分众营销组合策略及其创新研究  

The Focus Marketing Mix Strategy and Its Innovative Research

作　　者：刘建堤[1] 

机构地区：[1]江汉大学商学院,湖北武汉430056

出　　处：《科技创业月刊》2012年第11期40-42,共3页Journal of Entrepreneurship in Science & Technology

摘　　要：分众营销是建立在营销原理上的一种新的营销理念和营销方式,它将"市场细分层次"这一命题作了补充。采用分众营销策略的企业组织市场营销活动时,应该从分众目标顾客特征出发,以传统营销组合为基础,向分众目标顾客提供分众产品,制定分众价格,建立分众终端,运用分众促销策略。同时,要注重分众营销策略的创新,树立以分众目标顾客为中心的营销理念,努力降低其购买总成本,建设方便其接触的分众终端网络,与其保持良好的信息沟通。Focus marketing is built on the principle of marketing a new marketing ideas and marketing methods. It will market segmentation level of this proposition are supplemented. Organizations using Focus marketing strategy of the enterprise marketing activities, from Focus target customer characteristics departure, based on the traditional marketing mix, Focus Prod- uct Focus target customer, the development of the price of Focus, the establishment of Focus terminal, promotion strategy with Focus. The same time, we must pay attention to the Focus marketing strategy of innovation, establish a Focus target customer-centric marketing concept, efforts to reduce the total cost of the purchase, construction of the Focus terminal net- work to facilitate the contact, maintain good communication with.

关 键 词：细分营销 分众营销 策略创新 

分 类 号：F713.50[经济管理—市场营销]