中国企业营销审计的缺失原因及对策分析

The reason of the Chinese enterprises' marketing audit deficiency and the countermeasure analysis

文章认为,营销审计作为企业营销管理的重要工具,其缺失将会对我国企业产生重大的影响。营销审计在中国的缺失原因很多,从企业内部看包括企业营销审计不普及、企业法人治理结构不规范、企业领导观念落后、高质量营销审计人员严重缺乏、企业缺乏定期营销审计等。对于营销审计在中国企业的缺失,应该采取一些强有力的对策。

Marketing audit is an important tool of enterprises＇ marketing management, the deficiency of it has influence on enterprises in our country. There are many reasons about marketing audit deficiency in China.Inside the enterprises, it includes that marketing audit is not popular, the management structure of enterprises＇ artificial person is nonstandard, the leaders＇ concept is out of date, the stuff of high quality are deficient and the enterprises are lack of regular marketing audit. It should adopt some strong countermeasures for marketing audit＇s deficiency in China.