什么是市场营销战略（What is marketing strategy）.docVIP

什么是市场营销战略（What is marketing strategy） The goal must be defined in relation to the overall strategy, the goal and the purpose of the enterprise, and in the enterprises philosophy, to adapt to the market and the customers stance. Analyze the situation of macro environment, market and industry, so as to grasp market opportunities accurately and dynamically. Macro environment: the environment of enterprise and market, including politics, law, society, culture, economy, technology, etc. An enterprise must conduct research, collect information and analyze it scientifically. Environmental change is both a threat and an opportunity for businesses. Micro environment: it refers to the new direction and new integration requirements of enterprise operation and enterprise growth. Use past achievements and other information to understand the companys situation, and collate its advantages and disadvantages. Strategy is actually an enterprises plan to win. Therefore, in formulating strategy, the business community must give full play to its advantages and try to avoid its disadvantages. Develop and implement marketing strategy Marketing strategy formulation and implementation procedures: market segmentation -- selected target market -- marketing mix -- implementation plan -- organization implementation -- evaluation evaluation. 1) market segmentation. The market is not a single, homogeneous customer, but a diverse and heterogeneous group, so market segmentation can find new market opportunities and better meet market demands. It can give full play to the advantages of enterprises and provide the conditions for enterprises to select target market, laying the foundation. 2) target market selection. The selected target market is to determine the market in which the enterprise is going to enter, and to answer the question of who the customer is and the demand of the product. First, the enterprise must have a clear target market; Second, there must be a clear demand for a product and a