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本文分析了财务管理与市场营销的矛盾,并在此基础上提出了缓解二者矛盾的对策建议。财务管理与市场营销的矛盾主要表现在以下几个方面:目标内容、利益着眼点不同、理财观念不同和职能及工作程序上。缓解二者矛盾的对策有:树立全局观念、加强营销部门和财务部门的沟通、建立人员适度轮岗制度、完善业绩评价和薪酬分配制度和将财务控制与具体营销实务相结合。
This paper analyzes the contradiction between financial management and marketing, and on this basis, puts forward some countermeasures and suggestions to ease the contradiction between the two. Conflict between financial management and marketing mainly in the following areas: the target content, the different interests of the point of view, different financial management concepts and functions and working procedures. The measures to alleviate the contradiction between the two are as follows: establishing the overall concept, strengthening the communication between the marketing department and the finance department, establishing a moderator rotation system, improving the performance evaluation and remuneration distribution system, and combining financial control with specific marketing practices.