开拓市场三大要素

• 作 者: 菲利普·科特勒
• 出 处: 信息产业报道
• 发表日期: 2002年11期
• 关键词: 开拓市场 市场空间 银行业 虚拟市场 合作网络 推动要素 实体市场 经济要求 经济推动 核心能力 旅游业 保险业 价值 集市 顾客

新经济要求每一行业都要有两种市场,一是实体市场,也就是所谓的“集市”;二是虚拟市场,也就是所谓的“市场空间”。在网络经济推动下,大部分的行业(包括银行业、保险业和旅游业等)都增加了在市场空间中亮相的机会。这让人看到了今日开拓市场的三大推动要素:顾客心目中的价值、核心能力和合作网络。如何实现顾客最大价值

The new economy requires that each industry have two markets. One is the physical market, which is the so-called “market.” The other is the virtual market, which is the so-called “market space.” Driven by the Internet economy, most industries (including banking, insurance and tourism) have increased their chances of making an appearance in the market. This makes people see the three major driving factors in today’s market development: customer value, core competencies and cooperation network. How to achieve the maximum value of customers