山寨营销的动因解析及实践启示  

Analysis of The Motives and Practices of The Copycat Products Marketing

作　　者：冷雄辉[1] 

机构地区：[1]华东交通大学经济管理学院,江西南昌330013

出　　处：《江苏商论》2012年第1期93-95,共3页Jiangsu Commercial Forum

基　　金：江西省高校人文社会科学研究2011年度规划项目(GL1112)资助

摘　　要：山寨现象非常普遍,山寨营销已成为弱势品牌营销创新的模式之一。首先回顾了弱势品牌的山寨营销的起源、背景、定义和类型,然后从品牌成长路径、消费者行为变迁、市场营销战略、利基营销和长尾理论等多个理论角度阐述弱势品牌开展山寨营销的动因。山寨营销的实践启示是山寨营销是在中国特定的市场环境中产生和发展起来的一种弱势品牌快速和低成本发展的营销方式之一,适合企业在初创时期或实力弱小阶段的品牌建设思路。In recent years,copycats are very rampant in China and the so-called ＂copycat marketing＂ has become a preferable outlet for those uncompetitive brands to survive their depression.This study first clarifies the origin,background and types of the copycat products marketing,and then illustrates its motives and practices with sufficient specifications of brands＇ growth,consumers＇ behavior,marketing strategies,Niche marketing and the Long Tail Theory.Finally,the paper also points out that copycat marketing,which comes out of China-stamped circumstances,is an instant as well as a low-cost developing way for those relatively uncompetitive brands and those newly-born companies.

关 键 词：山寨 山寨营销 弱势品牌 低成本营销 

分 类 号：F713.80[经济管理—广告]