企业集团营销协同研究

发布时间：2018-05-01 00:00

本文选题：企业集团 + 营销协同　；参考：《山东大学》2008年硕士论文

【摘要】： 企业集团追求协同效应,既有必要性又有先天优势。实践表明营销协同能比生产、研发等环节的协同获得更大的效益,因此研究企业集团如何实现营销协同有着非常重要的意义。本文通过文献研究、研讨、问卷调查等方法对企业集团如何发现营销协同机会及如何实现营销协同做了相关探讨。市场存在统一是营销协同机会存在的前提,市场统一性取决于产品相关程度、客户同质程度以及市场区域临近程度。从资源的角度借助价值链分析方法可以较准确的发现公司间潜在的营销协同机会。根据营销资源的不同可以把营销协同分为有形营销资源协同、无形营销资源协同和能力营销资源协同三类,每类又包含不同的实践方式。通过营销成功关键因素对比可以判断某协同机会与母公司核心营销技能的契合程度,并以此确定协同业务开展的优先顺序。借助访谈与问卷调查,本文对不同营销协同方式的应用现状如优劣势等做了具体分析。有形营销资源协同包括设置统一办公地点与售后服务部门、交叉销售和共享物流配送体系等,其实施要注意产品相关性及客户分布程度,效益评价主要从客户、运营及成本等维度开展;无形营销资源协同主要是基于品牌资源开展协同促销和广告活动,其实施要注意诉求对象和品牌定位的一致性,效益评价主要从费用、效果、效益和市场竞争力等四方面开展;能力营销资源协同通过营销人员的共享与流动,项目合作等方式来促进营销能力的转移与提高,建立信任和激励机制与成立内部人才市场是解决能力协同存在问题的有效途径,其评价包括人员共享行为评价、项目团队绩效评价及最终营销管理技能转移评价三方面。营销协同顺利开展受到企业集团战略规划与控制、组织结构和政策以及协同环境等多方面影响。战略方面集团高层应积极推动协同实施,制定、整合统一的营销协同战略目标,并从战略层面上对协同实施针对性的控制;组织方面集团应在实施协同的领域强化集权管理,根据需要优化组织设计,促进组织的内部沟通,并制定相应的激励政策。营销环境的培育方面,应建立信任机制,加强文化的整合与管理。
[Abstract]:Enterprise group pursues synergy effect, both necessity and innate advantage. Practice shows that marketing coordination can achieve more benefits than production, R & D and so on. Therefore, it is of great significance to study how to achieve marketing coordination in enterprise groups. Through literature research, discussion, questionnaire and other methods, this paper discusses how enterprise groups discover marketing coordination opportunities and how to achieve marketing coordination. Market unity is the premise of the existence of marketing coordination opportunities, and the market unity depends on the degree of product correlation, the degree of customer homogeneity and the degree of market area approaching. With the help of value chain analysis method, the potential opportunities of marketing synergy can be found more accurately from the point of view of resources. According to the different marketing resources, marketing coordination can be divided into tangible marketing resources coordination, intangible marketing resources coordination and ability marketing resources coordination. By comparing the key factors of marketing success, we can judge the degree of agreement between a certain collaborative opportunity and the core marketing skills of the parent company, and then determine the priority order of the collaborative business development. With the help of interviews and questionnaires, this paper makes a concrete analysis on the application of different marketing coordination methods, such as advantages and disadvantages. The coordination of tangible marketing resources includes setting up a unified office location and after-sales service department, cross-selling and sharing logistics distribution system, etc. Its implementation should pay attention to product relevance and customer distribution degree, benefit evaluation mainly from the customer, The cooperation of intangible marketing resources is mainly based on the brand resources to carry out collaborative promotion and advertising activities, the implementation of which should pay attention to the consistency of the target and brand positioning, benefit evaluation mainly from the cost, effect, Ability and marketing resources cooperate to promote the transfer and improvement of marketing ability through the sharing and flow of marketing personnel, project cooperation, etc. The establishment of trust and incentive mechanism and the establishment of internal talent market are the effective ways to solve the problems of ability coordination. The evaluation includes three aspects: the evaluation of personnel sharing behavior, the evaluation of project team performance and the evaluation of final marketing management skills transfer. Marketing coordination is influenced by enterprise group strategic planning and control, organization structure and policy, collaborative environment and so on. In the strategic aspect, the senior level of the group should actively promote the cooperative implementation, formulate and integrate the unified marketing cooperative strategic goal, and control the cooperative implementation from the strategic level, and strengthen the centralized management in the field of implementing the synergy. Optimize organizational design as needed, promote internal communication, and formulate appropriate incentive policies. In the cultivation of marketing environment, trust mechanism should be established and cultural integration and management should be strengthened.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【引证文献】