B公司营销审计的应用探讨

发布时间：2018-04-17 13:10

本文选题：手机行业 + 营销审计　；参考：《电子科技大学》2003年硕士论文

【摘要】：本文研究的目的 1、初步探讨、归纳总结营销审计理论,包括营销审计的起源与形成、营销审计的需求分析、营销审计与其他审计学科的关系等,形成初步的理论框架用以指导实践。 2、研究B公司的营销模式、运作体系,并基于对B公司营销模式的研究基础之上,形成一套可操作性很强的营销审计方法及营销审计评价体系、评价标准。 3、应用相关的营销审计方法、评价体系对贵阳分公司进行诊断式营销审计,探求贵阳分公司业绩差的原因,为管理当局提供决策支持。本文研究的意义营销审计的根本目的可以归结为:查错纠弊、营销管理控制、营销效率和效果的评估、提升营销业绩。但我们如何才能实现营销审计的根本目的?本文在营销审计的方法、营销审计的评价标准、评价体系等应用方面的探讨与研究有独到的地方。本文在审计实践中引进的一些方法、使用的一些评价指标对同行业开展营销审计工作有一定的参考意义。各级营销管理者可以应用本文的研究成果去审视营销行为的效率和效果,提升营销业绩,这也许就是本文最大的意义之所在。本文研究的方法与途径本文大量应用了同业比较、归纳总结、竞争态势矩阵(competitive profile matrix,CPM)的分析方法、外部因素评价矩阵(external factor evaluation matrix,EFE)的分析方法、实地调研等方法。
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：F239.4

【引证文献】