【正文】 ....................................................... 3 營(yíng)銷(xiāo)管理體制存在缺陷 .......................................................................................... 3 營(yíng)銷(xiāo)隊(duì)伍素質(zhì)低，專業(yè)化程度差 ......................................................................... 3 第 3 章 創(chuàng)新類(lèi)型 ............................................................................................................... 4 觀念創(chuàng)新 .................................................................................................................... 4 親情營(yíng)銷(xiāo)觀念 .................................................................................................. 4 國(guó)際營(yíng)銷(xiāo)觀念 .................................................................................................. 4 智能化知識(shí)營(yíng)銷(xiāo)觀念 ...................................................................................... 4 誠(chéng)信營(yíng)銷(xiāo)觀念 .................................................................................................. 4 產(chǎn)品創(chuàng)新 .................................................................................................................... 5 產(chǎn)品策略創(chuàng)新 .................................................................................................. 5 產(chǎn)品的價(jià)格策略創(chuàng)新 ...................................................................................... 5 產(chǎn)品的服務(wù)創(chuàng)新 .............................................................................................. 5 產(chǎn)品標(biāo)準(zhǔn)、式樣、包裝和品牌的創(chuàng)新 ....................................................... 5 方法創(chuàng)新 .................................................................................................................... 6 渠道結(jié)構(gòu)創(chuàng)新 .................................................................................................. 6 進(jìn)攻戰(zhàn)略的營(yíng)銷(xiāo)方法 ...................................................................................... 6 人才創(chuàng)新 ........................................................................................................... 6 中小企業(yè)營(yíng)銷(xiāo)觀念創(chuàng)新研究 VIII 第 4 章 中小企業(yè)營(yíng)銷(xiāo)創(chuàng)新中存在的問(wèn)題 .................................................................... 7 營(yíng)銷(xiāo)創(chuàng)新乏力 ........................................................................................................... 7 “ 點(diǎn) ” 的創(chuàng)新多于 “ 系統(tǒng) ” 創(chuàng)新 ......................................................................... 7 缺乏理性和科學(xué)的營(yíng)銷(xiāo)戰(zhàn)略 ................................................................................. 7 營(yíng)銷(xiāo)人才相對(duì)不足 ................................................................................................... 8 第 5 章 中小企業(yè)營(yíng)銷(xiāo)創(chuàng)新應(yīng)采取的措施 .................................................................... 9 避開(kāi)鋒芒，創(chuàng)新?tīng)I(yíng)銷(xiāo) .............................................................................................. 9 營(yíng)銷(xiāo)理念的創(chuàng)新 ....................................................................................................... 11 營(yíng)銷(xiāo)渠道創(chuàng)新 ........................................................................................................... 11 更新企業(yè)營(yíng)銷(xiāo)觀念 ................................................................................................... 11 樹(shù)立名牌意識(shí)，建立企業(yè)文化 ............................................................................. 12 創(chuàng)新整合 營(yíng)銷(xiāo)之路 ................................................................................................... 12 做好售后服務(wù)，改善售后服務(wù) ............................................................................. 14 結(jié) 論 ..................................................................................................................................... 15 參考文獻(xiàn) ................................................................................................................................. 16 致謝 ......................................................................................................................................... 17 畢業(yè)論文 1 第 1 章 緒 論