赣南茶油的精准营销策略  

The Precision Marketing Strategy of Gannan Camellia Oil

作　　者：郭红生[1] 张恒[1] 占腊梅 

机构地区：[1]赣南师范大学商学院,江西赣州341000

出　　处：《赣南师范学院学报》2016年第5期90-93,共4页Journal of Gannan Teachers' College(Social Science(2))

基　　金：江西省社会科学规划项目(13GL41);2015年度赣南师范学院研究生创新专项资金项目(YCX15B001)

摘　　要：精准营销具有"精准""高效"和"经济"等特点,十分适宜小众市场。赣南茶油的高品质、高价格属性决定了其消费市场的小众化,需要运用精准营销解决其面临的营销困境。应从精准定位、精准产品、精准传播和精准渠道四个方面努力,进行赣南茶油的精准营销。Precision marketing is very suitable for small niche market because of its precision, efficiency and economic. Thanks to its high quality, high price, and its marketing dilemma, it is necessary for Gannan camellia oil to utilize precision marketing. Sugges- tions for Gannan camellia oil precision marketing strategy by four aspects：precise positioning, precise products, precisely accurate com- munication and channel.

关 键 词：赣南茶油 精准营销 线下渠道 线上渠道 

分 类 号：F272.1[经济管理—企业管理]