姝¤繋瑷晱(w猫n)鑰冪爺绉樼睄鑰冪爺缍�(w菐ng)!    鐮旂┒鐢熸嫑鐢熶俊鎭恫(w菐ng)    鑰冨崥鐪熼涓嬭級    鑰冪爺鐪熼涓嬭級    鍏ㄧ珯鏂囩珷绱㈠紩
鏂囩珷鎼滅储
   
  楂樼礆(j铆)鎼滅储   

 鎮ㄧ従(xi脿n)鍦ㄧ殑浣嶇疆锛� 鑰冪爺绉樼睄鑰冪爺缍�(w菐ng) >> 鏂囩珷涓績 >> 宸ョ▼纰╁+ >> 姝f枃  绠$悊鍚嶈瑙i噵鍖附锛堜竴锛�

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    2.琛岄姺
    
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    閰嶉姺锛圖istribution锛�
    
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    鐝�(xi脿n)鍦ㄤ紒妤�(y猫)鐨勫鍏冨寲鍜屼互寰€鐨勫鍏冨寲涓嶇浉鍚�銆備簨妤�(y猫)鍠綅灏�(d菐o)鍚戠殑绠$悊浣垮緱浼佹キ(y猫)鏈夊緢寮�(qi谩ng)鐨勮兘鍔涢€�(j矛n)琛屽鍏冨寲锛屽苟涓旈€欎簺浼佹キ(y猫)鍧囨湁榫愬ぇ鐨勮硣閲�锛屾晠鐐轰簡姹傚彇棰�(f膿ng)闅�(xi菐n)鍒嗘暎鍜岀嵅鍙栧埄娼�(r霉n)鑰屽緸浜嬪鍏冨寲銆備簡瑙f垚鍔熺殑浜ゆ槗閭忚集鍙互骞姪浼佹キ(y猫)閬垮厤閬�(gu貌)鍘婚€�(j矛n)澶氬厓鍖栨墍閬亣鐨勯尟(cu貌)瑾ゃ€�
    
    鍦ㄥ緸浜嬪鍏冨寲鏅�(sh铆)锛屼綘蹇呴爤鍏堜簡瑙e鍏冨寲鐨勫師鍥犺€屼笅鍒楃殑瑾�(r猫n)璀�(sh铆)锛�
    
    1.鐐轰簡鍒嗘暎棰�(f膿ng)闅�(xi菐n)锛屼害鍗崇偤浜嗕娇浼佹キ(y猫)鐨勮病(c谩i)鍕�(w霉)鐙€娉佽兘闀�(zh菐ng)鏈熻檿浜庤純绌�(w臎n)瀹氱殑鐙€鎱�(t脿i)銆�
    
    2.鐐轰簡璨�(c谩i)鍕�(w霉)鐞嗙敱锛屽洜?y脿n)妲熼槅鍢堝摝鍢n€氼嚜鐫﹂骇?r霉n)鐜囧皣閬�(yu菐n)姣斿叾瀹冩姇璩囨洿鐐烘湁鍒┿€�
    
    3.鐐轰簡鐛插緱缍滄晥锛屼娇寰楀叕鍙告暣楂旇純鏈夊埄銆�
    
    4.鐐轰簡瀵�(sh铆)鐝�(xi脿n)浼佹キ(y猫)瀹剁簿绁�锛屽洜?y脿n)妲熸儐璁槪顎氼垁願搨姊板L(f膿ng)闅�(xi菐n)瑕栫偤涓€绋墝婵€鐨勬寫鎴�(zh脿n)銆�
    
    鐩(bi膩o)锛圙oals锛�
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    缍�(j墨ng)婵�(j矛)鐩(bi膩o)
    鏁�(sh霉)閲忕洰妯�(bi膩o)
    鍝佽唱(zh矛)鐩(bi膩o)
    缍�(j墨ng)婵�(j矛)鐩(bi膩o)鏄繀瑕佺殑锛屼絾浜哄€戜笉鏈�(hu矛)鐔变腑浜庝互娆�(qu谩n)鐩婂牨(b脿o)閰巼锛坮eturn on equity锛夋垨鍏跺畠鏈�(hu矛)瑷�(j矛)婧�(zh菙n)鍓囧仛鐐哄熀婧�(zh菙n)鐨勭洰妯�(bi膩o)銆�
    
    鏁�(sh霉)閲忕洰妯�(bi膩o)涓€鑸互甯傚牬(ch菐ng)鍗犳湁鐜囨垨閵峰敭鏁�(sh霉)閲忕偤琛ㄧず锛岄€欑ó鏁�(sh霉)閲忕洰妯�(bi膩o)涔熸槸蹇呰鐨�銆傚鏋滃叕鍙告矑(m茅i)鏈夋暩(sh霉)閲忕洰妯�(bi膩o)锛屽叕鍙稿皣鏈�(hu矛)绺笡鍏惰(gu墨)妯′互閬�(d谩)鎴愬叕鍙哥殑缍�(j墨ng)婵�(j矛)鐩(bi膩o)銆�
    
