| 精益化营销策略探讨 |
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| 引用本文： | 张爱玲.精益化营销策略探讨[J].山西广播电视大学学报,2006,11(1):71-72. |
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| 作者姓名： | 张爱玲 |
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| 作者单位： | 武汉理工大学管理学院,湖北,武汉,043007 |
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| 摘 要： | 对企业而言,没有客户便没有利润可言,正是基于这样的认识,许多企业采用以追求销量和市场规模为目标、以低生产成本高营销投入为核心的模式。导致企业销量增加,但是利润减少。精益化营销就是要摒弃追求短期销量增长的营销模式,以提升营销的智力资本价值为核心,走营销的集约化成长模式,追求市场份额规模、市场份额质量、企业效益的同步增长,从而建立起企业长期的战略性盈利利基。
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| 关 键 词： | 精益化 营销 客户 价值 细分 |
| 文章编号： | 1008-8350(2006)01-0071-02 |
| 收稿时间： | 11 14 2005 12:00AM |
| 修稿时间： | 2005年11月14 |
Discussion on Lean Marketing Strategies |
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| ZHANG Ailing.Discussion on Lean Marketing Strategies[J].Journal of Shanxi Radio & Tv University,2006,11(1):71-72. |
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| Authors: | ZHANG Ailing |
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| Institution: | Institute of Administration in Wuhan University of Technology, Wuhan, Hubei, 043007, China |
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| Abstract: | For enterprises,no customer means no profit.Based on such cognition,many enterprises aim at the mode or pursuing the increase in sales and the market size,which leads to the increase in sales while the profit is squeezed.The lean marketing does not mean such a marketing mode which pursues a short-time sales increase and it is based on promoting the intellectual capital value,forming the intensified mode of pursing market share,the quality of market share and the increase of the profit in the same pace in order to establish the extended strategic profit niche. |
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| Keywords: | lean marketing marketing customer value customer segmentation |
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