浅析企业目标市场营销战略 目 录内容摘要 .................................................... Ⅰ Abstract .................................................... Ⅱ 一、目标市场概述.............................................1(一)目标市场的定义........................................1(二)目标市场的确立........................................1(三)目标市场选择的必要性..................................2二、影响企业目标市场选择的因素...............................3(一)企业资源..............................................4(二)产品特点..............................................4(三)供求关系..............................................4(四)竞争者的威胁..........................................4三、目标市场选择.............................................5(一)市场细分..............................................5(二)市场定位..............................................8四、目标市场营销策略的选择..................................10(一)无差异性营销策略.....................................11(二)差异性营销策略.......................................11(三)集中性市场策略.......................................12内容摘要 企业销售增长缓慢，效益回升不明显，地区间、行业间差距悬殊，是当前商业企业面临的难题。其原因除了在总体上处于买方市场的态势外，多数企业市场占有率不高亦是一个重要问题。因此，准确选择目标市场，实施有效的目标营销策略，提高目标市场市场占有率，是目前商业企业扩大销售赢利的主要课题。本文以目标市场为研究核心，对各种影响企业选择目标市场的的因素进行分析，着力探讨企业进行目标市场营销活动时的战略，最后得出相关启示。关键字： 企业 目标市场 营销战略Abstract Enterprise sells an increase slowly , improvment in economic performance is not obvious, the area room , the industry room gap differ widely , are difficult problem facing the current commercial enterprise. Whose factor situation outside except being in long market on population, that major enterprise market share are not taller than also is a important pro...
