论工业品营销向一般消费品营销的转变  

On the Transformation from Industrial Marketing to General Consumer Marketing

作　　者：牛跃平[1] 李荣娜[1] 

机构地区：[1]长安大学经管学院,西安710021

出　　处：《价值工程》2012年第36期106-107,共2页Value Engineering

摘　　要：通过对工业品企业和一般消费品企业的在营销理念、营销结构、沟通体系、生产和存运中心区别对比,分析其中产生的矛盾,通过对矛盾的分析,结合一般消费品企业和市场特点,建立合理的营销结构,构建有效的沟通体系,充分利用现代化信息技术和新的销售渠道,最终实现企业转变的良性转变。Through the comparison between industrial enterprises and general consumer goods enterprises in aspects of marketing concept, marketing structure, communication system, production and save shipping center, this paper analyzes the generating contradictions, based on that, combined with the general consumer product companies and the market characteristics, establishes reasonable marketing structure, builds effective communication system, makes full use of modern information technology and new sales channels, ultimately achieves benign transformation for enterprises.

关 键 词：营销结构 权变 沟通体系 

分 类 号：F274[经济管理—企业管理]