[转帖]青啤营销变法：三位一体“诊疗”短期停滞
<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; mso-pagination: widow-orphan; mso-outline-level: 2;"><b><span style="FONT-SIZE: 16pt; COLOR: black; FONT-FAMILY: 黑体; mso-font-kerning: 18.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: ˎ̥;">青啤营销变法：三位一体“诊疗”短期停滞<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">中国酒业强劲的整合需求正成为每个酒企业要面对的问题。作为啤酒行业的龙头企业青岛啤酒股份有限公司（下简称“青啤”）自去年<span lang="EN-US">10</span>月份开始营销整合，目前正在遭遇整合的阵痛，营销管理在部分地区出现失控点，销量也受到一定程度的影响。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">据了解，去年<span lang="EN-US">12</span>月份，青啤公司全国各地<span lang="EN-US">50</span>余个营销公司，有一半没有完成当月销售计划。<span lang="EN-US">2007</span>年总体产销量仅完成了全年计划的<span lang="EN-US">94%</span>左右。与去年同期相比，<span lang="EN-US">2007</span>年公司销售增长率为<span lang="EN-US">11%</span>左右。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18.05pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">炎症<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">去年<span lang="EN-US">10</span>月，青啤决定正式开始新一轮组织变革，将原有八大营销中心打破，成立省级营销公司。同时，与生产相关的大约<span lang="EN-US">50</span>个工厂及技术、质量、安全等相关部门归生产运营中心；原来行使总部管理职能的部门将归属战略投资中心。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">“这次组织变革，营销板块变动最大，营销整合需要时间，人员调整、架构调整、前后工作衔接等问题，都不是短时间能解决的。”青啤一位管理人员说。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">潍坊某经销商称，近几个月来，青啤“利润摊薄，售后服务一直跟不上：业务人员不好沟通、太‘牛’”；诸城某经销商称“崂山啤酒价格不统一，什么价都可以卖”；五莲某经销商则反映“卖多卖少返利政策一个样、缺少激励措施，原来分公司解散后，衔接得不太好，货款结算等遗留问题解决速度慢”。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">业务代表更换频繁也是让经销商“头疼”的原因，五莲某经销商原来投入<span lang="EN-US">100</span>万经销青啤相关品牌，目前已经撤出一半的资金，代理其他啤酒品牌，潍坊的经销商则改做了白酒生意。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">据了解，青啤由业务代表负责与经销商联络，一个业务代表一般负责<span lang="EN-US">3-5</span>个经销商的管理。业务代表是公司基层的市场管理人员和市场推进人员，从事市场的基础管理工作和最前沿的市场推进工作，代表着公司的形象。青啤招聘业务代表一般是由中介公司介绍，临时聘用居多，学历虽然要求专科以上，但素质参差不齐，加上任务高压，业务代表往往做得好就做、做得不好随时走人，所以人员更换频繁，直接影响到经销商和终端销量。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">目前啤酒业的竞争焦点停留在对经销网络和销售终端的争夺上，竞争的激烈化和同质化（价格战）导致利润区向价值链下游转移；经销商网络建设是困扰各区域市场的根本性问题，青啤的经销商一般也同时经营其他啤酒品牌，忠诚度较低，如何打破与厂家之间只是简单的“买”与“卖”的关系，形成合作伙伴式的联盟关系显得尤为重要。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">青啤管理人员称，自去年<span lang="EN-US">10</span>月，青啤成立了省级营销公司，省级营销公司总经理的职位仅次于公司副总裁，被赋予重要的使命，组织变革要持续很长时间，架构调整带来的一系列问题将逐层解决，需要时间。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">业内人士称，</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">“</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">组织变革解决的是长期发展停滞的问题，但市场不等人，如果营销整合<span lang="EN-US">5</span>月之前还不能到位，短期停滞对青啤的影响也不能小看。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">”</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18.05pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">两难的瘦身<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">现在品牌整合是青啤营销管理的重要组成部分，品牌瘦身成为青啤近年来工作的一大重点。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">“子品牌取消虽然就是公司一个文件的事情，但是是否取消则要看市场情况和消费者的接受能力，也不能贸然行动。”青啤某中层管理者告诉记者。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">青啤主品牌在一些地区的销售有时要靠当地子品牌的带动，五莲经销商表示，他们销售两箱（包）日照汇泉啤酒必须包销一箱（包）崂山啤酒。因为当地汇泉啤酒更好卖。这种情形在一定程度上给青啤品牌整合带来难度。