区域市场营销推广的策略研究

A research on the strategies of regional marketing promotion

针对发达国家消费市场大幅萎缩、国内市场面临巨大竞争压力以及企业因利润下滑而削减营销预算的情况,认为应采取加强营销调研在区域推广工作中的系统性,有效利用营销公关提高推广工作的效能以及合理选择媒介类型深入发掘潜在市场等策略,有效提高国内企业区域市场营销推广工作的专业性,从而使其营销分支机构能够深入开拓本土市场以应对新的市场形势。

By analyzing the sharp shrinking of consumer market in developed countries, the tremendous competitive pressure of domestic markets in China and the circumstances that some enterprises begin to cut down the marketing budgets because of the declining profit, the author explores the strategies of strengthening the systematization of marketing research in regional promotion, utilizing marketing public relation to enhance the effectiveness of promotion, selecting reasonable media types to deeply develop potential markets and effectively improving the professionalism of regional marketing and promotion so that the branches of domestic enterprises can thoroughly explore local market in order to deal with new market trend.