产品营销模式微创新研究建议.doc

产品营销模式微创新研究建议 摘要：目前，营销模式正在从以企业为中心逐步向以消费者为中心迈进，贴近消费者与企业的关系，则必须了解消费者需求，依照消费者需求生产产品。微创新的实质其实就是对用户体验的关注和改变，也就是用户体验上的创新，以这种用户体验为重点，进行突破，从而实现市场的爆发性增长。新形势下，对整个市场冲击最大的是市场营销模式。我国的企业如何在纷繁复杂的条件下，选择适合自己企业的营销模式，决定着企业的兴衰。因此，如何进行模式的改革，是企业提高效益的决定性因素。市场竞争日益激烈，营销模式的创新将为企业带来必威体育精装版的概念、思想和方法。本文先对营销模式微创新的途径以及方法进行总结，再以上海菱浦水产有限公司所销售的泛纳宾冷冻虾系列产品为例对营销模式微创新进行探索，最终提出企业实现微创新的若干建议。 关键词：营销模式；微创新；泛纳宾冷冻虾248 Research of product marketing mode micro innovative Abstract:Nowadays, the marketing model is from enterprise-centric gradually towards consumer-centric, close to the consumer and corporate relations, you must understand consumer demand, production of products in accordance with consumer demand. Micro-innovation is actually the essence of the attention on the user experience and change, that is, the user experience on innovation, user experience, such as the focus, to break, in order to achieve explosive growth in the market. Under the new situation, the biggest impact on the overall market is marketing mode. How Chinese enterprises in the complicated conditions, to choose their own business marketing model, determines the rise and fall. Therefore, how to model reform, is the decisive factor in enterprises to improve efficiency. An increasingly competitive market, marketing, business model innovation will bring the latest concepts, ideas and methods. This article first micro-marketing model for innovative ways and methods summarized and then sold Ling Pu Fisheries L. vannamei frozen shrimp products, for example for innovative marketing model to explore micro-and ultimately raise enterprises to achieve minimally invasive the new recommendations. 目前以公司为中心的模式正在被抛弃，而以消费者为中心的模式正在兴起，想要消费者参与公司决策，则必须根据消费者的需求生产产品，而不是根据工厂的生产进度。当明确了微创新对于用户体验的关注程度，便可以此追寻微创新的突破点，进而让企业在激烈的市场竞争中独占鳌头。全新的沟通浪潮是新浪微博掀起的，靠的是对字数的微创新。招商银行之所以拥有ldquo;最具创新力rdquo;的名号，靠的是在柜台放一颗糖这项微创新。在互联网的十倍速效应的背景下，获得产品的成本变得更低，推平了低价时代。服务网站凡客诚品之所以震撼整个业界靠的是对外包盒装的微创新。现阶段市场上产品非常丰富，过剩以及同质化非常普遍。在扁平的商业环境下，寻找ldquo;与众不同rdquo;正成为创新的重中之重。除了传统的技术、研发上寻求突破外，应用创新正在成为制