摘要
超级市场(supermarket,以下简称超市)作为一种成熟的零售商业模式,其竞争焦点正逐渐由单纯的商品和价格竞争向争取关键顾客转移。然而,目前我国超市仍普遍采取无差异化的目标市场策略,缺乏对顾客的必要区分和对关键顾客的有效识别。面对外资超市的大举进入,我国超市面临着严峻的生存危机,差异化营销成为我国超市企业迎接新形势下挑战的必由之路。本文从优化配置营销资源的角度探讨我国超市的差异化营销发展之路。
As a kind of ripe retail business patterns, supermarkets differentiated marketing has been the dominant developing trend.At the same time,the competitive focus of supermarkets has turned from competition of price and goods combination to how to obtain key customers,while many Chinese supermarkets are still taking traditonal mass marketing strategies. So,to some extent,many Chinese marketing are encountering survival crisis with the entry of large numbers of foreign competitors,and differentiated marketing has been the only choice for all the chinese supermarkets in this new and changing situation. In this article,we will discuss why and how to implement differentiated marketing strategy for many Chinese supermarkets,especially for larger ones,in the angle of optimizing marketing resources.
出处
《天津科技大学学报》
CAS
2005年第2期75-78,共4页
Journal of Tianjin University of Science & Technology
关键词
超市
关键顾客
营销资源
差异化营销
supermarket
key customers
marketing resource
differentiated marketing.
