本文關鍵詞：基于價值增值的AB集團公司內部營銷審計研究　出處：《石河子大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 價值增值 內部審計 營銷審計

【摘要】：隨著經濟環境的不斷變化,企業對管理的要求越來越高,尤其是營銷管理,因為營銷的成敗直接決定著企業的生死存亡。而內部審計作為企業機體的免疫系統,對企業的發展起著保駕護航的作用,這就要求內部審計也必須根據企業的要求與時俱進。在今天,營銷理論隨著企業經營環境的復雜化也發生了重大的轉變,由4C策略挑戰傳統的4P策略,進而提出了整合市場營銷傳播的思想。在我國內部審計對于營銷審計關注較少,而隨著企業市場營銷戰略發展的日新月異,傳統的內部審計管理思想的劣勢以及滯后性逐漸顯現出來,管理理念需要更新換代,而能夠較好地彌補傳統內部審計缺陷的是價值增值導向的內部審計。在本文中,筆者提出了市場營銷理論與價值增值理論的融合的觀點,是新型內部營銷審計的有益探索。文章以AB集團公司為例,結合對AB集團公司的市場營銷戰略的分析、市場營銷管理中存在的問題,對AB集團公司的市場營銷審計的視角放到價值增值上來,可以促進企業營銷管理的提升,提高企業競爭力。本文以立足于現階段制造企業AB集團公司內部營銷審計中存在問題,以價值增值為主線,從概念、目標、實現途徑和發展分析等方面提出了基于價值增值的企業內部營銷審計的技術方法和流程體系,并通過案例分析證明,企業實施價值增值導向的內部營銷審計可以有效優化企業治理結構、完善企業管理體系、提升企業戰略執行力,企業競爭力的提升做出了貢獻。
[Abstract]:With the changing economic environment, the enterprise management of the increasingly high demand, especially the marketing management, because marketing determines the success or failure of enterprises. The internal audit of vital importance of the immune system of the body corporate, plays the role of escort for the development of enterprises, the internal audit must be according to the requirements of enterprises keep pace with the times. Today, the marketing theory with the complicated business environment has undergone a major shift from 4C strategy to challenge the traditional 4P strategy, and puts forward the integrated marketing communication thoughts. In the internal audit of our country paying less attention to the marketing audit, and with the development of the enterprise market marketing strategy change rapidly, the thought of internal audit the traditional management of the disadvantages and lag out gradually, management needs to be updated, and better able to compensate for the defects of the traditional internal audit Is the internal audit value oriented. In this paper, the author puts forward the integration of marketing theory and value theory point of view, is a beneficial exploration of new internal marketing audit. This paper takes AB group as an example, combined with the analysis of AB company's marketing strategy, marketing management problems. The marketing audit of AB group from the perspective of value added up to, can promote the enterprise marketing management, improve the competitiveness of enterprises. This paper based on the existing problems in the manufacture of internal audit of enterprises marketing AB group company, with added value as the main line, from concept, goal, realization and development and other aspects of analysis the method of internal marketing audit value-added business and process system based on, and proved through case analysis, internal marketing value oriented enterprise trial It can effectively optimize the enterprise management structure, improve the enterprise management system, enhance the enterprise strategy execution and enhance the competitiveness of the enterprise.

【學位授予單位】：石河子大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.72;F239.4;F274

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