| 差异化营销的界定及其分析框架构建研究 |
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| 引用本文： | 陆卫平. 差异化营销的界定及其分析框架构建研究[J]. 河北经贸大学学报, 2006, 27(5): 49-54 |
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| 作者姓名： | 陆卫平 |
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| 作者单位： | 上海财经大学,国际工商管理学院,上海,200439 |
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| 摘 要： | 差异化营销可界定出四个不同角度下“的差异化营销”概念:竞争差异化营销、定位差异化营销、定制差异化营销和顾客价值差异化营销。对它们进行比较和层次区分得出:竞争差异化营销和定位差异化营销主要是竞争者导向型营销战略,同时两者之间又是一种表和里的层次关系;而定制差异化营销则是一种消费者需求导向型营销战略,与前面两者之间有着本质区别。通过分析它们之间的演进关系和不同模式下企业经营中心的转变(由产品转向顾客),构建出一个差异化营销的整体分析框架。
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| 关 键 词： | 差异化营销 界定 分析框架 |
| 文章编号： | 1007-2101(2006)05-0049-06 |
| 收稿时间： | 2006-06-02 |
| 修稿时间： | 2006-06-02 |
Differentiated Marketing: Its Definition and Construction of an Analytical Framework |
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| LU Wei-ping. Differentiated Marketing: Its Definition and Construction of an Analytical Framework[J]. Journal Of Hebei University Of Economics and Trade, 2006, 27(5): 49-54 |
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| Authors: | LU Wei-ping |
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| Abstract: | Differentiated marketing has four concepts in four perspectives: competitive differentiated marketing,positioning differentiated marketing,customization differentiated marketing and customer value differentiated marketing.The comparison and differentiation of these four concepts shows that competitive and positioning differentiated marketing belong to competitor-oriented marketing strategy and there is a "surface-inner" relationship between the two concepts.Customization differentiated marketing is consumer-oriented marketing strategy,with essential difference with the two former concepts.By analyzing the evolution of the relationship and the shift of enterprise operation core(from product to customer) under different modes,this article constructs an overall analytical framework for differentiated marketing. |
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| Keywords: | differentiated marketing definition analytical framework |
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