差异化营销战略探析

差异化营销战略分为产品产差化,市场差异化,形象差异化三方面。在企业中实施差异化营销,应恰到好处,不断创新,及时延展和升级。     

服务品牌饭店形象关系营销

从饭店业发展的实际情况看,价格竞争方面的优势总是有限的,因为它受产品成本的制约,供大于求的市场条件下,服务品牌、饭店形象、关系营销待,很快成为当今饭店业经营管理中异军突起的非成本性竞争优势。     

企业的差异化营销战略探究

差异化营销战略被当代的企业视为三大核心战略之一,集中表现在对企业的差异化诉求上,通过差异化的营销战略和一系列的传播组合创造出自身的品牌,在消费者脑海中留下企业的品牌观念从而创造出企业至于竞争对手的唯一性和独特性。然而在当今激烈的竞争市场中差异化战略并未为企业带来完全的唯一性和独特性,而是将企业竞争带入另一同质化的困境。试图从差异化营销战略的理论来源,企业竞争同质化困境的缘由和差异化营销战略如何引领企业走出同质化的怪圈等角度对企业的差异化营销战略进行探究。     

银行需要深度差异化营销

不断开辟个人理财市场，正是各商业银行大力拓展中间业务的积极表现。从全球金融市场来看，在日益严峻的竞争环境下，商业银行在传统业务上遭到了非银行金融机构、货币市场和国内外同行的严重挑战。商业银行不得不扩大业务范围，推出以收取手续费为主的各类型中间业务。同时，伴随着金融自由化的发展，金融风险不断增强，为规避和降低风险，寻找新的增长点，商业银行业务经营的发展战略     

在差异化经营中显同个性与特色

随着买方市场的逐渐形成和市场竞争的日益加剧，如今企业竞争手段的重点已经从价格竞争转向非价格竞争。这意味着低价格竞争已经不再是促进商品销售的主导力量。如何在非价格竞争手段上制造出竞争优势，已经成为企业发展和产品畅销的主要途径。企业非价格竞争的手段很多，但在这些诸多手段当中，开展差异化经营，即开展特色经营，尤为重要。     

浅谈企业差异化营销战略的实施

在差异化营销战略管理研究的基础上,系统地阐释了差异化营销战略的内涵及构建特征,有效营销战略的特点及核心能力培育,以期指导企业差异化战略的成功实施。     

金氏无花果：差异化产品金山

产品差异化是现代营销理念中一个非常重要的概念。在产品同质化日益严重的市场上，通过差异化，企业可以减少与其它同质产品的竞争程度．形成自己的竞争优势，获得消费者的认可。对经销商而言．差异化产品可让自身绕开短兵相接的终端拼杀．从而坐享渔人之利。操作得当，还可以降低推广新产品所必须的大量开发及市场推广费用。     

康师傅差异化营销战略的比较研究

本篇论文把差异化营销战略理论用于实践,通过对康师傅企业案例与其它相关食品企业的分析,发现差异化营销战略的实施情况及市场绩效,总结从康师傅差异化营销战略吸取的经验和未来的发展趋势,为该领域的研究提供经典案例启示。     

概论市场营销新观念:社会价值营销

企业价值、顾客价值、社会价值三之间具有矛盾的不一致性。企业价值、顾客价值各自最大化并不能导致社会价值最大化。所以，无论是企业价值营销，还是顾客价值营销都没能使整个社会资源配置达到“帕累托最优”，还应继续改进。只有进入社会价值营销观念阶段，才能实现社会价值最大化。     

The Customer Concept: The Basis for a New Marketing Paradigm

Recent developments in both marketing theory and marketing practice make it necessary to formulate a new marketing paradigm. This paradigm consists of three elements: (1) a concept, which is the core of the paradigm, (2) a set of activities, and (3) a domain. The customer concept is the new marketing concept. It is a management orientation which maintains that firms establish relationships with selected individual target customers with whom superior customer values are designed, offered, redefined and realized in close cooperation with other partners in the marketing system such as suppliers and intermediaries, in order to realize long-term profits through customer satisfaction, partner- and employee satisfaction. The new marketing activities include decisions with regard to the firm's stated vision, objective(s), strategy, organizational structure, culture, information system, marketing instruments, business processes and human resource management. The new marketing domain encompasses the broader interpretation of marketing as the central concept in the behavior of the firm. The customer concept implies a reorientation of marketing to one that places the customer in a pivotal role.     

