摘要
研究以价值流概念阐明营销管理的实质并在此新的视角下统合微观营销与宏观营销。以价值流拓扑形成营销策略空间,也为营销建模与创新提供了一个新的分析框架和营销战略建模、优化的路径。本规范研究对框架的构建主要依赖演绎推理的方法,研究结果可以广泛应用于已存在的各类营销组织(营利及非营利)中,为提升营销效率、应对当今复杂多变的市场环境提供可行的理论指导。
The study defines the essence of marketing management based on the concept of value stream, and integrates the macro-marketing and the micro-marketing. The topology of value stream constructs the marketing strategy space, and provides a new framework for marketing modeling and innovating. Based on the topology of value stream, a new approach of marketing strategy modeling and optimizing is presented. The normative research mainly relies on deductive inference to accomplish the framework. The results can be widely used in various existing marketing organizations, including profit and nonprofit, to provide feasible theoretical guide for promoting marketing efficiency and the ability of coping the complex and changeable market environment nowadays.
出处
《华东经济管理》
CSSCI
2012年第5期109-113,共5页
East China Economic Management
关键词
价值流
拓扑
营销组织结构
营销策略
建模
value stream
topology
marketing organization structure
marketing strategy
modeling
