企业营销力安全管理研究

Safty Management of Marketing Capability

知识经济时代,我国企业所处的竞争环境和营销环境正在发生着前所未有的深刻变化,市场竞争越来越激烈。动态的市场环境下,企业面临的不确定因素层出不穷,原有的营销模式已不适应环境变化的要求,随时可能遇到突如其来的风险和危机。基于市场竞争的企业应培育企业营销力,正视营销力安全管理,建立营销力安全预警系统,实行营销力安全管理。从营销力与营销力管理的概念出发,界定了营销力安全管理的概念,提出了营销力安全管理的内容,对营销力安全管理的基本模型进行了探讨。

Enterprises based on market competition should cultivate their marketing capability, and emphasize safety management of marketing capability, establish safety - warning system of marketing capability and carry out safety management of marketing capability. Based on the concept of the marketing capability and marketing capability management, the concept of safety management of marketing capability is defined, the contents of marketing capability management are put forth, and a safety management model of marketing capability is studied.