基于供应链的营销流及其管理协调问题研究

On Supply Chain-based Flow of Marketing and Its Management and Coordination

供应链系统的营销流管理问题、营销策略整合协调问题,是一个由供应链引发的重要问题。文章从供应链出发,较为系统的对营销流、营销流系统、供应链营销策略整合、营销流管理协调及效益衡量问题进行研究,力求从理论和现实两个层面拓展营销管理思维,并对供应链理论作有益的补充。

The management of the flow of marketing and the integration and coordination of marketing strategy are important issues in the supply chain system. This paper makes a systmatic study on the flow of marketing and its system, the integration of marketing strategies in supply chain, the management and coordination of marketing flow and economic benefit, and thus attempts to develop the management of marketing both in theory and practice and provides an effective supplement to supply chain theory.