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    鍏�(n猫i)閮ㄨ閵凤紙Internal Marketing锛�
    
    閫欐槸涓€鍊�(g猫)鏈€杩戝嚭鐝�(xi脿n)鐨勫悕瑭烇紝閫欏悕瑭炴剰鎸囧埄鐢ㄦ湁鏁堢殑鍏�(n猫i)閮ㄦ簼閫氫互澧炲姞浜哄摗婵€鍕�(l矛)銆傚収(n猫i)閮ㄦ簼閫氬寘鎷叕鍙告効鏅€佸叕鍙哥洰妯�(bi膩o)銆佸叕鍙稿畻鏃ㄥ強鍏徃绛栫暐鐨勭湅娉曘€傚緢澶氬叕鍙哥櫦(f膩)鐝�(xi脿n)缍�(j墨ng)鐢辨縺鍕�(l矛)鍝″伐鍙互寰堥’钁楃殑澧炲姞宸ヤ綔鐨勬晥鐜�锛屽叕鍙稿摗宸ヤ篃寰楀埌鍒╃泭锛屽洜?y脿n)闁盩宸ヨ獚(r猫n)鐐轰粬鍊戠殑宸ヤ綔鏄湁鎰忕京鐨勪笖鐢熸椿璁婂緱鏇存湁瓒�銆�
    
    甯傚牬(ch菐ng)鍗€(q奴)闅旓紙Marker Segments锛�
    
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    甯傚牬(ch菐ng)灏�(d菐o)鍚戯紙Market Orientation锛�
    
    甯傚牬(ch菐ng)灏�(d菐o)鍚戣〃绀轰互甯傚牬(ch菐ng)鍙婂叾闇€姹備締(l谩i)鍋氱鍘樻焙绛栥€傝棄鐢辫鲸鏄庡競鍫�(ch菐ng)闇€姹傚強闇€姹傜殑鍕�(d貌ng)姗�(j墨)锛屽叕鍙稿彲浠ヨ(di脿o)鏁村叾璩囷紙鎴愭湰鍙婅硣鏈級渚�(l谩i)婊胯冻甯傚牬(ch菐ng)锛屽悓鏅�(sh铆)鎻愰珮鍏剁(j矛ng)鐖�(zh膿ng)鍔�銆�
    
    甯傚牬(ch菐ng)灏�(d菐o)鍚戞瘮杓冨亸鍚戜簬浼佹キ(y猫)瀹惰榛�(di菐n)锛屽叕鍙稿繀闋堣亞鑱�(t墨ng)椤у鐨勯渶姹備笖鎯宠睛娉曞幓婊胯冻鍏堕渶姹�銆�
    
    闇€姹傚壍(chu脿ng)閫狅紙Creation of Demand锛�
    
    闇€姹傜殑鍓�(chu脿ng)閫犵敱浣犳墍鎻愪緵鐨勭敘(ch菐n)鍝佹垨鏈嶅嫏(w霉)渚�(l谩i)姹哄畾銆傚鏋滀綘鏄湪閵峰敭鏍歌兘鐧�(f膩)闆诲粻锛屼綘涓嶉渶瑕佹瘡澶╁湪鍚勭ó濯掗珨涓綔寤e憡锛涗絾濡傛灉浣犳槸鍦ㄩ姺鍞寲濡濆搧鎴栨槸鏃ュ父鐢ㄥ搧锛屼綘渚垮繀闋堢稉(j墨ng)甯稿湪澶х溇濯掗珨涓婂仛寤e憡銆傚鏋滀綘鏄緥甯�銆佺鐞嗛¨鍟�(w猫n)鎴栧叾瀹冩彁渚涘皥妤�(y猫)鏈嶅嫏(w霉)鐨勪汉锛屽墖浣犲壍(chu脿ng)閫犻渶姹傜殑鍔姏蹇呴渶鍦ㄩ¨瀹㈡墍鎺ヨЦ鍒扮殑濯掗珨涓婅〃閬�(d谩)鍑轰締(l谩i)銆�
    
    甯傚牬(ch菐ng)鍒嗘瀽锛圡arket Analysis锛�
    
    甯傚牬(ch菐ng)鍒嗘瀽鏄皪(du矛)璩囨枡浣滄敹闆�銆佽檿鐞嗗強绶ㄦ帓锛屼互鎻愪緵鏈夐棞(gu膩n)鍏徃锛岀敘(ch菐n)鍝佹垨鍕炲嫏(w霉)鐨勫競鍫�(ch菐ng)淇℃伅銆傚競鍫�(ch菐ng)鍒嗘瀽鏈夊叐绋細涓€绋槸瀹氶噺鍒嗘瀽钁楅噸璩�(g貌u)璨�(m菐i)鏁�(sh霉)閲�銆佸绡€(ji茅)璁婂嫊(d貌ng)绛夌瓑鐨勫垎鏋愶紝涓€绋槸瀹氭€у垎鏋愯憲閲嶄簬椤у瑾�(r猫n)鐭ュ搧璩�(zh矛)鍙婂舰璞$爺绌�銆傚舰璞℃剰鎸囬¨瀹㈠皪(du矛)鏌愪竴浜嬬墿鐨勮獚(r猫n)鐭�銆�
    
