| 我国企业对企业促销管理的实证研究 |
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| 引用本文： | 李桂华. 我国企业对企业促销管理的实证研究[J]. 南开管理评论, 2003, 6(4): 42-48 |
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| 作者姓名： | 李桂华 |
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| 作者单位： | 南开大学国际商学院 |
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| 基金项目： | 教育部人文社会科学研究“十五”规划课题“企业对企业营销管理问题研究”的阶段性成果。项目批准号:01JD630006 |
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| 摘 要： | 调查研究发现,我国企业对企业促销管理实践还存在着许多问题。针对这些问题,企业应真正树立以市场为导向的营销观念,加强促销宣传,实施人员促销、广告和营业推广相结合的促销组合策略,加强促销人员队伍建设,加强和完善电子邮件促销。
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| 关 键 词： | 企业对企业促销 促销管理 实证研究 |
An Empirical Study on B to B Promotion Management in China |
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| Li Guihua. An Empirical Study on B to B Promotion Management in China[J]. Nankai Business Review, 2003, 6(4): 42-48 |
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| Authors: | Li Guihua |
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| Abstract: | According to the business survey, we found that there are alot of problems in the practice of the B to B promotion managementof China enterprises. The business should take the followingcountermeasures: Setting up a marketing concept of customerOrientation; Strengthening promotion publicity; Carrying out apromotion mix strategy that combines personnel promotion withadvertising and sales promotion; Building up a powerful marketingforce and strengthening Email promotion. |
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| Keywords: | B to B Promotion Promotion Management EmpiricalStudy |
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