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摘要：随着我国改革开放的步伐加快，营销环境不断呈现新的特点。企业要想在市场竞争中立于不败之地，必须要正确运用营销策略。而广告在营销策略中却扮演者重要的角色，因此广告成为促使消费者接受新的服务方式的有效手段。与传统宣传方式比较，广告具有很多优越性，如可以增加文护企业品牌、扩大知名度等，广告在营销策略中的运用正以前所未有的速度在世界各国广泛、迅速地发展和普及，信息化的浪潮推动了电子商务的发展，广告因此成为促使消费者接受新的服务方式的有效手段。但同时也存在很多缺点。因此可通过成立专门的营销策划机构；引入整合营销观念以提高企业创新能力；以策划带动广告，以广告促进营销策略。从而推动企业营销目标的实现。广告既是一门科学，又是一门艺术，在实践中应根据企业的营销战略灵活运用。只要运用恰当，必然会对促进产品的销售起到良好的作用。 随着经济全球化和市场经济的迅速发展，在企业营销战略中广告营销活动发挥着越来越重要的作用，是企业营销组合中的一个重要组成部分。24492
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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