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目前,我国许多企业的营销工作,大多停留在简单的、注重近期效益的促销阶段。因而,制定的营销策略,运用的营销手段,收效不大,甚至丧失已有的市场。长此下去,难免落入被市场淘汰的陷阱。为了避免落入陷阱,我们的企业必须进一步强化市场观念,增强开拓市场的意识,使营销工作步入规范化、目标化和战略化的轨道。为此,企业应该下大力气实施营销市场化工程。 营销市场化工程是一项系统工程,主要包括环环相扣、相辅相成的市场预测、营销体制、营销策略、名牌效应、各种服务等方面。综合国内知名企业的先进经验,企业在实施这一工程中,必须使下列工作真正落到实处。
At present, most of the marketing work of many companies in China is stuck in a simple, focus on the promotion of the recent benefits. Therefore, the marketing strategy formulated, the use of marketing methods, has little effect, or even lose the existing market. If this continues, it will inevitably fall into the trap of being eliminated by the market. In order to avoid falling into the traps, our companies must further strengthen the concept of the market, enhance the awareness of market development, and make the marketing work into a standardized, goal-oriented and strategic track. For this reason, companies should make great efforts to implement marketing and marketization projects. Marketing marketing engineering is a systematic project, which mainly includes interlocking, complementary market forecasts, marketing systems, marketing strategies, brand name effects, and various services. In order to integrate the advanced experience of well-known domestic enterprises, in implementing this project, enterprises must make the following work truly implemented.