南京先锋奥特莱斯差异化营销策略的分析
摘要
经济的飞速发展,零售业的逐渐成熟,不可避免的带来了同质化竞争问题。新思想、新
观念层出不穷,营销手法不断推陈出新,越来越多的企业开始重视客户的差异化需求,差
异化营销模式的出现给力图长久生存的企业带来了一线生机。本文通过五力模型分析南京先
锋奥特莱斯的市场定位,目标消费群体以及所处的宏观、微观环境得出企业该如何进行差异
化营销,最后总结差异化营销的效果,得出适当的差异化会在零售业大军中树立起鲜明的
旗帜
,最终才能拥有自己的忠诚顾客的结论。
关键词:
差异化营销
市场定位 目标消费者 五力模型
Abstract
The economical rapid development, the retail trade mature, inevitable has brought
the homogenization competition question gradually.The new thought, the new idea
emerge one after another incessantly, the marketing technique weeds through the old to
bring forth the new unceasingly, more and more many enterprises started to take the
customer the variation demand, the variation marketing pattern appearance for try hard
the long-lived the enterprise to bring a vitality.This article through five strength model
analysis Nanjing cutting edge Otter Lies's market localization, macroscopic, how the
microscopic environment which the goal expense community as well as does locate
obtains the enterprise to be supposed to carry on the variation marketing, finally
summarizes the variation marketing effect, obtains the suitable variation to be able to set
up the bright flag in the retail trade army, finally can have own loyal customer's
conclusion.
Key word:
Variation marketing market localization goal consumer five strength
models
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