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自从市场一进入产品过剩阶段以来,企业和经销商们就开始挖空心思,玩出各类新花样:价格战、广告疲劳轰炸、分期付款、有奖销售、买一送一、捆绑销售、送货上门、实行三包、事件营销……林林总总,不一而足。这些令人眼花缭乱的营销方式作用主要有两个:一是挤压竞争对手;二是笼络消费者,扩大市场份额。客观地讲,每一种营销方式都有其特点、行之有效的功用以及阶段适应性。把它们联系起来看,则可勾画出一条市场的发展轨迹。在这条脉络线上,产品大浪淘沙,真正经得起时间检验的品牌次第浮出水面;营销学自身经历了从4P(产品、价格、渠道、促销)到4C(需求、满足、成本、沟通)到4R(关系、
Since the market entered the stage of excess product, companies and distributors began to devote their efforts to various kinds of new tricks: price wars, advertising bombing, installments, award-winning sales, buy one get one free, bundled sales, home delivery , The implementation of Three Guarantees, event marketing ... ... numerous, but full. These dazzling marketing methods have two major roles: First, squeeze competitors; second, win over consumers and expand market share. Objectively speaking, each marketing has its own characteristics, effective function and stage adaptability. Linking them, you can outline the trajectory of a market. In this context, the product ebb and flow, the real time-tested brand surfaced; marketing itself experienced from 4P (product, price, channel, promotion) to 4C (demand, satisfaction, cost, communication) To 4R (relationship,