本文關(guān)鍵詞： 戰(zhàn)略營銷 營銷計(jì)劃 市場預(yù)測 營銷組合策略 營銷預(yù)算 執(zhí)行和控制　出處：《吉林大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著社會的發(fā)展和市場經(jīng)濟(jì)的不斷成熟,企業(yè)面臨的市場環(huán)境越來越復(fù)雜。在復(fù)雜多變的市場環(huán)境下,企業(yè)如何把握好航向,如何積極有效地制定營銷戰(zhàn)略和開展市場營銷工作、進(jìn)行有效的營銷計(jì)劃制定、建立觀代的市場營銷觀念,這是一個需要認(rèn)真研究和解決的問題。 本文的主要內(nèi)容就是研究如何有效地制定戰(zhàn)略營銷計(jì)劃,在理論研究的基礎(chǔ)上,以一汽大眾公司大眾品牌戰(zhàn)略營銷計(jì)劃的制定過程作為實(shí)證進(jìn)行研究分析。闡述戰(zhàn)略營銷計(jì)劃制定的方法和程序,通過制定有效的戰(zhàn)略營銷計(jì)劃,保證企業(yè)正確進(jìn)行長期發(fā)展決策,有效提升企業(yè)的競爭力,適應(yīng)消費(fèi)者結(jié)構(gòu)的迅速變化和增強(qiáng)企業(yè)凝聚力。 采用理論研究與實(shí)證研究相結(jié)合的方式,在堅(jiān)持定性分析與定量分析的前提下,綜合運(yùn)用現(xiàn)代企業(yè)管理學(xué)、營銷管理學(xué)的研究方法開展研究,對當(dāng)前企業(yè)戰(zhàn)略營銷計(jì)劃制定方法進(jìn)行探討,同時,在方法的選擇上堅(jiān)持科學(xué)性與實(shí)用性、規(guī)范研究與實(shí)證研究相統(tǒng)一的原則。 本文的創(chuàng)新點(diǎn)在于,一是從一汽大眾公司自身的角度出發(fā)來分析戰(zhàn)略營銷計(jì)劃的制定方法,;二是將理論知識與實(shí)證分析相結(jié)合,利用定性判斷與定量分析方法,總結(jié)出戰(zhàn)略營銷計(jì)劃制定的有效方法。
[Abstract]:With the development of the society and the maturity of the market economy, the market environment faced by enterprises is becoming more and more complex. In the complex and changeable market environment, how to grasp the course of the enterprise. How to actively and effectively formulate marketing strategy, carry out marketing work, make effective marketing plans, and establish the concept of marketing of the generation, this is a problem that needs to be seriously studied and solved. The main content of this paper is to study how to effectively formulate strategic marketing plan, on the basis of theoretical research. Taking the process of making the strategic marketing plan of public brand of FAW Volkswagen Company as an empirical analysis, this paper expounds the methods and procedures of making the strategic marketing plan, and through the formulation of effective strategic marketing plan. To ensure the correct long-term development decisions, effectively enhance the competitiveness of enterprises, adapt to the rapid changes in consumer structure and enhance corporate cohesion. Using the combination of theoretical research and empirical research, under the premise of qualitative analysis and quantitative analysis, comprehensive use of modern enterprise management, marketing management research methods to carry out research. This paper probes into the methods of making strategic marketing plan of enterprises at present, and at the same time, insists on the principles of scientific and practical in the choice of methods and the unification of normative research and empirical research. The innovation of this paper lies in: first, from the point of view of FAW Volkswagen Company to analyze the formulation method of strategic marketing plan; The second is to combine theoretical knowledge with empirical analysis and summarize the effective method of making strategic marketing plan by means of qualitative judgment and quantitative analysis.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F426.471

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本文編號：1456745