全文字?jǐn)?shù):9677

論通達(dá)公司營(yíng)銷創(chuàng)新的應(yīng)用
[中文摘要] 在當(dāng)今企業(yè)營(yíng)銷中，無(wú)可置疑，可口可樂、百事可樂、海爾、寶潔等都是杰出的營(yíng)銷高手，新招不斷，令人耳目一新，贏得了消費(fèi)者，占領(lǐng)了市場(chǎng)。當(dāng)這些國(guó)際型大公司，以全新的營(yíng)銷模式出擊國(guó)內(nèi)市場(chǎng)時(shí)，許多國(guó)內(nèi)企業(yè)自認(rèn)為“優(yōu)秀”的營(yíng)銷模式已變得黯淡無(wú)光。另外，可口可樂與百事可樂的百年大戰(zhàn)同樣給了我們一個(gè)很好的啟示：一味的模仿只會(huì)永遠(yuǎn)處于落后狀態(tài)，只有敢于創(chuàng)新、勇于挑戰(zhàn)，才能在激烈的競(jìng)爭(zhēng)中贏得優(yōu)勢(shì)。因此，在我國(guó)這個(gè)環(huán)境變化多端、競(jìng)爭(zhēng)日趨激烈，消費(fèi)者越來(lái)越成熟、越來(lái)越理智的市場(chǎng)中，要想贏得消費(fèi)者、贏得競(jìng)爭(zhēng)優(yōu)勢(shì)，必須在變化的環(huán)境中變革營(yíng)銷模式和運(yùn)用具有創(chuàng)造性的營(yíng)銷手段。目前，企業(yè)所要面對(duì)的是更為激烈的國(guó)際競(jìng)爭(zhēng)，所以營(yíng)銷創(chuàng)新成為當(dāng)前企業(yè)營(yíng)銷管理的重要研究課題之一。本文根據(jù)當(dāng)今中國(guó)企業(yè)營(yíng)銷形勢(shì),首先從創(chuàng)新的起源介紹了營(yíng)銷創(chuàng)新的概念及特點(diǎn),然后從我國(guó)中小企業(yè)－通達(dá)公司所面臨的市場(chǎng)環(huán)境變化及嚴(yán)峻市場(chǎng)形勢(shì)、企業(yè)專業(yè)技術(shù)人才及營(yíng)銷隊(duì)伍的缺乏和企業(yè)對(duì)營(yíng)銷網(wǎng)絡(luò)功能的忽視幾個(gè)角度分析通達(dá)公司營(yíng)銷創(chuàng)新的劣勢(shì)，再?gòu)耐ㄟ_(dá)公司受傳統(tǒng)因素影響相對(duì)較少，易于創(chuàng)新；規(guī)模小，易于“變通”；公司時(shí)刻關(guān)注市場(chǎng)的變化和顧客的需求,及時(shí)滿足顧客的需要三方面分析公司營(yíng)銷創(chuàng)新的優(yōu)勢(shì)。并進(jìn)一步從社會(huì)市場(chǎng)營(yíng)銷觀念創(chuàng)新、營(yíng)銷組織創(chuàng)新、強(qiáng)化產(chǎn)品創(chuàng)新、
營(yíng)銷渠道創(chuàng)新層面論了通達(dá)公司的營(yíng)銷創(chuàng)新策略。
[關(guān)鍵詞] 通達(dá)公司 營(yíng)銷 創(chuàng)新
[ABSTRACT]  In now enterprise marketing, indubitable, the Coca-Cola, Pepsi Cola, Haire, valuable clean and so on all are the outstanding marketing masters, new move unceasingly, showy, has won the consumer, has seized the market.When these transnational big company, launches an attack the domestic market by the brand-new marketing pattern, many domestic enterprises confessed is “outstanding” the marketing pattern has become gloomy.Moreover, the Coca-Cola and Pepsi Cola's hundred years war has similarly given us a very good enlightenment: The constantly imitation only can forever be at backwardness condition, only then dares to innovate, dares to challenge, can win the superiority in the keen competition.Therefore, in our country this environment changeable, the competition is day by day intense, the consumer is more and more mature, more and more in the reason market, must want to win the consumer, to win the competitive advantage, must transform the marketing pattern and the utilization in the change environment has the creative marketing method.At present, the enterprise needs to face is a more intense international competition, therefore the marketing innovation becomes one of current enterprise marketing management important research topics.This article according to now the Chinese Enterprise marketing situation, first introduced from the innovation origin the marketing innovation concept and the characteristic, then the market environmental variation and the stern market situation, the enterprise specialized technology talented person and marketing troop's lacking which faces from Our country Small and medium-sized enterprise - understanding company with the enterprise to the marketing network function nf neglect several angle analysis understanding company marketing innovation inferiority, again from the understanding company the traditional factor influence relative few, easy to innovate; The scale is small, easy “to be accommodating”; The company time pays attention to the market the change and customer's demand, satisfies customer's need three aspects to analyze the company marketing innovation promptly the superiority.And further from the social market marketing idea innovation, the marketing organization innovation, the strengthened product innovation, the marketing channel innovation stratification plane elaborated the understanding company's marketing innovation strategy.
 [Key words ]  Tongda；  Marketing； innovation