关于中国企业营销的几个问题

通过对中国企业中普遍存在的重企业形象品牌打造、轻产品品牌打造、企业缺乏中长期营销战略规划、重销售而忽略企业营销力的培养等问题的剖析,指出中国企业应关注消费者的情感价值,培育客户忠诚度,以实现短期现金流与企业长远营销战略间的平衡来增强企业的可持续发展能力.

On several problems in marketing of China''s enterprises

Based on analysis of problems that China's enterprises attach much importance to image brand but ignore product brand, that enterprises are short of mid-term and long-term marketing strategies, that enterprises pay much attention to marketing but neglect cultivating marketing ability and so on, Milton Kotler points out that China' s enterprises should focus on feeling marketing, be concerned about the value of consumers' feeling, try to make customers be loyal to their enterprises in order to keep the balance between short-term cash flow and enterprises' long-term marketing strategies and to realize enterprises' sustained development.