营销策略中广告的运用研究
毕业论文关键词：市场营销；广告；营销战略；角色；销售
The use of advertising in marketing strategy
Abstract: To speed up the pace of reform and opening up, along with our country marketing environment constantly present new characteristics. Enterprise to be in an impregnable position in the market competition, must use correct marketing strategy，Which has played an important role in marketing strategy, so advertising as a new service mode prompt consumers to accept. Compared with traditional mode of propaganda, advertising has many advantages, such as can increase maintenance enterprise brand, enlargement popularity and so on, use of advertising in the marketing strategy is at an unprecedented rate in the world widely, rapid development and popularization, the wave of information technology to promote the development of e-commerce and advertising thus become prompt consumers to accept the new service mode of the effective means. But at the same time there are a lot of shortcomings. So can through specialized marketing planning agency; The introduction of integrated marketing concept in order to improve the enterprise innovation ability; Planning to drive advertising, advertising to promote marketing strategies in order to promoting the realization of enterprise marketing goal. Advertising is both a science and an art, in practice should be based on the flexible use of marketing strategy of the enterprise. As long as the use of appropriate, is bound to be good to promote product sales. With the rapid development of economic globalization and market economy, advertising and marketing activities in enterprise marketing strategy plays a more and more important role, is an important part of enterprise marketing mix.
Key Words: Marketing strategy；marketing；advertising；role；sales
目 录
一、绪论 1
（一）研究背景与意义 1
（二）写作的目的 1
（三）国内外研究现状 2
（四）本文的主要内容 3
二、营销与广告的相关概念与理论 4
（一）营销的作用 4
（二）广告的内涵 4
（三）广告的目标 5
1、产品推广目标。 5
2、市场扩展目标 5
3、销售增长目标。 6
4、企业形象目标。 6
三、营销策略中广告运用的现状 6
（一）传统营销方式将得到发展与完善 6