航天晨光股份有限公司营销体系的构建
发布时间：2019-01-05 21:22
【摘要】：随着营销对企业作用的不断提高,企业对营销管理的重视程度空前增加,营销体系作为营销管理的重要基础和整体构架,其构成是否与企业销售实际相符合,深深影响着销售管理的科学性和合理性。因此,无论对任何企业来说,如何建立完善、健全的营销体系都是一个不容忽视的重要问题。本文主要以航天晨光股份有限公司为研究对象,对其营销体系如何进行构建进行了分析和探讨,论文首先从营销体系的基本理论出发,重点分析了航天晨光股份有限公司营销体系的各个组成要素的现状,通过分析,对航天晨光股份有限公司营销战略、营销组织、营销管理、业务流程、考核激励和财务核算中存在的问题进行了逐个的查找,通过查找发现航天晨光股份有限公司存在市场营销观念水平不高、营销部门职能定位不清、营销管理制度不健全、营销业务流程管理不强、营销考核激励项目权重不均衡、营销财务核算沟通协调不足等一系列问题。其次,根据营销体系中存在的问题,结合航天晨光股份有限公司的营销实际和营销体系的基本理论,从营销战略、营销组织、营销管理、业务流程、考核激励和财务核算分别提出了改进的建议和对策。通过这些建议和对策的提出,预计会对航天晨光股份有限公司营销体系各个组成要素的进一步完善起到一定的理论指导作用,使营销体系的各个组成要素更具合理性和科学性,并从整体上推动航天晨光股份有限公司营销体系的构建,促进航天晨光股份有限公司营销体系营销业务乃至企业的总体发展。
[Abstract]:With the continuous improvement of the role of marketing to the enterprise, the enterprise pays more attention to the marketing management than ever before. As an important foundation and overall framework of the marketing management, whether the marketing system is in accordance with the actual sales of the enterprise, Deeply affect the scientific nature and rationality of sales management. Therefore, no matter for any enterprise, how to establish a sound and sound marketing system is an important issue that can not be ignored. This article mainly takes the aerospace Chenguang company as the research object, has carried on the analysis and the discussion to its marketing system how to carry on the construction, the thesis first embarks from the marketing system basic theory, This paper mainly analyzes the present situation of the elements of the marketing system of Aerospace Chenguang Co., Ltd., through the analysis of the marketing strategy, marketing organization, marketing management, business process of Aerospace Chenguang Co., Ltd. The problems in examination, encouragement and financial accounting are searched one by one. It is found that the level of marketing concept is not high, the function of marketing department is not clear, the marketing management system is not perfect, and the marketing management system is not perfect. A series of problems, such as weak management of marketing business process, unbalanced weight of marketing assessment and incentive items, insufficient communication and coordination of marketing financial accounting, etc. Secondly, according to the problems existing in the marketing system, combined with the marketing practice and the basic theory of the marketing system of Aerospace Chenguang Co., Ltd., from the marketing strategy, marketing organization, marketing management, business process, Examination incentive and financial accounting put forward suggestions and countermeasures for improvement respectively. Through these suggestions and countermeasures, it is expected to play a certain theoretical guiding role in the further improvement of the elements of the marketing system of Aerospace Chenguang Co., Ltd., and make each component element of the marketing system more reasonable and scientific. As a whole, it promotes the construction of marketing system of Aerospace Chenguang Co., Ltd., and promotes the overall development of marketing system of Aerospace Chenguang Co., Ltd.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
本文编号：2402326
[Abstract]:With the continuous improvement of the role of marketing to the enterprise, the enterprise pays more attention to the marketing management than ever before. As an important foundation and overall framework of the marketing management, whether the marketing system is in accordance with the actual sales of the enterprise, Deeply affect the scientific nature and rationality of sales management. Therefore, no matter for any enterprise, how to establish a sound and sound marketing system is an important issue that can not be ignored. This article mainly takes the aerospace Chenguang company as the research object, has carried on the analysis and the discussion to its marketing system how to carry on the construction, the thesis first embarks from the marketing system basic theory, This paper mainly analyzes the present situation of the elements of the marketing system of Aerospace Chenguang Co., Ltd., through the analysis of the marketing strategy, marketing organization, marketing management, business process of Aerospace Chenguang Co., Ltd. The problems in examination, encouragement and financial accounting are searched one by one. It is found that the level of marketing concept is not high, the function of marketing department is not clear, the marketing management system is not perfect, and the marketing management system is not perfect. A series of problems, such as weak management of marketing business process, unbalanced weight of marketing assessment and incentive items, insufficient communication and coordination of marketing financial accounting, etc. Secondly, according to the problems existing in the marketing system, combined with the marketing practice and the basic theory of the marketing system of Aerospace Chenguang Co., Ltd., from the marketing strategy, marketing organization, marketing management, business process, Examination incentive and financial accounting put forward suggestions and countermeasures for improvement respectively. Through these suggestions and countermeasures, it is expected to play a certain theoretical guiding role in the further improvement of the elements of the marketing system of Aerospace Chenguang Co., Ltd., and make each component element of the marketing system more reasonable and scientific. As a whole, it promotes the construction of marketing system of Aerospace Chenguang Co., Ltd., and promotes the overall development of marketing system of Aerospace Chenguang Co., Ltd.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
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1 曹群;航天晨光股份有限公司营销体系的构建[D];华中科技大学;2015年
，本文编号：2402326
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