企业选择目标市场营销策略时,必须考虑企业、产品、市场、竞争者等一系列条件和因素,权衡利弊,以便作出最佳选择。 1、企业资源。如果企业资源雄厚,管理水平较高,可采用差别或无差别市场营销策略,如果企业资源薄弱,无力面对大的市场范围,则宜针对一个或几个细分市场,采取集中性市场营销策略。 2、产品特点。它包括两个方面的 Enterprises choose the target marketing strategy, we must consider the business, products, markets, competitors and a series of conditions and factors, weighing the pros and cons in order to make the best choice. 1, corporate resources. If the enterprise is rich in resources and high level of management, can use the difference or no difference marketing strategy, if the enterprise resources are weak, unable to face the big market range, should be for one or several market segments, to take a centralized marketing strategy . 2, product features. It includes two aspects