营销战略是相对于一般的市场竞争手段而言的,后者属于战术的范畴,营销战略则是为公司如何获得市场竞争优势确定大方向。在当今经济生活中,营销战略的重要地位已毋须怀疑,但如何根据市场与自身条件制订出适当的市场营销战略却并非易事,这其中不仅要对市场营销环境有透彻的了解,而且还应有一套确定营战略的正确程序。这些程序依次为:一、战略环境分析 The marketing strategy is relative to the general market competition means, the latter belongs to the category of tactics, and the marketing strategy is to determine the general direction for the company how to obtain the market competitive advantage. In today’s economic life, the important position of marketing strategy is no longer necessary to doubt, but how to formulate appropriate marketing strategies based on the market and its own conditions is not an easy task, which not only requires a thorough understanding of the marketing environment, but also should There is a correct procedure for determining the camp strategy. These procedures are as follows: First, the strategic environment analysis