    甯傚牬(ch菐ng)鍗犳湁鐜囷紙Market Share锛�
    
    甯傚牬(ch菐ng)鍗犳湁鐜囨槸寰堥噸瑕佺殑锛屽挨鍏舵槸鍦ㄥ偝绲�(t菕ng)鐨勭瓥鐣ユ€濊€冧腑锛岃€岀浉灏�(du矛)甯傚牬(ch菐ng)鍗犳湁鐜囨洿鏄溇浜烘墍闂�(gu膩n)蹇冪殑璩囨枡锛岄€欐槸鍥�?y脿n)妤﹀懁琚�?ch菐ng)鍗犳湁鐜囧彲浠ヤ娇鍏徃鐛插緱瑕�(gu墨)妯$稉(j墨ng)婵�(j矛)鐨勫劒(y艒u)鍕�(sh矛)銆�
    
    甯傚牬(ch菐ng)鍗犳湁鐜囩殑鐞嗚珫缍�(j墨ng)甯歌鎻愬強銆備竴鍊�(g猫)楂樼殑甯傚牬(ch菐ng)鍗犳湁鐜囦笉鏄叕鍙稿柈绱斿仛澶ц(gu墨)妯℃姇璩囧嵆鍙嵅寰楋紝鍏徃鍙栧緱楂樺競鍫�(ch菐ng)鍗犳湁鐜囩殑鍞竴鏂规硶灏辨槸璐忓緱甯傚牬(ch菐ng)锛屾晠鍏徃蹇呴爤姣斿叾绔�(j矛ng)鐖�(zh膿ng)鑰呮洿浜嗛¨瀹㈢殑闇€姹備笖鎯宠睛娉曠洝閲忓幓婊胯冻椤у鐨勯渶姹�銆�
    
    琛岄姺锛圡arketing锛�
    
    琛岄姺鎰忔寚鍓�(chu脿ng)閫犻渶姹傦紝閵峰敭鎰忔寚鍙栧緱瑷傚柈锛屽湪瀛楄涓婅閵烽€欏€�(g猫)鍚嶈鍜岀敘(ch菐n)鍝佸強閵峰敭鏈夐棞(gu膩n)銆傝閵锋槸鍥涘€�(g猫)鍩烘湰绠$悊鑱疯兘涓殑涓€鍊�(g猫)锛屽叾瀹冧笁鍊�(g猫)鏄櫦(f膩)灞�銆佺敓鐢�(ch菐n)鍜岃鏀裤€�
    
    甯傚牬(ch菐ng)鎶曡硣锛圡arket Investment锛�
    
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    琛岄姺婧濋€氾紙Marketing Communications锛�
    
    閫欐槸涓€绋泦鍚堟€у悕瑭�锛屼互琛ㄧず浠讳綍娓歌(shu艒)椤у渚�(l谩i)鎺㈣鎴栬臣(g貌u)璨�(m菐i)鍏徃鍟嗗搧鎴栧嫗鍕�(w霉)鐨勪俊鎭€ф椿鍕�(d貌ng)銆�
    
    琛岄姺婧濋€氶€欏悕绋辩殑涓昏浣跨敤鑰呮槸寤e憡鍟嗭紝浣嗗唬鍛婂晢涓嶄竴瀹氭渻(hu矛)骞叕鍙告彁鍑烘渶濂界殑琛岄姺婧濋€�銆傚唬鍛婂晢鍙槸缍�(j墨ng)甯稿湪鏃�?q菒ng)?b脿o)鍙婂晢妤�(y猫)闆滃織涓婂垔鐧诲唬鍛娿€傝閵锋簼閫氱殑鐪熸鎰忕京鏄兜钃嬫墍鏈夌殑婧濋€氭椿鍕�(d貌ng)锛屾墍浠ョ暥(d膩ng)浣犲湪浣跨敤琛岄姺婧濋€氶€欏€�(g猫)鍚嶈鍓嶈珛(q菒ng)鍏堜簡瑙e畠鐪熸鐨勬剰缇�銆�
    
    婵€鍕�(l矛)锛圡otivation锛�
    
    绨�(ji菐n)鍠殑瑾�(shu艒)婵€鍕�(l矛)灏辨槸浣垮€�(g猫)浜虹殑琛岀偤鍙婅鍕�(d貌ng)渚濆惊鏌愪竴鏂瑰紡銆傛縺鍕�(l矛)鏄湪鏌愪竴鐙€娉佷笅锛屼汉鐨勭殑涓€绋績鏅�銆佸績鐞嗗強鐢熺悊鐨勭稖鍚堥亷(gu貌)绋嬶紝閫欓亷(gu貌)绋嬫焙瀹氫簡鍊�(g猫)浜鸿鍕�(d貌ng)鐨勭啽蹇卞害鍙婅鍕�(d貌ng)鐨勬柟鍚�銆�
    
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