区域市场营销与企业市场营销的关系研究  

Regional Marketing and Firm Marketing

作　　者：齐文娥[1] 胡在新[2] 

机构地区：[1]华南农业大学经济管理学院,广东广州510000 [2]中国传媒大学电视与新闻学院,北京100024

出　　处：《商业研究》2007年第10期138-140,共3页Commercial Research

摘　　要：在全球化时代,经济、社会、文化、人才等资源的区域化乃至全球化流通以及"产业集聚"使得区域必须运用营销思想来进行规划和运营。而区域市场营销与企业市场营销在营销实质上是相同的,都是以顾客为中心,围绕着顾客的需要和愿望来开展的营销活动,都要面临市场竞争并借助促销手段来追求双赢结果;但在具体操作上,二者既有联系又有区别。In the age of globalization, the regionalization and the globalization of the economic, social, cultural and human resources as well as the ＂industrial congregation＂ bring regions into a drastic competition inevitably. In order to keep and gain competitive advantages, the regions also need to utilize the ideas and methodologies of marketing during the process of programming and operating. In terms of marketing substance, there are no difference between regional marketing and firm marketing. Both of them have to focus on consumer and marketing activities centring on consumer needs and wants. Both need face market competition, have the aid of sales promotion, and pursue the win - win out- comes. However, there are both connections and differences between them in the concrete operation.

关 键 词：区域市场营销 企业市场营销 整体产品 收益 

分 类 号：F272.3[经济管理—企业管理]