《市场营销战略与战术》-毕业论文.docVIP

·PAGE 2· 黑龙江八一农垦大学经济管理学院本科学位论文 PAGE l 摘 要 本文主要是探讨企业的市场营销战略与战术，目的是为了给企业在进行经营实践的过程中提供一些有用的参考和建议。 随着经济全球化、买方市场的形成，使企业间争夺市场份额的斗争日趋激烈，企业更加重视市场营销战略与战术的应用。本文对市场营销战略与战术的理论进行了分析，论述了市场营销战略与战术之间的关系，并联系我国企业营销战略与战术在我国企业营销活动中的具体实际。总结出了我国企业在市场营销战略战术方面的不足与问题，并结合我国企业营销发展现状，针对这些不足与问题提出合理化建议，具有重要的理论意义和现实意义。 关键词：市场营销；营销战略；营销战术 Abstract This article mainly is discusses the enterprise the market marketing strategy and the tactic, the goal is for give the enterprise in to carry on the management practice in the process to provide some useful references and the suggestion. Along with the economical globalization, the buyer market formation, causes the enterprise to capture the market share the struggle to be day by day intense, the enterprise even more takes the market marketing strategy and the tactical application. This article has carried on the analysis to the market marketing strategy and the tactical theory, elaborated between the market marketing strategy and the tactical relations, is parallel is our country enterprise marketing strategy and the tactic in the our country enterprise marketing activity concrete reality. Summarized our country enterprise in the market marketing strategy tactical aspect insufficiency and the question, and unified our country enterprise marketing development present situation, in view of these insufficiencies and the question proposed the rationalization proposal, had the important theory significance and the practical significance. Key words： Market marketing；Marketing strategy；Marketing tactic 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc168649237 1前言 PAGEREF _Toc168649237 \h 1 HYPERLINK \l _Toc168649238 1.1本文研究的理论价值和理论意义 PAGEREF _Toc168649238 \h 1 HYPERLINK \l _Toc168649239 1.2国内外研究现状综述 PAGEREF _Toc168649239 \h 2 HYPERLINK \l _Toc168649242 1.3文章主要解决的问题及现实意义 PAGEREF _Toc168649242 \h 4 HYPERLINK \l _Toc168649245 2营销战略与战术理论综述 PAGEREF _Toc168649245 \h 5 HYPERLINK \l _Toc168649246 2.1市场营销战略 PAGEREF _Toc168649246 \h 6 HYPERLI