共查询到19条相似文献,搜索用时 226 毫秒
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本文阐述了我国保健食品行业三个发展阶段各自营销模式的特点,并归纳出了传统营销模式所存在的问题,提出保健食品企业应该在进行充分的产品特征、市场特征及企业目标和资源分析的基础上,采用以质量为产品根本、精准定位与差异化、诚信营销为主导、讲求实效的营销组合为内涵的新型“健康营销模式”,促进企业的健康发展,达到延长产品生命周期、树立企业品牌形象的目的。 相似文献
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从购房者学历、房地产独特的商品属性、网络营销的广告低成本等方面入手,分析了房地产网上数字化营销的可行性,以及目前房地产市场网络数字化营销的运作情况,探讨了房地产数字化营销的实现机理,并展望了房地产网络数字化营销的发展方向,即从平面型、文本式的广告模式,向立体犁、数字化广告模式发展。 相似文献
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正本文分析了中国石化销售企业加油站实体广告业务发展现状及存在的问题,探讨了中国石化加油站实体广告业务发展定位及策略。中国石化销售企业具有强大的品牌优势、油品市场主导优势、营销网络优势、客户资源优势,依托3万座加油站和2.6万家易捷便利店开展户外广告和店内广告等实体广告业务,能够充分发挥广告业务投资少、见效快、盈利能力强的特点,迅速做大规模并形成一定影响力;能够培育新的效益增长点,促进油气和非油品双增 相似文献
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服装广告是服装企业为宣传自己的品牌、服装产品、营销方式等而进行的一系列的宣传性活动,广告在服装品牌的创建与发展中发挥了重要的传播作用。本文详细分析了我国品牌服装广告的现状,并从媒体组合、公共关系和终端展示三个方面对服装广告的发展策略进行了论述,希望给中国的服装企业提供参考。 相似文献
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《中国石油和化工经济分析》2012,(6):16
行业精神是一个行业独具特质的精神品格,是展示行业形象、体现行业特色、引领行业健康发展的一面旗帜。为进一步贯彻落实党的十七届六中全会精神,充分发挥石化行业支柱产业优势,增强行业软实力,促进行业持续有效和谐发展,中国石油和化学工业联合会三届三次理事会议通过决议,决定开展石油和化学工业行业精神征集活动。征集作品要求1.应征作品即石油和化学工业行业精神表述语应定位准确、特色鲜明,体现行业特点,具有较强的导向、凝聚、激励作用,有利于增强石油和化工行业全体职工的责任感、自豪感和归属感。 相似文献
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Gopalkrishnan R. Iyer Author Vitae Arun Sharma Author Vitae Heiner Evanschitzky Author Vitae 《Industrial Marketing Management》2006,35(5):611-620
The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications. 相似文献
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加强校企合作 培养应用型市场营销人才 总被引:1,自引:0,他引:1
开展校企合作是培养市场营销应用型人才的一个有效途径,本文结合长江大学市场营销专业开展校企合作的实际情况,对如何开展校企合作进行了深入探究。力求为今后我们做好此项工作提出一些好的建议。 相似文献
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Luis Araujo Author Vitae Martin Spring Author Vitae 《Industrial Marketing Management》2006,35(7):797-805
This paper revisits the product-service distinction from an institutional perspective. Much of the literature in marketing and management has focused on the intrinsic characteristics of services with a view to derive implications for the management of service-based firms. Our key argument is that the quest for foundational differences between products and services is misguided. What counts as a product or a service is dependent on the nature of producer-user interactions and the institutional structure of production rather than on any essentialist feature of products or services. Furthermore, we develop the argument that services play an increasingly important role in manufacturing firms and we explore the reasons that underpin this trend. 相似文献
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ABSTRACTHospitals are large producers of solid waste, of which some is benign, some is extremely hazardous, and much is in between. The cost of segregating and disposing of products in these waste streams is high, and studies have shown there is considerable potential to reduce these costs while simultaneously decreasing environmental impact. In this article we develop an activity-based costing method that assigns waste disposal costs proportionally to each product. By providing disposal cost information at this level of aggregation it is possible to directly influence purchasing decisions, identify priority products for focused interventions, and determine the ratio of a product's purchasing cost to disposal cost. The method is tested on products with different purchasing costs, disposal costs, physical characteristics, and disposal processes. 相似文献
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最近5年,BP炼制与销售扳块的收入持续增长,对公司总收入的贡献份额不断增大,其中油品销售占板块收入的70%以上。BP公司油品销售的主要市场在欧洲和美国,近几年开始向澳大利亚、新西兰、亚太、非洲和中南美洲等国家和地区发展。近几年BP公司油品销售业务的发展呈现以下特点:1)重点关注效率高、规模大的成熟市场,在新兴市场中选择成长性好的国家或地区;2)优化和重组炼制与销售业务,在全球范围构建多个一体化燃油业务体系;3)下游业务发展重心转向炼制,收缩公司自有和自营的零售网络,发展特许经营;4)注重研究目标市场,通过发掘供需契合点实现互利双赢;5)将提供高品质、环保型的油品作为重要的营销手段;6)重视品牌效应,坚持多品牌运营策略;7)调整非油业务以适应特许经营方式,通过提升档次培育差异化竞争优势。 相似文献
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《Industrial Marketing Management》1986,15(4):273-286
Operationalizing the segmentation concept for industrial products and making the segmentation research strategically relevant constitute a formidable challenge for marketing researchers and practitioners alike. This paper attempts to identify why many existing approaches to this question frequently lack operational meaning and strategic relevance. Next, a simple but practical benefit segmentation scheme is described which assists marketing managers in strategy formulation. The model is illustrated with a detailed case study of the air compressor market. 相似文献
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煤炭企业作为市场经营活动的主体 ,在竞争的环境下必须搞好煤炭营销“龙头”工作。煤炭市场营销是一个完整而科学的体系 ,其中的煤炭市场环境分析、用目标市场选择、煤炭营销组合设计则是这一体系中的“三大支柱” ,必须予以高度重视 ,以保证煤炭产品的适销对路和运销过程的快速、高效 相似文献
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浅谈建筑企业市场与产品营销 总被引:1,自引:0,他引:1
提出建筑企业如何搞好市场营销的建议,如何开拓市场,巩固企业的市场份额;如何建立建筑企业市场营销体系,获取最大效益。在分析建筑产品的特点,基础上提出产品营销的策略。 相似文献