基于战略地图的我国中小食品企业关系营销战略研究.pdf

文档介绍：第卷第期黑龙江八一农垦大学学报( ):
22 4 22 4 105~108
第期年月
20104 8 Journal of Heilongjiang Bayi Agricultural University
文章编号: ( )
1002-2090 2010 04-0105-04
基于战略地图的我国中小食品企业关系营销战略研究
代碧波
(哈尔滨商业大学管理学院,哈尔滨)
150028
摘要:我国经济的飞速发展为中小食品企业带来了威胁和机遇,中小食品企业应制定正确的营销战略,把握机遇规避威胁,
、
从而获得持续的良好的营销绩效针对我国中小食品企业的营销现状,运用战略地图对其营销战略进行分析,中小食品企业营
。
销战略应从传统的交易营销战略向关系营销战略转变
。
关键词:中小食品企业;战略地图;关系营销战略
中图分类号: 文献标识码:
A
Research on Relationship Marketing Strategy of Chinese Small and Middle
Food Enterprise Based on Strategic Map
Dai Bibo
( )
Management School, Harbin University merce, Harbin 150028
Abstract:China’s rapid economic development poses the threat as well as the opportunity to China’s small and medium food
enterprises (SMFE), which should make the correct marketing strategy, seize the opportunity and avoid the threats, tthereby to obtain
the sustainable and favorable marketing performance. Aiming at the marketing situation of the SMFE and analyzing its marketing
strategy by using the strategic map, we discover that marketing strategies of SMFE should be changed from traditional transaction
marketing strategy to relationship marketing strategy.
:
Key words small and medium food enterprises (SMFE); strategic map; relationship marketing strategy
食品市场历来是经济市场中的重要组成部分, 场结构和市场行为也得到了改善,但从市场营销方
尤其是对于拥有亿人口的我国,食品产业具有更面看还存在诸多问题
13 。
大的市场发展空间进入世纪以来,中国食品