摘要
在当前激烈的竞争条件下,企业要想在市场中取胜就必须保持一定的差异化。文中从差异化营销的相关理论入手,论述了差异化营销策略的主要内容、优点及差异化的风险。并进一步提出实施差异化营销策略,首先以科学、缜密的市场调查、市场细分和市场定位作为基础;其次实施差异化营销要坚持与时俱进,不断创新;实施差异化策略要加强营销全过程的管理和控制,其中最重要的是注意顾客的反馈。
Under the condition which with current keen competition the enterprise needs to maintain the certain difference to be winner in the market.This article obtains from the related theory of difference marketing,discusses the main elements,the benefits and the risks of the different marketing strategies.Proposed the implementation of different marketing strategies,the first must base on the scientific,meticulous market research,market segmentation and market positioning.Second,the implementation of different marketing Strategy should adhere to continuing innovate.Implementation of the differentiation strategy is to improve the whole process of marketing,management and control,the most important thing is attention to customer feedback.
出处
《物流工程与管理》
2010年第10期158-160,共3页
Logistics Engineering and Management
关键词
差异化
营销
策略
difference
marketing
strategy
