本文關(guān)鍵詞： 營銷戰(zhàn) 層次 現(xiàn)狀 舉措　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2004年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)濟全球化、買方市場的形成，使企業(yè)間爭奪市場份額的斗爭日趨激烈，企業(yè)的營銷活動具備了許多與戰(zhàn)爭相似的特征，“營銷戰(zhàn)”的概念由此產(chǎn)生了。 營銷戰(zhàn)概念的產(chǎn)生，不僅顛覆了傳統(tǒng)的營銷思維模式，而且促使?fàn)I銷界進(jìn)入了新一輪的成熟階段。對于企業(yè)來說，必須認(rèn)清這樣的事實：企業(yè)能不能生存及成長，完全是靠能從競爭者的手上奪取多少市場，如何保護自己不受競爭者的侵略，以及如何遏止競爭者的攻擊而定。從營銷戰(zhàn)的角度來審視當(dāng)今企業(yè)的成敗更有說服力，同時為企業(yè)的發(fā)展提供了新的思路，指明了方向。 論文的第一部分是營銷戰(zhàn)的概述，介紹營銷戰(zhàn)概念的起源和四個基本特征；第二部分對實施營銷戰(zhàn)所需的一些要素，即戰(zhàn)略戰(zhàn)術(shù)要素、信息情報要素和人員因素進(jìn)行分析，為營銷戰(zhàn)打下堅實的后盾；第三部分對營銷戰(zhàn)的層次進(jìn)行劃分，按照從低級到高級的順序分為：價格戰(zhàn)、廣告戰(zhàn)、服務(wù)戰(zhàn)和品牌戰(zhàn)，并對這四個層次進(jìn)行理論分析，，分析了劃分的依據(jù)、科學(xué)性以及對企業(yè)營銷活動的指導(dǎo)意義；第四部分分析了中國營銷戰(zhàn)的現(xiàn)狀以及存在的問題，在第五部分針對存在的問題提出一些舉措，希望能促進(jìn)中國營銷戰(zhàn)的有序、健康發(fā)展。
[Abstract]:With the globalization of economy and the formation of buyer's market, the struggle for market share among enterprises is becoming more and more fierce. The marketing activities of enterprises have many characteristics similar to those of war, and the concept of "marketing war" comes into being. The emergence of the concept of marketing warfare not only subverts the traditional marketing thinking mode, but also promotes the marketing industry to enter a new mature stage. It is necessary to recognize the fact that whether an enterprise can survive and grow depends entirely on how many markets it can seize from its competitors and how to protect itself from competitors' aggression. From the angle of marketing war, it is more persuasive to examine the success or failure of today's enterprises, at the same time, it provides a new way of thinking and points out the direction for the development of enterprises. The first part of the paper is an overview of the marketing war, introducing the origin and four basic characteristics of the concept of marketing warfare; The second part of the implementation of marketing war needs some elements, that is, strategic and tactical elements, information and information elements and personnel factors are analyzed to lay a solid backing for the marketing war; The third part divides the level of marketing war into three parts: price war, advertising war, service war and brand war according to the order from low level to high level, and makes theoretical analysis on these four levels and analyzes the basis of the division. Scientific and guiding significance to enterprise marketing activities; Part 4th analyzes the current situation and existing problems of China's marketing war. In part 5th, it puts forward some measures to promote the orderly and healthy development of China's marketing war.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：F723

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 杜松;;淺析建筑設(shè)計企業(yè)的市場營銷及管理應(yīng)用[J];中國新技術(shù)新產(chǎn)品;2012年18期

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