高度同质化产品的差异化营销研究  

Study on Differentiated Marketing of the Highly Homogenized Products

作　　者：周晓斌[1] 娄炳林[1] 

机构地区：[1]湖南工程学院管理学院,湖南湘潭411104

出　　处：《湖南工程学院学报（社会科学版）》2014年第2期1-5,共5页Journal of Hunan Institute of Engineering(Social Science Edition)

摘　　要：高度同质化产品的差异化营销,是企业市场营销中的难题。销售平台是各种销售管道的综合,平台的变化是根本性大范围的变化,销售平台差异化是最大的差异化。O2O销售平台差异化,是扩大差异化、倍增差异化效果的新途径。将多种虚拟和实体销售平台融合在一起,与同类企业展开销售平台差异化竞争,将收到事半功倍的差异化效果。Differentiated marketing of highly homogenized products is one of the most difficult problems in marketing. Sales platform is a combination of various sales pipelines. The change of platform is fundamental for a wide range of changes. The differentiation of sales platform is the biggest kinds of differentiation. The 020 differentiated sales platform is a new way to expand differentiation and double different effect. It will receive a double result of differentiated effect with half the effort through getting a variety of virtual and physical sales platform together and competing with similar enterprises via the differentiation of sales platform.

关 键 词：高度同质化 营销困境 差异化 途径 策略 

分 类 号：F713.50[经济管理—市场营销]