本文選題：手機(jī)行業(yè) + 營(yíng)銷(xiāo)審計(jì)　； 參考：《電子科技大學(xué)》2003年碩士論文

【摘要】：本文研究的目的 1、初步探討、歸納總結(jié)營(yíng)銷(xiāo)審計(jì)理論,包括營(yíng)銷(xiāo)審計(jì)的起源與形成、營(yíng)銷(xiāo)審計(jì)的需求分析、營(yíng)銷(xiāo)審計(jì)與其他審計(jì)學(xué)科的關(guān)系等,形成初步的理論框架用以指導(dǎo)實(shí)踐。 2、研究B公司的營(yíng)銷(xiāo)模式、運(yùn)作體系,并基于對(duì)B公司營(yíng)銷(xiāo)模式的研究基礎(chǔ)之上,形成一套可操作性很強(qiáng)的營(yíng)銷(xiāo)審計(jì)方法及營(yíng)銷(xiāo)審計(jì)評(píng)價(jià)體系、評(píng)價(jià)標(biāo)準(zhǔn)。 3、應(yīng)用相關(guān)的營(yíng)銷(xiāo)審計(jì)方法、評(píng)價(jià)體系對(duì)貴陽(yáng)分公司進(jìn)行診斷式營(yíng)銷(xiāo)審計(jì),探求貴陽(yáng)分公司業(yè)績(jī)差的原因,為管理當(dāng)局提供決策支持。 本文研究的意義 營(yíng)銷(xiāo)審計(jì)的根本目的可以歸結(jié)為:查錯(cuò)糾弊、營(yíng)銷(xiāo)管理控制、營(yíng)銷(xiāo)效率和效果的評(píng)估、提升營(yíng)銷(xiāo)業(yè)績(jī)。但我們?nèi)绾尾拍軐?shí)現(xiàn)營(yíng)銷(xiāo)審計(jì)的根本目的?本文在營(yíng)銷(xiāo)審計(jì)的方法、營(yíng)銷(xiāo)審計(jì)的評(píng)價(jià)標(biāo)準(zhǔn)、評(píng)價(jià)體系等應(yīng)用方面的探討與研究有獨(dú)到的地方。本文在審計(jì)實(shí)踐中引進(jìn)的一些方法、使用的一些評(píng)價(jià)指標(biāo)對(duì)同行業(yè)開(kāi)展?fàn)I銷(xiāo)審計(jì)工作有一定的參考意義。各級(jí)營(yíng)銷(xiāo)管理者可以應(yīng)用本文的研究成果去審視營(yíng)銷(xiāo)行為的效率和效果,提升營(yíng)銷(xiāo)業(yè)績(jī),這也許就是本文最大的意義之所在。 本文研究的方法與途徑 本文大量應(yīng)用了同業(yè)比較、歸納總結(jié)、競(jìng)爭(zhēng)態(tài)勢(shì)矩陣(competitive profile matrix,CPM)的分析方法、外部因素評(píng)價(jià)矩陣(external factor evaluation matrix,EFE)的分析方法、實(shí)地調(diào)研等方法。
[Abstract]:The purpose of this study1. The author discusses and summarizes the theory of marketing audit, including the origin and formation of marketing audit, the demand analysis of marketing audit, the relationship between marketing audit and other auditing disciplines, and forms a preliminary theoretical framework to guide the practice.2. Based on the research of B company's marketing mode and operation system, a set of operable marketing audit method and evaluation system and evaluation standard are formed.3. Applying the related marketing audit method, the evaluation system carries on the diagnostic marketing audit to Guiyang branch company, explores the cause of the poor performance of Guiyang branch, and provides the decision support for the management authority.The significance of this studyThe basic purpose of marketing audit can be summed up as follows: to check and correct malpractice, to control marketing management, to evaluate marketing efficiency and effect, and to improve marketing performance.But how can we achieve the fundamental goal of marketing audit?This paper discusses and researches the methods of marketing audit, the evaluation standard of marketing audit and evaluation system.This paper introduces some methods in the practice of auditing and uses some evaluation indexes to carry out the marketing audit work in the same industry.All levels of marketing managers can use the research results of this paper to examine the efficiency and effect of marketing behavior, improve marketing performance, which may be the biggest significance of this paper.Research methods and approaches in this paperThis paper applies a large number of methods of peer comparison, summing up, competitive profile matrix, external factor evaluation matrix, external factor evaluation matrix, field investigation and so on.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2003
【分類(lèi)號(hào)】：F239.4

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 羅湘龍;郭金周;;國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo)審計(jì)研究綜述[J];中國(guó)商界(下半月);2008年11期

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本文編號(hào)：1763740