当代中国营销战初探

发布时间：2018-01-24 20:42

本文关键词： 营销战层次现状举措　出处：《首都经济贸易大学》2004年硕士论文　论文类型：学位论文

【摘要】：经济全球化、买方市场的形成，使企业间争夺市场份额的斗争日趋激烈，企业的营销活动具备了许多与战争相似的特征，“营销战”的概念由此产生了。营销战概念的产生，不仅颠覆了传统的营销思维模式，而且促使营销界进入了新一轮的成熟阶段。对于企业来说，必须认清这样的事实：企业能不能生存及成长，完全是靠能从竞争者的手上夺取多少市场，如何保护自己不受竞争者的侵略，以及如何遏止竞争者的攻击而定。从营销战的角度来审视当今企业的成败更有说服力，同时为企业的发展提供了新的思路，指明了方向。论文的第一部分是营销战的概述，介绍营销战概念的起源和四个基本特征；第二部分对实施营销战所需的一些要素，即战略战术要素、信息情报要素和人员因素进行分析，为营销战打下坚实的后盾；第三部分对营销战的层次进行划分，按照从低级到高级的顺序分为：价格战、广告战、服务战和品牌战，并对这四个层次进行理论分析，，分析了划分的依据、科学性以及对企业营销活动的指导意义；第四部分分析了中国营销战的现状以及存在的问题，在第五部分针对存在的问题提出一些举措，希望能促进中国营销战的有序、健康发展。
[Abstract]:With the globalization of economy and the formation of buyer's market, the struggle for market share among enterprises is becoming more and more fierce. The marketing activities of enterprises have many characteristics similar to those of war, and the concept of "marketing war" comes into being. The emergence of the concept of marketing warfare not only subverts the traditional marketing thinking mode, but also promotes the marketing industry to enter a new mature stage. It is necessary to recognize the fact that whether an enterprise can survive and grow depends entirely on how many markets it can seize from its competitors and how to protect itself from competitors' aggression. From the angle of marketing war, it is more persuasive to examine the success or failure of today's enterprises, at the same time, it provides a new way of thinking and points out the direction for the development of enterprises. The first part of the paper is an overview of the marketing war, introducing the origin and four basic characteristics of the concept of marketing warfare; The second part of the implementation of marketing war needs some elements, that is, strategic and tactical elements, information and information elements and personnel factors are analyzed to lay a solid backing for the marketing war; The third part divides the level of marketing war into three parts: price war, advertising war, service war and brand war according to the order from low level to high level, and makes theoretical analysis on these four levels and analyzes the basis of the division. Scientific and guiding significance to enterprise marketing activities; Part 4th analyzes the current situation and existing problems of China's marketing war. In part 5th, it puts forward some measures to promote the orderly and healthy development of China's marketing war.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：F723

【引证文献】