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The importance of enterprise credit in enterprise marketing

2019-10-08 来源: 51Due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- The importance of enterprise credit in enterprise marketing,供大家参考学习,这篇论文讨论了企业信用在企业市场营销中的重要性。企业信用在企业市场营销中最重要的作用就是平衡供给侧与消费端之间的利益关系,对市场经济形势起到稳定和巩固作用,促进行业的整体发展,提高企业市场营销效率,降低企业营销成本。如果企业信用优质可靠,不仅能够在市场竞争中获得优势环境,还能够发挥企业在市场中的优势作用,为企业发展带来先决条件。

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Under the background of economic globalization, the development of China's socialist market economy has entered a new growth state, which leads to the market economy's demand for marketing is constantly changing and upgrading. For the construction industry of state-owned enterprises, the importance of enterprise credit in enterprise marketing is constantly improving, and it is also the main factor affecting whether the enterprise is in a healthy development. For the developing Chinese market economy, excellent corporate credit is not only a positive card for the development of corporate marketing, but also an important guarantee for the orderly and stable development of China's market.

Since the reform and opening up, China's socialist market economy system is becoming more and more perfect, the reform of the market system is also deepening, the market for enterprise credit requirements in the increasingly fierce competition in the market environment has a new demand. For enterprises, good corporate credit is not only related to the long-term and stable development of enterprises, but also has important significance for the benign operation of China's market economy. Therefore, enterprises in modern construction industry should attach importance to the importance of enterprise credit in marketing and take corresponding measures to continuously establish and maintain good credit of enterprises.

Enterprise credit from concept refers to the enterprises in the building, production, management and a series of links in the name of the buyer by the enterprise itself for sellers to credit a specific form of value movement, which covers the basic credit activities such as pay, pay the credit relationship, as well as enterprise as lenders credit records, etc., is a relationship of comprehensive index of the enterprise. In the legal sense, the establishment of enterprise credit needs to rely on a certain legal basis and fulfill and realize the commitment to the enterprise within an appropriate period of time under the constraint of industry self-discipline and market ethics. From the perspective of practical functions, enterprise credit represents the highest interests of enterprises, is the basic condition for normal operation of enterprises, and also the basis for enterprises to survive, develop and compete in the market. To some extent, good enterprise credit can also be used as goodwill to reflect the performance or product value of enterprises. Therefore, in the current market competition increasingly fierce economic situation, enterprises must pay attention to the establishment and maintenance of their own credit, in order to win a place in the market competition.

With the continuous improvement of the market economic system with Chinese characteristics, the competition in China's construction industry is becoming increasingly fierce. Under such a general background, marketing, as an important means for enterprises to conduct self-publicity and business development, is getting more and more attention from enterprises. However, due to the market economy system in China is still in the development stage, some system provisions are not perfect, to a small number of unethical, unruly enterprises to provide opportunities, the use of vicious marketing means to the market order, consumers, peer enterprises and even the national image has brought a certain degree of damage. These credit deficiency problems are mainly reflected in the following aspects:

The purpose of marketing activities is to expand the user group and sales volume, to grasp the demand orientation of consumers and the market situation dynamically, so as to develop a reasonable sales strategy and improve the marketing green label. However, this simple marketing concept is often misinterpreted by immoral enterprises, which blindly pursue short-term economic interests as the primary goal and conduct marketing activities by using deceptive advertising, shoddy and substandard materials, etc. For the construction industry, the lack of credit in product marketing is not only the infringement of consumers' rights and interests and disregard for life, but also the overall blackening of the industry image and the disruption of the market order.

In marketing, the two points that consumers are most concerned about are product quality and product price. At present, the state-owned construction industry market, price fraud, industry monopoly, price discrimination has been emerging in an endless stream of problems. Price fraud is usually an illegal or immoral price method used by business operators to guide consumers in a wrong way. Industry monopoly usually means that in the marketing strategy, the dominant enterprises in the industry force their rivals out through price advantage, then make the price too high, occupy a large number of market shares, improve the profit space, and make the market competition fairness hindered. Price discrimination is mainly reflected in the malicious price manipulation behavior of merchants according to different buyer status, strength and various factors. It is often seen in the construction industry, mainly in monopolized or scarce industries such as materials and technology, which will have a direct impact on the reputation of enterprises and the reputation of the industry.

Channel marketing mainly through the organization, distribution, and other ways to process in the field of goods from production to consumption, in the marketing activities of the construction industry, unethical companies tend to be in the process of commodity sales by fraudulent means fool, fool to sell, disturb the order of the market and industry, violation of business ethics, through the monopoly or restrict competition behavior such as seek improper benefit.

