上海内外资企业营销能力比较研究

A comparison research of marketing competence between China- funded and foreign- funded enterprises in Shanghai

通过实证研究与比较研究,发现内资企业与外资企业虽然在营销职能方面没有明显的不同,但从企业发展与基础的角度来审视营销,两者之间还是有着实实在在的差距。只有企业的所有部门和员工协调一致,市场营销部门才会变得卓有成效。

Through the positive reaearch and comparison research,this paper demonstrates that there doesn't exist definite difference in marketing funtion between china- funded and foreign- funded enterprises.However,there exists real gap between them from a new angle of maketing competence and strategic developmant.Marketing function can only be transferred to marketing competence on the basis of coordination of different staff from different departments.