第1 章 市場(chǎng)與市場(chǎng)營(yíng)銷(xiāo) ......................................................................................... 1 1.1 市場(chǎng)的概念與分類(lèi) ......................................................................................... 2 1.1.1 市場(chǎng)的概念.................................................................................................................. 2 1.1.2 市場(chǎng)的分類(lèi).................................................................................................................. 2 1.2 消費(fèi)者的購(gòu)買(mǎi)行為與消費(fèi)心理研究 ......................................................................................... 5 1.2.1 消費(fèi)者的購(gòu)買(mǎi)行為類(lèi)型............................................................................................... 6 1.2.2 消費(fèi)者的購(gòu)買(mǎi)決策...................................................................................................... 7 1.2.3 在營(yíng)銷(xiāo)中努力琢磨人性............................................................................................... 8 1.3 市場(chǎng)營(yíng)銷(xiāo)的概念與市場(chǎng)營(yíng)銷(xiāo)思維 ......................................................................................... 13 1.3.1 市場(chǎng)營(yíng)銷(xiāo)的概念........................................................................................................ 13 1.3.2 市場(chǎng)營(yíng)銷(xiāo)思維............................................................................................................ 13 1.4 不可執(zhí)著于產(chǎn)品觀(guān)念 ......................................................................................... 14 1.5 營(yíng)銷(xiāo)觀(guān)念、推銷(xiāo)觀(guān)念及社會(huì)營(yíng)銷(xiāo)觀(guān)念 ......................................................................................... 17 1.5.1 營(yíng)銷(xiāo)觀(guān)念................................................................................................................... 17 1.5.2 推銷(xiāo)觀(guān)念................................................................................................................... 19 1.5.3 社會(huì)營(yíng)銷(xiāo)觀(guān)念............................................................................................................ 19 第2 章 市場(chǎng)營(yíng)銷(xiāo)環(huán)境 ...........................................................................................22 2.1 市場(chǎng)營(yíng)銷(xiāo)的微觀(guān)環(huán)境 ......................................................................................... 23 2.2 市場(chǎng)營(yíng)銷(xiāo)的宏觀(guān)環(huán)境組成 ......................................................................................... 26 2.2.1 經(jīng)濟(jì)環(huán)境................................................................................................................... 26 2.2.2 政治與法律環(huán)境........................................................................................................ 29 2.2.3 社會(huì)文化環(huán)境............................................................................................................ 29 2.2.4 技術(shù)環(huán)境................................................................................................................... 30 2.2.5 PEST/PESTEL 分析框架............................................................................................ 31 2.3 幾種常見(jiàn)市場(chǎng) ......................................................................................... 32 第3 章 市場(chǎng)營(yíng)銷(xiāo)調(diào)研與市場(chǎng)需求預(yù)測(cè) ....................................................................35 3.1 市場(chǎng)營(yíng)銷(xiāo)調(diào)研的6 方面內(nèi)容 ......................................................................................... 36 3.2 調(diào)研類(lèi)型與調(diào)研步驟 ......................................................................................... 41 3.3 10 種市場(chǎng)營(yíng)銷(xiāo)調(diào)研方法 ......................................................................................... 42 3.4 市場(chǎng)營(yíng)銷(xiāo)調(diào)研并非總是有效的 ......................................................................................... 46 3.5 設(shè)計(jì)調(diào)研問(wèn)卷的11 個(gè)注意事項(xiàng) ......................................................................................... 48 3.6 預(yù)測(cè)市場(chǎng)需求 ......................................................................................... 50 第4 章 目標(biāo)市場(chǎng)營(yíng)銷(xiāo) ...........................................................................................52 4.1 細(xì)分市場(chǎng) ......................................................................................... 53 4.1.1 7 種細(xì)分消費(fèi)品市場(chǎng)的方法...................................................................................... 54 4.1.2 組織用品市場(chǎng)及其與個(gè)人消費(fèi)品市場(chǎng)的比較........................................................... 56 4.1.3 細(xì)分市場(chǎng)的3 個(gè)例子................................................................................................. 57 4.2 選擇目標(biāo)市場(chǎng)與市場(chǎng)定位 ......................................................................................... 59 4.2.1 選擇目標(biāo)市場(chǎng)............................................................................................................ 60 4.2.2 對(duì)企業(yè)或品牌進(jìn)行市場(chǎng)定位..................................................................................... 61 第5 章 市場(chǎng)競(jìng)爭(zhēng)策略 ...........................................................................................65 5.1 標(biāo)桿超越策略 ......................................................................................... 