基于极度细分市场的网格化营销策略研究

On Grid Marketing Tactics Based on the Excessive Market Subdivision

随着经济社会的发展,消费者需求呈现出差异化、多样化和个性化等特点,企业凭借"一招鲜打天下"的时代已一去不复返;如何通过对目标市场进行细分、合理配置营销资源,取得各个区域市场的有效突破,进而实现企业的整体营销战略,是摆在广大企业管理者面前一道不得不面对的难题;通过对网格化营销的起源与发展及其特点的探析,指出了其在细分市场、优化资源配置机制、实施扁平化管理、促进营销管理精细化等方面的突出优势,并详细阐述了实施步骤,对广大企业创新营销体系、开拓区域市场等具有一定的参考价值。

With the advancement of economy and society,consumer demands are characterized by differentiation,diversification and individualization etc.,and the era of companies with ＂a few strokes＂ has gone for ever.The majority of enterprise managers have to confront the difficult problem：how to segment the target market and allocate the marketing resources reasonably so as to gain effective breakthrough in the regional market and realize the unitary marketing strategy of enterprise.The article analyzes the origin,development and characteristic of the grid marketing,points out its characteristics,and outstanding advantages among the market segmentation,the mechanism of optimized resource allocation,the implementation of flat management,and the refinement of marketing management,and elaborate the implementation steps so that it can provide reference to the majority of enterprises in marketing system innovation and regional market development.