论文部分内容阅读
“精细化营销”即企业恰当而贴切地对自己的市场进行细分,并采取精耕细作式的营销操作方式,将市场做深做透,进而获得预期收益。 SC 企业是国内知名彩电企业。近年来,随着整个彩电业转入“微利时代”及竞争对手纷纷加大市场投入力度,企业自身营销费用同步剧增,SC 陷入内忧外患的困境。为了走出困局,SC 决定尝试“精细化营销”。2002年3月,SC 从全国近百家销售分公司中挑选出重庆、南京、宁波等5个分公司作为“精细化营销”的试点。受总部委托,笔者调任宁波,负责宁波分公司的“精细化营销”实践。总部营销政策总部为试验“精细化营销”而制定的营销政策主要包括:确定重庆、南京、宁波等5个销售分公司为公司“精细化营销”试验点,总部对这5个分公司充分放权,分
“Fine marketing ” that the appropriate and appropriate business segments of their market segments, and to take intensive marketing approach to marketing, the market will do a thorough, and then get the expected benefits. SC is a well-known domestic color TV enterprises. In recent years, with the entire color TV industry into the “meager profit era” and competitors have increased market investment, corporate marketing costs simultaneously soared, SC into the plight of internal and external problems. In order to get out of the doldrums, SC decided to try “fine marketing ”. In March 2002, SC selected 5 branches, including Chongqing, Nanjing and Ningbo, from nearly a hundred sales offices throughout the country as a pilot for “meticulous marketing.” Entrusted by the headquarters, I transferred to Ningbo, Ningbo branch responsible for the “fine marketing” practice. Headquarters marketing policy headquarters to test “refined marketing ” and the development of marketing policies include: determine Chongqing, Nanjing, Ningbo and other five sales branches for the company “refined marketing ” pilot point, the headquarters of these 5 Branch full decentralization, points