跳出盒子的思考——水平营销  

Think out of the Box-Lateral Marketing

作　　者：孙金一 

机构地区：[1]天津城市职业学院,天津市300250

出　　处：《天津职业院校联合学报》2009年第1期136-138,142,共4页Journal of Tianjin Vocational Institutes

摘　　要：当今饱和、过度细分化的市场降低了市场的规模,亟需寻求一种能取代市场细分的新模式。水平营销跨越原有的产品和市场,通过原创性的理念和产品开发来开拓新的市场和利润增长点。它是创造性思考,是基于直觉的创造,菲利普.科特勒称之为"跳出盒子的思考"。创意是无法复制的,借助水平营销,企业可以在竞争中取得优势地位。Nowadays saturated and excessive subdivided market decreases the scale of the market. It is urgent to find out a new mode which can substitute for market subdivision. Stepping over the initial products and market, lateral marketing exploits new market and profit increasing point through original creating idea and product development. It is the creative thinking and the creation based on intuition. Philip Kotler calls it ＂think out of the box＂. Originality cannot be duplicated. The enterprise can get dominant position by means of lateral marketing.

关 键 词：营销思维模式 传统营销模式 纵向营销 水平营销 

分 类 号：F274[经济管理—企业管理]