D公司VMS产品STP营销战略应用研究  

The Application of STP Marketing Strategy into VMS Products of Company D

作　　者：张建奇 

机构地区：[1]广州康大职业技术学院经济系,广东广州511363

出　　处：《商业经济》2013年第9期46-48,60,共4页Business & Economy

摘　　要：通过以D公司VMS产品为研究对象,运用STP理论,以地区作为市场细分变量对VMS产品市场进行市场细分,并对各细分市场的需求属性、容量及增长性等情况加以分析,得出结论:在日益竞争激烈的市场竞争中,D公司只有不断地深入研究市场细分,结合自身特点及实际情况,从市场规模、增长性、吸引力等方面找到相应的目标市场,发挥技术优势,定位好自己的产品特色,才能使企业在市场中做大做强。Taking the VMS （variable message signs） products of company D as the object and using the STP （segmentation, targeting, and positioning ） theory, the study subdivides the VMS market by regions as variables and analyzes the requirement attributes, capacity and growth property of the subdivided markets. It concludes that facing the increasingly fierce market competition, in order to grow big- ger and stronger, company D must position its product feature by continuing to subdivide the market; finding out the market targets in terms of market scale, growth property, and attractiveness that fit with the characteristics and state of the company; and taking its technological advantage.

关 键 词：D公司 VMS产品 市场细分 STP营销战略 应用 

分 类 号：F620[经济管理—产业经济]