(12345简单品牌运营法连载21)两个基本点之品牌推广
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">第一节 营销战略的制定<SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center" align=center><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">刚才说了，品牌推广的一个任务就是</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">将有相应品牌名称的产品销售出去，让更多的人购买我们的产品，那么我们就要做好营销战略。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">首先我们的战略制定绝对不是一个务虚的东西，战略是一个方向性的问题，如果方向错了，执行力越好，企业死的越快。战略制定保证了我们在正确的道路上往正确的方向走，否则，如果战略错误那么只能与目标背道而驰。我们把营销战略分四个步骤：</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">一、目标市场的选择</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">选择目标市场，明确企业应为哪一类用户服务，满足他们的哪一种需求，是企业</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">在营销活动中的一项重要策略。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">目标市场就是在市场细分的基础上选择要服务的目标顾客群，这里的市场细分是指根据消费者对产品不同的欲望与需求，不同的购买行为与购买习惯，以及不同的地区把整体市场分割成不同的或相同的小市场群。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">为什么要选择目标市场呢</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">?</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">因为不是所有的子市场对本企业都有吸引力，任</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">何企业都没有足够的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=人力资源 href="http://wiki.mbalib.com/wiki/%E4%BA%BA%E5%8A%9B%E8%B5%84%E6%BA%90"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>人力资源</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">和资金满足整个市场或追求过份大的目标，只有扬长避短，找到有利于发挥本企业现有的人、财、物优势的目标市场，才不至于在庞大的市场上瞎撞乱碰。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">如太原橡胶厂是一个有</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1800</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">多名职工、以生产汽车、拖拉机轮胎为主的中型企业。前几年，因产品难于销售而处于困境。后来，他们进行市场细分后，根据企业优势，选择了省内十大运输公司作为自己的目标市场，生产适合晋煤外运的高吨位汽车载重轮胎，打开了销路。随着企业实力的增强，他们又选择了耕运两用拖拉机制造厂为目标市场。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1992</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">年与香港中策投资有限公司合资经营，成立了“双喜轮胎股份有限公司”。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1993</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">年，在全国轮胎普遍</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=滞销 href="http://wiki.mbalib.com/wiki/%E6%BB%9E%E9%94%80"><SPAN lang=ZH style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">滞销</SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">的情况下，该公司敲开了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=一汽 href="http://wiki.mbalib.com/wiki/%E4%B8%80%E6%B1%BD"><SPAN lang=ZH style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">一汽</SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">的大门，为之提供高吨位配套轮胎。正确选择目标市场是太原橡胶厂跨入全国</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">500</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">家优秀企业的有效策略之一。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">1</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">、无差别性市场策略</SPAN><SPAN style="FONT-FAMILY: "><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"></SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">无差别市场策略，就是企业把整个市场作为自己的目标市场，只考虑市场需求的共性，而不考虑其差异，运用一种产品、一种价格、一种推销方法，吸引可能多的消费者。美国</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=可口可乐公司 href="http://wiki.mbalib.com/wiki/%E5%8F%AF%E5%8F%A3%E5%8F%AF%E4%B9%90%E5%85%AC%E5%8F%B8"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>可口可乐公司</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">从</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1886</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">年问世以来，一直采用无差别市场策略，生产一种口味、一种配方、一种包装的产品满足世界</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">156</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">个国家和地区的需要，称作“世界性的清凉饮料”，资产达</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">74</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">亿</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=美元 href="http://wiki.mbalib.com/wiki/%E7%BE%8E%E5%85%83"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>美元</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">。由于</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=百事可乐 href="http://wiki.mbalib.com/wiki/%E7%99%BE%E4%BA%8B%E5%8F%AF%E4%B9%90"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>百事可乐</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">等饮料的竞争，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1985</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">4</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">月，可口可乐公司宣布要改变配方的决定，不料在美国市场掀起轩然大波，许多电话打到公司，对公司改变可口可乐的配方表示不满和反对，不得不继续大批量生产传统配方的可口可乐。可见，采用无差别市场策略，产品在内在质量和外在形体上必须有独特风格，才能得到多数消费者的认可，从而保持相对的稳定性。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 30pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.5"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">这种策略的优点是产品单一，容易保证质量，能大批量生产，降低生产和销售成本。但如果同类企业也采用这种策略时，必然要形成激烈竞争。闻名世界的肯德基炸鸡，在全世界有</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">800</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">多个分公司，都是同样的烹任方法、同样的制作程序、同样的质量指标、同样的服务水平，采取无差别策略，生产很红火。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">1992</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">年，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=肯德基 href="http://wiki.mbalib.com/wiki/%E8%82%AF%E5%BE%B7%E5%9F%BA"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>肯德基</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">在上海开业不久，上海荣华鸡快餐店开业，且把分店开到肯德基对面，形成“斗鸡”场面。因荣华鸡快餐把原来洋人用面包作主食改为蛋炒饭为主食，西式抄拉土豆改成酸辣菜、西葫芦条，更取悦于中国消费者。所以，面对竞争强手时，无差别策略也有其局限性。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">2</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">差别性市场策略</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">差别性市场策略就是把整个市场细分为若干子市场，针对不同的子市场，设计不同的产品，制定不同的营销策略，满足不同的消费需求。如美国有的服装企业，按生活方式把妇女分成三种类型：时髦型、男子气型、朴素型。