摘要：随着国际国内市场一体化、网络化、信息化的纵深发展，我国企业处于这一大潮之中，正面临着巨大的机遇和挑战。许多企业原来有效的营销方案或方法面临“失灵”，跌入困境，严重影响企业的生存和发展。因此，究竟如何才能避免营销失灵,已成为企业管理团队必须面对的焦点问题。

本文首先简单从企业营销失灵的相关概念出发，分别以企业营销的定价方式、技术对产品的销量影响以及国家政治影响下的沟通方式等角度为切入点，对营销失灵的现象展开详尽的探讨；其次，结合永辉超市“半月天”生鲜电商试水失败的事例，切实的分析企业当前的营销现状，并指出永辉超市事件营销存在的问题，从主客观两大视角对营销失灵的原因进行了实证分析；最后，本文得出想要解决企业营销失灵客观上需从经营环境、主观上应从企业自身及顾客角度这三个方向大处着手。

关键词：企业营销；失灵；现象；永辉超市；原因分析

Abstract：With the development of international and domestic market integration, network and information technology, Chinese enterprises are in the tide, and are facing great opportunities and challenges. Many enterprises have been faced with the problem of "effective marketing" or "failure", which has seriously affected the survival and development of enterprises. Therefore, how to avoid the failure of marketing has become the focus of enterprise management team must face.

This paper starts with the concept of enterprise marketing failure, and discusses the phenomenon of marketing failure in detail, such as the pricing method of enterprise marketing, the influence of technology on product sales and the way of communication under the influence of state politics.Secondly, combined with Yonghui supermarket "half moon" fresh electricity business test water failure cases, the actual analysis of the current marketing status of enterprises, and pointed out that Yonghui supermarket  event marketing problems, from the subjective and objective perspective on the marketing failure The reasons for the empirical analysis.Finally, this paper draws the need to solve the enterprise marketing failure objectively from the business environment, the subjective from the enterprise itself and the customer point of view these three directions to start.

Key words: enterprise marketing; failure; phenomenon ;Yonghui  supermarket ；reasons analysis

目录

1绪论 1

1.1研究背景 1

1.2研究意义 1

1.2.1理论价值 1

1.2.2现实意义 2

1.3研究现状 3

1.3.1国内研究现状 3

1.3.2国外研究现状 4

1.3.3综述 4

2基本理论综述 5

2.1企业营销失灵的概念 5

2.2企业营销失灵的现象 6

2.2.1买卖市场转变下的定价方式 6

2.2.2反腐倡廉新政影响下的沟通方式 6

2.2.3产品技术升级下的销量影响 7

3永辉超市涉足生鲜电商营销失灵综合分析 8

3.1永辉超市生鲜电商概况 8

3.1.1永辉超市生鲜电商背景 8