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论文编号：	417
作者编号：	2120062148
上传时间：	2008/6/10 16:37:21
中文题目：	中国传统谋略在现代市场营销中的
英文题目：	China''s traditional strategy
指导老师：	刘建华副教授
中文关键字：	孙子兵法 鬼谷子 市场营销策略
英文关键字：	Sun Zi Gui Gu Zi Marketing
中文摘要：	市场营销策略选择与实施是一个企业发展的根本。没有任何一个企业是可以不进行市场运作、不销售产品就可以生存的。在市场营销方面，经典西方管理理论里已经有了很多的论述。任何计划、策略都是有人来制定和执行的。人才是整个营销策划最关键的因素。一个在理论上完美的营销策划也许收效甚微，因为执行的人有问题。一个完美的营销策划也许刚运行一半就做不下去了，因为竞争对手的策划把你的运作过程也计算了进去。本文通过西方营销理论与中国古代谋略的对比，对《孙子兵法》和《鬼谷子》的谋略过程进行研究，抽取出其中的互补部分，尽量避免其中与商业活动相违背的原则，发掘有中国文化特色的营销策略。在研究过程中发现，在《孙子兵法》中阐述的“天”与西方营销理论中的宏观环境是相对应的。 “地”与西方营销理论中的行业分析是相对应的。“法 ”与西方管理理论中的制度相对应。对于文化、人的问题，西方营销理论中却很少有涉及，而这些又都是策划和实施过程中非常重要的部分。 本文试图从中国传统文化中汲取养料，通过和西方经典管理理论相对比，从《孙子兵法》中的“道天地将法”和《鬼谷子》的“揣摩”等角度来深入细致的研究基于中国谋略的市场营销策略选择与实施。 本文共分六章，第一章主要对研究的背景、目的、意义进行介绍。第二章对中国传统谋略中的《孙子兵法》、《鬼谷子》的相关思想进行回顾。第三章对西方市场营销理论进行回顾。第四章基于中国传统谋略中国联通营销策略选择。通过对《孙子兵法》、《鬼谷子》优缺点的比较寻找互补的战略研究过程，确定符合中国谋略思维的营销策略选择与应用。第五章是关于中国传统谋略中国联通营销策略的具体实施。第六章为总结。 本文的创新点在于，引入了对于营销策划实施过程中对人和文化的关注。从中国传统谋略中寻找符合营销策略选择和实施的依据，通过西方营销策略和中国传统谋略的比较研究，进行对现实营销策略选择和实施有指导意义的研究。
英文摘要：	Marketing capability is the fundamental development of an enterprise. No business can not conduct the operation of the market, not selling a product can survive. In marketing, management theory, the West Classic has been a lot of exposition. However, this does not mean his theory will certainly be perfect. Any plans, are some strategies to develop and implement. Talent is the most crucial marketing planning factors. In theory, a perfect marketing plan may have little effect, since the implementation of a problem. A perfect marketing plan may be running just half of the Zuobuxiaqu, because your competitors planning to the operation of computing into the process. Through analysis of "The Art of War" information and decision-making process, "Gui Gu Zi" information decision-making process, which extracted the complementary part, to avoid them and the commercial activities contrary to the principles and explore strategies for marketing the model. Information is dead, people are living, if only grasp at any time may be some changes in the external intelligence, while ignoring the other generals or psychological analysis of each of the other information is the deep-seated purpose of the analysis is obviously not enough . This paper attempts to learn traditional Chinese culture, food, adoption and Western classical management theory to contrast, from "The Art of War" from "Road to Heaven and Earth" and "Gui Gu Zi" and "figured out later" in terms of in-depth and meticulous study of Marketing . This paper is divided into six chapters, the first major chapter on the background to the study, purpose, meaning introduced. Chapter 2 of the Western theory of marketing. Chapter III of China's traditional strategy of "The Art of War", "Gui Gu Zi" the relevant thinking retrospectively. Chapter IV marketing strategies based on traditional Chinese strategic choice. Through the "Art of War", "Gui Gu Zi" comparative advantages and disadvantages of seeking complementary strategic research process, in line with China's strategic thinking determine the marketing strategy model. Chapter 5 is on the EDI communications implementation of the specific marketing strategy. Chapter VI to sum up.
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