论目标市场营销战略模型

目标市场营销战略的核心,可被定义为STP。STP营销战略的核心是定位。作为定位的重要手段,市场细分策略和差异化策略往往并行不悖。STP营销战略新模型可以弥补STP营销战略的不足。     

目标市场营销战略模型

目标市场营销战略的核心，可被定义为STP。STP营销战略的核心是定位。作为定位的重要手段，市场细分策略和差异化策略往往并行不悖。STP营销战略新模型可以弥补STP营销战略的不足。     

思科中国市场营销战略分析

随着中国信息化产业进入新常态,如何将思科全球的营销战略与中国市场实际情况深度融合,在瞬息万变的科技变革中抢占先机,成为目前亟待解决的问题。文章运用STP战略模型对思科中国所处的市场环境进行细分和定位分解,并使用4P/4C/4R营销组合工具从管理决策的角度对思科中国的市场营销战略进行综合分析,力求为新常态下思科中国制定具有竞争力的市场营销战略提供一定参考建议。     

浅析企业目标市场营销战略的步骤——STP战略三步骤

目标市场营销又称STP营销或STP三部曲,STP即市场细分(Segmenting)、选择目标市场(Targeting)和产品定位(Positioning).STP是整个营销建设的基础,通过市场细分选择目标客户,进而以此为根据确定目标市场,最后进行市场定位.     

STP营销战略在体育用品市场中的应用

随着我国人民生活水平的不断提高,居民的体育用品需求量也大幅增加,但大多数体育用品企业的营销状况却不理想,其中一个重要原因是没有运用好STP营销战略。因此,各相关企业要重视产品的营销,通过体育用品市场细分、选择目标市场、进行产品市场定位,从而制订体育用品STP营销战略,开展目标市场营销活动,使产品销售跨上新台阶。     

浅论营销过程中的市场细分

本文从市场营销STP策略市场细分、目标市场选择、市场定位的三者相互关系中,强调市场细分在营销活动中重要的战略基础地位。     

浅谈营利性医院的市场营销战略

本文应用STP理论(目标市场定位),制定营利性医院的市场营销战略,即产品战略、价格战略、渠道战略和促销战略。     

基于STP战略的文化旅游产品价值研究——以山东日照“莒文化”旅游为例

基于市场细分选择目标市场,从而在目标市场顾客群中形成定位的STP营销战略运用在文化旅游产品中,可以有助于商家企业明确认识文化旅游市场,更好地把握自身的优势选择合理的目标市场,进而打造独特的企业品牌形象。本文运用定性分析与定量分析相结合的方法研究了日照"莒文化"旅游通过对STP营销战略的成功应用,使旅游产品的价值得到了实现。     

东湖百货有限公司品牌竞争STP战略实证分析

顾客是一个庞大而复杂的群体,其消费心理、购买习惯、收入水平等都存在很大的差别,不同消费者和用户对同一类产品的消费需求和消费行为也存在着很大的差别,任何一个企业都无法满足整体市场的全部需求。因此,目标市场营销战略就显得至关重要。目标发展战略即STP战略,包括:细分市场(Segmenting),选择目标市场(Targeting),产品定位(Positing)。本文以东湖百货有限公司的STP战略选择为例,探讨东湖公司如何应对品牌竞争,并以此探讨STP战略的实证应用。     

东湖百货有限公司品牌竞争STP战略实证分析

顾客是一个庞大而复杂的群体,其消费心理、购买习惯、收入水平等都存在很大的差别,不同消费者和用户对同一类产品的消费需求和消费行为也存在着很大的差别,任何一个企业都无法满足整体市场的全部需求。因此,目标市场营销战略就显得至关重要。目标发展战略即STP战略,包括:细分市场(Segmenting),选择目标市场(Targeting),产品定位(Positing)。本文以东湖百货有限公司的STP战略选择为例,探讨东湖公司如何应对品牌竞争,并以此探讨STP战略的实证应用。     

Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company

Kuxun is an online travel search company in China. This paper describes the transition and innovation of the company’s marketing strategy, from comprehensive information search to online travel search. It shows how Kuxun has successfully achieved strategic market transition from “all-round” to “specialized” through efficient market segmenting, targeting, and positioning (STP). The case also illustrates how Kuxun has become the top brand of Chinese online travel search by carrying out various types of innovative network marketing, including interactive experience marketing, precision marketing, and cooperative marketing.     