66 5.2 市場(chǎng)領(lǐng)先者與非市場(chǎng)領(lǐng)先者可采取的市場(chǎng)競(jìng)爭(zhēng)策略 ......................................................................................... 66 5.2.1 市場(chǎng)領(lǐng)先者可采取的市場(chǎng)競(jìng)爭(zhēng)策略.......................................................................... 68 5.2.2 非市場(chǎng)領(lǐng)先者可采取的市場(chǎng)競(jìng)爭(zhēng)策略...................................................................... 70 5.3 市場(chǎng)競(jìng)爭(zhēng)的其他方面 ......................................................................................... 80 5.3.1 產(chǎn)品生命周期的不同階段及其營(yíng)銷(xiāo)策略.................................................................. 80 5.3.2 戰(zhàn)略聯(lián)盟（競(jìng)合）策略.............................................................................................. 81 第6 章 產(chǎn)品策略 ..................................................................................................83 6.1 對(duì)產(chǎn)品進(jìn)行市場(chǎng)定位 ......................................................................................... 86 6.1.1 關(guān)于產(chǎn)品市場(chǎng)定位的理論分析（兩個(gè)層次）............................................................. 86 6.1.2 規(guī)劃產(chǎn)品的市場(chǎng)定位與營(yíng)銷(xiāo)：以藝術(shù)作品為例....................................................... 89 6.2 新產(chǎn)品的產(chǎn)品構(gòu)思與設(shè)計(jì)開(kāi)發(fā) ......................................................................................... 91 6.2.1 產(chǎn)品設(shè)計(jì)方法............................................................................................................ 91 6.2.2 產(chǎn)品開(kāi)發(fā)中的（外部）創(chuàng)意生成............................................................................... 94 6.2.3 開(kāi)發(fā)新產(chǎn)品的機(jī)構(gòu).................................................................................................... 94 6.3 充分發(fā)揮產(chǎn)品包裝的效用 ......................................................................................... 95 6.4 設(shè)計(jì)產(chǎn)品包裝的原則 ......................................................................................... 97 6.5 產(chǎn)品分析方法——波士頓矩陣分析法 ......................................................................................... 98 6.6 產(chǎn)品生命周期的階段特點(diǎn)及相應(yīng)的營(yíng)銷(xiāo)策略 ......................................................................................... 100 6.7 產(chǎn)品線(xiàn)擴(kuò)展策略 ......................................................................................... 101 6.7.1 向上擴(kuò)展產(chǎn)品線(xiàn)策略與向下擴(kuò)展產(chǎn)品線(xiàn)策略......................................................... 101 6.7.2 擴(kuò)展新產(chǎn)品策略...................................................................................................... 102 6.7.3 產(chǎn)品組合圖.............................................................................................................. 103 6.8 從市場(chǎng)營(yíng)銷(xiāo)角度規(guī)劃產(chǎn)品策略 ......................................................................................... 103 6.8.1 小米公司的產(chǎn)品/ 商品布局.................................................................................... 103 6.8.2 其他企業(yè)的產(chǎn)品/ 商品布局實(shí)踐............................................................................ 104 第7 章 價(jià)格策略 ................................................................................................ 106 7.1 定價(jià)目標(biāo)及其應(yīng)用 ......................................................................................... 108 7.1.1 面向目標(biāo)利潤(rùn)的定價(jià)目標(biāo)....................................................................................... 108 7.1.2 面向銷(xiāo)量的定價(jià)目標(biāo)............................................................................................... 109 7.1.3 面向競(jìng)爭(zhēng)的定價(jià)目標(biāo)............................................................................................... 110 7.1.4 面向產(chǎn)品質(zhì)量的定價(jià)目標(biāo)....................................................................................... 110 7.1.5 面向生存的定價(jià)目標(biāo)............................................................................................... 111 7.2 定價(jià)方法 ......................................................................................... 111 7.2.1 面向成本的定價(jià)方法............................................................................................... 111 7.2.2 面向需求的定價(jià)方法............................................................................................... 112 7.2.3 差別定價(jià)法.............................................................................................................. 113 7.2.4 面向競(jìng)爭(zhēng)的定價(jià)方法............................................................................................... 113 7.3 產(chǎn)品定價(jià)策略與技巧 ......................................................................................... 114 7.3.1 新產(chǎn)品定價(jià)策略...................................................................................................... 114 7.3.2 價(jià)格修訂策略.......................................................................................................... 116 7.3.3 其他定價(jià)策略與技巧............................................................................................... 120 7.4 價(jià)格策略的其他方面 ......................................................................................... 