也谈市场深化中的企业营销大战略构思──资本营销导向战略的三维透视

在现代市场经济条件下，市场不断深化，要求企业以资本运营为核心，以市场为导向，通过资本的市场化运动，带动企业资源结构和组织结构的优化，实现资本增值目标和企业的生存与发展。这就是消费者导向、竞争者导向和自身资源优化有机结合的资本营销导向战略。以市场深化为出发点，从营销观念、企业业务运营、营销组织变革三个角度对这一大战略作了具体分析。

Under the condition of modern market economy, the market deepens constantly and the enterprise are demanded to concentrate on capital operation and take the guidame of market. The movement of the capital through market leads to the optimization of the assets structure and organization, so as to achieve capital increase and the survival and development of the enterprises. This exactly the capital-marketing-guide strategy combiniing the consumer-guide, the competitor-guide and the advantages of the assets of the enterprises. Starting from the analysis of the deepening of the market, this article explores this strategy from the angles of marketing concept, the operating of business and the transformation of marketing organization.