以T公司为例有关企业营销成本控制的研究

发布时间：2018-01-08 09:00

本文关键词：以T公司为例有关企业营销成本控制的研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：企业所发生的营销成本对企业产生的利润有着非常重要的影响。如果一家企业的营销成本控制不当,不但可能导致企业利润的亏损,再者，更会影响其生存。如何有效地减少企业的营销成本是有助于提高企业利润、提升企业核心竞争能力的重要方法。本文案例引用的T公司是一家外商投资公司，主营超声波设备的制造和销售。T公司位于瑞士的总部成立于1966年，成立不到一年的时间内，T公司就推出了首个带自动频率控制的超声波发生器。藉此创新，T公司的业务在全球逐渐扩展。T公司在中国大陆的分公司于2007年设立，目前有上海、深圳、香港三个子公司，随着国内越来越多的大型工厂和生产线对超声波设备的需求，经过近几年的蓬勃发展，公司2013年实现了营业收入9千万元。但同时，我们也发现了与公司近几年的发展不匹配的是公司当前对于营销成本的控制，仍严重的滞后于公司发展的速度。存在着许多，如营销成本的控制制度过于陈旧、营销成本缺乏预算管理、没有合理规划导致费用过高等等的一系列问题。因此，笔者认为，，我们有必要借助T公司营销成本的控制，作为本文研究的课题，分析T公司现有的费用管理方法和目前T公司在营销成本的管理方式上暴露出来的问题，究其产生的原因，提出：如何来进行营销成本管理制度和流程的优化、如何去改善销售预算的控制等一系列对于T公司营销成本控制的改善办法。并针对这些问题和解决方案做出总结。最后，本文阐述了因为诸多企业同T公司存在着一定的共性，在发展阶段产生的营销成本超量和管理方面发生的问题都具有一定的共性，笔者提出的可行性建议可以推广并适用于很多面临同样问题的企业。
[Abstract]:The marketing cost of the enterprise has a very important influence on the profit of the enterprise. If the marketing cost of an enterprise is not controlled properly, it may not only lead to the loss of the profit of the enterprise, but also. How to effectively reduce the marketing cost is an important method to improve the profit and enhance the core competitive ability of the enterprise. The case cited in this paper is a foreign investment company, the main ultrasonic equipment manufacturing and sales. T company was established in Switzerland in 1966, less than one year since the establishment of the company. T has launched its first ultrasonic generator with automatic frequency control. As a result, Innovator T's business is expanding globally. T's mainland China branch was established in 2007 and currently has Shanghai. Shenzhen, Hong Kong's three subsidiaries, with more and more large factories and production lines of the demand for ultrasonic equipment, after a few years of vigorous development. In 2013, the company achieved revenue of 90 million yuan. But at the same time, we also found that the development of the company in recent years does not match the company's current control of marketing costs. There are many problems, such as the old control system of marketing cost, the lack of budget management, the lack of reasonable planning and so on. Therefore, the author believes that we need to use T company marketing cost control, as the subject of this paper. This paper analyzes the existing cost management methods of T Company and the problems exposed by T Company in the marketing cost management mode, investigates the causes of its emergence, and puts forward the following: how to optimize the marketing cost management system and process. How to improve sales budget control and a series of ways to improve T company marketing cost control. Finally, this article elaborated because many enterprises and the T company has certain commonness, in the development stage produces the marketing cost excessive quantity and the management aspect to have the certain common character. The feasibility suggestions can be popularized and applied to many enterprises facing the same problems.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F406.7

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