市场细分下市场营销策略的构建分析  

The Construction of Marketing Strategies in the Context of Market Segmentation

作　　者：赵远胜[1] 

机构地区：[1]山西机电职业技术学院,山西长治046011

出　　处：《商业经济》2016年第2期87-88,121,共3页Business & Economy

摘　　要：在新的历史时期,企业迎来了发展的契机,但同时也面临发展的挑战,在机遇与挑战并存的大背景之下,企业可持续发展的构建,着力于可持续市场营销战略的构建。基于市场细分下市场营销策略的构建,强调企业在经营发展中,强化市场为主导地位下,营销策略的科学构建,推动企业可持续发展。无论是细分市场差异化的营销策略,还是整体市场覆盖化营销策略,都只在实现营销策略的科学分布,而重点市场集中化战略,旨在强化对重点市场的营销战略构建,强化对重点市场的集中化营销,更有助于提高并激活企业的市场竞争力。市场营销策略的构建,应体现科学合理性原则。In this new historical period, enterprises meet not only opportunities, but also challenges of development. Under this background, the sustainability of enterprises depends on sustainable marketing strategy. In the context of market segmentation, enterprises should create marketing strategies emphasizing on the leading role of the market to promote sustainable development. Differentiated marketing strategies for segmented markets and the general strategies covering the whole market aim at the realization of scientific distribution of marketing strategies. The centralization strategy for key markets aims at strengthening focused marketing in key markets, which will help improve and activate enterprise market competitiveness. The construction of marketing strategy should abide by the principles of scientific rationality.

关 键 词：市场细分 市场营销 营销策略 构建 

分 类 号：F230[经济管理—会计学]