营销管理策略对企业市场份额的影响研究  

Research on the Impact of Marketing Management Strategies on Enterprise Market Share

作　　者：林耀明 LIN Yaoming(Wolverine Limited Company,Xiamen 361022,China)

机构地区：[1]金钢狼有限公司,福建厦门361022

出　　处：《商业观察》2023年第34期97-100,共4页BUSINESS OBSERVATION

摘　　要：随着全球化和技术的发展,企业面临着越来越激烈的竞争。如何在此环境下保持和提高市场份额成为了企业的首要任务。文章旨在探讨营销管理策略对企业市场份额的影响。通过对产品策略、价格策略、促销策略进行分析,展示了有效的营销管理策略是如何帮助企业提高市场占有率的。研究发现,产品差异化、价格定位、促销活动的频次以及分销渠道的选择等都会对企业的市场份额产生积极的影响。此外,针对如何制定和调整有效的营销管理策略这一问题,文章提出开展市场调研、策略持续评估、利用数字化工具和响应市场趋势等建议,以期帮助企业更好地应对市场变化,确保营销策略的持续性和有效性。With the globalization and technological development,enterprises are facing increasingly fierce competition.How to maintain and increase market share in such environment has become the primary task of enterprises.The paper aims to explore the impact of marketing management strategies on the company's market share.By analyzing product strategies,pricing strategies,and promotional strategies,the paper demonstrates how effective marketing management strategies can help enterprises increase market share.Research has found that product differentiation,price positioning,frequency of promotional activities,and selection of distribution channels all have a positive impact on the company's market share.In addition,in response to the issue of how to develop and adjust effective marketing management strategies,the paper proposes suggestions such as conducting market research,continuously evaluating strategies,utilizing digital tools,and responding to market trends,in order to help enterprises better respond to market changes and ensure the continuous effectiveness of marketing strategies through these methods.

关 键 词：营销管理策略 企业 市场份额 影响 

分 类 号：F274[经济管理—企业管理]