中国市场营销起源和发展过程

市场营销理论在中国的发展

新中国建立之前，我国虽曾对市场营销学有过一些研究(当时称“销售学”)，但也仅限于几所设有商科或管理专业的高等院校。在1949～1978年间，除了台湾和港澳地区的学术界、企业界对这门学科已有广泛的研究和应用外，在整个中国内地，市场营销学的研究一度中断。在这长达三十多年的时间里，国内学术界对国外市场营销学的发展情况知之甚少。党的十一届三中全会以后，党中央提出了对外开放、对内搞活的总方针，从而为我国重新引进和研究市场营销学创造了有利的环境。1978年，北京、上海、广州的部分学者和专家开始着手市场营销学的引进研究工作。虽然当时还局限在很小的范围内，而且在名称上还称为“外国商业概论”或“销售学原理”，但毕竟在市场营销学的引进上迈出了第一步。经过十几年的时间，我国对于市场营销学的研究、应用和发展已取得了可喜的成绩。从整个发展过程来看，大致经历了以下几个阶段。

（一）引进时期(1978～1982年)

在此期间，通过对国外市场营销学著作、杂志和国外学者讲课的内容进行翻译介绍，选派学者、专家到国外访问、考察、学习，邀请外国专家和学者来国内讲学等方式，系统介绍和引进了国外市场营销理论。但是，当时该学科的研究还局限于部分大专院校和研究机构，从事该学科引进和研究工作的人数还很有限，对于西方市场营销理论的许多基本观点的认识也比较肤浅，大多数企业对于该学科还比较陌生。然而，这一时期的努力毕竟为我国市场营销学的进一步发展打下了基础。

（二）传播时期(1983～1985年)

经过前一时期的努力，全国各地从事市场营销学研究、教学的专家和学者开始意识到，要使市场营销学在中国得到进一步的应用和发展，必须成立各地的市场营销学研究团体，以便相互交流和切磋研究成果，并利用团体的力量扩大市场营销学的影响，推进市场营销学研究的进一步发展。1984年1月，全国高等综合大学、财经院校市场学教学研究会成立。在以后的几年时间里，全国各地各种类型的市场营销学研究团体如雨后春笋般纷纷成立。各团体在做好学术研究和学术交流的同时，还做了大量的传播工作。例如，广东市场营销学会定期出版了会刊《营销管理》，全国高等综合大学、财经院校市场学教学研究会在每届年会后都向会员印发了各种类型的简报。各团体分别举办了各种类型的培训班、讲习班。有些还通过当地电视台、广播电台举办了市场营销学的电视讲座和广播讲座。通过这些活动，既推广、传播了市场营销学知识，又扩大了学术团体的影响。在此期间，市场营销学在学校教学中也开始受到重视，有关市场营销学的著作、教材、论文在数量上和质量上都有很大的提高。（三）应用时期(1986～1988年)

1985年以后，我国经济体制改革的步伐进一步加快，市场环境的改善为企业应用现代市场营销原理指导经营管理实践提供了有利条件，但各地区、各行业的应用情况又不尽相同，具体表现为：(1)以生产经营指令性计划产品为主的企业应用得较少，以生产经营指导性计划产品或以市场调节为主的产品的企业应用得较多、较成功；(2)重工业、交通业、原材料工业等和以经营生产资料为主的行业所属的企业应用得较少，而轻工业、食品工业、纺织业、服装业等以生产经营消费品为主的行业所属的企业应用得较多、较成功；(3)经营自主权小、经营机制僵化的企业应用得较少，而经营自主权较大、经营机制灵活的企业应用得较多、较成功；(4)商品经济发展较快的地区(尤其是深圳、珠海等经济特区)的企业应用市场营销原理的自觉性较高，应用得也比较好。在此期间，多数企业应用市场营销原理时，偏重于分销渠道、促销、市场细分和市场营销调研部分。

（四）扩展时期(1988～1994年)

在此期间，无论是市场营销教学研究队伍，还是市场营销教学、研究和应用的内容，都有了极大的扩展。全国各地的市场营销学学术团体，改变了过去只有学术界、教育界人士参

加的状况，开始吸收企业界人士参加。其研究重点也由过去的单纯教学研究，改为结合企业的市场营销实践进行研究。全国高等综合大学、财经院校市场学教学研究会也于1987年8月更名为“中国高等院校市场学研究会”。学者们已不满足于仅仅对市场营销一般原理的教学研究，而对其各分支学科的研究日益深入，并取得了一定的研究成果。在此期间，市场营销理论的国际研讨活动进一步发展，这极大地开阔了学者们的眼界。1992年春，邓小平南方讲话以后,学者们还对市场经济体制的市场营销管理，中国市场营销的现状与未来，跨世纪中国市场营销面临的挑战、机遇与对策等重大理论课题展开了研究，这也有力地扩展了市场营销学的研究领域。

