【作者】 刘孔；

【导师】 苗泽华；

【作者基本信息】 石家庄经济学院 ， 企业管理， 2007， 硕士

【摘要】 目前,营销审计已经被越来越多的企业所重视,成为营销项目控制和评估最主要的组成部分。营销战略是企业营销活动的关键所在,决定着市场营销的计划和策略以及市场营销活动的组织。因此,对营销战略的审计是进行其他审计的基础和关键。研究营销战略审计对于企业其他营销项目的审计,企业营销战略的完善,乃至企业总体战略的实施都有着重要意义。本论文在研究营销战略审计基本理论和国内外研究现状的基础上,对因素分析法、成本——效益分析法、对比分析法、评分法、系统分析法、风险评估法以及平衡记分卡法这七种比较常用的营销战略审计方法进行了深入比较,系统分析了这些方法的优点和缺点,适用性和适用范围,以及对于营销战略控制的不足之处;通过研究营销战略审计基础理论,界定了本论文的审计内容,并在分析和比较已有方法的基础上,从营销管理角度出发,创新性地提出采用IE组合矩阵方法和模糊综合评价法对营销战略的适用性和可行性进行审计,并对具体审计内容和审计程序进行研究,探讨了运用这两种方法进行营销战略审计的可能性;最后把这些方法运用到平安保险公司车险市场营销竞争战略的审计实务中,不仅验证所提出方法的可行性,而且得出审计结论,对平安车险的营销战略管理提出建设性意见。更多还原

【Abstract】 Now, marketing audit has been valued by more and more business enterprises, becoming the most important part of the marketing item controlling and evaluating. Marketing strategy plays an important role in the management of marketing, deciding the organization, plan, behavior...etc. Therefore, audit on marketing strategy is the foundation of the other audit. Research on marketing strategic audit is important to the marketing item audit, accomplishing and operating on the marketing strategy.First, on the foundation of the researches on the basic theories and the current researches about marketing strategic audit, the author systematically and deeply compared the auditing method that many scholars had advanced before, and analyzed the merit, the defect, the condition, and the lack to the controlling of the marketing strategy in the text. Then the author confirmed the auditing contents from the researches on the basic theories about marketing strategic audit, and creatively advanced using the IE matrix and the synthetically uncertain evaluated method to audit the applicability and feasibility of the marketing strategic based on the analysis of the advanced methods from the angle of the marketing management. The author researched the material auditing contents and auditing process, and discussed possibility of using these methods to the marketing strategic audit. Finally, the author had applied these methods to the practice of the marketing strategic audit, and audited the competition strategy of the Ping An Insurance Company in auto insurance market, from that, the feasibility of the methods had been approved. In the end, the author had also advanced some constructive suggestion to the competition strategy management of the Ping An Insurance Company.更多还原