14浅析市场营销中的非价格竞争策略教材.doc

浅析市场营销中的非价格竞争策略 摘要 科技的进步，人们的生活水平的提高，促使市场营销的产品从过去的商定产品逐渐发展为消费者定产品。从某种程度上来说，当今的企业是以顾客为中心，全方位为顾客着想，以顾客为宗旨，设立产销计划。消费者的消费取向也逐渐变化，物质和精神的追求都得到了提高。消费者已经不再仅仅满足于吃饱穿暖，而且追求另外一种心里的满足。 最近今年，市场上的竞争越来越激烈，竞争的方式也是越来越多元化。其中，价格竞争越演越烈，但是企业通过价格战的方式争夺市场的效果却越来越不明显，企业了解自己应该采取怎样的竞争策略成为亟待解决的问题。本文通过对价格战在各市场的制约条件及利弊分析，指出企业在现阶段的发展竞争中需要观念的转变，将非价格竞争推上历史舞台，并提出非价格竞争的几种策略。 关键词：市场营销，竞争，价格战，非价格竞争 Brief Analysis of Marketing Strategy in the Non-price Competition ABSTRACT Advances in technology, improve peoples living standards, to promote the marketing of products from the past agreed to the progressive development of products for the consumer fixed product. To some extent, todays business is customer-centric, all-round for the sake of customers, to customers for the purpose of setting up production and marketing plans. Consumer spending, gradually change, the pursuit of material and spiritual are increased. Consumers are no longer satisfied merely feed and clothe and meet the pursuit of another mind. In recent years, the competition is becoming more and more intense in the market, and the ways of competition has been diversified. Among them, the price competition intensified, but to gain the market in this way the enterprises could not achieve the obvious effect any more, companies know what their competitive strategy should be taken as a serious problem.Based on the price war in all market, the paper analyzed its constraints as well as its merits and defects, pointing out that in the present stage of competition the enterprises have to change their concept and push the non-price competition onto the stage of history. In addition, the paper also put forward several strategies of the non-price competition. Key words: marketing, competition, price war, non-price competition 目录 摘要 Ⅰ ABSTRACT Ⅱ 1引言 1 1.1选题的背景 1 1.2市场营销中非价格竞争的策略的研究现状 1 1.2.1国际研究现状 1 1.2.2国内研究现状 2 1.3选题的意义 2 2价格竞争的制约条件及弊端 4 2.1价格竞争的制约条件 4 2.2价格竞争的弊端 7 3非价格竞争策略 9 3.1非价格竞争的目标和核心 9 3.2非价格竞争的策略 9 3.2.1产品差异化竞争策略 1