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21世纪的中国市场是典型的买方市场。有限的市场容量与众多经营者意欲扩大其市场份额之间的矛盾会更加尖锐。而且,随着WTO进程的日益逼近,中国企业将要面临内外两方面的竞争,尤其是国外优势企业的竞争。因此,企业的核心力量也由传统的产品生产能力转向更高层次的市场需求管理能力。任何一个企业要想在市场上取得竞争优势,都需要通过有效的营销策划来寻找营销“支点”,锁定目标顾客。
The 21st century Chinese market is a typical buyer's market. The contradiction between limited market capacity and the desire of many operators to expand their market share will be more acute. Moreover, as the WTO process is approaching, Chinese enterprises will face competition both from home and abroad, especially from competitive foreign enterprises. Therefore, the core strength of enterprises from the traditional product production capacity to a higher level of market demand management capabilities. Any business in order to gain a competitive advantage in the market, we need to find a marketing “fulcrum” through effective marketing planning to target customers.