如何建立大中型企业的营销情报部门(mkis)（How to establish the marketing intelligence department (MkIS) of large and medium-sized enterprises）.docVIP

如何建立大中型企业的营销情报部门(mkis)（How to establish the marketing intelligence department (MkIS) of large and medium-sized enterprises） Today, Chinas market competition intensity makes most of the large and medium-sized enterprises realize that whether to establish a strong marketing intelligence department (MKIS) has been related to the survival and development of enterprises. Domestic enterprises after more than ten years of marketing practice, but also cultivate a group of more mature marketing intelligence professionals, and even some of them top experts. It is believed that in the near future, the marketing intelligence unit (MKIS) will be a key sector in the majority of large and medium-sized enterprises. Because of the nature of the authors work and the direction of the study, this article will discuss with the domestic counterparts to establish the practical experience and practice of the marketing intelligence department (MKIS). First, whats the use of the marketing intelligence unit (MKIS)? Executives without intelligence awareness are less aware of the role of the marketing intelligence department, nor are they aware of the functions and scope of work of the marketing intelligence department. The authors work experience has proved that the role of the marketing intelligence department is mainly embodied in the following eight aspects: 1, marketing intelligence executives informer and sentry. Any potential crisis in the market can be detected and detected by the marketing intelligence department and delivered to the top level through efficient internal channels in a timely manner. Such as competitive brands may perform a strong degree of promotion or lethal new products listed and other anomalies. 2, marketing intelligence executives and staff advisor. The marketing intelligence department can assist in the elaboration of strategic plans for executives and, if professional standards permit, proactively and independently carry out strategic planning proposals. Such as