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大多数营销部门在制定战略时,都习惯于在已知的、可预测的环境下取得预期结果。但正确的做法其实应该是,指导一个组织在变幻莫测的环境中取得预期的结果。营销战略的许多环境因素正在发生深刻变化,它们或者尚未被营销战略的制定者充分发掘,或者变化趋势已经明了,但企业在制定营销战略时,常常容易忽视这些其实必须重视的变量因素。这些变量至少有以下几项:发达国家出生率的不断下降,使得很多人在退休后开启“第二职业生涯”。这些老年人带来的更为直接的影响就是提高了市场潜力。这场经济危机发生后,贸易保护主义再次出现加强的趋势,但在全球化的商业环境下,传统的贸易保护主义已经无法达到保护本国产业的目的。经济的全球化与政治碎片化之间的矛盾正愈演愈烈。为此战略制定者首先必须竭力避免沾染政治贿赂和盲目的全球扩张,同时在对外扩张时应该采取缔结盟友、建立合作伙伴关系或合资企业的方式,即注重建立非独立的经济实体。市场环境不断“向右”而社会对业绩的定义不断“向左”。营销部门在制定战略时,更应该着眼长远,也更需要考虑到非金钱方面的价值。
Most marketing departments are accustomed to achieving the desired results in a known and predictable environment when developing their strategy. But the proper course of action should actually be to guide an organization to achieve the desired results in an unpredictable environment. Many of the environmental aspects of marketing strategies are undergoing radical changes that have not yet been fully exploited by marketers, or the trend has been clear, but often companies often neglect these variables that must be valued in their marketing strategies. These variables are at least the following: The declining birth rate in developed countries has led many to open “Second Career” after retirement. The more immediate impact these older people bring is increasing market potential. After the economic crisis, trade protectionism is once again on the rise. However, in a globalized business environment, traditional trade protectionism has failed to achieve the goal of protecting its own industries. The conflict between economic globalization and political fragmentation is intensifying. To this end, strategy makers must first try to avoid being exposed to political bribery and blind global expansion. At the same time, they should adopt the approach of forming allies, establishing partnerships or joint ventures, that is, focusing on the establishment of a non-independent economic entity. The market environment continues “right ” and the definition of the performance of the community continue “left ”. Marketing strategy in the development, we should focus on long-term, but also need to take into account the non-monetary value.