企业市场营销中的信息保障

On Information Ensure in Enterprises Marketing

信息优势是企业市场营销活动成功的决定因素，总体市场环境信息能预测企业所处行业的市场规模及发展趋势，它包括政治、法律、政策环境信息、人口统计信息、经济景气预测信息和生活形态趋势信息；企业经营环境信息是对企业经营决策有着直接意义的信息，包括市场购买行为信息、渠道信息和市场竞争者信息；公司内部营销信息是通过内部营销数据库、专业市场研究机构和顾客数据库中获得的信息，它能为企业进行营销策略考核、评估作出有针对性的决策提供信息支持。

Information superiority is decisive factor of enterprises marketing activities success. Overall market environment can forecast the market scale and development trend of enterprises' industry which includes: politics, law, policy environment. population statistics, economy boom forecasting information and living formation trend information. Enterprises operation environment information has direct significance to operation strategy which includes market buying, channel and market competitors information. Enterprises internal marketing information from internal marketing database, major market research organization and customer database can supply information support to examine and evaluate enterprises marketing strategy.