对我国企业营销变革的思考

Thoughts on Marketing Reform of Chinese Enterprises

中国企业营销需要一场变革。这既是加入WTO面对国际市场竞争的必然要求 ,也是对中国传统式营销的挑战。实现中国企业营销变革 ,应从提高顾客满意度和忠诚度入手 ,从转变营销观念和文化、变革营销方式、规范市场行为和重建企业激励机制几个方面展开思考。

The customer relationship resource has been becoming the kind of fresh and important resource to enterprise. The marketing of the Chinese enterprises have been facing a challenge.It is not only a natural demand for us to face competition in international market after joining WTO,but also a challenge to Chinese old style of marketing. As to how to bring about a change,the writer attempts to suggest heightening the level of customer satisfaction and loyalty,transforming the concept, culture and style of marketing, regulating marketing behavior, and reestablishing the encouragement system of enterprises.