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原有市场经不起再细分了,为什么还要在其中打圈圈?为什么不去更广阔的空间发展?打破界限,你可以有其他的选择——这是横向营销的主张。纵向营销极限运用的结果诸如市场细分、目标锁定、定位这些能产生竞争优势进而转化成商业机遇和新产品的战略,已经为国内营销人员所掌握。事实上,市场细分和定位策略确实也已经为一个又一个产品和品牌找到了适合自己的生存发展空间:在牛奶市场,有原味的、果味的、低糖的、脱脂的、添加各种微量元素的,等等;在啤酒市场,有普通啤酒、淡啤、生啤、黑啤,以及瓶装、罐装、散装的,等等;在洗
When the original market can’t afford to subdivide again, why do you have to circle it? Why not go to a broader space? Breaking the boundaries, you can have other options - this is the idea of horizontal marketing. The results of the use of vertical marketing, such as market segmentation, target locking, and positioning, which can generate competitive advantage and translate into business opportunities and new products, have been mastered by domestic marketers. In fact, market segmentation and positioning strategies have indeed found a space for survival and development for one product and another brand: in the milk market, there are original, fruity, low-sugar, non-fat, and various traces. Elements, etc.; in the beer market, there are ordinary beer, light beer, draft beer, dark beer, as well as bottled, canned, bulk, etc.;