基于战略营销观的企业营销力提升策略之思考

以竞争为导向的战略营销观强调的是通过资源整合和职能营销来提升企业营销力,以实现企业可持续发展的战略目标。营销力是企业的核心竞争力,由产品力、价格力、渠道力、促销力、战略力、品牌力、产品生命力、顾客关系维系力和执行力构成。以立足市场需求研发产品为战略基点、品牌建设为长期发展战略、营销创新为动力、整合营销为途径、客户关系管理为手段、执行力为保障是企业营销力提升的策略选择。

The concept of competition-oriented strategic marketing puts emphasis on realizing the enterprise＇s strategic target of sustainable development through resources integration and functional marketing, which act as means of marketing power improvement. Marketing power, which is comprised of product power, price power, channels power, promoting power, strategy power, brand power, product life power and maintenance power of customer relations and execution power, is the key competitiveness of an enterprise.Striving to enhance marketing power, an enterprise should take market-oriented products developing as a strategic basis, take brand building as the long-term development strategy, take marketing innovation as driving force, take marketing integration as a channel, take customer relationship management as one means and take execution power as a safeguard.