125 7.4.1 企業(yè)定價(jià)方面的問(wèn)題............................................................................................... 125 7.4.2 企業(yè)定價(jià)方面的壓力............................................................................................... 126 7.4.3 博弈論與價(jià)格競(jìng)爭(zhēng).................................................................................................. 126 7.4.4 廣義的價(jià)格.............................................................................................................. 127 7.4.5 不合法的定價(jià).......................................................................................................... 127 第8 章 銷(xiāo)售渠道策略 ......................................................................................... 128 8.1 分銷(xiāo)渠道管理 .........................................................................................129 8.1.1 選擇分銷(xiāo)渠道的影響因素....................................................................................... 131 8.1.2 控制渠道的方法...................................................................................................... 134 8.1.3 竄貨及其治理.......................................................................................................... 136 8.2 直接銷(xiāo)售 ......................................................................................... 137 8.3 生產(chǎn)企業(yè)對(duì)待大型中間商的策略 ......................................................................................... 140 8.3.1 生產(chǎn)企業(yè)與大型中間商的博弈............................................................................... 140 8.3.2 積極看待大型中間商的壓價(jià)行為............................................................................ 142 8.3.3 類(lèi)似的博弈：私域流量和公域流量的博弈............................................................. 142 8.4 銷(xiāo)售渠道策略的其他方面 ......................................................................................... 143 8.4.1 按先易后難原則建立渠道體系............................................................................... 143 8.4.2 商品運(yùn)輸方式.......................................................................................................... 144 8.4.3 銷(xiāo)售渠道和價(jià)值網(wǎng)絡(luò)............................................................................................... 145 8.5 銷(xiāo)售渠道發(fā)展展望 ......................................................................................... 146 第9 章 銷(xiāo)售策略 ................................................................................................ 148 9.1 銷(xiāo)售推廣及管理 ......................................................................................... 149 9.1.1 銷(xiāo)售推廣的目標(biāo)與對(duì)應(yīng)方法................................................................................... 149 9.1.2 銷(xiāo)售推廣的時(shí)間安排............................................................................................... 152 9.1.3 銷(xiāo)售推廣的預(yù)算管理............................................................................................... 152 9.2 人員推銷(xiāo)及管理 ......................................................................................... 152 9.2.1 銷(xiāo)售團(tuán)隊(duì)的組織形式............................................................................................... 153 9.2.2 銷(xiāo)售人員的薪酬制度............................................................................................... 153 9.3 重要的銷(xiāo)售手段——促銷(xiāo) ......................................................................................... 155 9.4 市場(chǎng)營(yíng)銷(xiāo)管理與11 個(gè)營(yíng)銷(xiāo)管理案例 ......................................................................................... 156 9.4.1 市場(chǎng)營(yíng)銷(xiāo)管理.......................................................................................................... 156 9.4.2 營(yíng)銷(xiāo)管理案例.......................................................................................................... 157 9.5 銷(xiāo)售技巧、經(jīng)驗(yàn)與感悟 ......................................................................................... 162 9.5.1 銷(xiāo)售技巧................................................................................................................. 162 9.5.2 銷(xiāo)售經(jīng)驗(yàn)與感悟...................................................................................................... 163 9.6 營(yíng)銷(xiāo)的重要手段——廣告 ......................................................................................... 169 9.6.1 廣告詞撰寫(xiě)思路和方法........................................................................................... 169 9.6.2 廣告媒體及其應(yīng)用和發(fā)展趨勢(shì)............................................................................... 171 9.6.3 廣告活動(dòng)及其實(shí)施策略........................................................................................... 172 9.6.4 贊助營(yíng)銷(xiāo)—— 一種軟性廣告.................................................................................. 174 9.6.5 營(yíng)銷(xiāo)人員對(duì)待廣告的另一種態(tài)度............................................................................ 175 9.7 4Ps 營(yíng)銷(xiāo)組合理論的發(fā)展 ......................................................................................... 175 9.7.1 4Cs 營(yíng)銷(xiāo)組合理論................................................................................................... 176 9.7.2 4Rs 營(yíng)銷(xiāo)組合理論................................................................................................... 179 9.7.3 其他營(yíng)銷(xiāo)組合理論.................................................................................................. 181 第10 章 品牌策略 .............................................................................................. 