| 个人营销论 |
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| 引用本文： | 聂元昆,王旭,兰天.个人营销论[J].云南财贸学院学报,2006,22(4):69-73. |
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| 作者姓名： | 聂元昆 王旭 兰天 |
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| 作者单位： | 云南财经大学商学院 云南昆明650221 |
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| 摘 要： | 市场营销的分析范式对个人行为具有一定的普适性,将这种分析范式运用于个人行为分析就形成个人营销理论。个人营销是知识经济时代营销理论在个体行为的扩展,较之于组织营销既有相同点,也有明显不同的特点。个人营销的内容一般涉及形象、理念、能力三个方面。个人的外观形象在一定程度上是个人行为能力的有形展示。个人营销观念决定了各个人成功与否以及成功的广度和深度。个人营销战略可以从个人资源利用与机会成本比较的角度以及从人际关系网络的利益与风险比较的角度来考察。
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| 关 键 词： | 个人营销 内部交易成本 个人营销观念 个人营销战略 |
| 文章编号： | 1007-5585（2006）04-0069-05 |
| 收稿时间： | 2006-02-25 |
| 修稿时间： | 2006-02-25 |
Person Marketing |
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| NIE Yuan-kun,WANG Xu,LAN Tian.Person Marketing[J].Journal of Yunnan Finance and Trade Institute,2006,22(4):69-73. |
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| Authors: | NIE Yuan-kun WANG Xu LAN Tian |
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| Institution: | Commerce School, Yunnan University of Finance and Economics, Kunming 650221, China |
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| Abstract: | Marketing principles could be applied in individual behavior in some certain whicn was named as person marketing. Person marketing is the extension of marketing theories in the knowledge era. Person marketing is about the image, idea, competence. The image of individual is somewhat the show of individual competence. Person marketing plays great role in individual success in which appropriate marketing strategies are crucial. |
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| Keywords: | Person Marketing Internal Transaction Cost View Of Person Marketing Person Marketing Strategies |
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