营销过度问题探析  

Analysis of Over-marketing

作　　者：康锦江[1] 杨光[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《东北大学学报（社会科学版）》2005年第4期257-259,共3页Journal of Northeastern University(Social Science)

摘　　要：随着市场竞争的加剧,企业越来越重视营销的作用,不断地增加对营销的投入,但同时也出现了过度营销投入与无效营销产出的问题。针对这一市场营销中的问题,根据经济学理论提出了营销过度的概念;结合实际案例论述了营销过度常见的三种表现形式:商品的价格大战、行业管理部门提高营销准入成本和广告投放失衡;深入分析了产生营销过度的原因,并针对这些原因提出了注意需求量变化、降低单位营销活动价格、关注营销准入成本变化等防范营销过度的几点对策。The keener the market competition, the more important the role of marketing plan of a business and the more the input to it. However, the invalid input and output due to over-marketing thus happened. The problem is studied conceptually according to economic theory in combination with practical cases, and three forms of over-marketing are discussed, i.e., price war, higher cost for the trade administration admission to market and non-gainful advertising. Analyzes in depth the causes of over-marketing and proposes some measures to take against it, such as focusing on the change in demand, cutting down the marketing cost and caring about the cost for admission to market.

关 键 词：营销过度 营销利润 营销频率 

分 类 号：C939[经济管理—管理学]