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英国paper代写-The strategic marketing management

2018-08-04 | 来源:51due教员组 | 类别:Paper代写范文

下面为大家整理一篇优秀的paper代写范文- The strategic marketing management,供大家参考学习,这篇论文讨论了战略营销管理。战略营销观念如同市场营销观念是传统市场营销管理理论的核心内容一样,战略营销观念也是战略营销管理理论的核心内容,战略营销管理理论体系的其他内容均是以此为指导和引申。战略营销观念的本质是整体企业形象导向。战略营销观念与整体企业形象导向是统一的,是一个问题的不同表述方式。

strategic marketing management,战略营销管理,论文代写,essay代写,paper代写

With the profound changes in the market environment, traditional marketing theories such as 4P and 4c are increasingly challenged, and enterprises are also increasingly troubled. Many businesses are either helpless or struggling to cope with a rapidly changing environment. This is often the result of marketing myopia.

Nowadays, enterprises need to change another perspective, based on the dynamic environment and organizational resources, re-understand the market, and understand the status and role of marketing in the organization. Strategic marketing management refers to the thinking, design and management of enterprises from the perspective of market environment and organizational resources and from the perspective of competitive strategy. From the perspective of strategic marketing, marketing is no longer a single product orientation or customer orientation, but the integration of system marketing elements. Only strategic marketing can improve the marketing competitiveness of enterprises and help enterprises achieve long-term competitive advantages.

The guiding ideology of enterprise operation and management determines the behavior of enterprise operation and management. Both theory and practice have proved that the concept of strategic marketing is the inevitable choice of the guiding ideology of enterprise management in the 21st century. The logical extension of the evolution of management thought

Throughout the 20th century, the guiding ideology of enterprise management has gone through three typical stages -- production concept, marketing concept and marketing concept. Among them, from "production concept" to "sales concept" is the quantitative change of enterprise management guiding ideology, from "sales concept" to "marketing concept" is the qualitative change and leap of enterprise management guiding ideology. Since the 1970 s, aimed at the defect of market marketing idea, people put forward many new management guiding ideology, such as social marketing concept, ecological marketing concept, the idea of green marketing, but are not in the theoretical circle and entrepreneur's consistent approval, its basic reason is that they did not solve the marketing concept: the nature of the defect pure enterprise benefit maximization.

The strategic marketing concept has inherited and carried forward all the advantages of the previous management guiding ideology. According to the requirements of the modern social environment, it has established its own unique thinking and logical framework to meet the needs of the 21st century. Its most prominent advantage is that it changes the starting point of the guiding ideology of enterprise operation and management, that is, it changes from "the maximization of pure enterprise interests" to "the maximization of long-term interests of enterprise and society as a whole". This is the "sublation" of the traditional enterprise management guiding ideology represented by "marketing concept", another qualitative change and leap of the enterprise management guiding ideology, and a logical extension of the evolution of enterprise management guiding ideology.

The emergence and development of each new concept and theory are closely connected with the objective social and economic environment in which the enterprise was located at that time. It can even be said that these concepts and theories are the products of the objective social and economic environment in which the enterprise was located at that time. This is the birth and development of production concepts, marketing concepts and marketing concepts, and the emergence and development of strategic marketing concepts. It can be asserted that the guiding ideology and theory of business management in the leading position yesterday will and must be replaced by the new guiding ideology and theory of business management.

The first to explore and discuss strategic marketing issues is Leverett s.l.yon. In 1926, starting from the relationship between business operation and management activities and the environment, li ang clearly proposed the dynamic adaptability between marketing activities and the market, and laid the foundation of strategic marketing. After that, the theoretical circle proposed the general framework of strategic marketing analysis according to the development of strategic management: strategic marketing opportunity analysis, strategic marketing objectives, strategic marketing plans, strategic marketing organizational structure, strategic marketing control, etc., and also proposed a series of strategic marketing concepts such as market segmentation strategy and market positioning strategy. Western scholars in The 1980 s The research of Strategic Marketing problems in The system, which is a typical Subhash SAN Antonio ain of The Evolution of 0 f Strategic Marketing, this paper comprehensively systematically discusses The origin and characteristics of Strategic Marketing this proposition, implementation process, and to solve problems, and The Strategic Marketing management and Marketing management are compared.

First explicitly put forward the Strategic Marketing Concept is a wall as j. Ken, in its first published in 1989 Global Marketing Management book systematically explained the Strategic Marketing Concept. He thought is put forward and application of the strategic marketing concept is once again in the history of marketing management revolution: the first is a focal point of strategic marketing, the marketing management from the original from customers or products to the enterprise external environment, even if the customer is not sufficient for understand more comprehensive, a business to succeed, must put the customers or products to a wider environment to understand, the environment, including competitors, policy and management, a wide range of social, economic, and political and other external forces; In addition, the marketing target of strategic marketing concept has changed from pure profit to the benefit of risk bearers. Ken gan also thinks that enterprises should still pay attention to economic benefits at this time, because it is the basis of enterprise investment development and safeguarding the interests of risk bearers. However, economic benefits are no longer the end point at this time, and the ultimate goal is to create a kind of value for various risk bearers, especially for customers.

