现实困惑之间的矛盾、“产品效用”与“消费利益”之间的矛盾、营销活动的无限性与地理环境的约束性之间的矛盾、市场的理想化假设与信息的不对称之间的矛盾等。Modern management and marketing theories are the scientific theory of di recting the enterprises to carry out marketing activities.It is constantly supplemented and perfected i n the marketing practice.It doesn' t decline over a hundred years.It has irreplaceable effect on directing the enterp rise' s marketing.But Modern Management and Marketing theory has its congeni tal.theoretical defect.The emergence and perfection of electronic com merce rectified the basic defect of Modern Management and Marketing theory,so lved the problem of the enterprise' s linking up With the market?Which can' t be solved by traditional way of mark eting,greatly enriched and develop ed Modern Management and Marketing theory.The rectification made to Modern Management and Marketing theory by electronic commerce is mainly embod ied in the resolution of the followin g several couples of contradiction:contra-diction between the initiative of ma rketing and the passivity of consump tion:contradiction between mode of pro-duction and way of life,contradiction between and real confusion,contr adiction between mode of production and way of life,contradiction between'the effectiveness of productand'the interests of consumption,contradiction between the infinity of marketing ac tivities and the restraint of geogra phical conditions?contradiction between the idea assumption of the market and the asym metry of information.

关 键 词：营销主动性 消费被动性 生产方式 消费方式 电子商务 现代营销理论 矫正 理论缺陷 

分 类 号：F713.36[经济管理—产业经济] F713.50