论文部分内容阅读
面对竞争激烈、产品混乱的打印耗材市场,成都S公司在战略上立足质量,明确产品的中高端定位,无疑是品牌生存和发展的根本之道。该公司除了必须充分参与传统的渠道经销,另外,针对S公司耗材产品的定位和特点,基于市场细分的理念和差异化营销的基本方法,寻找一条能直面终端客户和通路渠道的营销途径,提出一种可能的营销途径,运用有限的资源,开创属于S公司的“蓝海”市场,提高S公司的市场占有率和品牌美誉。
The face of fierce competition, product confusion of the printing supplies market, Chengdu S company strategically based on quality, a clear product positioning in the high-end, is undoubtedly the root of the survival and development of the brand. In addition, the company must fully participate in the traditional channel distribution. In addition, in view of the positioning and features of S products, based on the concept of market segmentation and the basic method of differentiated marketing, the company looks for a marketing channel that can face end customers and channel channels, Proposed a possible marketing approach, the use of limited resources, create a company belonging to the S “Blue Ocean ” market, improve S’s market share and brand reputation.