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">究竟是要销量还是要品牌，究竟是要眼前利益还是长远利益，是两难的选择。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">据了解，日照公司的汇泉啤酒，每年有<span lang="EN-US">10</span>万吨左右的销量，占当地<span lang="EN-US">90%</span>以上的市场份额，但日照公司成为青啤的旗下公司之后，汇泉啤酒销量一度受到很大影响。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">“青啤主要占据的是中高端市场，收购来的啤酒品牌规模相对较小、档次较低，只有达到一定标准后，才允许使用青啤品牌，这必然给青啤的品牌整合带来难度，短期效益和长期利益存在较大矛盾。”啤酒行业专家、青岛科技大学教授王家林对本报表示。<span lang="EN-US"><p></p></span></span></p> <p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">几年前，青啤（扬州）公司为了拿到青岛啤酒科研中心的青岛啤酒许可生产证书，先后投入数千万元进行技改，并通过<span lang="EN-US">30</span>多项“贯模”，打通了与严格的“青岛啤酒”工艺的接口，并在经过了多次试验和试生产之后，才开始生产使用青岛啤酒品牌。很长一个时期，只有北京、上海、华南等少数地区可以使用主品牌。其他地区只能使用子品牌。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">然而，品牌整合却是青啤公司大势所趋。青岛啤酒公司总裁金志国从掌舵不久，就启动了“品牌瘦身计划”，近年又实施了以 “青岛啤酒”为主品牌，崂山、汉斯、山水为第二品牌的“<span lang="EN-US">1+3</span>”品牌战略。<span lang="EN-US">2004</span>年公司前六大品牌的销量达到总销量的<span lang="EN-US">64%</span>，<span lang="EN-US">2005</span>年前六大品牌销量达到总销量的<span lang="EN-US">66</span>％，<span lang="EN-US">2007</span>年前四大品牌销量达到总销量的<span lang="EN-US">76</span>％。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">目前，青岛啤酒正谋划在各个区域推行“<span lang="EN-US">1+1</span>”的品牌策略，以一个副品牌主攻当地的中低端啤酒市场，以青岛主品牌抢占当地高端啤酒市场。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">金志国表示，优化品牌结构能够化解青岛啤酒面临的品牌价值受损的风险，最大可能地保持青啤的品牌形象，挖掘其他品牌原有定位的价值，并在中高和低档品牌间建立防火墙，提高高端品牌价值的安全度。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18.05pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">“三位一体”模式<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">青啤副总裁严旭是去年<span lang="EN-US">10</span>月刚刚走马上任的主管营销总裁，随着他的到来，各方对青啤未来营销水平的提升充满期待。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">青啤一份内部报告认为，目前啤酒业的竞争焦点停留在对经销网络和销售终端的争夺上，竞争的激化和同质化（价格战）导致利润区向价值链下游转移。所以价值链的运行需要从生产厂到销售队伍、到经销网络、到销售终端到消费者逐层传递。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">2007</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">年，青啤各区域市场推行</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">“</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">三位一体</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">”</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">的营销模式取得重要成果。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">“</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">三位一体</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">”</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">营销模式是将产品销售、品牌传播、消费者体验三种竞争手段结合运用的营销模式。公司总部通过消费者研究提出品牌发展的方向，营销公司执行公司的品牌规划，办事处根据公司规划，建立清晰的品种架构，实现影响力销售。 <span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">据称，三位一体</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 仿宋_GB2312; mso-font-kerning: 0pt; mso-ascii-font-family: 仿宋_GB2312;">“</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 仿宋_GB2312; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial;">营销模式是青岛啤酒近年来经过充分论证建立起来的核心营销模式，这种模式将在未来得以延续使用并不断完善。其实质就是调动一切可利用的资源和手段为实现企业的营销目标服务，是为适应未来市场竞争和价值链发展规律而提出的营销战略思想<span lang="EN-US">,</span>它将是相当长一段时间内指导、评价营销工作的标准。<span lang="EN-US"><p></p></span></span></p>
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