应对复杂环境的企业营销战略变革研究  

Study on Transition of Corporate' s Marketing Strategy under Complex Environment

作　　者：王润华[1] 

机构地区：[1]湖南城市学院,湖南益阳413000

出　　处：《湖南财政经济学院学报》2013年第3期81-85,共5页Journal of Hunan University of Finance and Economics

基　　金：湖南省社会科学基金项目"长株潭地区城市营销问题研究"(项目编号:08YBA150)阶段研究成果之一

摘　　要：我国企业的营销变革,一要洞察市场,了解客户,与客户互动,向客户提供价值;二要塑造企业品牌与品格,与客户建立长期关系;三要转变观念,通过量化投资收益来衡量成效。企业只有认真思考上述三大战略路径,并视环境、自身情况予以及时调整,才能实现企业营销转型。In order to change our country＇s corporate＇ marketing, firstly, we should penetrate in the market, understand and in- teract with our customers, and provide certain value to them; secondly, we should create corporate brand and character, to establish long -term relationships with customers; thirdly, we should change our concepts to measure the effective- ness by quantified investment income. Corporate could achieve marketing transition only by seriously considering the three strategic paths above, and making prompt adiustment devending, on the environment and their own conditions.

关 键 词：复杂性 企业营销 战略变革 营销转型 

分 类 号：F274[经济管理—企业管理]