183 10.1 品牌的概念與價(jià)值 ......................................................................................... 185 10.1.1 品牌概念與設(shè)計(jì)（命名與圖標(biāo)）.......................................................................... 185 10.1.2 品牌價(jià)值............................................................................................................. 187 10.2 多品牌策略 ......................................................................................... 189 10.2.1 多品牌策略的優(yōu)點(diǎn).............................................................................................. 189 10.2.2 多品牌策略的缺點(diǎn).............................................................................................. 191 10.3 統(tǒng)一品牌策略 ......................................................................................... 192 10.4 結(jié)合企業(yè)名稱(chēng)與個(gè)別品牌的策略 ......................................................................................... 193 10.5 品牌經(jīng)營(yíng)及其他方面 ......................................................................................... 194 10.5.1 失去老品牌的加多寶重塑新品牌——兼論蒙牛借勢(shì)塑造品牌.......................... 195 10.5.2 其他借勢(shì)塑造品牌的例子................................................................................... 196 10.5.3 品牌價(jià)值排名數(shù)據(jù).............................................................................................. 197 10.5.4 品牌管理與保護(hù).................................................................................................. 199 10.5.5 無(wú)品牌策略.......................................................................................................... 199 10.5.6 過(guò)去我國(guó)曲藝界的品牌意識(shí)............................................................................... 200 10.5.7 術(shù)語(yǔ)辨析——品牌這個(gè)術(shù)語(yǔ)不能隨意用............................................................ 200 第11 章 公關(guān)策略 ............................................................................................... 201 11.1 企業(yè)必須處理好與各利益相關(guān)方的關(guān)系 ......................................................................................... 202 11.2 企業(yè)如何做好公關(guān)？ ......................................................................................... 205 11.2.1 善用事件進(jìn)行公關(guān).............................................................................................. 205 11.2.2 企業(yè)正確做好自己的事....................................................................................... 206 11.2.3 宣傳推廣............................................................................................................. 207 11.2.4 著重宣傳企業(yè)形象.............................................................................................. 208 11.3 公關(guān)危機(jī)管理 ......................................................................................... 209 11.3.1 一些失敗的危機(jī)公關(guān).......................................................................................... 210 11.3.2 積極的危機(jī)公關(guān).................................................................................................. 212 第12 章 互聯(lián)網(wǎng)營(yíng)銷(xiāo) ........................................................................................... 215 12.1 互聯(lián)網(wǎng)營(yíng)銷(xiāo)概述 ......................................................................................... 216 12.1.1 互聯(lián)網(wǎng)營(yíng)銷(xiāo)的特性.............................................................................................. 216 12.1.2 互聯(lián)網(wǎng)營(yíng)銷(xiāo)對(duì)企業(yè)經(jīng)營(yíng)的重要影響.................................................................... 217 12.1.3 互聯(lián)網(wǎng)營(yíng)銷(xiāo)發(fā)展歷程.......................................................................................... 217 12.2 我國(guó)當(dāng)前互聯(lián)網(wǎng)發(fā)展情況 ......................................................................................... 218 12.3 怎樣做好互聯(lián)網(wǎng)推廣 ......................................................................................... 220 12.3.1 互聯(lián)網(wǎng)推廣方法.................................................................................................. 220 12.3.2 主要指標(biāo)............................................................................................................. 223 12.4 獲取互聯(lián)網(wǎng)流量的策略與措施 ......................................................................................... 223 12.5 社交媒體改變交流和營(yíng)銷(xiāo)方式 ......................................................................................... 225 12.5.1 社交媒體改變了交流方式................................................................................... 225 12.5.2 社交媒體改變了營(yíng)銷(xiāo)方式................................................................................... 227 12.6 程序化廣告典范：京騰計(jì)劃——有效進(jìn)行互聯(lián)網(wǎng)營(yíng)銷(xiāo)......................................................................................... 228 12.6.1 京騰魔方............................................................................................................. 230 12.6.2 京準(zhǔn)通................................................................................................................. 231 12.6.3 其他電商平臺(tái)的程序化廣告............................................................................... 