什么是市场营销战略（What is marketing strategy）
Abstract: in recent years, with the deepening of China's reform and opening up, foreign exchanges gradually increa, Chine enterpris go out of the country, cross a warfare is no longer called news. Chine enterpris learn to swim in swimming, learn to fight in the battle, from the initial repeatedly beaten to the same stage confrontation, the middle experience of a not too long, but pay a high price process. We should thank the multinationals who brought the advanced business theory to China. It is from them that we absorb the nutrients, and therefore strengthen ourlves and develop our own competitive power.
srteThis paper discuss how to make strategy in the process of enterpri management, and analyzes the importance of strategy from the angle of rearch, marketing, brand and enterpri asts.
Key words: strategic marketing; brand investigation
First, what is strategy?
Strategy is to determine the long-term development goals of enterpris, and points out the strategies and ways to achieve long-term goals. The strategic objectives must be consistent with the purpo and
习俗英语prosperitymission of the enterpri. Strategy is an idea, a way of thinking, an analytical tool, and a long-term and holistic planning.
Two. What is marketing?
Marketing refers to the overall marketing activities of enterpris to provide goods or rvices to meet the needs of consumers or urs.
Three. What is the marketing strategy?
Marketing strategy is the enterpri marketing department according to the strategic plan, considering the internal and external market opportunities resources and other factors, determine the target market, lect the appropriate combination of marketing strategy, process and effective implementation and control.武川路111号
Strategic goals bad on the transformation to the market in the process must pay attention to "customer demand, market opportunity analysis, advantage analysis, the disadvantage of reflection, market competition factors, the possible problems of prediction, team training and improvement of comprehensive factors, determined the growth type and the defen, torsion and comprehensive marketing strategy as the guiding direction and guidelines will be transformed to market strategy.
Four, the characteristics of marketing strategy
The purpo is to create customers, acquire and maintain customers; how to effectively overcome the competition in an invincible position to consider from a long-term point of view; focus on market rearch, collect and analyze large amounts of information, the only way to market changes in the environment and make the right decision very uncertain situation; actively promote innovation. The degree and effect of proportional;
decision making in change, the decision makers should have a strong ability to have, like entrepreneurs insight, recognition and decision making.
Five, the conditions and environmental factors of marketing strategy
Marketing objectives should include: the amount of the target, such as sales, profits, and market share etc.; quality goals, such as improving corporate image and reputation, won the customer; other goals, such as market development, new product development, sales, sales of existing products. Management idea, policy, enterpri strategy, marketing target and so on are the preconditions of enterpri system marketing strategy, and must be adapted or obeyed. Generally, the marketing objectives may not be decided yet, but in the process of marketing strategy formulatio
n, the marketing objectives must be determined first. When determining a goal, the relationship with the overall strategy must be taken into account to make the goal fit the purpo of the enterpri, as well as in the enterpri concept, and to the market and the customer's posture.
The paper analyzes the macro environment, market, industry and enterpri status in order to grasp the market opportunity accurately and dynamically.
Macro environment: the environment that surrounds the enterpri and the market, including politics, law, society, culture, economy, technology, etc.. Enterpris must carry out rearch, collect information, and analyze them scientifically.
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Environmental change is both a threat and an opportunity for the enterpri.
Micro environment: refers to the new direction and new integration requirements of enterpri operation and enterpri growth needs. Using the past achievements and other information to understand the company's situation, and sorting out its advantages and disadvantages. Strategy is actually a plan for companies to win, so,
When making a strategy, the enterpri must give full play to the advantages of the company and try to avoid its disadvantages.影子内阁
Six, the formulation and implementation process of marketing strategy
世界各国货币Marketing strategy formulation and implementation process: market gmentation - lected target market - marketing mix - implementation plan - organization implementation - Testing and evaluation.
1) market gmentation. The market is not a single, homogeneous with the needs of customers, but the diversity and heterogeneity of the group, so the market gmentation can discover new market opportunities, but also can better meet the market demand; can more fully exert the advantages, but also provide conditions for enterpris to lect the target market, to lay the foundation.
2) lection of target market. Choosing the target market
determines the market to which the enterpri will enter, answer the question of whom the customer is, and whom the product appeals to. First, enterpris must have a clear target market; two, for a product must have a clear appeal, there is a clear consumer groups; three is to ize the main contradiction, highlighting the focus.
互译3) marketing mix. Once a clear target market, we must consider how to enter the market and satisfy the market demand, it is the organic combination of product, price, channel and promotion strategy, but not the simple addition of veral strategies.
4) enterpris must consider the following points when conducting marketing mix:
I want to understand their u of the marketing mix through the investigation of outstanding domestic enterpris.
It is unique and outstanding differences in the company's competitive advantage and give full play to the advantage of the company.
frances* the marketing mix is the enterpri can control, enterpris can control the combination of factors to control the entire marketing mix.
product
* the marketing mix is a system engineering, compod of a multilayer system.
This marketing combination factors must be coordinated,