21世纪酒店营销主流——绿色营销

绿色营销逐渐成为国际营销的新潮流,在国内外环保压力下,我国酒店应树立绿色营销意识,文章基于酒店绿色营销提出的背景及其含义分析了我国酒店实施绿色营销面临的现实障碍,有针对性地提出了实施绿色营销的相关对策。     

21世纪市场营销的新观念

经济全球化、科技进步和政府经济管制的放松,这３种发展趋势意味着无穷 无尽的机会,但许多企业并不适应当前形势的发展。毫不奇怪,新市场营销观念应 不断出现以迎接新挑战。当今市场营销现念中的新变化有：只有创造市场才能拓 展市场;只有超越顾客才能吸引顾客;只有量身定制才能普及流行;只有价值竞争 才能走出价格误区;只有比学赶帮才能使对手成帮手;只有建立关系才能持久 交易。     

整合营销核心理念解析及在饭店营销中的应用

整合营销理论产生于 2 0世纪 90年代 ,是传统营销思想的一次变革 ,对企业营销实践具有重要意义。以整合营销理论核心理念的解析为基础 ,提出了饭店实施整合营销的企划模式 ,并对饭店营销战略的整合、传播工具整合、沟通信息整合、产品 /服务开发整合等策略进行了探讨     

论概念营销在企业中的运用

在竞争激烈的今天,每个企业都需要以先进的营销方式来求得生存和发展。概念营销是最新的,也是实践证明卓有成效的营销方式之一。如何建立概念营销的营销体系,怎样利用概念营销建立企业的营销优势,是欲图发展的企业亟待解决的问题。     

基于情景的市场营销观念--市场营销观念的发展

市场营销观念的发展在经历了半个世纪后，遇到了严峻的考验。为进一步发展应用管理学中的情景分析法，揭示市场营销观念发展的误区，提出市场营销观念的运用应该与具体的市场营销情景相匹配的观点。     

论中国酒店业网络营销

网络营销对酒店业来说,是一种全新的营销思想与营销模式,它也必将得到更大的发展。中国酒店业的网络营销还处于起步阶段,我们要充分认识到酒店业网络营销的趋势与优点,并结合自身的特色与特点,让网络这一新技术更好地为酒店营销服务。     

The Marketing Concept in an Academic Setting

ABSTRACT

During the past twenty years, marketers of the educational product have seen significant growth in the percentage of minority students enrolled at colleges and universities across the United States. Those minority consumers of the educational product bring vastly different cultural values, norms, and experiences to the marketing exchange. Such cultural differences present compelling concerns for marketers of the educational product. This paper presents the application of the marketing concept and the marketing lens as a philosophical and empirical approach to more accurately determine and subsequently satisfy the needs of the culturally diverse consumers of the educational product. Results of the study indicated that Asian/Pacific Islander and Anglo students differed in the selection and weighting of evaluative criteria for the quality of the educational institution. Further, the two consumer groups possessed distinct antecedents of satisfaction with that product.     

The Lifetime Value Concept in Customer-Based Marketing

The objective of this paper is to gain insight into the use of the Lifetime Value (LTV) concept when focusing on relationships with customers.This requires a discussion of both the status quo of LTV and customer-based marketing. As a result of these discussions we conclude that proper use of LTV to support building and maintaining relationships with customers requires a further refinement of the LTV concept. We identify five aspects where current use of LTV is inappropriate for customer-based marketing. Furthermore, we define a model for computing LTV which meets the requirements stipulated by relational strategies. Based on literature study and empirical research we explore the consequences of the improved LTV model for marketing management decisions. We also describe the interaction data that should be available in the customer database.