四川长虹市场营销审计问题与对策分析-analysis on problems and countermeasures of sichuan changhongs marketing audit.docxVIP

AbstractAlongwithChinasboomingmarketeconomy,therecomestheuseofMarketingauditingduetotheregularityformarketingmanagement.However,ChinasMarketingauditingstandsatarelativelylowerstageandprogressveryslowbecausethelackoflocaltheoreticalguidanceaswellaspracticalcases.InordertoprovidesomepracticalexperienceforChina’sspecificMarketingauditingprogressivepath,thispaperdiscussedChanghongsMarketingauditingpracticeindifferentperiodfromtheperspectiveofitsproperty,itsmethodaswellasitsimpactoncompanysmarketingbehavior.TheshorthistoryofChinasMarketingauditingandthecorrespondingresultoflackoftheoreticalguidance,thispaperconcentratemainlyonpracticalcaseinsteadoftheory,whichmakethispaperdistinguishable.Keywords:Maketing;Auditing;Maketingstratage目录1绪论.............................................................................................................................11.1研究背景和意义..................................................................................................11.2研究内容及方法..................................................................................................22国内外市场营销审计实践和理论的发展.................................................................32.1审计的起源与发展..............................................................................................32.2市场营销的出现与发展......................................................................................42.3市场营销审计的必然性分析..............................................................................52.4国内外市场营销审计发展情况对比..................................................................62.4.1市场营销审计的产生..................................................................................62.4.2市场营销审计的发展..................................................................................62.4.3市场营销审计的成熟..................................................................................73四川长虹市场营销审计工作分析.............................................................................93.1选择四川长虹的原因...................................................