营销费用在企业经营管理中的影响

企业在竞争日益剧烈的市场环境中，利润是其生存和发展的重要指标，而此项指标取决于收入和成本的差额。对企业经营管理者而言，一方面要扩大市场分额，提高产品的销售收入，另一方面则要严格控制费用支出，为可观的利润创造空间。但是，在各种费用中，许多企业在营销费用的支出越来越大，管理者们对营销费用的控制深感棘手。
本文探讨了目前国内企业营销费用对费用支出影响的现状，从而对企业如何有效控制经营管理中的营销费用提出若干建议和结论。

关键词  ：营销费用，控制费用，经营管理
Abstract

   In the more and more competitive market environment, the profit is an important index of Enterprises’ survival and development, which depends on the difference between the revenue and costs. For enterprise managers, they need to expand market share to increase sales revenue. In the other side, they have to strictly control the cost of spending to create space for substantial profits. But among all costs, many enterprises spend more and more on sales and marketing, which makes them hard to control.
This thesis discusses the current domestic enterprise marketing cost impact on the cost of all, and some suggestions for the enterprise on how to effectively control the cost of marketing and sales.

Key words: marketing costs, costs control, management 

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