企业营销文化建设中需要明晰的几个问题

Clarification of Several Problems as to the Construction of Enterprise Marketing Culture

随着经济全球化发展程度的逐步深入,越来越多的企业都意识到,现代市场竞争,不再是商品和价格策略上的竞争,而是企业营销活动融入文化意义上的竞争。要提高企业在国际市场上的竞争力,需要明晰:营销文化建设是现代企业高端发展战略的核心之一,而非仅仅是企业营销产品的一种手段;营销文化不等于文化营销,营销不等于推销;营销文化建设是企业内部各部门协同作用的结果,而非仅仅是营销部门的事,企业必须从企业文化建设这一总体视角上来把握营销文化建设。

With the increasing globalization of economics, more and more enterprises begin to realise that modem market competition is the competion of culture in enterprise marketing activity rather than the competition of product and price. In order to improve the competitiveness in the world market, we need to understand the following aspects： the construction of enterprise marketing culture is not only a marketing means but also a core high-quality development strategy; marketing is different from promoting sales; besides the sales department, other departments in the enterprise are also responsible for the construction of enterprise marketing culture.