（五）国际化时期（1995～至今）

1995年6月，由中国人民大学、加拿大麦吉尔大学和康克迪亚大学联合举办的第五届市场营销与社会发展国际会议在北京召开。中国高等院校市场学研究会等学术组织作为协办单位，为会议的召开作出了重要的贡献。来自46个国家和地区的135名外国学者和142名国内学者出席了会议。25名国内学者的论文被收入《第五届市场营销与社会发展国际会议论文集》（英文版），6名中国学者的论文荣获国际优秀论文奖。从此，中国市场营销学者开始全方位、大团队地登上国际舞台，与国际学术界、企业界的合作进一步加强。

五、市场营销理论应用的发展

第二次世界大战之后，市场营销学发生了根本性的变化，从传统市场营销学演变为现代市场营销学，市场营销学日益广泛应用于社会各领域，同时，从美国拓展到其他国家。（一）市场营销学广泛应用于社会各领域

市场营销观念和理论首先被引进生产领域，先是日用品公司，如小包装消费品公司，继而被引入耐用消费品公司，接着被引进工业设备公司，稍后被引入重工业公司诸如钢铁、化工公司。其次，从生产领域引入服务业领域，先是被引入航空公司、银行，继而保险、证券金融公司。后来，又被专业团体，诸如律师、会计师、医生和建筑师所运用。

由于资本主义国家一切成为商品，连其社会领域及政治领域也商品化，因而市场营销原理与方法亦应用于这些领域，如将市场营销方法应用于大学、医院、博物馆及政府政策的推行等社会领域中；又如法国政府应用市场营销原则与方法了解公众对政府废除死刑及扩大欧洲共同体的看法，根据公众不同的政见进行市场细分，然后采用广告宣传去影响或改变公众对政府政策的反对态度；再如西方国家政党及政治候选人应用市场营销方法对选民进行市场细分，对选民进行广告宣传，争取选民投票支持。市场营销的应用还从国内扩展至国际市场。

与市场营销学应用范围的扩大相适应，市场营销学从基础市场营销学扩展为工业市场营销学、服务市场营销学、社会市场营销学、政治市场营销学及国际市场营销学。（二）市场营销学在各国应用的发展

20世纪初，市场营销学首创于美国，随后广泛应用于各个领域。20世纪50年代市场营销学开始传播到其他西方国家。日本于50年代初开始引进市场营销学，1953年日本东芝电气公司总经理石坂泰三赴美参观访问，回到日本的第一句话是：“我们要全面学习市场营销学”。1955年日本生产力中心成立，1957年日本营销协会成立。这两个组织对推动营销学的发展起了积极作用。60年代，日本经济进入快速发展时期，市场营销原理和方法广泛应用于家用电器工业，市场营销观念被广泛接受。60年代末70年代初，社会市场营销观念开始引起日本企业界的关注。从70年代后期起，随着日本经济的迅猛发展及国际市场的迅速扩

大，日本企业开始从以国外各个市场为着眼点的经营战略向全球营销战略转变。

20世纪50年代，市场营销学亦传播到法国，最初应用于英国在法国的食品分公司。60年代开始应用于工业部门，继而扩展到社会服务部门。1969年被引进法国国营铁路部门。70年代初，市场营销学课程先后在法国各高等院校开设。

20世纪60年代后，市场营销学被引入原苏联及东欧国家。

中国则是自改革开放以后，才开始引进市场营销学的。首先是通过对国外市场营销学书刊杂志及国外西方学者讲课内容进行翻译介绍。其次，自1978年以来选派学者、专家、学生赴国外访问、学习、考察国外市场营销学开设课程状况及国外企业对市场营销原理的应用情况，还邀请外国专家和学者来国内讲学。1984年1月，中国高校市场学会成立，继而各省先后成立了市场营销学会。这些营销学术团体对于推动市场营销学理论研究及在企业中的应用起了巨大的作用。如今，市场营销学已成为各高校的必修课，市场营销学原理与方法也已广泛地应用于各类企业。由于各地区、各部门之间生产力发展不平衡，产品市场趋势有别，加之各部门经济体制改革进度不一，各企业经营机制改革深度不同等，使市场营销学在各地区、各部门、各类企业的应用程度不尽相同。

