摘要
在当前激烈的市场竞争情况下企业积极探索基于STP战略的市场细分开展差异化的营销传播,然而在此过程中由于市场容量等诸多因素的限制产生了同质化现象,在对这一现象详细分析的基础上,剖析了企业实施差异化营销策略产生同质化现象的影响因素,探讨了差异化营销策略同质化现象的解决模式,以期对企业实施差异化营销策略起到一定的借鉴作用.
In the current competitive market,Enterprises actively explore the differentiated marketing communication based on STP strategy,but in this process it was limited by many other factors,such as the market capacity,and as a result,the homogenization turns up.This paper,specific to this phenomenon,analyses the factors of the homogenization caused by enterprises＇ differentiated marketing strategy in detail and discusses the solution model in the hope of being reference to enterprises＇ when they operates differentiated marketing strategy.
出处
《枣庄学院学报》
2011年第5期80-83,共4页
Journal of Zaozhuang University
基金
2010年安徽省质量工程项目(项目编号:20101555)
关键词
STP战略
差异化营销
同质化现象
营销模式
STP strategy
differentiated marketing strategy
homogenization
Marketing pattern
作者简介
李平（1978-），男，安徽合肥人，讲师，中国科学技术大学硕士，主要从事市场营销研究．
