企业营销升级不能仅关注具体的营销工作和项目,而忽视了升级的整体性、关联性,否则就可能走入“头痛医头,脚痛医脚”的误区,无法解决根本性的问题。企业营销系统升级的要求源自实现“与时俱进”的压力。当前,企业内部存在四对比较突出的矛盾:一是横向与纵向的矛盾,具体表现为市场部、销售部之间以及这两大部门与财务、人事、生产、研发、供应等职能部门的协调冲突,集团或公司总部对区域营销组织的控制冲突等;二是静态与动态的矛盾,或者说守业与创业的矛盾,很多企业已经走过了婴儿期和成长期,面临的是行业转 Corporate marketing escalation can not focus on specific marketing efforts and projects, but ignore the integrity of the upgrade, the relevance, or may go into the “headaches, feet and feet” errors, can not solve the fundamental problems . Enterprise marketing system upgrade requirements stem from the pressure to “keep pace with the times.” Currently, there are four prominent contradictions in the enterprise: one is the contradiction between horizontal and vertical, which is manifested in the coordination between the marketing department, the sales department and the two departments in finance, personnel, production, research and development, supply and other functional departments Conflict, group or corporate headquarters on the regional marketing organization control conflicts, etc .; second is the static and dynamic conflicts, or contradiction between entrepreneurship and entrepreneurship, many companies have gone through the infancy and growth, is facing the industry turn