摘要
营销战略是企业营销活动的关键,对营销战略进行审计在促进企业营销战略的完善
和企业总体战略的实施等方面具有重要的意义,也是企业进行其它项目审计的基础和关
键。信息化社会中,新型电子元器件类企业促进了社会的科技进步和相关行业的快速发
展,但由于新型电子元器件产品的独特性和目标市场环境的复杂性,决定了这类企业在
营销战略的制定和审计方面也同样具有一定的独特性和复杂性。本文基于顾客价值这一
较为全面和客观的理论视角来研究营销战略审计,并以新型电子元器件类企业作为实证
研究对象,提出并验证有针对性的改进方案。
本文首先对顾客价值和营销战略审计相关理论进行综述,并基于顾客价值视角,针
对新型电子元器件类企业的特点,研究和探讨这类企业营销战略该如何制定,进而分析
和研究这类企业开展营销战略审计时的侧重点;接着以YT公司为实例,介绍其所处的
市场状况以及当前面临的问题点;然后根据营销战略审计的相关理论和方法对其开展营
销战略审计;最后针对审计结果,探讨了 YT公司的营销战略改善方案及实施条件保障。
通过审计,清晰而准确地发现出YT公司存在的问题,提出的改善方案也得到了部
分执行,并得到了市场的正确反馈。
关键词:顾客价值;营销审计;营销战略审计;营销战略;新型电子元器件
第II页
华东理工大学硕士学位论文

Marketing Strategy Audit Based on Customer Value Perspective

In the New Electronic Components Enterprises - YT Company as an

Example

Abstract

Marketing strategy is the key of enterprise marketing activities, the marketing strategy

for the audit is of great significance in promoting the implementation of corporate marketing

strategy and the improvement of the overall strategy of the enterprise, the foundation and the

key to other project audit also business. In the information society, the new electronic

components enterprises to promote the rapid development of society and the advance of

science and technology related industries,but because of the complexity of unique new

electronic products and target market environment, the enterprises in the formulation of

marketing strategy and audit aspects also has the distinctive quality and the complexity of

certain. In this paper, a more comprehensive and objective perspective to study the marketing

strategy of customer value based on the audit, and the new electronic components enterprises

as the research object, proposed targeted improvement program.

This paper first reviewed the customer value and marketing strategy audit related theory,

based on the perspective of customer value, according to the characteristics of the new

electronic components enterprises, research and discussion of this kind of enterprise

marketing strategy, how to develop,then analyze and study marketing strategy the timing of

this kind of enterprise focus; and then takes YT company as an example, introduces the the

market situation and the current problems faced by the point; then according to the related

theory of marketing strategy audit and method to carry out its marketing strategy audit; finally,

the results of the audit, discussed YT company marketing strategy improvement scheme and

implement security conditions.

Through the audit, clearly and accurately find out YT company's problems, puts forward

the improvement scheme has been part of the execution, and get the correct feedback market.

Key words: Customer value; marketing audit audit; marketing strategy; marketing strategy;

the new electronic components