In the process of marketing activities, the formulation of marketing strategies for the sales link has the significance of overall guidance, in the current buyer's market tends to be stable environment, product marketing methods also need to develop in the direction of diversification. Under such market orientation, some profit-seeking illegal enterprises mislead consumers through such illegal means as misleading advertising information, malicious slander and slander on peers, and seek high and improper interests while harming the interests of consumers and the industry.

Nowadays, economic globalization has become an irreversible trend. The advantage of high quality and high speed of China's construction industry has exerted a certain impact on the global construction market. Therefore, the marketing of the construction industry is also an inevitable trend towards internationalization. However, compared with the domestic market, the international construction market is more competitive, the system is more perfect, and the credit of enterprises penetrates in all aspects of commercial activities. Although the domestic construction industry develops at a relatively fast speed and has advantages in project quality and completion speed, it lacks relevant accumulation in enterprise credit. So construction enterprises want to internationalization, must begin from every aspect, from the completion time, quantity, quality and other relevant details on a detailed specification, but also more strict in the financial statements, let each link fail-safe enterprise of international business activities, make good enterprise credit for the internationalized development of the enterprise.

The most important role of enterprise credit in enterprise marketing is to balance the interest relationship between the supply side and the consumer side, stabilize and consolidate the market economic situation, promote the overall development of the industry, improve the efficiency of enterprise marketing, and reduce the cost of enterprise marketing. From the perspective of consumers, the ultimate purpose of marketing is to sell products to consumers. For the construction industry, it is to buy houses and shops to owners to realize the goal of common development of developers and owners. If the credit of the enterprise is missing, the quality of the house is not up to standard, will certainly affect the direct interests of consumers, followed by the further reduction of the credit of the enterprise, not to deal with the time will even produce legal disputes. If an enterprise's credit is high-quality and reliable, it can not only obtain an advantageous environment in the market competition, but also give play to its advantageous role in the market and bring prerequisites for the development of the enterprise. From the perspective of enterprise itself, improving enterprise credit is not only to improve its comprehensive strength and build a good corporate image, but also to provide leading conditions for the firm market position and market share. If an enterprise does not pay attention to the improvement of credit degree, it will not be able to achieve seek improvement in stability in the market environment, which is not conducive to the long-term growth of the enterprise and cannot contribute to the prosperity of the market.

In the market competition of construction industry, the core competitiveness of enterprises is not only the choice of location, but also the technical competitiveness of products. Therefore, to improve marketing efficiency, enterprises must increase capital investment in technological innovation and industrial innovation. However, most construction enterprises tend to ignore less consumer disputes in the actual transaction process, especially the maintenance of corporate credit in the marketing process. If one party has credit problems during the transaction, the cooperative transaction between the two parties is likely to have credit crisis, which will lead to a lot of unnecessary consumption of manpower, material resources and betrothal gifts, increase unnecessary transaction costs, affect the actual interests of both parties, and go against the competition and stable development of the construction market. Therefore, enterprises must attach importance to the establishment of their own credit, less investment in marketing, actively follow the market rules, reduce marketing costs, and promote the benign development of enterprises.

China's market economic system needs to rely on market competition for continuous optimization and improvement, and market competition requires enterprises to make good use of credit marketing concept to build and standardize the market in addition to the competitiveness of their own products. For enterprises with high credit quality, credit marketing can not only reflect their social responsibility and attitude towards consumers in marketing activities, but also play a normative role in market competition and promote the construction of relevant laws, regulations and industry standard management system. However, for enterprises that do not attach importance to credit, blind use of credit marketing concept is to create enterprise credit risk, which can easily lead to business risks and business difficulties. Therefore, the state should strengthen the role of enterprise credit in marketing by means of compulsory execution. Although the construction and development of enterprise credit legislation cannot be completed overnight, under the relatively sound legal system, enterprises can better control and give early warning of credit risks in marketing links.

In the context of economic globalization, China's construction industry wants to go abroad and enter the international market, it must further improve the requirements of enterprise credit. In the international market, enterprise credit has been written into the international business standards, which is enough to highlight the importance of enterprise credit in the international market competition. China's market economy concept should also be in line with the international market, actively learn from foreign enterprises cash enterprise credit management experience and according to their own situation into their own use, so more cooperative enterprises and consumers. From the two aspects of quality and quantity, the enterprise credit should be well handled, the business ethics should be observed, and the enterprise credit should be applied to each business link of each enterprise to ensure the credit degree of the enterprise, improve the international visibility of the enterprise, and realize the internationalization development of the enterprise.

To sum up, enterprise credit occupies an important position in the marketing center of enterprises. The development of enterprises in domestic and foreign markets cannot be separated from the management and attention to enterprise credit. While from the perspective of the current market situation, the lack of credit accumulation problem of construction industry enterprises in China is relatively obvious, but as long as the enterprises to improve credit problems seriously, positive start from their own, to shape good corporate image, enhance the core competitiveness, will emerge in the market, promote the stable development of the construction industry.

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