毕业设计（论文）-碎片化时代下的策略.docVIP

摘 要 碎片市场一直都存在，只是在以往规模经营、成本核算、批量生产、考虑收益和付出总体的情况下，龙头部分往往是人们关注的。营销策略一直都是随着经济条件、文化活动的变迁而变化着，营销策略在推动经济发展进程中起着重要的作用，应当顺应市场状况变化而变化。 传统营销倡导的大热门聚集就形成这样一种情况：热门商市场开拓越深入，品牌诚信度和企业利润越下降。传统营销的核心是：对最能产生利润的市场进行环境分析后，进行市场细分、选择目标市场、定位并采用营销组合策略满足目标市场。选择热门的市场是传统营销理论的出发点。 随着社会的发展，就是人的个性化不断得到满足的过程Abstract Fragmentation market has been all existence, just in past scale operation, cost accounting, batch production, consider earnings and pay the overall situation, leading part is often the attention. Marketing strategy has been with economic conditions and cultural activities, the changes of the changing the marketing strategy in the process of promoting economic development plays an important role, should conform to the market situation changes. The traditional marketing advocate big popular gathered will form a situation: the further ShangShiChang exploit popular brand integrity and corporate profits, the decline. The traditional marketing to the core is: most can generate profit market environment analysis, fractionizing market, choose target market, positioning and marketing mix strategy by satisfying the target market. Choose popular market is the starting point of the traditional marketing theory. With the development of society, the conditions of material and cultural level, network technology promotion, make to people got the personalized needs of liberation, but every consumer of a variety of demand as colorful fragmentation, as long as the enterprises to establish an effective adapt the market requirement, the gathering fragments, can produce the huge profits. The development of society and is constantly meet the individuation process, consumption of target audience and differentiation formed many audience fragmentation of the community. From a da tong etc enterprise conquer fragmentation market examples of success, proved the feasibility of fragmentation age marketing. This thesis mainly discussed fragmentation era is the marketing requirement, in existing marketing theory backgr