摘要
在ITMC市场营销沙盘中,对于整体市场环境的分析是企业合理选择营销渠道、制定产品组合策略和零售价格策略的基础。通过对三年整体市场环境的分析,直销、批发和零售市场需求数量变化趋势的分析,结合市场期望价格,提出直销策略、批发策略和零售市场六类人群的定价策略,为企业经营者制定营销策略提供依据。
In the ITMC marketing sand table, the analysis of the overall market environment is the basis for enterprises to rationally select marketing channels, formulate product mix strategy and retail price strategy. Based on the analysis of the three-year overall market environment, the trend of market demand changes in direct marketing, wholesale and retail markets, and combined with the expected market prices, this paper puts forward six kinds of pricing strategies, namely, direct marketing strategy, wholesale strategy and retail market, which can provide a basis for business operators to formulate marketing strategies.
作者
王咏
王志丽
WANG Yong(Tianjin business Career Academy, Tianjin 300220)
出处
《湖南工业职业技术学院学报》
2019年第3期62-66,72,共6页
Journal of Hunan Industry Polytechnic
基金
2018年度天津市高等职业技术教育研究会项目“高职市场营销技能大赛与教学衔接的实践研究—基于情境营销竞赛模块”(项目编号:XⅧ4063)
关键词
ITMC
沙盘
经营策略分析
ITMC
sand table
business strategy analysis
