论全面质量营销

On Total Quality Marketing

加入WTO以后,企业将面对强大的国际竞争对手。质量将成为影响企业竞争力的重要因素。不仅生产者要注重质量问题,营销者也必须注重质量问题。实施全面质量营销,要求营销者不仅要注重营销全过程的质量,进行营销的全面质量管理;而且要关注产品(包含服务)自身的质量。全面质量营销包括:市场定位、质量定位、外部沟通、内部沟通、营销过程质量管理。实施全面质量营销的工具———质量功能配置(QualityFunctionDeployment,QFD),质量屋(QoH)是QFD的重要组成部分。

Both manufacturers and marketers must focus on the quality, which is the main content of TQMkt, for the quality greatly influences the core competence of enterprise. The implementation of TQMkt, which includes market positioning, quality positioning, external communication, internal communication, and quality management of marketing process, requires marketers to pay attention to not only the quality of the product (including service) but also the quality of the whole marketing process. DFD(quality function deployment), which mainly consists of QoH(quality of house), is an important tool of implementing TQMkt.