《毕业设计(论文)－碎片化时代下的策略》.doc

PAGE 25 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，物质条件、文化水平、网络技术提升，使到人的个性化需求得到了解放，而每个消费者的各色各样的需求正如色彩斑斓的碎片，只要企业能够建立一个有效的适应市场要求，汇聚碎片，就能够产生巨大的利润。社会的发展同时就是人的个性化不断得到满足的过程，消费目标受众从而分化形成了许许多多受众群落的碎片。 从一达通等企业征服碎片市场等成功的例子，证明了碎片化时代营销的可行性。本论文主要是探讨碎片化时代来临的营销要求，在现有的营销理论背景下提出了网上资源整合、口碑营销传播、定制三个能够满足新时代的策略，使到营销方式能够顺应时代变化从而达到了实际的营销要求。 关键词：传统营销，碎片化，个性化，营销策略 注：本设计（论文）题目来源于 自选 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 differe