摘 要
在全球经济不景气的大环境下,生产型企业面临着成本上升、行业利润率降低、同
行业竞争激烈等各种问题。企业实现经营目标的有效方法就是扩大销售,提高市场占有
率。这就特别需要企业营销组织的各个部分全力配合,共同应对。因此,营销管理体系
的合理和优化变得尤为重要

本文首先论述营销管理体系的相关理论,介绍营销管理体系对企业的重要意义、营
销管理体系的职能、结构、建立方法等。然后对F公司的组织结构、产品、客户、运营
状况进行说明,再对F公司内外部环境、竞争对手等通过SWOT矩阵和波特五力模型
进行分析,确认公司的竞争战略

营销管理体系是为实现战略目标而存在的。通过对营销管理体系的组织结构、业务
流程、工作内容的梳理,指出影响营销组织运营效率的因素。最后,结合公司的战略目
标,从专业的角度去思考企业营销管理体系中存在的问题和产生问题的原因,运用相关
理论进行分析,提出解决方案。随着市场、客户和经济环境等因素的不断变化,这个体
系应适时变化调整。最后对本文进行总结,希望F公司的案例能为国内同行建设营销管
理体系提供参考

关键词:营销管理体系;竞争战略;SWOT矩阵;战略目标
Abstract
In the larger environment of global economic downturn, manufacturers are faced with
rising costs,dropping industry profit margins, intense peer competition and other problems. An
effective method to realize the objective of business management is to expand sales and to
occupy a greater market. For this reason, it is crucial to reasonably optimize the marketing
management system.
This paper firstly introduce the related theory of the marketing management system,its
importance for the enterprise and the functions, structures and founding methods of tiie
marketing management system. Then we explain the organizational structure,products, clients
and operational details. Then we analyze the inner and outer environments, competitors and so
on through SWOT matrix and the Potter five force model to confirm the competitive strategy of
the enterprise.
The marketing management system is the body to realize our strategic objective. By
re-organize the organizational structure, flow charts and working details of the marketing
management system, we point out the factors that affect the operational efficiency of the
organization. In the end, we consider the problems lying in the enterprise's marketing
management system and their underlying reasons in an expert's point of view, by considering
the enterprise's strategic objective,use related theories to analyze and propose solutions to
promote the realization of the strategic objectives of the company. With the ever-changing
factors of market, customers and the economic environment, the system should be timely
adjusted. Finally we summarize this paper,hoping that the case of F Company may provide
some reference for the domestic peer to construct marketing management system.
Key words: Marketing Management System; Competitive strategy; SWOT Matrix;
Strategic objective