基于价值链的企业营销创新研究

Research on Enterprise Marketing Innovation Based on Value Chain

文章以价值链理论为基础,分析价值链与企业营销之间相互作用、互为支撑的关系。目前,企业营销观念落伍、缺乏健全的营销管理体系、营销队伍参差不齐。企业可通过PESTEL模型,基于价值链理论,分析其基础作业及支持作业在整个生产经营过程中所处的环境,并在此基础上,从营销观念、营销品牌和营销技术三方面创新企业营销。企业营销创新需要以合理的组织结构、健全的运行机制、丰富的人才资源以及开放的企业文化的为保障,不断创新企业营销模式,提高企业的竞争力,进而赢得更多的市场份额。

Based on the value chain,enterprises understand their own macro environment through PESTEL and SWOT model,and conduct indepth micro analysis of enterprises through benchmarking analysis.On the basis of macro and micro analysis,enterprises innovate marketing mode and improve the competitiveness,and thus win more market share under the protection of reasonable organizational structure,sound operation mechanism,abundant human resources and open enterprise culture.