动态营销

本论文在分析房地产产品营销渠道现状的基础上，在三大基础理论&创新理论、动态营销理论、企业生态竞争理论的指导下，对房地产产品营销渠道进行了相关创新研究。

On the basis of analyzing status quo of realty products ' marketing channel , according to three basic theories that includes innovation theory , dynamic marketing theory , theory of zoology competition of enterprise , some innovation researches on marketing channel of real estate products have been done .

对其实施动态营销风险防范和控制机制的效果做了细致分析，最后给出了改进和优化措施，以期对房地产企业的可持续发展有所裨益。

This paper analyzes the implementation effect of dynamic prevention and control mechanism for real estate marketing risks , and gives some improvement and optimization countermeasures for dynamic prevention and control mechanism . It maybe helpful for sustainable development to real estate enterprises .

提出了动态旅游营销下森林公园无生命周期的观点。

A new viewpoint that there is no life-cycle in dynamic marketing is brought forward here .

《案例》：东莞邮政包件市场&研究市场动态，调整营销策略

Dongguan Postal Parcel Market & Researching Market Trends , Adjusting Marketing Strategies

改革以确保企业对动态的网络营销环境有充分的准备以及能适时调整计划；

Updating the organization on changing online marketing trends so that the organization can prepare and regulate plans accordingly .

特别是利用营销协同，在动态中实现营销转型，在转型中打造企业的核心竞争力是研究的创新点。

That comes to the innovation of this thesis : adjust marketing strategy with marketing synergy dynamically , and form the core competence of the company in the adjustment .

因此，采用新的视角深入探究动态情境下营销能力的内涵、外延及其对绩效的影响机理成为营销学研究发展的必然。

Therefore , adopting the new perspective to explore the connotation , denotation of marketing capabilities and their effects on the performance in dynamic circumstance become a critical issue in marketing research .

环境动态性在营销创新与企业绩效二者之间具有调节作用。即越是在动态性高的环境下，营销创新对企业绩效的影响越显著。

Environmental dynamics played a buffer role between marketing innovation and business performance , that is when a enterprise in the more dynamics environment , the influence that marketing innovation make on enterprise performance is more significant .

本文在区分营销能力跟营销实力的基础上，结合二次相对评价方法，提出了基于DEA模型的营销能力的评价方法，在营销业绩的动态变化中测算营销能力。

Combined with the binary relative evaluation approach we distinguish the marketing strength and the marketing ability . We also present a new approach , based on the DEA model , to evaluate the marketing ability according to the dynamic change of marketing performance .

研究国内外市场动态，制定市场营销策略，监督市场营销计划实施。

Invest trends of marketing at home and abroad , thus make sales plan , then supervise the implementation of that plan .

同时，本文对于消费者指导自身消费行为，对于营销者了解市场行情和产品动态，实现个性化营销对策选择、个性化产品推荐具有重要现实意义。

At the same time , this article has great advantage for consumers to instruct their own consumption behavior , and has important practical significance for marketers to understand trends of market and product and to choose personalized marketing countermeasures and realize personalized products recommendation .