当前,企业日益重视将有形营销与品牌、顾客关系管理等无形营销手段相结合,以顾客的终身价值、股东利益最大化作为衡量营销业绩的标准。相比之下,不论是在营销组织结构,还是在营销管理模式上,以往的市场营销都 At present, enterprises attach more and more importance to combining tangible marketing with intangible marketing means such as brand and customer relationship management, taking the customer’s lifetime value and maximizing the shareholders’ interests as the standard to measure marketing performance. In contrast, both in the marketing organization structure, or in the marketing management model, the previous marketing