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营销,作为一种进攻性手段已经广为人知。推出新产品,进入新市场,利用现有产品攫取更大的市场份额……但是,很少有人关注强大的老牌公司如何把营销作为一种防御措施。毕竟每次新产品的推出,每位市场新成员的到来,都会对老牌企业提出挑战。近期 AGSM Magazine(澳大利亚管理研究学院)上刊登了《防御营销的胜利》(Defensive marketing wins forAGSM top gun),AGSM 的教授 John Roberts 和伦敦商学院的学者告诉我们,老牌企业可以采取有效的回应减轻新入者对自身顾客基础的破坏,保留“正确”的顾客,降低利润损失。
Marketing has become widely known as an offensive tool. Launch new products, enter new markets, use existing products to gain greater market share... But few people are concerned about how powerful old companies use marketing as a defensive measure. After all, every time new products are introduced, the arrival of new members in each market will challenge the established companies. Recently, AGSM Magazine (Australia Institute of Management and Research) published the “Defensive marketing wins for AGSM top gun”. AGSM professor John Roberts and scholars from London Business School told us that established companies can respond effectively to reduce new arrivals. The customer destroys its own customer base, retains “correct” customers, and reduces profit losses.