Marketing Theory Development in China

Prior to the establishment of new China, China marketing on the market despite a number of studies have been (then known as "sales school"), but only with business or management of several professional institutions of higher learning. In 1949 and 1978, Taiwan and Hong Kong and Macao in addition to academics, the business community in this subject has been extensive research and applications, in the Chinese mainland, marketing research was interrupted. In that time more than three decades, the domestic marketing of foreign academic development of poorly understood. After the Third Plenary Session of the Party, the CPC Central Committee made open to the general principle of invigorating the domestic economy, so as to re-introduce and study of marketing to create a favorable environment. In 1978, Beijing, Shanghai, Guangzhou, some scholars and experts began the introduction of marketing research. Though it was also limited to a small extent, and in name also known as the "Introduction of foreign business" or "Principles of marketing," but after all, the introduction of marketing on the first step. After a dozen years, China for marketing research, application and development has made gratifying achievements. From the entire development process, has gone through several stages.

(A) the introduction period (1978 ~ 1982)

During this period, through the marketing of foreign books, magazines, and foreign scholars to translate the contents of the lectures introduce selected scholars, experts, trips abroad, study, study, inviting foreign experts and scholars to give lectures in China, etc., the system introduced and the

introduction of foreign marketing theory. However, when the subject of the study also limited to the part of universities and research institutions, engaged in the introduction and study of the subject is still very limited number of people working for Western marketing theory understanding of many of the basic ideas are quite superficial, and most of the The subject is still relatively unfamiliar. However, the efforts of this period, after all, for our marketing lay the foundation for further development.

(B) dissemination of the period (1983 ~ 1985)

Through the efforts of the previous period, the country engaged in marketing research, teaching experts and scholars are beginning to realize,

Marketing in China to make further use and development must be set up around the marketing research community to exchange and learn from research results, and use the power of groups to expand the impact of marketing and promoting the study of marketing further development. January 1984, the National Higher universities, financial institutions will be established teaching and research in marketing. In the following years time, all over the country all types of marketing research groups have set up like mushrooms. The groups do academic research and academic exchange, it is also done a lot of communication work. For example, the Guangdong Institute of Marketing published a journal on a regular basis, "Marketing Management", National Higher universities, financial institutions in marketing the annual session of teaching and research will be issued to members after they had all types of presentation. Groups were held all types of training courses, workshops. Some also through local television and radio stations organized a seminar marketing of television and radio talks. Through these activities, both the promotion, dissemination of marketing knowledge, but also expanded the impact of the academic community. In the meantime, marketing began teaching in the schools attention, the marketing books, teaching materials, papers in quantity and quality has greatly improved.

After 1985, China further accelerate the pace of economic reform, improved market environment for enterprise marketing principles guiding the application of modern management practices have provided favorable conditions, but all regions and sectors of application and different, specific performance : (1) mandatory plan production and management of enterprise application products have less to produce the product or business plan guidance to market adjustment of enterprise application products more, and more successful; (2) heavy industry, transportation, raw materials, etc. and to operate production-based industry-owned enterprise applications less, and light industry, food industry, textiles, clothing and other consumer-oriented production industry owned business enterprise applications have more the more successful; (3) small business ownership and operation of enterprise

application system was less rigid, and more operational autonomy, flexible enterprise application management mechanism more, and more successful; (4) rapid development of commodity economy areas (especially Shenzhen and Zhuhai special economic zones) of the enterprise application market, the higher consciousness of marketing principles, the application was also better. During this period, the majority of enterprise applications Principles of Marketing, the emphasis on distribution channels, promotion, market segmentation and marketing research section.

(D) extension period (1988 ~ 1994)

During this period, both teaching and research marketing team, or a marketing education, research and application content, have a great extension. Throughout the academic community of marketing changed in the past only the academics, the education sector to participate in the state, began to absorb the business community to participate. The research also simply teaching and research from the past, replaced with business marketing research practice. National Higher Education universities, financial institutions will have teaching and research in marketing in August 1987 changed its name to "China Marketing Research Universities." Scholars have been satisfied with just the general principles of marketing teaching and research, and study its various branches of the increasing depth, and have achieved certain results. During this period, marketing theory to further develop international research activities, which have greatly broadened the horizons of scholars. Spring of 1992, Deng Xiaoping's Southern speech later, scholars still on the market economy system of marketing management, China Marketing Present and Future, Century China Marketing Challenges, Opportunities and other major theoretical subjects started the study, which also ability to expand the marketing research field.