我国企业应对金融危机的市场营销策略探讨

受金融危机影响,国际市场萎缩,需求减少,贸易摩擦严重,增加了我国出口的困难,给我国企业尤其是出口企业造成致命的影响.要走出危机的阴霾,企业调整市场营销策略是关键.应充分运用好4PS营销策略,转变思想,开拓新市场.同时,要以市场为中心,实施名牌战略,提高营销人员素质,优化营销服务.实施正确的市场营销策略,是我国企业赢得市场的先导和源泉.     

Interactive effects of marketing strategy formulation and implementation upon firm performance

Abstract

This study employed an integrative approach to investigate the influence of external business environment, strategy formulation, viability of marketing strategy, and strategy implementation upon firm performance. The findings show that while technological change and market competition negatively influence the credibility of the strategy, market attractiveness has a positive influence upon the viability of strategy employed. Moreover, market competition has a positive influence upon the involvement of marketing managers in terms of strategy making and that the presence of an innovative culture is strongly required in executing a strategic marketing plan. In addition, the study shows that the involvement of marketing managers in strategy making, which is strongly supported by an innovative culture, generates their commitment to the strategy, which positively influences strategy viability.     

浅谈我国商业银行营销策略

从营销战略环境的视角分析,目前,我国商业银行与外国（外资）银行相比,其市场营销战略过于粗放,在营销理念、策略、手段、配套管理组织和国际化营销程度等方面均处于绝对的落后地位。我国商业银行应在营销竞争战略上,以V40战略为主;在市场细分基础上,注重营销组合策略的灵活选择,同时加强金融品牌营销,强化银行品牌形象;注重营销策略的选择;注重目标市场的细分。     

浅析农产品差异化营销策略

我国农业经过20多年的改革开放,农村经济得到了迅速发展,农产品供求关系发生了重大的变化,已由卖方市场转变为买方市场。基于此,农产品经营者必须组织差异化生产和营销,获取农产品差异化的生产途径及对农产品差异化的营销策略。这样,才能争取消费者并占领市场。     

展览营销的4P组合和三维展示策略--以2004年罗森照明展览营销为例

传统的市场营销 4P组合是企业参展策划的基础 ,本文在对 2 0 0 4年罗森照明展览营销剖析的基础上 ,揭示 4P组合与参展策划之间的对应关系 ,提出如何利用 4P组合有效进行参展策划 ,形成展场和市场的互动。     

Global marketing strategy modeling of high tech products

This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains limited. In this respect, the study raises a number of important questions concerning how market orientation, international experience and global marketing strategy impact performance. The study empirically tests predictions of relationships by using mail survey data from 172 business units of high tech firms. Findings from the research sample support the argument that market orientation, international experience, and global marketing strategy are the key antecedents of organizational performance. Market orientation and international experience influence global marketing. The article concludes with theoretical and managerial implications of the research findings.     

产品伤害危机市场恢复策略研究

在产品伤害危机事件后,企业从危机应对状态转入市场恢复状态。面对品牌资产的减少和消费者购买意愿的迅速下降,企业应采用恰当市场策略进行有效的顾客赢回和市场恢复。研究产品伤害危机后的市场恢复策略,根据国内外产品伤害危机相关理论,建立危机后市场恢复策略研究框架,规避危机后产品策略、销售促进策略、广告策略对顾客购买意愿的影响。     

论“4P”策略的辩证应用

“4P”组合策略是美国营销学大师菲利普.科特勒首创的经典策略,是过程营销的核心技术,在营销手段层出不穷的今天,这一技术也可以算是“长青藤”。在我国,由于市场营销起步较晚、时间较短,所以人们对它的理解仍有一定的误区,应用也缺乏有效性。     

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.