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主持人的话:本栏目开设以来,连续就品牌精细化操作话题进行了探讨。营销是品牌的基础,也是品牌为之服务的对象,因此精细化的话题自然也就深入到了营销。精细化营销是营销发展的一个整体趋势。事实上,被称为21世纪新营销的整合营销传播、顾客关系管理、数据库营销、网络营销等都是精细化营销的组成部分和方法论,它们缘趣于西方发达国家,并成熟于那片市场。中国企业在国内市场上系统地运用这些营销技术并取得实效,还需要有个理解和改造的过程。但中国企业精细化营销的进程已经启动,目前普遍接受并被实践证明有效的是传统营销的逐步精细化,因此,这成了我们研究切入的角度;也因此,本文暂不涉及新营销模式的系统介绍,特此说明。
Moderator's words: Since the opening of this section, continuous refinement of the brand operation topics were discussed. Marketing is the foundation of the brand, but also the object of the brand service, so the topic of fine will naturally go deep into the marketing. Fine marketing is an overall trend of marketing development. In fact, integrated marketing communication, customer relationship management, database marketing and online marketing, all of which are called new marketing in the 21st century, are both part and method of elaborate marketing. They are interested in western developed countries and mature in that market . Chinese enterprises in the domestic market to systematically use these marketing techniques and made effective, but also need to have a process of understanding and transformation. However, the process of fine marketing of Chinese enterprises has been started. At present, it is widely accepted and proved to be effective that the traditional marketing is gradually refined. Therefore, it becomes our research into the angle; therefore, this article does not involve the new marketing model System introduction, hereby explain.