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国内外一些有远见卓识的专家指出,在市场竞争日趋全球化的今天,一个企业仅扩张第一资产——厂房设备、第二资产——产品、第三资产——商标,已很难适应愈来愈激烈的市场竞争,只有努力创造第四资产,才能稳操市场竞争的胜券。 所谓第四资产,就是市场覆盖面宽广、市场影响力强大、市场渠道畅通的营销网络。 事实表明,国内外名牌产品的竞争焦点集中在市场份额上,哪个名牌产品的营销网络宽广、畅通、影响大,它所占的市场份额就高、所创造的经济效益和社会效益就显著。所以,国内外的知名企业,均将建立和完善自己的营销网络,作为实施现代营销策略的精髓,千方百计地扩张它。
Some visionary experts at home and abroad pointed out that in today’s increasingly global market competition, it is difficult for a company to expand its first assets only - plant equipment, second assets - products, and third assets - trademarks. With fierce market competition, only efforts to create a fourth asset can stabilize the competition in the market. The so-called fourth asset is the marketing network with wide market coverage, strong market influence, and smooth market channels. The facts show that the focus of domestic and foreign brand-name products is focused on market share. Which brand-name products have a broad marketing network, smooth flow, and great influence. It has a high market share, and the economic and social benefits it creates are significant. Therefore, well-known domestic and foreign companies will establish and improve their own marketing network, as the essence of the implementation of modern marketing strategies, and do everything possible to expand it.