A电器股份有限公司营销成本管理分析与对策研究

发布时间：2018-01-08 00:16

本文关键词：A电器股份有限公司营销成本管理分析与对策研究　出处：《长沙理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：市场营销是企业与市场的连接点,在新经济形势下,企业的营销环境变得越来越复杂,同行业之间对市场占有率和产品销售量的竞争日益激烈,经济全球化和国内市场经济的深入发展对企业发展的要求不再局限于生产环节,更多的是营销管理上的对决,企业必须积极地去发现市场、迎合市场、满足市场以达到企业的生存和发展的目的,而企业适应市场的最基本要求就是要加强产品和服务的营销管理,更进一步的说就是对营销成本的管理和控制,通过营销成本的管理控制来实现企业利润收入的稳定和增长。因此,企业营销成本管理是企业成本管理中的一项重要内容,必须在企业的综合发展战略中予以充分考虑,改变企业以往的成本管理思路,充分发挥成本管理在营销策略中积极的、有益的平衡作用。为充分实现在营销环节中的成本管理,本文在以往企业营销成本管理的理论和研究基础上进一步深入探索营销成本管理,提出将营销成本管理作为企业发展战略的重要内容和地位的观点,深入剖析在营销过程中成本管理的内容,实现成本的有效控制。按照实例分析的方法,通过对A电器公司的营销成本管理进行深入研究,对该企业营销成本管理中的营销成本管理内容、成本预算、成本控制等内容进行分析,发现该公司营销成本管理框架构建和管理机制等方面存在的问题和影响因素,围绕“市场营销”这一概念,探索企业在营销活动中采取的新产品策略、促销策略、分销策略和定价策略等营销策略组合方面的成本管理内容,研究该公司在营销成本管理方面的改进对策,将营销管理与成本管理有机结合,使成本控制能够有效服务营销管理,从而实现企业营销管理的目标。
[Abstract]:Marketing is the connection point between enterprises and market. Under the new economic situation, the marketing environment of enterprises becomes more and more complex, and the competition for market share and product sales between the same industry is becoming increasingly fierce. Economic globalization and the in-depth development of the domestic market economy no longer limit the requirements of enterprise development in the production link, more is the duel of marketing management, enterprises must actively find the market, cater to the market. Meet the market to achieve the purpose of survival and development of enterprises, and the most basic requirements of enterprises to adapt to the market is to strengthen the marketing management of products and services, and further, the management and control of marketing costs. Through the management control of marketing cost to achieve the stability and growth of enterprise profit income, therefore, enterprise marketing cost management is an important part of enterprise cost management. It is necessary to give full consideration to the comprehensive development strategy of enterprises, change the thinking of cost management in the past, and give full play to cost management in marketing strategies. In order to fully realize the cost management in the marketing link, this paper further explores the marketing cost management on the basis of the theory and research of the previous enterprise marketing cost management. This paper puts forward the viewpoint that the marketing cost management is the important content and position of the enterprise development strategy, deeply analyzes the content of the cost management in the marketing process, realizes the effective control of the cost, and analyzes the method according to the example. Through the in-depth study of marketing cost management of A Electric Company, the content of marketing cost management, cost budget, cost control and so on in the marketing cost management of this enterprise are analyzed. This paper finds out the problems and influencing factors in the construction of marketing cost management framework and management mechanism, and explores the new product strategies adopted by enterprises in marketing activities around the concept of "marketing". Promotion strategy, distribution strategy, pricing strategy and other marketing strategy combination of cost management content, research on the company in marketing cost management improvement countermeasures, will combine marketing management and cost management. The cost control can effectively serve the marketing management and realize the goal of the enterprise marketing management.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F406.72

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