精细化营销的市场策略

Market tactics of meticulous marketing

随着制造技术的成熟,企业竞争的加剧及不同企业产品的同质化,企业面临着如何有效地保有和进一步开发利用市场资源的问题,而精细化营销是解决该问题的有效方式。它有利于充分利用和培养营销资源、增加营销效率及培养企业核心竞争力等。本文以精细化营销的市场战略为突破口,讨论了如何在具体的市场中进行精细化营销,提出了以下运作模式:企业产品的定位和设计要精细化;企业的服务要精细化;企业要建立面向市场的营销体系,要按照市场的不同类型来划分企业的作业单位;通过形式多样的促销手段决胜终端等。

With the maturity of the manufacturing technology, the aggravation of enterprise’s competition and homogeneity of different enterprise products, enterprises are facing the problem how to protect, develop and utilize market resources further effectively, and meticulous marketing is the effective way to solve this problem. It helps to fully utilize and train marketing resources, increase marketing efficiency and train enterprise’s key competitiveness etc. This text discussed how to carry on the meticulous marketing in the concrete market and proposed:The localization and design of the enterprise products should become more meticulous; The services of enterprises should become more meticulous;Enterprise should establish the system of marketing facing market, it divides the homework units of enterprises according to different kinds of market; Through various marketing tools to gain the terminal station.