| 国际营销STP战略及4P策略分析——以德国大众汽车集团为例 |
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| 引用本文： | 丁鹏辉.国际营销STP战略及4P策略分析——以德国大众汽车集团为例[J].商业经济(哈尔滨),2011(10):85-87. |
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| 作者姓名： | 丁鹏辉 |
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| 作者单位： | 中国地质大学; |
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| 摘 要： | 目标市场营销又称STP营销或STP三步曲,即市场细分、选择目标市场和市场定位。营销大师菲利普.科特勒认为当代战略营销的核心,可被定义为STP。在市场营销组合观念中,4P分别是产品（product）,价格（price）,渠道（place）,促销（promotion）。德国大众在中国的成功与其结合了中国市场准确制定出相应的STP战略和4p策略密不可分。
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| 关 键 词： | 国际营销战略 策略分析 德国大众汽车集团 |
STP and 4P Strategies of International Marketing Based on Volkswagen Group |
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| DING Penghui.STP and 4P Strategies of International Marketing Based on Volkswagen Group[J].Business Economy,2011(10):85-87. |
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| Authors: | DING Penghui |
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| Institution: | DING Penghui |
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| Abstract: | Target marketing is also called STP marketing or STP trilogy,viz.market segmentation,choosing target market,and market positioning.The sales master,Philip Kotler,believes that the core of contemporary strategic marketing is defined as STP.In the integrated concept of marketing,4P refers to product,price,place,and promotion.The success of Volkswagen Group in China is due to its related STP strategy and 4P strategy combined with Chinese market. |
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| Keywords: | international marketing strategy strategy analysis Volkswagen Group |
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