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在当今市场竞争激烈,处于买方市场的市场环境中,企业在市场营销中战略与策略的重组和优化是企业获取成功的重要筹码。一般企业对市场营销的认识局限在市场营销的4P组合上,往往忽略了企业营销物流能力在市场营销组合策略中所作出的杰出贡献,从而影响市场营销的整体成功。而市场营销物流在经济发展的今天在企业中所起的作用越来越重要。本文就这一问题作简要分析并就如何加快我国营销物流的发展提出几点意见和建议。
In today’s highly competitive market, the buyer’s market environment, corporate strategy and strategy in the marketing of the reorganization and optimization of the business success is an important bargaining chip. General corporate marketing awareness is limited to the marketing 4P portfolio, often overlooked the company’s marketing and logistics capabilities in the marketing portfolio strategy made outstanding contributions, thus affecting the overall success of marketing. The role of marketing logistics in the business today is more and more important in economic development. This article gives a brief analysis of this issue and puts forward some opinions and suggestions on how to speed up the development of marketing logistics in China.