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经济全球化促进了世界经济的发展和融合,也加深世界范围内企业间的竞争强度,快节奏的市场进程和高速率的科技发展让企业在面临发展机遇的同时也面临了严峻的生存危机。因此,企业唯有在认清外部市场变化的同时,把握自身企业的固有生命周期脉动,优化和调整企业的市场营销战略,保障企业发展的稳固性和持续性。据此,本文对企业的生命周期理论进行了详尽的阐述,并就企业处于生命周期时所采取的市场营销战略选择提供一定的参考意见。
Economic globalization has promoted the development and integration of the world economy, deepened the competition among enterprises in the world, the fast-paced market process and the high-speed scientific and technological development have made the enterprises face the serious crisis of existence while facing the development opportunities. Therefore, only when we recognize the changes in the external market, we grasp the inherent life-cycle ripple of our own enterprises, optimize and adjust our marketing strategies to ensure the stability and sustainability of our business development. Accordingly, this paper elaborates on the life cycle theory of the enterprise in detail, and provides some suggestions for the marketing strategy selection when the enterprise is in the life cycle.