营销审计在西方企业中已被广泛地采纳使用,为企业营销活动的正确开展产生了非常大的功能。在传统的产品营销向服务营销过渡的过程中,产生了服务营销是否需要营销审计以及如何开展营销审计等问题。本文首先对服务营销进行营销审计的必要性,以及服务营销和产品营销两者之间的营销审计的联系与区别进行了分析,最后探讨了服务营销的营销审计内容。 Marketing auditing has been widely adopted and used by western enterprises, which has produced a very large function for the correct marketing activities of enterprises. In the process of traditional product marketing to service marketing, there arises such problems as whether service marketing needs marketing audit and how to carry out marketing audit. This article firstly analyzes the necessity of marketing audit of service marketing and the relationship and difference of marketing audit between service marketing and product marketing. Finally, it discusses the content of marketing audit of service marketing.