发挥市场营销调研在企业营销管理中的作用

Exert corresponding function of marketing research in the marketing management

本文从企业经营管理全过程系统地阐述了发挥调研作用的三个途径：培养营销人才、制作营销方 案、创建信息系统。然后，通过调研公司与企业自身实施调查活动各具优劣的比较，提出了企业应引入市 场部兼职高级顾问实施调研活动，以发挥两者各自的优点、避免各自的不足；并对该顾问必备的知识和能 力提出了参考意见。本文的基本观点是：在激烈的国际竞争环境下，企业应尽快引入专家学者作市场部兼 职高级顾问；立足市场营销调研，实施三大营销工程。

First three approaches of exerting marketing research's function are expatiated systematically from the point of the processes of corporation management: to train marketing person, to scheme marketing, to establish marketing MIS. Then it is put forward that corporation should introduce the part-time consultant of market department to put the investigation in practice, after the comparison of research-company with corporation oneself in advantages and disadvantages. The necessary knowledge and abilities of the part-time con- sultant are the also referred. The basic viewpoints of the article are that the corporation should introduce the experts and scholars to act as the part-time consultant of market department as soon as possible and should base upon marketing research to promote three works of marketing.