| 基于利益细分的网上消费者研究 |
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| 引用本文： | 桑辉,王方华. 基于利益细分的网上消费者研究[J]. 上海管理科学, 2005, 27(4): 7-8,21 |
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| 作者姓名： | 桑辉 王方华 |
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| 作者单位： | 上海交通大学 |
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| 摘 要： | 同传统营销一样,网络营销需要市场细分。然而在众多市场细分变量中,只有利益细分最适合网上市场细分的特点。在利益细分的基础上,可将网上消费者分为六大类,便于企业有针对性地采取营销策略。
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| 关 键 词： | 利益细分 网上消费者 营销策略 |
Research on Consumers Online Based on Benefit Segments |
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| Sang Hui,Wang Fang-hua. Research on Consumers Online Based on Benefit Segments[J]. Shanghai Managent Science, 2005, 27(4): 7-8,21 |
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| Authors: | Sang Hui Wang Fang-hua |
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| Affiliation: | Sang Hui Wang Fang-hua |
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| Abstract: | As traditional Marketing, Internet Marketing also need marketing segments. Among so many segment variables, Benefit Segments is the most suitable means for consumers online. Based on this means, consumers online are composed of six kinds of people, which need respective marketing strategy. |
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| Keywords: | Benefit Segments Consumer online Marketing strategy |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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