【摘要】：隨著營銷對企業(yè)作用的不斷提高,企業(yè)對營銷管理的重視程度空前增加,營銷體系作為營銷管理的重要基礎和整體構(gòu)架,其構(gòu)成是否與企業(yè)銷售實際相符合,深深影響著銷售管理的科學性和合理性。因此,無論對任何企業(yè)來說,如何建立完善、健全的營銷體系都是一個不容忽視的重要問題。本文主要以航天晨光股份有限公司為研究對象,對其營銷體系如何進行構(gòu)建進行了分析和探討,論文首先從營銷體系的基本理論出發(fā),重點分析了航天晨光股份有限公司營銷體系的各個組成要素的現(xiàn)狀,通過分析,對航天晨光股份有限公司營銷戰(zhàn)略、營銷組織、營銷管理、業(yè)務流程、考核激勵和財務核算中存在的問題進行了逐個的查找,通過查找發(fā)現(xiàn)航天晨光股份有限公司存在市場營銷觀念水平不高、營銷部門職能定位不清、營銷管理制度不健全、營銷業(yè)務流程管理不強、營銷考核激勵項目權(quán)重不均衡、營銷財務核算溝通協(xié)調(diào)不足等一系列問題。其次,根據(jù)營銷體系中存在的問題,結(jié)合航天晨光股份有限公司的營銷實際和營銷體系的基本理論,從營銷戰(zhàn)略、營銷組織、營銷管理、業(yè)務流程、考核激勵和財務核算分別提出了改進的建議和對策。通過這些建議和對策的提出,預計會對航天晨光股份有限公司營銷體系各個組成要素的進一步完善起到一定的理論指導作用,使營銷體系的各個組成要素更具合理性和科學性,并從整體上推動航天晨光股份有限公司營銷體系的構(gòu)建,促進航天晨光股份有限公司營銷體系營銷業(yè)務乃至企業(yè)的總體發(fā)展。
[Abstract]:With the continuous improvement of the role of marketing to the enterprise, the enterprise pays more attention to the marketing management than ever before. As an important foundation and overall framework of the marketing management, whether the marketing system is in accordance with the actual sales of the enterprise, Deeply affect the scientific nature and rationality of sales management. Therefore, no matter for any enterprise, how to establish a sound and sound marketing system is an important issue that can not be ignored. This article mainly takes the aerospace Chenguang company as the research object, has carried on the analysis and the discussion to its marketing system how to carry on the construction, the thesis first embarks from the marketing system basic theory, This paper mainly analyzes the present situation of the elements of the marketing system of Aerospace Chenguang Co., Ltd., through the analysis of the marketing strategy, marketing organization, marketing management, business process of Aerospace Chenguang Co., Ltd. The problems in examination, encouragement and financial accounting are searched one by one. It is found that the level of marketing concept is not high, the function of marketing department is not clear, the marketing management system is not perfect, and the marketing management system is not perfect. A series of problems, such as weak management of marketing business process, unbalanced weight of marketing assessment and incentive items, insufficient communication and coordination of marketing financial accounting, etc. Secondly, according to the problems existing in the marketing system, combined with the marketing practice and the basic theory of the marketing system of Aerospace Chenguang Co., Ltd., from the marketing strategy, marketing organization, marketing management, business process, Examination incentive and financial accounting put forward suggestions and countermeasures for improvement respectively. Through these suggestions and countermeasures, it is expected to play a certain theoretical guiding role in the further improvement of the elements of the marketing system of Aerospace Chenguang Co., Ltd., and make each component element of the marketing system more reasonable and scientific. As a whole, it promotes the construction of marketing system of Aerospace Chenguang Co., Ltd., and promotes the overall development of marketing system of Aerospace Chenguang Co., Ltd.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4

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1 曹群;航天晨光股份有限公司營銷體系的構(gòu)建[D];華中科技大學;2015年

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本文編號：2402326