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<span>營銷財(cái)務(wù)管理淺談?wù)撐?/span> </div> <div id="8hh5rq1ip" class="ar_con_nr"> <div id="8hh5rq1ip" class="con_l fl"> <article class="ar_con bg louti"> <div id="8hh5rq1ip" class="ar_title"> <h1>營銷財(cái)務(wù)管理淺談?wù)撐?/h1> <div id="8hh5rq1ip" class="ar_title_b"> <div id="8hh5rq1ip" class="sub_title clear"> <span id="8hh5rq1ip" class="sp2 c6 fl">時(shí)間：<time class="fxtime">2017-03-02 10:43:59</time></span> <span id="8hh5rq1ip" class="sp1 c6 fl"><em id="zuozhe" class="noshow">堅(jiān)烘</em><em class="user_id noshow">964</em>由 <em class="nickname"></em> 分享</span> <span id="8hh5rq1ip" class="fl arc_btn"></span> </div> </div> </div> <div id="8hh5rq1ip" class="y_ju"></div> <div id="8hh5rq1ip" class="con_article con_main" id="contentText"> <p>營銷財(cái)務(wù)管理淺談?wù)撐?/p><p> 　　財(cái)務(wù)管理主要從保障市場營銷資本投入和保障市場營銷收益兩個(gè)方面推動(dòng)市場營銷活動(dòng)的順利進(jìn)行，投入方面通過規(guī)劃融資渠道和融資時(shí)機(jī)來控制成本，收益方面通過強(qiáng)化財(cái)務(wù)數(shù)據(jù)分析和運(yùn)用財(cái)務(wù)技術(shù)等方式提高收益。下面是學(xué)習(xí)啦小編給大家推薦的營銷財(cái)務(wù)管理淺談?wù)撐?，希望大家喜歡!</p><h2> 　　營銷財(cái)務(wù)管理淺談?wù)撐钠?/h2><p> 　　《探析財(cái)務(wù)管理在市場營銷中的作用》</p><p> 　　摘要：市場營銷是企業(yè)進(jìn)行產(chǎn)品推廣、提高市場占有率的常用手段，也是企業(yè)獲取更高產(chǎn)品利潤的主要途徑之一，而市場營銷作為企業(yè)的經(jīng)營活動(dòng)，必然涉及到投入成本和預(yù)期收益，如何在最小的成本代價(jià)下獲得更高的收益，這就關(guān)系到財(cái)務(wù)管理的內(nèi)容，因此財(cái)務(wù)管理在市場營銷中具有重要意義。財(cái)務(wù)管理主要從保障市場營銷資本投入和保障市場營銷收益兩個(gè)方面推動(dòng)市場營銷活動(dòng)的順利進(jìn)行，投入方面通過規(guī)劃融資渠道和融資時(shí)機(jī)來控制成本，收益方面通過強(qiáng)化財(cái)務(wù)數(shù)據(jù)分析和運(yùn)用財(cái)務(wù)技術(shù)等方式提高收益。</p><p> 　　關(guān)鍵詞：財(cái)務(wù)管理;市場營銷;成本;收益;分析</p><p> 　　中圖分類號(hào)：F275 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：1001-828X(2014)08-00-01</p><p> 　　引言</p><p> 　　企業(yè)的市場營銷活動(dòng)是通過利用一定的宣傳手段和產(chǎn)品推廣策略讓市場對產(chǎn)品的認(rèn)可度持續(xù)提升，從而實(shí)現(xiàn)產(chǎn)品在市場占有率方面的提升，最終獲取更多的銷量和利潤，因此市場營銷的最終目的是獲取利潤。在實(shí)際的市場營銷過程中，企業(yè)必然會(huì)付出營銷成本，而這些成本的支出屬于預(yù)支出，也就是在投入之時(shí)并不明確最終的收益是否能夠滿足成本支出的代價(jià)，這里的代價(jià)不僅指的是獲取的收益高于成本，而是指高于營銷成本的資金總額投資在其他渠道比如銀行存款、基金等項(xiàng)目時(shí)獲得的收益，簡而言之，就是只有營銷成本所帶來的利潤高于其他投資渠道的收益時(shí)，市場營銷才算是成功的。