基于价值增值的AB集团公司内部营销审计研究

发布时间：2018-01-09 22:25

本文关键词：基于价值增值的AB集团公司内部营销审计研究　出处：《石河子大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济环境的不断变化,企业对管理的要求越来越高,尤其是营销管理,因为营销的成败直接决定着企业的生死存亡。而内部审计作为企业机体的免疫系统,对企业的发展起着保驾护航的作用,这就要求内部审计也必须根据企业的要求与时俱进。在今天,营销理论随着企业经营环境的复杂化也发生了重大的转变,由4C策略挑战传统的4P策略,进而提出了整合市场营销传播的思想。在我国内部审计对于营销审计关注较少,而随着企业市场营销战略发展的日新月异,传统的内部审计管理思想的劣势以及滞后性逐渐显现出来,管理理念需要更新换代,而能够较好地弥补传统内部审计缺陷的是价值增值导向的内部审计。在本文中,笔者提出了市场营销理论与价值增值理论的融合的观点,是新型内部营销审计的有益探索。文章以AB集团公司为例,结合对AB集团公司的市场营销战略的分析、市场营销管理中存在的问题,对AB集团公司的市场营销审计的视角放到价值增值上来,可以促进企业营销管理的提升,提高企业竞争力。本文以立足于现阶段制造企业AB集团公司内部营销审计中存在问题,以价值增值为主线,从概念、目标、实现途径和发展分析等方面提出了基于价值增值的企业内部营销审计的技术方法和流程体系,并通过案例分析证明,企业实施价值增值导向的内部营销审计可以有效优化企业治理结构、完善企业管理体系、提升企业战略执行力,企业竞争力的提升做出了贡献。
[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.

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F239.4;F274

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