面向中低端市场的整合营销策略  

Research on the Low-end Market Oriented Integrated Marketing Strategy

作　　者：陈彦亮[1] 

机构地区：[1]辽宁大学商学院,辽宁沈阳110036

出　　处：《首都经济贸易大学学报》2011年第1期82-87,共6页Journal of Capital University of Economics and Business

基　　金：国家自然科学基金项目<社会资本视角下上市公司终极股东控制与剥夺问题研究>(71072072);辽宁省科学技术厅项目<科技创新型企业评价分析>(2008401007);辽宁省教育厅人文社会科学重点基地项目<辽宁装备制造企业国际竞争力的提升路径研究>(2008JD3)

摘　　要：本文以消费者行为为切入点,通过对中国传统高端消费市场与中低端消费市场的比较分析,认为中国企业应结合中低端市场自身的特点以及中低端收入群体的消费特征进行战略转变和创新,并为此构建了一个面向中低端市场的整合营销策略框架,制定了相应的营销策略,为中国企业开拓和满足这一市场的要求提供指导。绘制了企业持续发展的螺旋增长模式,为企业的长远发展寻求出路。The spread global financial crisis has impact not only on home and abroad consumer market, but also on the consuming habits and preferences, which brought some difficulties to the domestic companies. Based on consumers＇ behavior in China as the breakthrough point, this paper made comparative analysis between traditional high - end consuming market and Low - end market. We think that Chinese companies should focus on strategic change and innovation combining market characteristic with consuming characteristics of Low - end market, and therefore a framework and strategies of integrated marketing for Low - end market a have been constructed to pro- vide guidance for Chinese companies to exploit and satisfy the demands of this market. Meanwhile, this article draw a spiral growth pattern for the long - term and sustainable development of these companies.

关 键 词：金融危机 中低端市场 营销策略创新 比较分析 

分 类 号：F713.5[经济管理—市场营销]