金昌移动公司营销成本控制问题研究-工商管理专业论文.docxVIP

MBA学位论文作者：刘守福 MBA学位论文作者：刘守福 金吕移动公司营销成本控制问题研究 ABSTRACT Competitive strategies of enterprise can be divided into cost leadership and product differentiation．For the characteristics of communications industry,the major communication operators pay emphasis on cost leadership as the competitive strategies．With the reform plan of communication operator’S reorganization，May 2008．the competition between operators become more intense．In order to gain market share and increase income，the marketing investment of resources iS also increasing．The total income does not grow with the same level of growth of the marketing investment of resources．At the same time，the marketing investment of resources has difference influence on three big brands of the enterprise，resulting in the structure of the product is not reasonable．It iS difficult to adapt to the company’S requirements of long-term sustained and rapid development． For entailed and simplistic marketing cost management，imperfect marketing cost control system，the company marketing benefit has been affected．Therefore，the application of the scientific cost control measures and the establishment of effective and perfect cost control system are useful for the enterprise to improve the level of cost control management，enhance the company’S income，and promote the core competitive ability． It analyzed the basic theory of cost management in seven specific areas in this paper first．During the theoretical analysis，this paper gave analysis of cost management such as cost．benefit analysis and marginal analysis．After a brief introduction of the enterprise，this paper analyzed the companies marketing cost，and then gave instructive conclusions．Subsequently,in analyzing the shortcomings of the company’S marketing cost control system，the paper pointed out the focus of the work to perfect the cost management，and put forward some suggesti