企业物流在市场营销系统中的作用——海尔物流运作的市场营销分析

企业物流在市场营销系统中的作用——海尔物流运作的市场营销分析
摘要：企业取得持续性竞争优势，离不开正确运用市场营销策略。物流代表了一个企业巨大的战略潜力，它是企业获得持续竞争优势的一个关键因素。通过对市场营销与物流研究的综述，分析物流与市场营销组合的关系，深刻认识到企业物流在市场营销系统中的作用。海尔在物流运作上有着成功的实践，其物流体系对营销效能的支持，源于海尔良好的物流运作模式，更得益于海尔经营的战略思想及企业经营体制。海尔的成功给了我们很大的启示。
关键词：市场营销；物流；营销策略；海尔

Talk on the role of enterprises logistics in marketing system
——Analysis on marketing of Haier's logistics operation
        
Abstract：To achieve sustained competitive advantage, enterprises should orrectly use marketing strategies. And representing one of huge potential strategies, logistics is the key factor in the enterprises sustained competitive advantage. By noting the relation between marketing and logistics, and analyzing the connection of logistics and marketing combination, this paper pays much attention to acquaint the effect of logistics in the marketing system. Haier group is a successful example of operating logistics, and its logistics system supports the marketing very well just because of Haier’s good logistics operation, and also benefiting from Haier’s strategic ideas and the enterprises operating system. Haier’s success inspires us with great insight.
Key words: marketing; logistics; marketing strategy ; Haier

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