论企业决策的财务导向与营销导向  

On the financial and marketing directions of enterprise decision making

作　　者：赵倩 Zhao Qian(Jilin Changyuan Pharmaceutical Co.,Ltd.,Changchun,Jilin,130000)

机构地区：[1]吉林省长源药业有限公司,吉林长春130000

出　　处：《市场周刊》2024年第26期27-30,共4页Market Weekly

摘　　要：在企业不断发展的过程中,有效提升销量、加快企业发展的诉求决定了企业在进行决策的过程中,需要充分考虑到营销导向。同时企业要控制好成本、注重发展质量的诉求又决定了企业在决策时要注意财务导向。财务管理和市场营销都是企业经营和发展中的重要组成部分,两者具有一致性也有矛盾,需要不断地进行协调,因此,探讨企业决策的财务导向与营销导向具有重要的意义。基于此,文章探讨了企业决策中的财务导向与营销导向,分析了两者在企业战略制定和实施过程中的作用及相互关系。In the process of continuous development of enterprises,the demand for effectively increasing sales and accelerating enterprise development determines that in the decision-making process,enterprises need to fully consider marketing orientation.At the same time,enterprises need to control costs well and pay attention to the demand for development quality,which determines that enterprises should pay attention to financial orientation when making decisions.Financial management and marketing are both important components of enterprise operation and development.The two have consistency and contradictions,and require continuous coordination.Therefore,exploring the financial and marketing orientation of enterprise decision-making is of great significance.Based on this,this article aims to explore the financial orientation and marketing orientation in enterprise decision-making,analyze the roles and interrelationships of the two in the process of enterprise strategy formulation and implementation.

关 键 词：企业决策 财务导向 营销导向 

分 类 号：F275[经济管理—企业管理] F274[经济管理—国民经济]