浅析企业集中营销的优势及存在问题——以北京燕化股份公司为例

Advantages and Problems of Concentrated Marketing

本文分析了企业集中营销体制的优势和存在的问题。认为集中营销是符合市场经济要求的专业化营销体系,比分散销售体制的管理更规范,政策更统一,考核更严格,监控更有力;可以精简机构,缩短流程,提高专业化程度和工作效率,并保持政策延续性,推动企业从产品经营向战略经营发展。存在的问题是产销研协调难度加大,评价考核体系不完善等。文章还提出了进一步搞好集中营销工作的建议。

The author believes that concentrated marketing is professional marketing system.He points out that concentrat-ed marketing shares its advantages in the management,policies,assessment,and supervision when compared with the decen-tralized marketing.What ,s more,the implementation of concentrated marketing can simplify the administrative structure,shorten the process,improve the degree of specialization,and keep the continuity of policy.At the end of the paper,the author gives his ideas about the problems of the concentrated,and puts forward his suggestions for bettering the concentrated marketing.