科研院所转制企业的营销变革研究  

Research on Marketing Reform of Transformed Enterprises of Scientif ic Research Institutes

作　　者：刘冬亮 LIU Dong-liang(School of Economics,Renmin University of China,Beijing 100143,China)

机构地区：[1]中国人民大学经济学院,北京100143

出　　处：《化工管理》2022年第5期7-10,共4页Chemical Engineering Management

摘　　要：科研院所转制,主动拥抱市场,是激发科研人员活力、推进企业创新、促进成果转化的关键一步。科研院所转制后,如何面对激烈的市场竞争环境,如何通过营销变革提升竞争力,对推动转制后公司可持续发展具有重要意义。文章通过梳理营销变革的相关文献,述评相关理论及主要观点,以北京橡胶工业研究设计院有限公司产业化部为分析案例,分析公司发展的瓶颈以及采取的营销变革手段,总结营销变革成果,并提出不足与展望。The transformation of scientif ic research institutes and actively embracing the market is a key step to stimulate the vitality of scientif ic researchers,promote enterprise innovation and promote the transformation of achievements.After the transformation of scientif ic research institutes,how to face the fierce market competition environment and how to improve their competitiveness through marketing reform is of great signif icance to promote the sustainable development of the company after the transformation.By combing the relevant literature of marketing reform,reviewing the relevant theories and main viewpoints,taking the Industrialization Department of BRDI as an analysis case,this paper analyzes the bottleneck of the company’s development and the marketing reform means adopted,summarizes the achievements of marketing reform,and puts forward def iciencies and prospects.

关 键 词：科研院所转制 营销变革 北橡院 产业化 

分 类 号：F272.3[经济管理—企业管理]