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市场占有率(Market share)这个营销术语,已广为各企业所采用。在企业内,各阶层或各部门,常常以市场占有率的多少,来作为衡量和评价营销工作绩效的工具和全公司共同努力争取的目标。市场占有率指标,虽常常以百分比来表示,但不能因此而忽略各影响因素及因素之间变动的关系而误解市场占有率变动的真正含义。在营销管理过程中,并不能将一味提升市场占有率作为公司目标。随着市场环境的变化,公司应及时相应调整市场占有率策略一增加、维
The market share, a marketing term, has been adopted widely by various companies. In the enterprise, all levels or departments often use the market share as a tool to measure and evaluate the performance of marketing work and the goal that the entire company strives for together. Although market share indicators are often expressed as percentages, they cannot ignore the influence of various factors and the changing relationships between them and misunderstand the true meaning of market share changes. In the process of marketing management, it is not a goal to increase the market share. With the change of market environment, the company should adjust the market share accordingly.