摘要
本文认为,随着消费者需求的个性化与多样化、市场的国际化与微型化、信息技术的高速发展及市场竞争的日益激烈,企业的营销能力已超越生产能力和研发能力成为最重要的企业能力,而企业营销能力的高低取决于企业营销组织的合理性。要提高企业营销能力,必须构建适应环境、符合企业发展战略的营销组织,通过营销组织创新,建立市场驱动型的企业组织,培育、维护和更新企业可持续的竞争优势。当前营销组织创新的重点是营销组织概念创新、营销组织结构创新、营销流程创新、营销沟通创新及营销组织绩效考核创新。
The author believes that, with the increasingly being personalized and diversified demand of consumers, the internationalized and miniaturized market, the rapid developed IT, and increasingly fierce market competition, the enterpfise＇s capacity for marketing has exceeded its capacity for production and R＆D, and it is becoming the most important capacity for the enterprise＇s development. The level of the enterprise＇s capacity for marketing will depend on the rationality of its marketing organization. To improve the enterprise＇s capacity for marketing, we should set a marketing organization that being adapted to the situation and the enterprise＇s development strategies, set up a market-driven organization by innovation, cultivate, maintain and update the enterprise＇s sustainable competitive edge. At present, the focus of innovation in marketing organization are innovation in the concept, structure, process, Communication and performance evaluation of the marketing organization.
出处
《中国流通经济》
CSSCI
北大核心
2008年第3期47-49,共3页
China Business and Market
关键词
营销能力
营销组织
创新
capacity for marketing
marketing organization
innovation
