摘要
新形势下,现代企业应从营销战略的高度去把握物流运作与市场营销的关系。在大多数企业中,物流与营销分属不同部门管理,而这两种职能间的联系一直没有得到很好的理解。当市场竞争越来越激烈,整合企业营销与物流资源,使之成为一体化战略,对于提高企业综合实力十分重要。因为二者是为企业的核心能力提供支持和服务的,所以在物流经济时代到来的时候,企业在物流运作与营销策略上一体化的努力将是一个有益的探索。
Under the new situation, the modem enterprise marketing strategy should be to leverage the high degree of logistics operations and marketing relationship. In most enterprises, logistics and marketing belong to different departments, and that the link between the two functions has not been well understood. When the market competition has become fiercer, integrated enterprise marketing and logistics resources, so that they can become integrated strategy is very important for the development of enterprises. As for the two enterprises is the core of the ability to provide support and services, so the logistics economic era is approaching, logistics enterprises in operation and marketing strategy on integration efforts will be a useful exploration.
出处
《物流科技》
2008年第2期120-121,共2页
Logistics Sci-Tech
关键词
营销战略
物流运作
营销
marketing strategy
logistics operation
marketing
