1．On the Chinese Marketing From the End of This Century to the Beginning of Next Century Luo Guomin (Guangdong Institute of Commerce) 1
再谈跨世纪的中国市场营销 广东商学院 罗国民 1
世纪之交的营销挑战 暨南大学 何永祺 6
2．The Challenge of the Marketing Between the Two Century He Yongqi(College of Economics, Ji Na University) 6
3．The Developing Tendency and Corresponding Key Words of the Advertisement From the End of This Century to the Beginning of Next Century Fu Hangzhang (College of Economics,Ji Nan University) 13
跨世纪广告的发展趋势及对应的关键词 暨南大学 傅汉章 13
4．The Public Relations Of Bussiness in Marketmg From the End of This Century to the Beginnmg of Next Century Jiang Lin(Department of Fradt Economics of Chinese People' University) 20
跨世纪营销中的企业公共关系 中国人民大学贸易经济系 江林 20
5．The Industrial Desgns-the Strategic Weapon of Marketing From the End of This Century to the Beginning of Next Century Cai Jiaqing (Hubei Engineering Institute) 27
工来设计——跨世纪营销的战略武器 湖北工学院 蔡嘉清 27
关于市场营销的道德界限 武汉大学管理学 甘碧 符国群 33
6．On the Moral Demarcation in Marketing Gan Biqun ,Fu Guoqun(Both of Business School, Wuhan University) 33
7．The Chinese Moral Issues in Marketing From Different Aspects Yang Nianmei, Huangying(Beijing University of Aeronautics and Astronautics) 40
中国市场营销道德问题面面观 北京航空航天大学 杨念梅 黄颖 40
8．On the Improper Promotion and Marketing Ethics Lei Ming(Department of Management,Guangdong Engingeering University) 47
论不正当促销与营销道德 广东工业大学管理系 雷鸣 47
9．The Moral Sence of Chinese Marketing:A Tentative Framework of research Ou Qiming, Chen Jieguang (Department of Marketing, Hongkong Jinhui University)Xie Qingbiao (Department of Marketing,Hongkong Cahinese University) 54
中国市场营销的道德面——个研究架构初拟 香港浸会大学市场学系 区启明 陈洁光 香港中文大学市场学系 谢清标 54
10．Initiatig the Marketing Ideas Suitable for the Chinese Conditionsj-Ideas of Scholar-businessmen Li Guirong(Guangdong Provingcial Institute of Economics and Management for Cardres) 61
但导适合我国国情的营销思想——儒商思想 广东省经济管理干部学院 李桂荣 61
11．The Confucian Ethics and Modern Marketing Wang Chaohui J(Department of National Economic Management, Liaoning University) 68
儒家伦理与现代市场营销 辽宁大学国民经济管理系 王朝辉 68
12．The Chinese Culture and Marketing Liu Xingyin(Capital City University of Economics and Trade) 74
中华文化与市场营销 首都经济贸易大学 刘兴银 74
13．On Marketing Culture Nie Yuankun (Yunnan Institute of Finance and Trade),Hu Qihui(School of Economics,Yunnan University) 80
营销文化论 云南财贸学院 聂元昆 云南大学 胡其辉 80
跨世纪的市场营销——绿色营销 河南财贸学院贸易系 张占东 87
14．Marketig From the End of This Century to the Beginning of Next Century:Green Marketing Zhang Zhandong (Henan Institute of Finance and Trade) 87
15．The Value Analysis oft the Creen Marketing Ren Dexi,Liaobibo(Both of Zhong Nan Engineering Institute) 95
绿色营销的价值分析 中南工学院 任德曦 廖 廖碧波 95
16．The Creen Marketing IS imperative Wang Cuizhi (Beijing Goods and Materials Institute) 102
绿色营销势在必行 北京物资学院 王桂芝 102
17．The Green Marketing on Production Sale and Consumption Cai Kai Kai(Marketing Association of Liaoning Province)Cai Jingchao(Shenyang Wanli Commercial and Trade CO. 109
绿色产、销、洮工程 辽宁省市场学会 蔡凯 沈阳万利商贸公司 盖超 109
18．A Tentative Study on the Green Marketing Theory,Measures and Systm Of Macrosupervision Wan Houfen(Zhog Nan University of Finance and Economics) 116
绿色营销的理论、措施及宏观监控体系 中南财经大学 万后芬 116
环境问题与绿色营销 汕头大学 罗念潮 123
19．The Environmental Issues and Green Marketing Luo Nianchao (Law and Business College, Shantou University) 123
人类只有一个地球——浅谈绿色营销 湖北大学经贸学院 彭代武 湖计划管理学院 李爱辉 130
20．Human has the Only Earth:A Brief Introduction tO the Green Marketing Peng Daiwu(Economics and Trade College, Fubei University),Li Aihui(Fubei Institute of Planning and Management) 130
21．The Theory of The International Product Life Cycle and The Transnational Marketing Strategies of Chinese Enterprises Zhang Gengmiao(Management School. Xian Jiaotong University) 135
国际产品生命周期理论与我国企业的跨国经营策略 西交能大学管理学院 张庚森 135
22．The Key of the State-owned Enteprises Marketing Depends on Innovation Zhu Huosheng (Deparment of Economics and Trade. Zhong Nan University of Finance and Trade) 140
国有企业市场营销要有创新 中南财经大学贸易经济系 祝火生 140
23．A Tentative Research on the State-owned Enterprises Marketing Management Hao Yuanxiao,Jia Shengxin(Shansi Institute of Finance and Economics) 145
国有企业市场营销管理初探 陕西财经学院 郝渊晓 贾生鑫 145
24．The CI of Marketing and the CI Strategies of the State -owned Enterprises:Ideas of Our Country's CI Strategic Development Han Yong (Chengdu Universityu) 151
