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| 论文编号： | 8134 | |
| 作者编号： | 2220140638 | |
| 上传时间： | 2016/5/22 14:15:39 | |
| 中文题目： | Y奶粉企业营销管理审计研究 | |
| 英文题目： | Reasearch on marketing management audit of Y milk powder enterprise | |
| 指导老师： | 张继勋 | |
| 中文关键字： | 营销管理审计;营销战略;内部控制 | |
| 英文关键字： | Marketing management audit;Marketing strategy;Internal controls | |
| 中文摘要： | 随着我国现代企业制度的逐步建立和完善．企业改革开放力度的进一步加大．尤其快消品行业企业为了在日趋激烈的市场竞争中取得主动权，营销战略成为企业存亡的首要因素，营销手段五花八门、营销活动日新月异。营销管理审计就是为了适应市场经济新形式的审计形式，是企业内部控制的高层次发展，是内部审计发展的延伸。 本文主要阐述了营销管理审计的理论和营销管理审计存在的意义，通过研究Y奶粉企业营销管理审计的几个真实案例，发现目前企业的营销审计仍存在的问题，提出了审计架构的改进建议，对部分不恰当的审计内容做修正，改变目前不合理的审计方法和流程，加强后期审计报告和审计后续跟踪管理的策略意见。企业应该加强营销管理审计的工作，通过优化营销管理审计内容，改进企业营销管理审计方法，积极的发挥营销管理审计在企业营销过程治理方面的积极作用，促进企业经营活动质量的提高和发展。 营销管理审计必须与时俱进的跟随大的经济环境变化适时调整方向，同时也需要为适应企业日新月异营销业务发展要求而不断的去总结与完善。 | |
| 英文摘要： | With the gradual establishment and improvement of modern enterprise system in our country, enterprises further increase the intensity of reform and opening up. In order to gain the initiative in the increasingly fierce market competition,the marketing strategy has become the primary factor to win the competition, the marketing approaches are various, and the marketing activities are changing rapidly. Marketing management audit is in order to adapt to the market economy status, is the high level development of enterprise internal control, is the extension of the development of internal audit. This paper mainly expounds the theory and meaning of marketing management audit. Through several actual cases of marketing management audit of Y milk powder enterprise, some problems are found in current audit system, some suggestions are proposed to improve the audit framework, to correct the inappropriate audit contents, to modify the unreasonable audit methods and processes, to enhance the quality of the audit report and to strengthen the follow-up of the improvements of the unqualified items after the audit. Enterprise should strengthen the management of marketing audit by improving the audit methods, optimizing the audit contents and making the audit to play opositive role in the process of maketing management, so then to promote the quality and development of enterprise's business activity. | |
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