企业营销战略
摘
要
现代企业多数都制定有自己的营销战略;有长期的营销战略,也有中短期的营销战略。
营销作为企业市场活动中最重要的一个环节,也受到了广泛的重视。然而,由于我国现代市
场营销发展的特殊状况,以及我国市场营销专业教育发展的滞后,造成了企业中真正系统掌
握营销运作的人才并不多见。社会上存在大量企业在营销运作方面非常的盲目、短视、随意、浪
费。究其根源,笔者认为是缺乏系统的、务实的营销战略,更重要的是缺乏有效的实施对策。
企业制定并有效实施营销战略,以集约化的方式来经营企业,可以减少盲目性、随意性,为
企业节省大量不必要的开支,最重要的是能够成功的塑造企业和品牌的形象。
关键词:企业
; 营销; 战略
Enterprise marketing strategy
Abstracts
the modern enterprise most develop their own marketing strategy; a long-term marketing
strategy, there are short-term marketing strategy. As the enterprise market marketing activity in one
of the most important link, also received the extensive attention. However, because our country
modern marketing development of special status, as well as our marketing professional education
lags behind the development of enterprises, resulting in the real system to grasp the marketing
operation personnel not to see more. Society exists in a large number of enterprises in the marketing
operation has very blind, short-sighted, casual, waste. Investigate its germ, the author thinks that is
lack of systematic, practical marketing strategy, more important is the lack of effective
implementation countermeasures. Enterprise development and effective implementation of the
marketing strategy, to intensive approach to business enterprise, can reduce the blindness and
randomness, enterprises save a lot of unnecessary expenses,
the most important thing is to
the
success of enterprises and create brand image.
Keywords
:
Enterprise; marketing; strategy
目
录
前 言
… … … … … … … … … … … … … … … … … … … … … … … … … ( 4 )
第
1章 企 业 营 销 战 略 … … … … … … … … … … … … … … … … ( 4 )
1.1 什 么 是 企 业 营 销 战 略 … … … … … … … … … … … … … … … … ( 4 )