关于从战术到战略的逆向市场营销思想的探讨

Strategies and tactics on marketing

战略与战术来源于军事术语,已有越来越多的军事理论运用于企业经营管理过程中。本文试图通过军事与市场营销对战略与战术的比较研究,探讨市场营销战略与战术的关系,并提出从战术到战略的逆向营销思想———在瞬息万变的市场环境中,寻找可以利用的事情、寻觅新的机会,通过改变企业自身来改变市场,甚至创造市场;自下而上发展的营销战略根生于对实际营销战术本身深刻理解的基础上:营销战术支配营销战略,营销战略推动营销战术。

The words of strategy and tactic are from military affairs and now more and more military theories are applied to enterprise management. In this essay, the author studies the differences between strategy and tactic in military affairs and marketing from a comparative way, and discusses the relationship between marketing strategies and marketing tactics. The author puts forward a regressive marketing thought-from marketing tactics to marketing strategies. That is to say, in the complicated and varied market environment, enterprises can take advantage of new changes and opportunities, even create a new market by changing its conditions. The marketing strategy from top to bottom is based on the profound understanding of marketing tactics, marketing tactics control marketing strategies and marketing strategies promote marketing tactics.