摘要
本文认为,中国企业广告大战与价格大战的“非市场营销”的表现,其缘由是“边缘化”的经济地位与符码化的消费时尚。它提醒我们,今天的中国企业能够获得的利润有限,还不能像美国的企业那样“一掷千金”地“玩营销”;在西方文化横行天下的今天,在与文化紧密相关的符码方面,处于文化转型的中国还不具有竞争优势。
The author thinks the displaying of “not marketing” between advertising competition and price competition of Chinese enterprise, its cause is the economic status of “verge” and consumption fashion of code. It reminds us, the profit that Chinese enterprises can obtain is limited today, so it can＇t “play with marketing” with “spending money extravagantly” like the enterprise of U. S.A. yet. Today, western culture walks crosswise in the world, it has not competitive superiority in China where culture makes the transition in the aspect of code with closely linked culture.
出处
《广西民族研究》
CSSCI
北大核心
2005年第3期176-180,共5页
GUANGXI ETHNIC STUDIES
关键词
营销
非营销
边缘经济
符码经济
Marketing
not marketing
verge economy
code economy
