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Contemporary Research On Marketing Warfare In China

Posted on:2005-10-07Degree:MasterType:Thesis
Country:ChinaCandidate:X F LiuFull Text:PDF
GTID:2206360122996096Subject:Industrial Economics
Abstract/Summary:PDF Full Text Request
Because of the globalization of economy and the formation of the buyer's market, the struggle of fighting for market shares among the enterprises have been violent more and more, the activities of enterprise's marketing possess the characteristics just similar with the war's, then the concept of the marketing warfare came into being.The emerging of the concept of the marketing warfare, not only overturn the traditional mode of thinking about marketing, but also promote the marketing theory to a new level. To examine the enterprise's success or failure from the point of view of the marketing warfare will be more persuaded , at the same time, it gives a new train of thought to the development of the enterprises, and demonstrate the direction of them.In the first part of this thesis, I introduce the origin of the concept of the marketing warfare and the four fundamental characteristics of it; secondly, I analyze several key elements needed by the implement of the marketing warfare, namely, strategy, tactics, market information and people; thirdly, according to the criterion from the lower stage to the higher stage, I divide the gradations of the marketing warfare and analyze them from the theoretical angle; fourthly, I analyze the current situation and the existing questions of the marketing warfare in China; finally, ! give several suggestions to promote the development of the marketing warfare orderly and healthily.
Keywords/Search Tags:The marketing warfare, Gradation, Current Situation, Act
PDF Full Text Request
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