營銷系統實施體系化授權的意義、現狀及對策—基於中國企業調研數據的實證研究

The Meaning, Actuality and Strategy about the Implementation of systematical empowerment in Marketing System: An Empirical Research Based on the Survey Data from Chinese Enterprises

景濤(Tao Jing) ； 陳丹(Dan Chen)

《中原企管評論》 9卷2期 (2011/08) Pp. 85-112

https://doi.org/10.30104/CYMR.201108.0004

摘要

在體系化授權理論框架以及營銷系統授權與營銷績效關係模型相關研究基礎上，指出在企業營銷系統實施體系化授權具有提升營銷績效的現實意義。進一步，依據實證調研數據對我國企業營銷系統授權的現狀和問題進行了揭示，最終基於理論框架、關係模型以及現狀和問題，提出了實施授權的具體對策建議。

關鍵字

授權 ； 體系化授權 ； 營銷系統授權

並列摘要

After establishing the systematical empowerment theory framework and the model of relationship between marketing system enpowerment and marketing performance, this article argues that the implementation of systematical empowerment in enterprise marketing system has important practical significance for improving maketing peformance. Furthermore, on basis of empirical research, we attempt to point out the actuality and deficiency about the marketing system empowerment of domestic enterprises. Finally, some enforcement strategy of systematical empowerment in marketing system are proposed.

並列關鍵字

Empowerment ； Systematical Empowerment ； Marketing System Empowerment

參考文獻

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