| 市场利基营销战略的研究与思考 |
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| 引用本文： | 马建军,李新春.市场利基营销战略的研究与思考[J].商业研究,2007(5):157-160. |
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| 作者姓名： | 马建军 李新春 |
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| 作者单位： | 中国矿业大学,管理学院,江苏,徐州,221009 |
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| 摘 要： | 市场利基营销战略是充分满足特殊顾客群的完全需求而形成无法替代的市场战略,兼顾了顾客、竞争、企业实力三种导向,是市场补缺者和中小企业的重要战略。面对以消费者个性化需求为特征的消费主权时代和全球范围买方市场的竞争压力,应从多个层面对利基营销战略进行了理性思考。
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| 关 键 词： | 市场利基营销战略 市场细分 目标营销 顾客关系 |
| 文章编号： | 1001-148X(2007)05-0157-03 |
| 收稿时间： | 08 30 2006 12:00AM |
| 修稿时间： | 2006年8月30日 |
On Market- niche Strategy |
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| MA Jian-jun,LI Xin-chun.On Market- niche Strategy[J].Commercial Research,2007(5):157-160. |
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| Authors: | MA Jian-jun LI Xin-chun |
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| Institution: | School of Management, China University of Mining Science, Xuzhou 221009, China |
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| Abstract: | Market - niche strategy is a irreplaceable marketing strategy which is to fully satisfy the demand of the special customer group covering customer, competition, and enterprise strength. It is an important choice of small enterprises or those who prefer to fill a market vacancy. With the coming of the time characterized by personalized customer demand, the competitive pressure from the global buye market calls for a thorough consideration of this marketing strategy from various perspectives. |
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| Keywords: | market - niche strategy market segmentation targeting marketing custom relationship |
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