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对一些本土营销人而言,市场份额和利润似乎是两个相互矛盾的营销目标。“先要市场,再要利润”是不少本土企业共同的策略,也反映了“鱼和熊掌不可兼得”的现象。市场份额与利润不可兼得的原因是什么?营销界比较容易形成共识的答案是:产品同质化,导致营销策略同质化,最终引发价格战,市场份额的取得以利润损失为代价。解决方法似乎显而易见,那就是差异化策略。
For some local marketers, market share and profits appear to be two conflicting marketing goals. “First to the market, and then to profit ” is a common strategy of many local enterprises, but also reflects the “fish and bear paw can not have both ” phenomenon. Market share and profit can not have both reasons? Marketing is relatively easy to reach a consensus on the answer is: product homogeneity, leading to homogenization of marketing strategies, and ultimately lead to price wars, market share gains at the expense of loss of profits. The solution seems obvious, that is the differentiation strategy.