232 12.7 互聯(lián)網(wǎng)企業(yè)的6 種經(jīng)營(yíng)思維 .........................................................................................233 第13 章 當(dāng)前銷(xiāo)售的重要方面——電子商務(wù) ......................................................... 238 13.1 一些電商平臺(tái)為何常常能贏(yíng)過(guò)實(shí)體店 ......................................................................................... 239 13.2 電子商務(wù)與互聯(lián)網(wǎng)營(yíng)銷(xiāo) ......................................................................................... 241 13.3 電商平臺(tái)、電商應(yīng)用開(kāi)發(fā)模式及電商經(jīng)營(yíng)模式 ......................................................................................... 242 13.3.1 電商平臺(tái)、電商應(yīng)用開(kāi)發(fā)模式........................................................................... 242 13.3.2 電商經(jīng)營(yíng)模式...................................................................................................... 243 13.4 我國(guó)電子商務(wù)的應(yīng)用狀況 .........................................................................................244 13.4.1 我國(guó)近幾年電商市場(chǎng)的總體數(shù)據(jù)........................................................................ 244 13.4.2 我國(guó)近幾年跨境電商市場(chǎng)數(shù)據(jù)........................................................................... 245 13.5 美國(guó)電子商務(wù)應(yīng)用狀況 ......................................................................................... 249 第14 章 國(guó)際營(yíng)銷(xiāo) .............................................................................................. 252 14.1 結(jié)合國(guó)際營(yíng)銷(xiāo)與本土化策略 ......................................................................................... 254 14.2 一些國(guó)家和地區(qū)的市場(chǎng)環(huán)境 ......................................................................................... 255 14.2.1 部分新興市場(chǎng)國(guó)家的市場(chǎng)環(huán)境........................................................................... 256 14.2.2 其他地區(qū)與國(guó)家簡(jiǎn)介.......................................................................................... 258 14.3 在國(guó)際營(yíng)銷(xiāo)中重視社會(huì)文化因素 .........................................................................................260 14.4 跨國(guó)公司的國(guó)際轉(zhuǎn)移定價(jià) ......................................................................................... 263 第15 章 市場(chǎng)營(yíng)銷(xiāo)的其他方面及發(fā)展 ................................................................... 265 15.1 服務(wù)營(yíng)銷(xiāo)——?dú)v久彌新的營(yíng)銷(xiāo)策略 .........................................................................................266 15.1.1 優(yōu)質(zhì)的服務(wù)和客戶(hù)關(guān)系管理有利于形成高顧客忠誠(chéng)度..................................... 266 15.1.2 如何實(shí)踐服務(wù)營(yíng)銷(xiāo)戰(zhàn)略....................................................................................... 267 15.2 體驗(yàn)營(yíng)銷(xiāo)——當(dāng)前企業(yè)和顧客的關(guān)注點(diǎn) ......................................................................................... 270 15.2.1 亞馬遜實(shí)體書(shū)店——完全根據(jù)顧客喜好布置..................................................... 270 15.2.2 無(wú)收銀員超市...................................................................................................... 272 15.2.3 提升顧客體驗(yàn)的其他實(shí)踐................................................................................... 274 15.2.4 一些相反的情況——沒(méi)有充分考慮顧客的體驗(yàn)................................................. 276 15.3 重視文化營(yíng)銷(xiāo)的模式和途徑 .........................................................................................278 15.4 有效進(jìn)行內(nèi)容營(yíng)銷(xiāo)的思路和方法 .........................................................................................280 15.5 建設(shè)顧客數(shù)據(jù)庫(kù)，開(kāi)展數(shù)據(jù)庫(kù)營(yíng)銷(xiāo) .........................................................................................282 15.6 綠色營(yíng)銷(xiāo)的效用和實(shí)踐方法 ......................................................................................... 284 15.7 正確對(duì)待灰色營(yíng)銷(xiāo) ......................................................................................... 286 15.8 其他營(yíng)銷(xiāo)形式 .........................................................................................287 15.8.1 饑餓營(yíng)銷(xiāo)............................................................................................................. 287 15.8.2 許可營(yíng)銷(xiāo)............................................................................................................. 287 15.8.3 病毒營(yíng)銷(xiāo)............................................................................................................. 288 15.8.4 知識(shí)營(yíng)銷(xiāo)............................................................................................................. 288 15.8.5 非營(yíng)利組織的營(yíng)銷(xiāo).............................................................................................. 289 附錄 ..................................................................................................................... 290 2016—2018 年品牌價(jià)值數(shù)據(jù)...................................................................................................... 290 2016—2018 年我國(guó)互聯(lián)網(wǎng)發(fā)展、應(yīng)用情況................................................................................ 291 2012—2019 年我國(guó)電商市場(chǎng)總體數(shù)據(jù)....................................................................................... 298 參考文獻(xiàn) .............................................................................................................. 300