武汉凌云集团的目标市场拓展战略

摘要

现代市场营销学提示:企业在确定其目标市场以后,下一步的任务就是怎样运用正确的营销策略占领它,并且要选择一个正确的目标市场拓展战略.然而,目标市场拓展战略的选择依赖于市场本身的特征、各个市场的联系、市场竞争状况以及企业所具备的实力等条件.笔者通过长期地对武汉凌云集团的深入调查、深度访谈和实证分析的基础上,归纳和总结了该企业科学运用目标市场拓展战略的成功经验,以提供给中国广大企业学习与借鉴.%Modern Marketing Tip: After enterprise has determined their target market, the next step is to use the correct marketing strategy to occupy it, and to choose the right target market expansion strategy. However, the choice of target market expansion strategy depends on the characteristics of the market itself, contact of the various markets, competitive conditions of market, and the strength that enterprises have. Through the deep investigation, interview and empirical analysis for Wuhan Lingyun Group, the author summed up his successful experiences about using scientifically target market expansion strategy, to provide reference for the majority of enterprises in China.