经济体制改革的深入和社会主义市场经济体制的建立,要求我国的企业必须走向市场,作为企业与市场联系桥梁的市场营销在企业中的地位与作用愈益重要。企业能否生产出市场需要的产品,生产出来的产品能否销售出去,企业和它的产品能否在顾客心目中树立起良好的形象,直接关系到企业的生存和发展。而产品能否销售出去,能否满足顾客的需要,能否在激烈的市场竞争中取胜,又与企业所进行的市场营销活动直接相关。 然而,一个企业的营销活动能否搞得好,能否搞得有声有色,所采取的营销策略是否得当则与其事先是否经过营销策划以及营销策划的质量关系很大。为什么有的企业能在市场竞争中频频得手?有 The deepening of the economic system reform and the establishment of a socialist market economic system require that our enterprises must go to the market. The status and role of marketing as a bridge between enterprises and the market in enterprises is increasingly important. Whether the enterprise can produce the products that the market needs, whether the products produced can be sold, and whether the enterprise and its products can establish a good image in the minds of customers are directly related to the survival and development of the enterprise. Whether the product can be sold out, whether it can meet the needs of customers, whether it can win in the fierce market competition, and directly related to the marketing activities conducted by the company. However, whether a company’s marketing activities can be done well or not, whether it can be done in a meaningful way and whether the marketing strategy adopted is of great relevance to whether it has been previously planned for marketing and the quality of marketing planning. Why do some companies succeed in market competition?