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随着社会经济的发展和我国改革开放的深入,企业虽然迎来了大好的发展时机,但是也面临着一系列的问题。对于企业来说,企业的内部管理、服务质量、产品质量、企业发展战略都对企业的发展有着直接的影响。营销作为企业发展的极为重要的工作,事关企业的生死存亡,如果出现营销危机不及时处理的话肯定会影响到企业的健康发展。本文中,笔者以企业市场营销危机的管理为切入点,探究了企业市场营销危机的概念,主要的特征及改进的对策,希望能对企业的健康发展起到一定的积极作用。
With the development of the social economy and the deepening of China’s reform and opening up, although the company has ushered in a great opportunity for development, it also faces a series of problems. For enterprises, the internal management, service quality, product quality, and enterprise development strategy all have a direct impact on the development of the company. Marketing is an extremely important task for the development of an enterprise. It is related to the survival of an enterprise. If a marketing crisis is not dealt with in time, it will certainly affect the healthy development of the enterprise. In this article, the author takes the management of corporate marketing crisis as the entry point, explores the concept, main characteristics and improvement countermeasures of the corporate marketing crisis, hoping to play a positive role in the healthy development of the company.