经济转型与企业营销战略模式转变

Economic Transformation and the Enterprise Marketing Strategy Change

中国正处在经济转型期,企业的营销环境正在或必将发生一系列重大变化。用"PRG分析法"分析国家战略布局下的经济结构性调整对企业市场应变力的考验,国家战略指导下经济增长模式转变对企业经营要素优化力的考验以及全球经济结构调整和产业升级中对企业战略提升力的考验。研究得出,要适应转型期的经济环境变化,企业营销必须作出相关战略层面的转换:包括集约化营销战略、社会责任营销战略、低碳营销战略、科技营销战略、品牌营销战略、社会责任营销战略等。

China is in the economy transition period;the enterprise marketing environment is in or will happen a series of important changes.The author uses ＂PRG analysis method＂ analyzing the test of economic structural adjustment of national strategy to enterprise market strain power of meeting emergency,the test of economic growth mode transformation under the guidance of national strategy to enterprise management factor optimizing power and the test of global economy structure adjustment and upgrading to enterprise strategy lifting force.The reaearch concluded that to adapt economic environment changes in transition period,the enterprise marketing must make relevant strategy conversion,including intensive marketing strategy,the social responsibility marketing strategy,low-carbon marketing strategy,technology marketing strategy and brand marketing strategy.