企业柔性营销的实施策略分析 论文.doc

企业柔性营销的实施策略分析 摘 要 当前企业为了追求经济利润，忽视了其社会成员的身份，忽视了社会利益的目标。同时由于过于追求盈利，许多企业产生了一些不道德的营销行为，如冒伪劣现象、价格歧视、虚假价格、虚假宣传以及污染环境等现象。这些不道德行为不仅仅损害了消费者的正当利益，给消费者带了经济上的损失，甚至危及消费者的生命安全。直接后果就是使消费者对企业产生了不信任感，最终使得企业在激烈的竞争中被社会所淘汰，企业如想要壮大自身，那么就必须树立起以顾客为中心的柔性营销理念。 本文主要从柔性营销的概念，柔性营销在不同行业中的具体应用，以及企业营销中存在问题和解决的对策、有效地柔性营销策略案例分析几个方面来研究这个问题。本研究的目的在于探索中小企业柔性营销对企业绩效的影响，并对营销创新概念进行界定及完善营销创新量表，为中小企业营销实践提供相关策略和建议，引导我国中小企业健康快速发展。 关键字：企业，柔性营销，实施  Abstract The pursuit of economic profit, ignoring their status as members of society, ignoring the interests of the communitys goals. Too the pursuit of profit, many companies produce some of the unethical marketing practices, such as the risk of shoddy phenomenon, price discrimination, price false, false advertising, and environmental pollution and other phenomena. These unethical practices not only harm the legitimate interests of consumers, with economic losses to consumers, and even endanger the lives and safety of consumers. Direct consequence of this is to enable consumers to distrust of the enterprise, ultimately allows companies to be eliminated by the society in the fierce competition, companies want to grow their own, then it must establish a flexible customer-centric marketing concept. In this paper, the concept of flexible marketing, flexible marketing specific applications in different industries, as well as corporate marketing problems and the countermeasures, effectively flexible marketing strategy case studies to examine this issue in several aspects. The purpose of this study is to explore the impact of the flexible SME marketing on business performance, and marketing of innovative concepts for rapid development to define and improve the marketing innovation scale for SMEs marketing practices related strategies and recommendations, and guide the health of SMEs in China. Keywords: Companies, flexible marketing, implementation 目 录 摘 要 I Abstract I 一、绪论 1 （一）研究的背景及意义 1 （二）文献综述 2 （三）研究内容 3 （四）研究方法 3 二、柔性营销概述 4 （一）柔性营销的概念 4 （二）柔性营销的特征 4 （三）柔性化营