混沌消费者环境下的中国企业营销

进入21世纪,消费者的消费需求、购买特征、行为方式都表现出一定的复杂性与混沌性,消费者既是现实产品的消费者、也是虚拟世界的消费者。混沌的消费者环境不仅改变了企业的营销模式,也改变了企业的竞争方式。企业要应对混沌消费者环境下的竞争．需要采用新的营销模式．需要将水平营销、纵向营销聚合起来。

The Study about the Marketing Tactics of China Enterprise under the Circumstance that Customers were the Fringe Customer

In the 21 century, the demand of customer and character of purchase and the manner of demeanour were chaos and complex. Thus the customers were the fringe customer. They buy something in the shop at same time they buy something on the internet. These change the model of marketing of the company and the model of the competence. So Chinese enterprise need using new model of marketing that converged the level marketing and the vertical marketing.