而財(cái)務(wù)管理的目的就是為企業(yè)獲得更高的利潤，因此市場營銷過程中必須輔助以規(guī)范的財(cái)務(wù)管理，才能更好的發(fā)揮營銷作用，獲取更大的營銷利益。</p><p> 　　一、擴(kuò)寬融資渠道，保障營銷投入</p><p> 　　在營銷資金的籌集和融資過程中，需要利用恰當(dāng)?shù)呢?cái)務(wù)管理手段來制定最佳的融資方案，這包括融資時(shí)間和融資渠道兩個(gè)層面。</p><p> 　　1.規(guī)劃市場營銷融資額度和時(shí)機(jī)</p><p> 　　企業(yè)籌集營銷資金的數(shù)量并不是越多越好，最優(yōu)效果應(yīng)該是既能滿足企業(yè)營銷規(guī)模對資金的需求，又不產(chǎn)生富余資金閑置。企業(yè)籌集資金不一定需要一次性全額到位，可以根據(jù)資金使用的階段性，分不同時(shí)段籌集。因此企業(yè)在籌資行動(dòng)之前，必須根據(jù)營銷目標(biāo)規(guī)模的大小、投入時(shí)間的要求，運(yùn)用專門財(cái)務(wù)方法進(jìn)行測算，確定籌資規(guī)模和時(shí)間。</p><p> 　　2.規(guī)劃市場營銷融資渠道</p><p> 　　企業(yè)進(jìn)行資金籌措的渠道有多種選擇，但是籌資的方式可大致分為股權(quán)、債券兩種融資方式，利用股權(quán)換取融資的方式雖然不必額外支付利息，并且也不必進(jìn)行債務(wù)償還，但是對于企業(yè)的原所有人而言，股權(quán)的分離會(huì)降低其對企業(yè)的掌握程度，也相當(dāng)于其出讓了部分企業(yè)資產(chǎn)，這是最大的風(fēng)險(xiǎn);而債券融資則屬于借貸行為，只要企業(yè)能夠保障資金使用的利潤率高于借貸利息，就可以進(jìn)行借貸。但是負(fù)債籌資會(huì)帶來如債務(wù)利率上升、息前利潤率下降等負(fù)面影響，使負(fù)債經(jīng)營初衷向相反方向轉(zhuǎn)化，不僅可能帶來損失，而且可能出現(xiàn)償債風(fēng)險(xiǎn)，因此必須高度重視財(cái)務(wù)杠桿的作用，把握適當(dāng)?shù)呢?fù)債比率。企業(yè)籌集長期營銷資金，原則上采取股權(quán)籌資或長期負(fù)債方式籌集資金，以保證企業(yè)最低資金需求，使之具有長期持續(xù)經(jīng)營的基礎(chǔ)。預(yù)收貨款在籌資方式中是最佳的籌資渠道，但是預(yù)收貨款的實(shí)現(xiàn)要求企業(yè)必須有足夠的市場信譽(yù)，也就是在向市場投放貨物之前，目標(biāo)客戶就提前支付貨款，并且不需要額外的支出貨款利息，這樣就能夠利用貨款作為營銷成本，所以這種方式的融資成本最低，但是對企業(yè)的實(shí)力要求也最高。</p><p> 　　二、規(guī)范財(cái)務(wù)管理，保障營銷收益</p><p> 　　1.施行全面預(yù)算管理制度</p><p> 　　全面預(yù)算管理制度指的是將企業(yè)的所有經(jīng)營活動(dòng)全面納入財(cái)務(wù)管理體系中，從原料采購、產(chǎn)品生產(chǎn)、產(chǎn)品銷售、市場營銷等各個(gè)方面都關(guān)系著企業(yè)的最終利潤目標(biāo)的實(shí)現(xiàn)。而企業(yè)存在的主要目的就在于通過投入成本并銷售產(chǎn)品獲得利潤，因此市場營銷的核心價(jià)值在于提高企業(yè)銷售利潤。利用全面預(yù)算管理能夠真實(shí)的反映出企業(yè)的運(yùn)營狀況，從而指導(dǎo)市場營銷的開展。通過實(shí)行全面預(yù)算管理，明確營銷機(jī)構(gòu)作為利潤中心的效益目標(biāo)，配合相應(yīng)的考核制度和激勵(lì)機(jī)制的實(shí)施，使企業(yè)日常營銷活動(dòng)得到真實(shí)反映和有效控制，為企業(yè)實(shí)現(xiàn)效益目標(biāo)提供基礎(chǔ)保證。</p><p> 　　2.強(qiáng)化基礎(chǔ)財(cái)務(wù)數(shù)據(jù)管理</p><p> 　　基礎(chǔ)財(cái)務(wù)數(shù)據(jù)是企業(yè)了解運(yùn)營狀況的最直接途徑，也是進(jìn)行后續(xù)財(cái)務(wù)管理各項(xiàng)活動(dòng)的支撐，因此必須高度重視基礎(chǔ)財(cái)務(wù)數(shù)據(jù)的管理。