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随着企业竞争的不断加剧,营销工作已经由纵向营销(产品—功能—效果)向横向营销(行业—竞争—市场占有率)转变,而后者正在现代企业经营中发挥着越来越重要的作用。营销策划是横向营销过程中一个重要的、不可或缺的环节。邮政企业要想在竞争中占得主动,就要不断提高对市场的判断能力、反应能力和营销策划能力。笔者认为,做好营销策划工作应重点把握好三个方面的内容。
As business competition continues to intensify, marketing efforts have shifted from vertical marketing (product-function-effectiveness) to horizontal marketing (industry-competition-market share), which is playing an increasingly important role in modern business operations . Marketing planning is an important and indispensable part of horizontal marketing. In order for postal enterprises to take the initiative in the competition, it is necessary to continuously improve their ability to judge, respond to and respond to marketing in the market. In my opinion, do a good job in marketing planning should focus on three aspects.