The theory of marketing resource is discussed in detail , and the enterprise marketing resources budget is made into two parts , that are the fixed marketing resource and variable marketing resource for developing the new customers and maintaining old customers . the enterprise fixed marketing resources are made into three parts , which are the enterprise layer , the area layer and the customer layer . according to the customer marginal profit contribution ra te and the customer marginal value make the area layer or the customer layer marketing resource decompose into every customer step by step 然后本文对营销资源的基本理论进行了详细的论述，并就发展新客户和维护老客户两方面的问题将企业营销资源的预算分为固定营销资源和变动营销资源两部分，再针对固定营销资源部分将企业的营销资源分为企业层、区域层和客户层三个方面，并依据客户边际利润贡献率和客户边际价值两个指标将区域层或客户层的营销资源逐步分解到各个客户上。
On this basis , combining network characteristic and internet marketing " s example this thesis discusses operational strategy of network marketing detailedly in respect of designing and publicizing of website , internet advertisement and database marketing etc . meanwhile , in order to explain how to utilize the latest marketing resources - internet , this thesis studies how to attract more consumers to access enterprise " s web marketing site in application of e - mail , designing and using of faq , application of navigation system and searching engine , using of bbs and usenet in internet marketing , thus meets customer " s demand preferably , builds up corporate image impressingly and actualize marketing in the internet 在此基础上，结合网络的特征和企业网上营销的实例，从营销站点的设计、宣传，网络广告以及数据库营销等方面详细地论述了网络营销运作策略。同时，为了说明如何有效地利用internet这一最新的营销资源，本文从e - mail在网络营销中的运用、 faq的设计与使用、导航器和搜索引擎在网络营销中的运用、借助bbs和usenet开展网络营销这四个方面研究了如何吸引更多的用户访问企业的web营销站点，从而更好地满足顾客的需求，树立深入人心的企业形象，实现企业在internet上市场营销。
By practice of modem management theories in pursuit of the maximum profits and the highest quality such as strengthening the integration of marketing resources and following " market - centered concept " and implementing " one region , one policy " , the company had accomplished high taxation in 2004 ( from january to august , its taxation amount entered top ten in liquor - making industry in china ) and become an outstanding leader again in liquor - making industry in china 以市场为中心，全面强化市场营销资源整合力度；推行“一地一策” ；追求质量、效益最大化的现代经营理念等战略，使2004年1 ~ 8月份的利税水平进入全行业前10名，再为中国白酒产业佼佼者。
It is a wonder some enterprises can be “ marketing stars ” for so many years but others are “ falling stars of market ” . in the nowadays - competitive market , it is a vital task of every enterprise to construct a developing framework of marketing that fits both the characteristics of market and the resource situation of enterprises . 1 论文的核心观点是: 1 .企业营销质量是企业在竞争的营销环境中,为了谋取持续营销优势,利用、创新、配置各种营销资源,在满足顾客“适用性”要求、实现顾客满意过程中的质量。
Next having analysed the marketing environment of enterprise , steering knuckle market is turned to in subdivided , and has analysed every subdivided market , and has analysed steering knuckle industrial structure , and has analysed major competitor , and has pointed out chance and threat that the enterprise is faced with . then , have analysed enterprise marketing resources and ability , and have pointed out the superiority and inferior strength of enterprise , so the objective market of enterprise has been defined . finally , thesis has been designed shandong guangyue steering knuckle factory marketing strategy , and the corresponding marketing combination tactics have been laid down , and then having accomplished the marketing strategy planning of enterprise 论文首先分析了山东光岳转向节总厂营销绩效现状，并在此基础上指出了其现行营销战略在目标市场选择、竞争对手分析及定位等方面存在的问题；其次，通过山东光岳转向节总厂营销环境分析、转向节市场细分及各细分市场分析、转向节产业结构分析、主要竞争对手分析及企业营销资源与能力分析明确了企业面临的机会和威胁、企业的优势和劣势，并在此基础上确定了企业的目标市场；最后，围绕定位这一企业营销战略的核心思想为山东光岳转向节总厂设计了营销战略及相应的营销组合策略，进而完成了企业的营销战略规划。
Except for the reasons inside the middle and small enterprises themselves of small scale , the low capacity of taking the risks and the imperfect management system as well as the nonpublic information , the discrimination policy for them from the commercial banks in china has made financing difficulty much more clear 针对这个问题,本文认为:从拓展银行利润来源渠道,提升竞争力的角度出发,中国建设银行发展中小企业融资业务,是关系到建设银行能否成为具有国际商业银行水准的关键性战略问题。因此,中国建设银行必须通过银行再造,整合营销资源,以客户为导向,提高金融营销能力。
While useful exploration has been done , in order to win the competition in marketing , newly - established ventures should pay more attention to the identification of marketing opportunities , the setting up of marketing departments , the building of cis and brand recognition , optimization of the marketing resources , and market entry strategies 但要具备更强的营销应对能力,未来的新建风险企业应该更多关注识别机会、设立营销部门、建立企业识别和品牌认知、最大化营销资源效果、确定市场进入战略五个方面。
By comparing and analyzing the essential connotation of customer relationship and the subjective intention of crm , this study describes three aspects and four characteristics of uncertainty in the customer relationship , and analyzes the reliability of the customer value circulation , the customer loyalty theories and the enterprise resource devotion under the uncertain conditions 通过对客户关系的本质内涵和客户关系管理的主观意图的比较，概括了客户关系中不确定性的三方面表现形式和四种体现类型，并分析了在不确定条件下客户价值循环、客户忠诚理论和企业营销资源投入的可靠性。
