机构地区: 广州城市职业学院工商管理系
出 处: 《华东经济管理》 2006年第7期117-120,共4页
摘 要: 文章运用微观经济学中的“消费者剩余”理论对市场营销的本质与策略进行了一些探讨,旨在说明市场营销的成功关键在于企业是否立足于创造更多的消费者剩余来制订营销的手段与策略。企业只有不断创造消费者剩余,才能最终取得营销的成功。 This paper explores the essence and strategy of marketing by using the theory of consumer surplus of purpose is to illuminate that the key to successful marketing lies in whether the enterprise can be established in creating more consumer surplus and map out the means and strategy of marketing. Only when the enterprise increasingly creates consumer surplus can it succeed in marketing.