價(jià)格策略是企業(yè)營銷策略的重要組成部分，是營銷環(huán)節(jié)不可缺少的重要因素。通過對銷售成本、數(shù)量、利潤的核算和分析，求得企業(yè)在盈虧臨界點(diǎn)的保本銷售價(jià)格，為制定商品最低銷售價(jià)格提供依據(jù);將企業(yè)制定的營銷利潤目標(biāo)分解到單位商品上，可計(jì)算出實(shí)現(xiàn)該利潤目標(biāo)需達(dá)到的商品價(jià)格水平，便于控制商品定價(jià)水平。</p><p> 　　3.深化財(cái)務(wù)數(shù)據(jù)分析</p><p> 　　市場營銷的相關(guān)財(cái)務(wù)數(shù)據(jù)主要有產(chǎn)品的銷售數(shù)量、成本、利潤等，通過對上述財(cái)務(wù)數(shù)據(jù)的深入分析，并考慮企業(yè)在不同區(qū)域的市場布局以及市場開發(fā)計(jì)劃，制定出具有針對性的區(qū)域市場營銷計(jì)劃，從而最大限度的調(diào)動(dòng)市場營銷資源，合理的在不同區(qū)域進(jìn)行分配，從市場整體上實(shí)現(xiàn)收益的最大化。</p><p> 　　4.合理運(yùn)用財(cái)務(wù)技術(shù)</p><p> 　　企業(yè)的財(cái)務(wù)管理必須服務(wù)于企業(yè)的經(jīng)營活動(dòng)，通過使用合法的財(cái)會(huì)財(cái)務(wù)技術(shù)，選擇合適的結(jié)算、核算方式，合理規(guī)避和減少稅費(fèi)支出，提升市場營銷效果。例如，總部與分支經(jīng)營機(jī)構(gòu)分屬不同區(qū)域，依據(jù)地方稅收政策差異，設(shè)計(jì)結(jié)算流程的環(huán)節(jié)，分別采取不同結(jié)算方式，達(dá)到既符合國家法律法規(guī)，又節(jié)約稅費(fèi)支出，還加強(qiáng)了與用戶的關(guān)系，提升了服務(wù)效果和用戶滿意度。</p><p> 　　三、結(jié)語</p><p> 　　綜上可以看出，在企業(yè)的市場營銷活動(dòng)中，財(cái)務(wù)管理具有重要的保障作用，無論是在前期準(zhǔn)備的融資規(guī)劃，還是在營銷過程中的財(cái)務(wù)管理，都需要充分的利用財(cái)務(wù)管理手段來提高資本的使用效率，保障收益的順利實(shí)現(xiàn)。但是在選擇財(cái)務(wù)管理手段時(shí)，必須根據(jù)企業(yè)的實(shí)際情況進(jìn)行甄別，根據(jù)企業(yè)的特點(diǎn)及產(chǎn)品營銷的目的進(jìn)行選擇，避免為了財(cái)務(wù)管理而忽視營銷目的，也就是說不能單純的考慮短期的營銷利潤，還應(yīng)該考慮到營銷對企業(yè)形象、產(chǎn)品定位等的長期影響，正確的對成本及收益作出評估。</p><p> 　　參考文獻(xiàn)：</p><p> 　　[1]秦明晶.淺談市場營銷與財(cái)務(wù)管理的關(guān)系[J].市場周刊(理論研究)，2009(09).</p><p> 　　[2]鄧騰江，孔慶林.簡評財(cái)務(wù)管理中心論與市場營銷中心論[J].企業(yè)經(jīng)濟(jì)，2002(01).</p><p> 　　[3]賈永生.企業(yè)營銷活動(dòng)的“催化劑”[J].哈爾濱商業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版)，2002(02).</p><p><span><strong>點(diǎn)擊下頁還有更多>>>營銷財(cái)務(wù)管理淺談?wù)撐?/strong></span><span> </div> <div id="8hh5rq1ip" class="y_ju"></div> <div id="8hh5rq1ip" class="pnum"> <ul id="page_slice"> <li><a>共2頁: </a></li><li><a href='#'>上一頁</a></li><li id="8hh5rq1ip" class="thisclass"><a href='#'>1</a></li><li><a href='2723677_2.html'>2</a></li><li><a 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