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个性化营销

发布于：2020-07-03

　　所谓个性化营销(Personalization Marketing)，最简单的理解就是量体裁衣。具体来说，就是企业面向消费者，直接服务于顾客，并按照顾客的特殊要求制作个性化产品的新型营销方式。它避

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市场战略

发布于：2020-07-02

市场战略(Market strategy) 　　市场战略是指企业在复杂的市场环境中，为达到一定的营销目标，对市场上可能发生或已经发生的情况与问题所作的全局性策划。　　它有不同的分类：　　1.按其内

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反盈利策略

发布于：2020-07-01

　　反盈利策略是指企业不以盈利为目标的赔钱营销策略。盈利是广大企业的共同目标，但有时实施赔钱策略却会收到意想不到的效果。　　实施反盈利策略应该注意：　　①营销策略应紧扣消费者的心理需求。　　②要

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哈利波特式营销

发布于：2020-06-30

哈利波特式营销　　某运营商的某品牌定位为15~25岁的用户群，由于业务、资费和品牌宣传等方面贴近年轻客户，获得这一消费群体的认可。但随着品牌所覆盖的目标用户年龄的增大，他们还会使用该运营商的其他业务

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海外市场进入模式

发布于：2020-06-29

　　海外市场进入模式是指是指“使企业的产品、技术、人力资源、管理或者其他资源进入某一特定海外国家的制度安排”。海外市场进入模式是贯穿跨国公司理论研究的一条基本线索。如海默的垄断优势理论以及后来的内部化

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标准跟进

发布于：2020-06-24

标准跟进(Benchmarking) 　　标准跟进是指将产品、服务和市场营销过程同竞争对手尤其是最具优势的竟争对手进行对比，在比较、检验和学习的过程中逐步提高自身的服务标准和服务质量[1]。　　标准

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国际市场产品计划

发布于：2020-06-23

　　国际市场产品计划是指企业在进入国际市场前，应对进入的产品种类、新产品的开发、品牌、包装以及相应的保证策略以及何时进入市场进行系统的规划。进行这种规划的意义在于，尽可能地保证企业进入外国市场的成功，

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包装策略

发布于：2020-06-23

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高价厚利策略

发布于：2020-06-22

　　高价厚利定价策略是指企业向国际市场推出新产品时，有目的地把价格定得很高，以尽可能在短期内获取高额利润的一种定价策略。就像从牛奶中撇取奶油一样，因此又称为取脂定价策略，或者撇奶油定价策略。采用这种定

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防御战原则

发布于：2020-06-20

　　1.防御战原则之一：只有市场上的领导企业才应该考虑处于守势　　这条原则似乎简单易懂，但实际情况并非如此。在现实生活中，没有哪家公司不把自己看作是一个领导者，只是大多数公司的这种领导地位是基于其创

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