入世后中国企业营销观念的提升与全员营销管理

The Enhance of Chinese Enterprises'Marketing Concept and All Employee Marketing Management after China's Access to WTO

本文认为,顾客价值的大小,既取决于企业内部各项活动的质量与效率,也取决于企业外部对顾客总价值的大小构成影响的每一个合作伙伴的工作质量与效率。要转变营销观念就必须实施全员营销管理,而全员营销管理的关键是协调其所有不同的职能部门来满足顾客的需求,要让所有的部门都为顾客设想,以顾客的观点来看待自己的工作,并把顾客满意当作公司各项生产经营活动的中心。

This article maintains that customers value depend not only on the working quality and efficiency within the enterprise,but also on all partners' working quality and efficiency which affect total customers value out side the enterprise.To change the marketing concept,the all employee marketing management must be carried out,and the key of all employee marketing management is to coordinate all functional departments so as to meet customers' requirement.All departments should take care of customers' need,and take meeting customers' needs as the center of all production and operation activities.