With the deepening of studies on strategic Marketing issues and the increasing importance of strategic Marketing in enterprise operation and management, in 1992, the UK established Joumal of strategic Marketing, the world's first professional journal on strategic Marketing research, providing a special position for strategic Marketing research.

In our country, although due to various reasons, especially strategic marketing concepts on which the emergence and development of the objective social and economic environment has not been mature, but the marketing theory in the 20th century has many scholars in this field, and on the basis of the comparison and research, this paper explores the accumulated a certain amount of research results. Strategic marketing concept is the inevitable choice of the guiding ideology of enterprise management in the 21st century.

With the passage of time and the progress of science and technology, the influence of enterprises on nature, human beings and society is gradually increasing. Enterprises have to face more and more social public due to their business needs, and they are more and more closely interdependent with them. To varying degrees, they directly or indirectly affect the operation status of enterprises and even the survival and development of enterprises. Enterprises have also turned from pursuing the maximization of their own interests as the sole goal to pursuing the long-term interests of enterprises and the long-term interests of society as a whole.

In addition, the change of enterprise development level. According to the history and the foreseeable future business values and behavior characteristics, can be divided into two phases of the development of the enterprise level five levels, respectively is: the pursuit of the enterprise basic survival condition, the pursuit of stability and development of enterprise management, the pursuit of enterprise management consciousness and idea innovation, the pursuit of corporate image transmission maintenance and improve, the pursuit of the enterprise value realization, the first three level, enterprises focus on internal, mainly through price competition, technology, management, etc. After that, due to the rapid development of science and technology, the increasing complexity of the environment, social diversification and other factors, especially the increasing demands of the society on enterprises, to realize the long-term development and stability of enterprises, the long-term interests of enterprises and society as a whole must be maximized simultaneously.

The basic point of these changes is that the guiding ideology of business management must be based on the maximization of the long-term interests of enterprises and the society as a whole. After entering the 21st century, the objective social and economic environment has put forward more explicit requirements for the guiding ideology of enterprise operation and management.

The formation of the concept of strategic marketing, and to the 21st century today, through the unremitting practice of entrepreneurs and the constant summary and exploration of the theoretical circle, strategic marketing management under the guidance of the concept of strategic marketing is gradually forming a relatively complete theoretical system. Although different scholars have different perspectives and views, they all share the same goal: to establish a more standardized and unified theory of strategic marketing management. The following introduces a strategic marketing management theory system.

Just as marketing concept is the core content of traditional marketing management theory, strategic marketing concept is the core content of strategic marketing management theory, and other contents of strategic marketing management theory system are guided and extended by it. The essence of strategic marketing concept is "overall corporate image orientation". "Strategic marketing concept" and "overall corporate image orientation" are unified, and are different ways to express a problem.

Through the analysis of internal and external marketing environment, the target social public is determined, which is the key of strategic marketing management theory, which plays the role of connecting the top and bottom in the theoretical system of strategic marketing management. The target public here is the "major stakeholder".

The corporate image theory is the cornerstone of the strategic marketing management theory, and its function is mainly reflected in that the object of the enterprise marketing activities under the strategic marketing concept is the overall corporate image, and the enterprise must design, shape, disseminate and improve the overall corporate image under the guidance of the "strategic marketing concept". Only by doing this can we effectively implement and implement strategic marketing management theory and achieve strategic marketing goals.

Enterprise brand is a tangible material carrier that can contain all kinds of information content of enterprise image, and it can visually test the effect of "design, communication, maintenance and improvement" of enterprise's overall image under the concept of strategic marketing.

To spread, maintain and improve the overall corporate image information as the center, in the traditional marketing management theory, on the basis of the various sales promotion strategy through the integration of them, are characterized by continuity, uniformity and long-term of the integration of information dissemination in the guidance of the strategic marketing concept of the enterprise information dissemination way.

It can be seen from the above theoretical system that "strategic marketing concept" is the soul of the whole theoretical system, and other theoretical systems are its extension and concretization.

In the operation and management activities of Chinese and foreign enterprises, both the enterprises in the strategic marketing concept under the guidance of the successful practice of strategic marketing management experience, have neglected in failure lesson of strategic marketing perspective, both experience and lessons learned, they are all from the positive and negative two aspects has repeatedly proved that strategic marketing concept is the inevitable choice of the guiding ideology in the 21st century enterprise management.

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