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在动态环境下,推动下面一些整合资源与建立根基的相关做法能有效提升企业的营销效能。1 建构价值网络:企业间的关系已转变为既竞争又合作的网络(network)架构。因此,企业可尝试打破大众行销的观念,透过结盟方式进行分区、分众行销,甚至跨业合作,以相互支援或主、副品牌方式增加彼此的竞争能量。2 掌握营销通路:营销通路的附加价值,更在于它能代表公司成为对外引进商机或新商品的窗口,
In a dynamic environment, to promote the following integration of resources and establish the foundation of the relevant practices can effectively improve the marketing effectiveness of enterprises. 1 Building a Value Network: The relationship between enterprises has been transformed into a network architecture that competes and collaborates. Therefore, enterprises can try to break the concept of mass marketing by way of alliances, zoning, mass marketing and even cross-industry cooperation with each other to support each other or the main and sub-brand ways to increase their competitive energy. 2 master marketing path: the added value of marketing channels, but also that it can represent the company to become the introduction of foreign business opportunities or new products window,