战略的含义：在竞争中为达到一定的目的而进行的全局性，长远性的谋划。

一般为企业使命，即企业为什幺存在。 一般受历史和文化，所有者、管理者的意图和想法，以及市场，环境的发展变化，资源条件，核心能力和优势等因素影响。

企业远景，即企业领导人希望公司发展成为什幺样子，一般有以下几种：

一般为攻击现有或潜在的竞争者的计划，一般有以下几种：

Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.