基于开拓“非消费市场”的营销创新模式  

On Marketing Cultivation Mode Based on Developing "Non-consumption Market"

作　　者：马君[1] 

机构地区：[1]天津滨海职业学院,天津市300451

出　　处：《天津职业院校联合学报》2007年第5期137-140,共4页Journal of Tianjin Vocational Institutes

摘　　要：随着产品生命周期的大大缩短,以及现有市场的极度细分和饱和,导致基于现有已界定市场的纵向营销创新的成功率不断下降。在这样的背景下,企业就应该学会运用横向思维进行水平营销,即以开拓"非消费市场"的营销创新为方向,对产品或服务及其提供方式作适当的改变,以使之产生新用途、新情景、新目标市场以开创新的类别,从而重组市场,进而帮助企业发现更多的市场机会并能够持续的盈利。The shortening of the product＇s lifecycle and the subdivision and saturation of the current market result in the success rate of vertical marketing cultivation based on current market declines. Therefore, the enterprise should try to use lateral thinking to perform horizontal marketing under this background, that is, making the development of marketing cultivation of ＂non- consumption market＂ as the direction, changing the product or service and the way of providing so that new kind of market with new application, new circumstance and new objective can generate. Thus the market can be restructured and therefore the enterprise can find more market chance and keep sustaining profit.

关 键 词：非消费市场 横向思维 水平营销 重组市场 

分 类 号：F405[经济管理—产业经济]