基于免疫理论的营销系统危机抵抗力提升路径研究

A Study on Improving Path of Anti-crisis Ability for Marketing System Based on Immunology Theory

中文关键词:  营销免疫力  营销细胞  营销异己  营销健康

英文关键词:marketing immunity  marketing cells  marketing alien ( "non-self" )  marketing health

中文摘要:

      本文借鉴生物学领域的研究成果，从组织免疫这一新的视角研究企业营销系统的抗危机能力。在已有的组织免疫理论的基础上，提出营销系统免疫力就是企业营销系统自身的防御机制，是企业营销系统识别和消灭外来侵入的任何病毒，处理衰老、损伤、死亡的自身细胞以及识别和处理营销系统内部突变细胞、病毒感染细胞和营销系统肿瘤，识别和修复营销系统漏洞，从而维持企业营销系统健康的能力。免疫力是企业营销系统识别和排除“异己”的自组织行为。企业营销系统执行这一功能的是免疫系统。企业营销免疫系统主要有五大功能：免疫防御、免疫自稳、免疫监视、免疫修复、学习和记忆功能。企业营销系统免疫力的提升路径主要有：持续创新、良好的激励机制和企业文化、平衡管理、营销诊断、风险管理、营销危机应急预案管理。

英文摘要:

      This paper studies anti-crisis ability of marketing system from a new perspective of organizational immunology, which is borrowed from the research achievement of biology. The concept of marketing system immunity is introduced based on the existing organization immunity theory. Marketing system immunity is marketing system system's own defense mechanism which can identify and eliminate any alien invasive virus, deal with aging, injured, dead cells, identify and deal with internal mutant cells, virus-infected cells and tumors, identify and fix the vulnerabilities of marketing system so as to maintain a healthy corporate marketing system. Immunity is a self-organizing behavior of marketing system to identify and exclude the "non-self" . It is the immune system of marketing system that performs the 5 main functions: immune defense, immune homeostasis, immune surveillance, immune restoration, learning and memory. There are 6 paths to improve the immunity of marketing system: continuous innovation, fine incentive mechanism and corporate culture, balance management, marketing diagnosis, risk management, and emergency plan management against marketing crisis.