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传统的市场营销观念认为,产品和服务定位明确、指向性强才有可能赢得市场。但是,分析目前市场上某些商品成功的例子,笔者发现其原因在于企业采取了市场营销模糊化的策略,即通过打破“年龄”、“性别”等传统观念的限制,来达到最大限度地扩大市场面的目的,赢得更多的消费者。本文主要对市场营销模糊化的产生背景、概念、特性,以及市场营销模糊化的表现进行研究。
The traditional concept of marketing that products and services clear positioning, strong point is it possible to win the market. However, analyzing the successful examples of some commodities on the market at present, the author finds that the reason is that the enterprises adopt the strategy of fuzzy marketing, which is achieved by breaking the restrictions of traditional concepts such as “age”, “sex” Maximize the purpose of the market to win more consumers. This paper mainly studies the background, concept, characteristics and the fuzziness of marketing in the marketing fuzzification.