"经营顾客"——台湾诚品书店营销传播模式的一种解释

台湾诚品书店创造了独特的“城市文化卖场“的书业零售新业态.其核心经营思想是“经营顾客“,通过对“顾客份额“而非“市场份额“的追求,并结合精英定位、卖场化经营格局、店面风格化设计、后现代式品牌传播模式等,实现了卓越经营.

"Customer Management"——Analysis on the Communication of Marketing Model of Taiwan Elite Book Store

Taiwan Elite Book Store creates a new and unique type in retail industry which we call "city culturalsupermarket". Its key marketing ideology is customer management, which aims to achieve the best result via customershare instead of market share, together with elite allocation, store localization, stylized store design and post- modernbrand communication.