浅谈我国目前市场营销现状 毕业论文.doc

目 录 内容摘要······································································I 写作提纲······································································I 关键词········································································I 我国市场营销的现状·················································1 我国企业营销环境与分析············································1 国内市场国际化··················································1 世界经济规模化··················································2 市场竞争多极化··················································2 产品趋向高新化··················································2 营销方式化·······················································3 我国市场的营销趋势·················································3 我国企业市场营销新方式············································3 服务营销·························································3 网络营销·························································3 绿色营销·························································4 关系营销·························································4 整合营销·························································4 参考文献······································································5 内容摘要 营销适用于一切企业，首先体现在大企业，综观层出不穷的行业大战，多为大企业充斥其间，它们资本雄厚，人才济济，市场经验丰富，有敢于争夺市场的先决条件。而中小企业往往势单力薄，资源匮乏，它们又如何面对激烈而又残酷的市场竞争呢？?答案就在营销战略上利用有限的资源，挖掘最大的潜力，创造无尽的价值。新型市场营销模式经过不断的实践总结及发展演变，已受到广泛的认可和重视。根据其特性和规律，制定市场操作规范，完善运营机制，重点围绕发挥企业自身优势，激发营销队伍的创造性来开展科学营销，牢固树立市场决定一切的经营观念。由此看来，企业的经营管理工作应该把如何创新新经济条件下的企业市场营销作为当前的首要任务。本文展示了我国市场营销的现状，了我国企业面临的市场营销环境，结合中国企业自身特色，创新市场营销理念和方法，积极应对严峻的市场竞争。市场营销是企业的一种市场经营活动，即企业从满足消费需求出发，综合运用各种的市场经营手段，把商品和服务整体地销售给消费者。市场营销是包括营销战略决策、生产、销售等阶段在内的总循环过程。企业在市场营销中，无论从事市场调研、产品开发，还是确定价格、广告宣传，都强调以消费者的需求为导向，不仅满足消费者已有的现实需求，还要激发、转化各种潜在需求，进而引导和创造新的需求；不仅满足消费者的近期、个别需要，还要顾及消费的长远需要，维护公众的整体利益。市场营销在我国可以说还是个新生事物，计划经济是没有市场营销的。随着我国社会主义市场经济体制不断完善，市场营销引导国民消费行为、指导国企生产活动的功能日益显现，其重要性与日俱增。了解我国市场营销的现状和发展前景，对于我国经济的发展和企业的生存是至关重要的人们对市场营销有了初步的认识在20年前，如果你提到市场营销，人们都会感到很新鲜。而今天企业的领导者多半对“市场营销”、“生产面向消费”、“以消费者为中心，满足消费者需要”不再陌生，有些甚至对市场营销的及其发展十分熟悉。发展比较快、比较好的一些企业（比如青岛海尔）已经