在全球经济危机的影响下,营销环境发生了变化,消费者购买商品时体现出节约性、价格敏感性等特征,而且消费者对促销的反应也在发生变化。企业应该如何制定营销策略,以提高企业竞争力?本文从营销环境变化、营销策略分析与营销策略关键点的把握三个方面探讨这个问题。 Under the influence of the global economic crisis, the marketing environment has changed. Consumers purchase commodities with characteristics such as economy and price sensitivity, and consumers’ reactions to promotions are also changing. How should a company formulate a marketing strategy so as to enhance its competitiveness? This article explores this issue from three aspects: the change of the marketing environment, the analysis of marketing strategy and the key points of marketing strategy.