本文關(guān)鍵詞：基于價(jià)值增值的AB集團(tuán)公司內(nèi)部營銷審計(jì)研究　出處：《石河子大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著經(jīng)濟(jì)環(huán)境的不斷變化,企業(yè)對管理的要求越來越高,尤其是營銷管理,因?yàn)闋I銷的成敗直接決定著企業(yè)的生死存亡。而內(nèi)部審計(jì)作為企業(yè)機(jī)體的免疫系統(tǒng),對企業(yè)的發(fā)展起著保駕護(hù)航的作用,這就要求內(nèi)部審計(jì)也必須根據(jù)企業(yè)的要求與時(shí)俱進(jìn)。在今天,營銷理論隨著企業(yè)經(jīng)營環(huán)境的復(fù)雜化也發(fā)生了重大的轉(zhuǎn)變,由4C策略挑戰(zhàn)傳統(tǒng)的4P策略,進(jìn)而提出了整合市場營銷傳播的思想。在我國內(nèi)部審計(jì)對于營銷審計(jì)關(guān)注較少,而隨著企業(yè)市場營銷戰(zhàn)略發(fā)展的日新月異,傳統(tǒng)的內(nèi)部審計(jì)管理思想的劣勢以及滯后性逐漸顯現(xiàn)出來,管理理念需要更新?lián)Q代,而能夠較好地彌補(bǔ)傳統(tǒng)內(nèi)部審計(jì)缺陷的是價(jià)值增值導(dǎo)向的內(nèi)部審計(jì)。在本文中,筆者提出了市場營銷理論與價(jià)值增值理論的融合的觀點(diǎn),是新型內(nèi)部營銷審計(jì)的有益探索。文章以AB集團(tuán)公司為例,結(jié)合對AB集團(tuán)公司的市場營銷戰(zhàn)略的分析、市場營銷管理中存在的問題,對AB集團(tuán)公司的市場營銷審計(jì)的視角放到價(jià)值增值上來,可以促進(jìn)企業(yè)營銷管理的提升,提高企業(yè)競爭力。本文以立足于現(xiàn)階段制造企業(yè)AB集團(tuán)公司內(nèi)部營銷審計(jì)中存在問題,以價(jià)值增值為主線,從概念、目標(biāo)、實(shí)現(xiàn)途徑和發(fā)展分析等方面提出了基于價(jià)值增值的企業(yè)內(nèi)部營銷審計(jì)的技術(shù)方法和流程體系,并通過案例分析證明,企業(yè)實(shí)施價(jià)值增值導(dǎo)向的內(nèi)部營銷審計(jì)可以有效優(yōu)化企業(yè)治理結(jié)構(gòu)、完善企業(yè)管理體系、提升企業(yè)戰(zhàn)略執(zhí)行力,企業(yè)競爭力的提升做出了貢獻(xiàn)。
[Abstract]:With the changing economic environment, the enterprise management of the increasingly high demand, especially the marketing management, because marketing determines the success or failure of enterprises. The internal audit of vital importance of the immune system of the body corporate, plays the role of escort for the development of enterprises, the internal audit must be according to the requirements of enterprises keep pace with the times. Today, the marketing theory with the complicated business environment has undergone a major shift from 4C strategy to challenge the traditional 4P strategy, and puts forward the integrated marketing communication thoughts. In the internal audit of our country paying less attention to the marketing audit, and with the development of the enterprise market marketing strategy change rapidly, the thought of internal audit the traditional management of the disadvantages and lag out gradually, management needs to be updated, and better able to compensate for the defects of the traditional internal audit Is the internal audit value oriented. In this paper, the author puts forward the integration of marketing theory and value theory point of view, is a beneficial exploration of new internal marketing audit. This paper takes AB group as an example, combined with the analysis of AB company's marketing strategy, marketing management problems. The marketing audit of AB group from the perspective of value added up to, can promote the enterprise marketing management, improve the competitiveness of enterprises. This paper based on the existing problems in the manufacture of internal audit of enterprises marketing AB group company, with added value as the main line, from concept, goal, realization and development and other aspects of analysis the method of internal marketing audit value-added business and process system based on, and proved through case analysis, internal marketing value oriented enterprise trial It can effectively optimize the enterprise management structure, improve the enterprise management system, enhance the enterprise strategy execution and enhance the competitiveness of the enterprise.

【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.72;F239.4;F274

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