文档介绍：四川大学网络教育学院
本科生(业余)毕业论文(设计)
题目企业营销战略
办学学院四川大学
校外学****中心广安广播电视大学
专业工商管理
年级 2009级
指导教师焦强
学生姓名黄永佳
学号
2011年8月25日
企业营销战略
学生:黄永佳     指导老师:焦强
摘  要
现代企业多数都制定有自己的营销战略;有长期的营销战略,也有中短期的营销战略。营销作为企业市场活动中最重要的一个环节,也受到了广泛的重视。然而,由于我国现代市场营销发展的特殊状况,以及我国市场营销专业教育发展的滞后,造成了企业中真正系统掌握营销运作的人才并不多见。社会上存在大量企业在营销运作方面非常的盲目、短视、随意、浪费。究其根源,笔者认为是缺乏系统的、务实的营销战略,更重要的是缺乏有效的实施对策。企业制定并有效实施营销战略,以集约化的方式来经营企业,可以减少盲目性、随意性,为企业节省大量不必要的开支,最重要的是能够成功的塑造企业和品牌的形象。
关键词:企业; 营销; 战略
Enterprise marketing strategy
Student: Huang yong jia Supervisor: Jiao qiang
Abstracts
the modern enterprise most develop their own marketing strategy; a long-term marketing strategy, there are short-term marketing strategy. As the enterprise market marketing activity in one of the most important link, also received the extensive attention. However, because our country modern marketing development of special status, as well as our marketing professional education lags behind the development of enterprises, resulting in the real system to grasp the marketing operation personnel not to see more. Society exists in a large number of enterprises in the marketing operation has very blind, short-sighted, casual, waste. Investigate its germ, the author thinks that is lack of systematic, practical marketing strategy, more important is the lack of effective implementation countermeasures. Enterprise development and effective implementation of the marketing strategy, to intensive approach to business enterprise, can reduce the blindness and randomness, enterprises save a lot of unnecessary ex
penses, the most important thing is to the ess of enterprises and create brand image.
Keywords :Enterprise; marketing; strategy
目录
前言…………………………………………………………………(4)
企业营销战略…………………………………………(4)
…………………………………………(4)
……………………………………(4)
……………………………………………(5)
企业五大营销战略及其实施对策……………………(6)
——定位策略………………………………………(6)
——整合策略………………………………………(8)
——粘住策略………………………………………(9)
——公关策略………………………………………(13)