S公司全面营销策略研究-工商管理专业论文.docxVIP

摘要 摘要 ·怡青 ·怡青4;1# 缸tBE卜BF，也 国际新经济环境给现代企业带来前所未有机遇的同时，也带来了严峻的挑 战。企业要想获得稳定并长期可持续发展的竞争优势，其根据自身特点和外部环 境制定实施的合适的营销策略十分关键。 全面营销理论的提出无疑为众多企业指明了方向。该理论以企业所有部 门和全体员工都应参与营销中来的全新视角，强调以顾客为导向井顾及各方面社 会利益的营销理念，井对企业具体营销策略的制定和实施提出了合理建议。 本文从介绍全面营销理论的提出背景入手，对其包含的内部营销、 蕴含营销、关系营销以及社会责任营销的理论内容进行了详细阐述: 分析了跨国制造型企业 S 公司进入中国工业市场后摹于市场细分和 SWOT 分析 的营销战略选择过程:并对 S 公司在企业营销文化、销售队伍管珊、营销工具整 合、社会责任营销以及关系营销等全面营销策略内容的具体实施过程以及所 取得的成就进行详细的分析研究。因而论证了以顾客需求为导向，以不断创新的 技术开发和市场拓展为手段，以满足社会需要为宗旨的全面营销策略之于现 代企业生存和长期可持续发展的重要意义。 关键词z 国际经济环境:跨国制造企业:全面营销; SWOT 分析 Abstract Abstract 也哺 也哺 ipf、kfs. 刨R，4Ifi恤 The new int臼national economic environment nωonly brings unprecedented opportunities but also brings challengesωthe modem enterprises. In order ωobtain stable and long-term sustainable development ofωmpetitive advantages，it is critica1 for an ent创priseωdevel叩 an appropriate marketing strategy implementation according to its own characteristics and external environment. The Holistic Marketing theory helps ente叩，rises to clear the direction of management with new p创叩ectiv佣 and new ideas. This thωry requires a11 d叩artments and a11 stafl运 of an ente叩rise should actively participate in marketing activities and emphasis on customer-oriented and take inωac∞unt 也e socia1 benefits. And 也e Holistic Marketing theory provides reasonable proposals for 伽e enterprises formulating and implementing 伽 business specific marketing strategy. This 也esis frrst introduces the background of Holistic Marketing the。可andthen division elaborates 也.e intema1 marketing，integrated marketing ，relationship marketing and social responsibi1ity marketing theory 由at contain in the Holistic Marke出g 由ωry. Bω创 on 也.e market segmentation and SWOT me由od，伽is thesis a1so makes an analysis of 由e selection process of S ∞mpany，a multinationa1 manufacturing ωmpanys marketing 耐ate即 in Chinese industry market，and detailedly analyze and study 也e implement process and achievement of co叩orate marketing cul阳re，marketing management ，marketing tool integration