一对一营销模式在饲料企业中的应用探讨  

Application of one to one marketing model in feed enterprises

作　　者：龚丽[1] 魏廷元 GONG Li;WEI Tingyuan(Business School of Chongqing City Management College,Chongqing City 401331,China;TKAS(Chongqing)Auto Steel Co.,Ltd,Chongqing City 401133,China)

机构地区：[1]重庆城市管理职业学院商学院,重庆401331 [2]鞍钢蒂森克虏伯(重庆)汽车钢有限公司,重庆401133

出　　处：《中国饲料》2020年第22期87-90,共4页China Feed

摘　　要：营销模式是企业在销售过程中采取的销售手段,对企业产品销售和品牌创建意义重大。一对一营销模式一直都是企业销售过程中采取的重要营销手段,但此营销模式在饲料企业中的应用并不常见。本文从一对一营销的概念入手,分析一对一营销模式在饲料企业中发挥的积极作用,特别是在提高客户体验和增强客户黏度方面着重分析。根据一对一营销模式的特点,分析了目前饲料企业在销售环节存在的问题,如营销手段不足、营销模式不完善及科学化营销管理理念缺失,针对这些问题,从科学化营销模式建立、市场调研加强、一对一营销模式应用及营销资金投入加大等方面提出了针对性的建议举措,从而使饲料企业在营销环节中能充分发挥自身优势,获得长足发展。Marketing mode is the sales means adopted by enterprises in the process of sales,which is of great significance to product sales and brand creation.One to one marketing model has always been an important marketing method in the process of enterprise sales,but the application of this marketing mode in feed enterprises is not common.Starting from the concept of one-to-one marketing,this paper analyzes the positive role of one-to-one marketing model in feed enterprises,especially in improving customer experience and enhancing customer viscosity.According to the characteristics of one-to-one marketing model,this paper analyzes the problems existing in the sales process of feed enterprises,such as the lack of marketing means,the imperfection of marketing mode and the lack of scientific marketing management concept.In view of these problems,the paper puts forward the pertinence from the establishment of scientific marketing mode,the strengthening of market research,the application of one-to-one marketing mode and the increase of marketing capital investment Therefore,feed enterprises can give full play to their own advantages in the marketing process and obtain considerable development.

关 键 词：一对一营销模式 饲料企业 营销手段 营运资金管理 

分 类 号：F3[经济管理—产业经济]