目标客户与营销创新研究

在竞争激烈的市场环境下,企业必须进行不断的营销创新才能更好地适应市场.随着市场营销模式由"以产品为中心"向"以顾客为中心"的转变,营销创新主要应围绕顾客关系而展开,其中目标客户是企业营销创新的核心内容.企业应在科学分析的基础上确立自己的目标客户,并在现代信息技术的支持下,建立目标客户管理系统.通过营销创新,与顾客保持良好的接触和沟通,超前地把握顾客需求,及时地对原来的产品或服务、营销方法进行改进,培养忠诚型顾客和吸引新顾客,实现企业利润的最大化.

Target Customers and Marketing Innovation

In the intensive competition of markets, enterprises have to make constant marketing innovation to adapt themselves to the market. With the transformation from "the products-oriented" marketing pattern to "the customer-oriented" pattern, marketing innovation should focus on the relation with the customers and the target customers are the core of marketing innovation. Enterprises should establish their target customers on the basis of scientific analysis, and establish their management system with the support of modern information technology. Through marketing innovation, they should keep good contact and communication with their customers, know the needs of the customers in advance, improve their products, service, and ways of marketing, foster loyal customers and attract new customers so as to maximize their profits.