战略营销管理的几个基本问题

211()No.1Vol.2120031JournalofFoshanUniversity(SocialScience)Jan.2003(,528000):,(SMM)SMMSMM,,SMM,:;;;:F713.50:A:10082018X(2003)0120060205:2002211215:(19642),,,,,,(StrategicMarketingManagement,SMM),,???,,?,,?SMM?,SMM(2000),,:,,,,,,[1],,,,,,SMM,?,,:[2],,,,,,,,,,,,,,,,,R&D,,,,,,,,,,SMM,,,,:,,LVSMM,,,,,,,[3],,[4],,,;,,SMMSMM,,SMM??,,(),,,,,,-,,(),:,,:(1),(2),(3),(4),,:,,,161:,,,,,,,,,,,,,,,,,,,,,,,,,,,:,,,,,,,,,,MBA,MBASMMSMM,(),,:,,,,,,,SMM,:,,,,,,,(),()[5]SMM,SMM26()21,,,,,,,,,,,,,,,,,,,,,,,SMM,,,,SMM,4Ps,,,(Pattern),:3(plan),,3(pattern),,,3(position),3(perspective),3(ploy),P,5P’s:,,,,;SMM,:1.,,,,,2.361:,3.4.5.,,SMM,,,,,,,,SMM,:[1].()[M].:,2000.[2],.()[M].:,1998.[3]A,A.:()[M].:,1998.[4].[M].:,1997.[5]HENRYMintzberg.TheRiseandFallofStrategicPlanning[M].PrenticeHall,1994.:SeveralBasicProblemsinMarketingManagementYANGWang2cheng(InternationalEconomyandTradeDepartment,FoshanUniversity,Foshan528000,China)Abstract:Animportantfeatureofmodernmarketingistoadministermarketingactivityofanenterprisefromastrategicangle.HenceSMM,isformed.SMM,centeredroundmarketingstrategy,includingtwokeyfunctionsofstrategyformingandimplementing,isa72linkmarketingmanagementcourse.SoSMMisincreasinglybecomingthemainformofmodernmarketingmanagementbecauseitsstrategicfeatureisfitmoreformodernmarketingcircumstances.Keywords:strategy;marketingmanagement;marketingstrategy;strategicmarketingmanagement46()21