价格战使彩电业亏损累累,广告战使标王血本无归,这就是目前国内企业的营销通病——过度营销。何谓过度营销?企业运作过度依赖营销手段,如广告、促销、回扣、价格战等。重视营销手段的运用,忽视战略管理和系统管理,忽视长期竞争优势地位的建立,这就是过度营销。过度茵销的形成我们都知道,在科特勒的理论中,企业营销活动可分为4个阶段,即生产导向 The price war has caused the TV industry to suffer a lot of losses, and the advertising war has made the king lose everything. This is the current marketing problem of domestic companies - excessive marketing. What is over-marketing? Business operations rely too much on marketing tools such as advertising, promotions, rebates, and price wars. Pay attention to the use of marketing methods, ignore strategic management and system management, ignore the establishment of long-term competitive advantage, which is over-marketing. The formation of over-dollar sales We all know that in Kotler’s theory, corporate marketing activities can be divided into four stages, namely production-oriented