营销战略审计方法比较及其应用研究

发布时间：2018-07-01 21:18

本文选题：营销审计 + 营销战略审计　；参考：《石家庄经济学院》2007年硕士论文

【摘要】： 目前,营销审计已经被越来越多的企业所重视,成为营销项目控制和评估最主要的组成部分。营销战略是企业营销活动的关键所在,决定着市场营销的计划和策略以及市场营销活动的组织。因此,对营销战略的审计是进行其他审计的基础和关键。研究营销战略审计对于企业其他营销项目的审计,企业营销战略的完善,乃至企业总体战略的实施都有着重要意义。本论文在研究营销战略审计基本理论和国内外研究现状的基础上,对因素分析法、成本——效益分析法、对比分析法、评分法、系统分析法、风险评估法以及平衡记分卡法这七种比较常用的营销战略审计方法进行了深入比较,系统分析了这些方法的优点和缺点,适用性和适用范围,以及对于营销战略控制的不足之处;通过研究营销战略审计基础理论,界定了本论文的审计内容,并在分析和比较已有方法的基础上,从营销管理角度出发,创新性地提出采用IE组合矩阵方法和模糊综合评价法对营销战略的适用性和可行性进行审计,并对具体审计内容和审计程序进行研究,探讨了运用这两种方法进行营销战略审计的可能性;最后把这些方法运用到平安保险公司车险市场营销竞争战略的审计实务中,不仅验证所提出方法的可行性,而且得出审计结论,对平安车险的营销战略管理提出建设性意见。
[Abstract]:At present, marketing audit has been paid more and more attention to by more and more enterprises, and has become the most important part of marketing project control and evaluation. Marketing strategy is the key of marketing activities, which determines the plan and strategy of marketing and the organization of marketing activities. Therefore, the audit of marketing strategy is the basis and key of other audits. It is of great significance to study the audit of marketing strategy for the audit of other marketing projects, the perfection of marketing strategy, and even the implementation of the overall strategy of the enterprise. On the basis of studying the basic theory of marketing strategy audit and the current research situation at home and abroad, this paper analyzes the factors analysis, cost-benefit analysis, contrast analysis, scoring method, system analysis method. The methods of risk assessment and balanced scorecard are compared in depth. The advantages and disadvantages, applicability and scope of application of these methods are systematically analyzed. By studying the basic theory of marketing strategy audit, we define the audit content of this paper, and on the basis of analyzing and comparing the existing methods, we proceed from the angle of marketing management. Innovatively put forward to use IE combination matrix method and fuzzy comprehensive evaluation method to audit the applicability and feasibility of marketing strategy, and study the specific audit content and audit procedure. This paper probes into the possibility of applying these two methods to the marketing strategy audit, and finally applies these methods to the audit practice of the automobile insurance marketing competition strategy of Ping an Insurance Company, which not only verifies the feasibility of the proposed method, And draw audit conclusion, put forward constructive opinion to the marketing strategy management of Ping an auto insurance.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F239.4

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