时髦型妇女喜欢把自己打扮得华贵艳丽，引人注目；男子气型妇女喜欢打扮的超凡脱俗，卓尔不群；朴素型妇女购买服装讲求经济实惠，价格适中。公司根据不同类妇女的不同偏好，有针对性地设计出不同风格的服装，使产品对各类消费者更具有吸引力。又如某自行车企业，根据地理位置、年龄、性别细分为几个子市场：农村市场，因常运输货物，要求牢固耐用，载重量大；城市男青年，要求快速、样式好；城市女青年，要求轻便、漂亮、闸灵。针对每个子市场的特点，制定不同的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=市场营销组合 href="http://wiki.mbalib.com/wiki/%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>市场营销组合</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">策略。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">这种策略的优点是能满足不同消费者的不同要求，有利于扩大销售、占领市场、提高企业声誉。其缺点是由于</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=产品差异化 href="http://wiki.mbalib.com/wiki/%E4%BA%A7%E5%93%81%E5%B7%AE%E5%BC%82%E5%8C%96"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>产品差异化</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=促销 href="http://wiki.mbalib.com/wiki/%E4%BF%83%E9%94%80"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>促销</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">方式差异化，增加了管理难度，提高了生产和</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=销售费用 href="http://wiki.mbalib.com/wiki/%E9%94%80%E5%94%AE%E8%B4%B9%E7%94%A8"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>销售费用</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">。目前只有力量雄厚的大公司采用这种策略。如青岛双星集团公司，生产多品种、多款式、多型号的鞋，满足国内外市场的多种需求。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">3</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">、集中性市场策略</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">集中性市场策略就是在细分后的市场上，选择二个或少数几个细分市场作为目标市场，实行专业化生产和销售。在个别少数市场上发挥优势，提高</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=市场占有率 href="http://wiki.mbalib.com/wiki/%E5%B8%82%E5%9C%BA%E5%8D%A0%E6%9C%89%E7%8E%87"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>市场占有率</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">。采用这种策略的企业对目标市场有较深的了解，这是大部分中小型企业应当采用的策略。日本尼西奇起初是一个生产雨衣、尿布、游泳帽、卫生带等多种橡胶制品的小厂，由于订货不足，面临</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=破产 href="http://wiki.mbalib.com/wiki/%E7%A0%B4%E4%BA%A7"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>破产</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">。总经理多川博在一个偶然的机会，从一份人口普查表中发现，日本每年约出生</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH">25O</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">万个婴儿，如果每个婴儿用两条尿布，一年需要</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> 500</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">万条。于是，他们决定放弃尿布以外的产品，实行尿布专业化生产。一炮打响后，又不断研制新材料、开发新品种，不仅</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=垄断 href="http://wiki.mbalib.com/wiki/%E5%9E%84%E6%96%AD"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>垄断</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">了日本尿布市场，还远销世界</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> 70</SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">多个国家和地区，成为闻名于世的“尿布大王”。</SPAN><SPAN style="FONT-FAMILY: "><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"></SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">当然由于市场细分的标准很多，所以集中性市场策略也千差万别，但是都是集中在一个细分市场上进行推广。比如如果细分市场按照地区划分的话，那么集中性市场策略也包括集中在一个地区进行推广，这一点尤其适用于中小企业。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">采用集中性市场策略，能集中优势力量，有利于产品适销对路，降低成本，提高企业和产品的知名度。但有较大的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=经营风险 href="http://wiki.mbalib.com/wiki/%E7%BB%8F%E8%90%A5%E9%A3%8E%E9%99%A9"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>经营风险</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">，因为它的目标市场范围小，品种单一。如果目标市场的消费者需求和爱好发生变化，企业就可能因应变不及时而陷入困境。同时，当强有力的竞争者打入目标市场时，企业就要受到严重影响。因此，许多中小企业为了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=分散风险 href="http://wiki.mbalib.com/wiki/%E5%88%86%E6%95%A3%E9%A3%8E%E9%99%A9"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>分散风险</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">，仍应选择一定数量的细分市场为自己的目标市场。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">三种目标市场策略各有利弊。选择目标市场时，必须考虑企业面临的各种因素和条件，如企业规模和原料的供应、产品类似性、市场类似性、产品寿命周期、竞争的目标市场等。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ; mso-fareast-language: ZH"> <o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%"><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">选择适合本企业的目标市场策略是一个复杂多变的工作。企业内部条件和外部环境在不断发展变化，经营者要不断通过</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=市场调查 href="http://wiki.mbalib.com/wiki/%E5%B8%82%E5%9C%BA%E8%B0%83%E6%9F%A5"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>市场调查</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">和预测，掌握和分析市场变化趋势与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH"><A title=竞争对手 href="http://wiki.mbalib.com/wiki/%E7%AB%9E%E4%BA%89%E5%AF%B9%E6%89%8B"><SPAN lang=EN-US style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; text-underline: none; mso-fareast-language: ZH-CN"><SPAN lang=EN-US>竞争对手</SPAN></SPAN></A></SPAN><SPAN lang=ZH style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH">的条件，扬长避短，发挥优势，把握时机，采取灵活的适应市场态势的策略，去争取较大的利益。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P> <p>任<span lang="ZH" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH;">何企业都没有足够的</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-language: ZH;"><a title="人力资源" href="http://wiki.mbalib.com/wiki/人力资æº"><span lang="EN-US" style="COLOR: windowtext; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH-CN; text-underline: none;"><span lang="EN-US">人力资源</span></span></a></span><span lang="ZH" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH;">和资金满足整个市场或追求过份大的目标，只有扬长避短，找到有利于发挥本企业现有的人、财、物优势的目标市场，才不至于在庞大的市场上瞎撞乱碰。</span></p><p><span lang="ZH" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-fareast-language: ZH;">非常支持楼主的观点和案例分析,感谢分享这么好的文章.</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p>
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