市场营销审计及其在我国的应用研究

发布时间：2018-03-25 22:06

本文选题：市场营销　切入点：审计　出处：《中南大学》2004年硕士论文

【摘要】：随着科学技术的进步,整个社会生产力迅速发展,商品逐渐供过于求,市场竞争日趋激烈。市场营销环境的复杂多变使企业市场营销的难度加大,企业日益重视市场营销活动,但由于市场营销理论与市场营销实践的脱节,导致很多企业没有取得令人满意的市场营销效率和效果。市场营销审计可以把市场营销理论与市场营销实践有机地结合起来,有效地提高企业的市场营销效率,改善企业的市场营销效果。我国需要加强市场营销审计理论的研究,推广市场营销审计在实践中的运用。本文首先阐述了市场营销审计的理论基础,提出了市场营销审计的假设,并分析了市场营销审计的本质和特征。然后通过界定市场营销审计的主体及其资格条件和客体及其内容,详尽论述了市场营销审计运行程序的三个阶段。接着通过问卷调查剖析了我国企业实施市场营销审计的现状,分析了影响我国市场营销审计发展的原因,在借鉴国外成功经验基础上提出了相应的对策性建议。最后本文对天友乳业有限公司实施市场营销审计的过程进行了分析,让企业界有正确运用市场营销审计这一辅助决策工具可供参考的实例。
[Abstract]:With the progress of science and technology, the whole social productivity develops rapidly, the supply of goods exceeds the demand gradually, the market competition becomes fiercer and fiercer. The complexity of marketing environment makes it more difficult for enterprises to market, and enterprises pay more attention to marketing activities. However, due to the disconnection between marketing theory and marketing practice, many enterprises have not achieved satisfactory marketing efficiency and effect. Marketing audit can combine marketing theory with marketing practice organically. It is necessary to strengthen the research on the theory of marketing audit and popularize the application of marketing audit in practice. In this paper, the theoretical basis of marketing audit is first expounded, and the hypothesis of marketing audit is put forward. It also analyzes the essence and characteristics of marketing audit, and then defines the subject, qualification, object and content of marketing audit. This paper discusses in detail the three stages of the operation procedure of marketing audit, and then analyzes the present situation of the implementation of marketing audit in Chinese enterprises by questionnaire, and analyzes the reasons that affect the development of marketing audit in our country. Based on the successful experience of foreign countries, this paper puts forward corresponding countermeasures. Finally, this paper analyzes the process of carrying out marketing audit in Tianyou Dairy Co., Ltd. It is an example for enterprises to use marketing audit as an auxiliary decision tool for reference.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：F239.6

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