形象营销与国有企业形象发展战略——兼对我国CI战略发展思考 成都大学 韩勇 151
25．Marketing System Control Miao Xizhe (\College Of Economics and Trade, Qindao Sea University) 158
营销系统与控制 青岛海洋大学经贸学院 苗锡哲 158
26．On the Drawbacks and Amendment of the Theory of Maslow's Hierarchy of Needs Gong Zhen(Anhui Insitute of Finance and Trade 165
论马斯洛需要层次理论的缺陷及其修正 安徽财贸学院 龚振 165
27．The Static and Dynamic Analysis of Consumer Needs Liang Xingping (Department of Trade and Economics,Anhui Institute of Finance and Trade ) 172
消费需求的静态与动态分析 安徽财贸学院易系 梁平 172
浅论“创造需求” 暨南大学经济学院 蔡新春 178
28．A Brief Introduction to''Demand Creation" Cai Xinchun(College of Economics ,Ji Nan University) 178
中国银色市场的潜力和特点 云南财贸学院 吴健安 昆明理式大学 戴天权 184
29．The Potential and Characteristics of the Chinese Silvery Hair Market Wu Jianan( Yunnan Insitute of Finance and Trade). Dai Tianquan (Kunmig Science and Engineering University) 184
30．Understanding the Significance of the Service After sales Once Again Hou Xuanjiao (College of Economics, JI Nan University) 191
售后服务重要性的再认识 暨南大学 侯轩妖 191
31．The Basis and Methods of Enterprises's Market Positioning Yie Wnchun(Wuhan Engingeering University) 197
企业市场定位的依据及方法 武汉工业大学 叶万春 197
32．The New Development of MarketingTheory:"To Agree to Make some Necessary Concesssios in Value for Customers" Sun Lihui (Changchun Taxation Institute) 203
市场营销理论的新发展——“让客价值”探析 长春税务学院 孙丽辉 203
33．An Elementary Talk about"Power"and Marketing Zhu Huihuang(Department of Business Management, Guangdong Foreign Language and Trade University) 210
POWER及其营销模式 广东外语贸大学企管系 朱辉煌 210
34．The Social Costs and Value of Enterprises'Market Behaiour Song Xuebao (Tsinghua University) 217
企业市场行为的社会成本及社会价值 清华大学经济管理学 宋学宝 217
35．The New Marketing Subject:brand Personality Liu Jianhua(Postgraduate in Department of Trade, Capital City Economic and Trade University) 224
品牌个性初探 首都经贸大学贸易系硕士研究生 刘建华 224
中小型企业名牌策略 西北纺织学院 成爱武 吴芝芬 229
36．The Strategy of the Famous Brand for Small and Medium—sized Enterprises Cheng Aiwu, Wu Zhifen(North—western Textile Institute) 229
北京市蔬菜能渠道发展的比较——集市销售一店铺、销售 中国社会会科学院财贸经济研究所 冯雷 229
37．ON the Product Strategy for the Sea Transportation Enterprises Marketing Li Lianshou(Shanghai Sea Transportation Institute) 236
论海运企业市场销产品策略 上海海运学院 李连寿 236
直销方式在我国的发展与管理的规范 中山大学岭南学院经济系 董小麟 243
38．The Development and Management Standardization of Direct Marketing in our Country Dong Xiaolin(Department of Economics,Lingnan college,Zhongshan University) 243
39．A Tentative Analysis of chain Store Marketing in China Tu Jianmin(Capital City University of Economics and Trade) 249
我国商业连锁经营初探 首都经济贸易大学 涂建民 249
40．The Study on Policy and Measures for the Development of Regional Chain Store Marketing Changzhou City Chain Store Marketing Research Group 256
区域性连锁经营发展对策研究分析 广东商学院 徐印州 263
41．An analysis of Anh Direct Marketing Company's Masrketing Strategy Xu Yinzhou (Guangdong Institute of Commerce) 263
跨世纪的运营——“顺美服装有限公司”95战略构想初探 中央民族大学经济系 杨暄 269
42．The Marketing and Operating From the End of This Century to the Beginning of Net Centruy:A Ten tative Analysis of shunmei Clothing Company of Liite Liability's Strategic aPlanning in year 1995 Yang Xuan,(Central Nastionalality University) 269
环境动中的国人企业市场营销——简析“金城”的市场营销之道 北京航空航天大学管理学院 程连珺 276
43．The State—owned Enterprises'Marketing in Environmental Changing:ATentative Analyses of Jingcheng's Marketing Cheng Lianjun(College of Management,BeiJing Uniersity of Aviation and Spaaeflight) 276
顺应市场 挖潜创新——天津自行车飞轮厂依靠 产品开发和市场开发走出困境纪实 天津商学院 寇小萱 朱维慈 280
44．Going with the Market ,Exploiting Potential and Making Innovation:Records of TianJin Bicycle Gear Fctory Movign Out from Troubles by Developing New Products Kou Xiaoxuan, Zhu Weici(TianJin Institute ofCommerce) 280
生产“需要”，创造市场 长春税务学院 孟宪贵 长春市委党校 于平 286
45．Producing"Needs" Creating Market Meng Xiangui(Changchun Taation Institute), YuPing (Changchun Municipal Party Commitee School) 286
我国家庭洗涤产品市场销的特点与趋势 哈尔滨工业大学管理学院 杨承 吴凤山 292
46．The Characteristics and Tendency of Family Detergent Products Market in Our country Yang cheng, Wu Fengshan(Both of Mmanagement School, Harbin Engineering University) 292
47．Comparisions Between the Circulative Channels of Vegetable Market in BeiJing:The Fair Sales and Shop Sales Feng Lei 9Institute of Trade and Economice, chinese Academy of social Sicences) 299