市场041班 0421131 齐玲清 关于中国家族企业成长营销战略详解.doc

北京工商大学嘉华学院毕业论文 关于中国家族企业成长营销战略研究 院（系）：嘉华学院财务与管理系 专业：市场营销 学生姓名：齐玲清 学号：0421131 指导老师：杨宏 摘要： 中国七、八十年代兴起的家族企业正面临发展的瓶颈，实现可持续发展成为当前我国家族企业的首要任务。与此同时，美国的沃尔玛、洛克菲勒、强生这些国外家族企业已超越百年历史并依然蓬勃发展。我国家族企业除了引进现代化管理制度、聘请职业经理人、上市、淡化家族经营这些手段以外，还有什么策略可以帮助家族企业实现可持续发展？本文将营销战略引入家族企业战略发展中，通过对家族企业生命周期的分析，根据家族企业在不同生命阶段表现出来的特征制定不同的营销战略，帮助中国具有特色的家族企业突破成长陷阱，更好地实现可持续发展。 关键词：家族企业；营销战略；企业生命周期；可持续发展 Abstract：As China family firms risen in 1970s and 1980s are facing the bottleneck of the development, the achievement of sustainable development become the primary tasks of Chinas current family firms. Meanwhile, Johnson Johnson, American Woerma , John Davison Rockefeller, these abroad family firms already exceed history a century and develop vigorously as before. What tactics do still have outside these means our country family firm is managed except introducing modernized management system , engaging a professional manager , appearing in the market , weakening a clan, being able to help the family firm realization of sustainable development?The main body of this article is hit by with being able to lead marketing strategy into family firm strategy developing. Sell strategy by working out different marketing to family firm life cycle analysis , according to characteristic that family firm has shown in different life stage. Use the trap in helping China to have the characteristic family firm breakthrough growing up , realization of sustainable development much better. Keywords: Family firm; Marketing strategy; Enterprise life cycle; Sustainable development 目录 导论…………………………………………………………………………………1 选题背景及意义………………………………………………………………1 理论综述………………………………………………………………………1 企业生命周期理论……………………………………………………………1 家族企业理论…………………………………………………………………1 营销战略理论…………………………………………………………………2 本文的主要研究内容及研究方法……………………………………………2 中国家族企业现状分析 …………………………………………………………3 中国家族企业的历史与发展…………………………………………………3 中国家族企业SW分析 ………………………………………………………4 中国家族企业优势(strength)………………………………………………4 中国家族企业劣势(weekness)………………………………………………4 中国家族企业的生命周期分析………………………………………………5 中国