论文部分内容阅读
新营销是不同于传统的营销(以4P为核心理论),新营销把营销概念扩展整个企业,并带来了六个转变:由零散的战术创意正向系统战略营销转变;以产品为中心的营销正向以品牌为中心的营销转变;以价格为竞争导向的营销正向以整个价值链为激励体系的营销转变;以渠道、终端抢夺为主的营销正向以建设渠道伙伴关系的营销转变;以促销、广告为手段的营销正向整合传播为主的营销转变;以计划、执行、控制、反馈为主的营销正向组织变革、目标管理、情景管理、知识管理、领导力等一系列的转变。
New marketing is different from the traditional marketing (4P as the core theory), the new marketing of the marketing concept to extend the entire enterprise, and brought six changes: from fragmented tactical innovation forward strategic shift of system marketing; product-centric Marketing is shifting toward brand-centric marketing; price-driven marketing is shifting toward marketing driven by the entire value chain; marketing dominated by channels and terminal snatches is shifting toward marketing for building channel partnerships ; Marketing with promotion and advertisement as a means of marketing is mainly integrated marketing; marketing with planning, execution, control and feedback is a series of activities including organizational change, goal management, scenario management, knowledge management and leadership Change.