(E) International period (1995 to present)

June 1995, by the Chinese People's University, Canada McGill University and Concordia University co-organized marketing and social development of the fifth international conference held in Beijing. Market Research Society of China Universities and other academic organizations as co-units, for the convening of the meeting made an important contribution. From 46 countries and regions, 135 142 foreign scholars and domestic scholars attended the meeting. 25 papers by scholars of domestic income "Marketing and social development of the Fifth International Symposium" (English version), six Chinese scholars in the paper won the International Best Paper Award. Since then, Chinese scholars began marketing all-round, large team to the international stage, and the international academic community, the business community to further strengthen cooperation.

Fifth, the development of the application of marketing theory

After World War II, marketing has undergone a fundamental change in the evolution from traditional marketing to modern marketing, Marketing, and increasingly widely used in all areas of society, while expanding to other countries from the United States.

(A) Marketing is widely used in all areas of society

Marketing concepts and theory was first introduced areas of production, first, and household products, such as small consumer packaged goods companies, consumer durable goods, the company then was introduced, followed by the introduction of industrial equipment company, was later introduced Heavy Industries such as steel and chemical companies. Secondly, the introduction of the service sector from the production area, first by the introduction of airlines, banks, then insurance, securities finance companies. Later, they were professional bodies, such as lawyers, accountants, doctors and architects use.

Because of all the capitalist countries becomes a commodity, and even the social sphere and political fields commercialization, marketing principles and methods which are applied to these areas, such as the marketing method is applied to universities, hospitals, museums and the implementation of government policies and other social areas; and if the French government applications of marketing principles and methods to understand the public and expanding the government abolish the death penalty views of the European Community, according to the different political views to the public market segmentation, and then use advertising to influence or change the public's opposition to government policy attitude; another example of Western countries, political parties and candidates for application of marketing, market segmentation approach to voters, advertising on the voters, for voters support. Marketing applications have expanded from domestic to international markets.

And marketing to expand the scope of application to adapt marketing from basic marketing extended to industrial marketing, services marketing, social marketing, political marketing and international marketing.

(B) Application of marketing development at the national

Early 20th century marketing initiative in the U.S., then widely used in various fields. Of the 20th century began marketing 50 years spread to other Western countries. Japan was introduced in the early 50's of Marketing, Toshiba Electric Company in 1953, general manager of Taizo Ishizaka visit the United States, returned to Japan in the first sentence is: "We want a comprehensive study of marketing." Japan Productivity Center was established in 1955, Japan Marketing Association was founded in 1957. These two organizations promote the development of marketing has played a positive role. 60 years, the Japanese economy has entered a period of rapid development, marketing principles and methods widely used in household appliances industry,

marketing ideas are widely accepted. The late 60s early 70s, the concept of social marketing has begun to attract attention to the Japanese business community. From the late 70s, with the rapid development of the Japanese economy and the rapid expansion of international markets, Japanese companies began to focus abroad for the various markets the business strategy changes to the global marketing strategy.

20th century, 50 years, marketing has also spread to France, first used in food in France, the United Kingdom branch. 60's industrial sector began to be used, and then extended to the social services sector. Was introduced in 1969 the French state railway sector. The early 70s, marketing courses have opened in the French institutions of higher learning.

After 60 years of the 20th century, marketing was introduced in the former Soviet Union and Eastern Europe.

Since the reform and opening up of China is only after the introduction of marketing began. The first is through the marketing of foreign books and magazines and lectures abroad, the translation of Western scholars introduced. Second, since 1978, selected scholars, experts and students abroad visit, study, study courses abroad, marketing conditions and foreign enterprises on the application of marketing principles, but also invite foreign experts and scholars to give lectures in China. January 1984, the Chinese Society of Universities established market, then the provinces have set up the Marketing Society. These marketing organizations for the promotion of academic marketing theory and application in the enterprise has played a huge role. Today, marketing has become a required course for all colleges and universities, marketing principles and methods have also been widely used in various types of enterprises. Because all regions, uneven development of productive forces among the various departments, products, market trends are different, the progress of economic reform coupled with different departments, the different depth reform of enterprise management mechanism, so that in all areas of marketing, various departments Class of varying degrees of enterprise applications.