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区域市场是企业营销工作的基本单元,因此区域市场营销管理升级就成为企业营销升级工程的支柱,重要性不言而喻。区域市场何时需要管理升级?必须做出哪些转变?难点是什么? 正像企业崛起都是从区域市场开始一样,市场出问题也是从区域市场开始的。同时,由于区域市场间发展不平衡,更由于区域市场环境的差异,企业营销管理升级的需求也首先是从区域市场产生的。本文的主旨在于为企业推动区域市场营销管理升级提供一个指导性的框架结构(本专题的其他文章则从局部给予更加具体的指导)。一、区域市场何时需要管理升级1.当区域市场获得初步开发,工作重点由热点建设转到热区建设时
Regional marketing is the basic unit of business marketing, regional marketing management upgrade has become the pillars of corporate marketing upgrade project, the importance of self-evident. When do regional markets need management upgrades? Which changes have to be made? What are the difficulties? Just as the rise of enterprises is from the regional markets, problems in the markets start from the regional markets. In the meantime, due to the unbalanced development between regional markets and even the differences in regional market environment, the demand for the upgrading of corporate marketing management is also generated first from the regional markets. The main thrust of this article is to provide an instructive framework for business promotion of regional marketing and management (other articles in this topic are given more specific guidance locally). First, the regional market when the need for management upgrades 1. When the regional market access to initial development, the focus of work from the hot spot construction to hot zone construction