全球经济紧缩形势下企业市场营销策略研究

A Research on Enterprise Marketing Strategies under the Situation of the Global Economic Austerity

在阐述经济紧缩给中国企业带来负面影响的基础上,从观念、手段以及适用性等多方面分析了当前企业营销策略中存在的不足,进而提出了调整营销观念、大胆开拓新市场、以客户价值为中心调整产品结构、提升品牌形象、采用多渠道销售模式扩大市场份额等一系列措施,以期为企业市场营销决策提供参考。

Based on the analysis of negative impacts on Chinese enterprises caused by economic austerity, deficiencies in enterprise marketing strategies are analyzed from the perspective of concept, means, applicability, etc. Many effective measures, such as adjusting the marketing concepts, boldly opening up new markets, laying emphasis on brand awareness, and expanding the market share by adopting multi-channel distribution modes are proposed, which provides references for Chinese enterprises to cope with the global economic austerity so as to go through the difficulties.