市场小众化发展趋势及典型案例分析.docVIP

本 科 生 毕 业 论 文 题目：市场小众化的发展趋势及典型案例分析 教学单位 管理学院______ _ ______ 姓 名_ _ _______ _______ _ 学 号_ __ _________ 年 级_ _____ _________ _ 专 业_ 市场营销__ _________ ____ 指导教师 __ _______________ 职 称_ _教授_ _______________ 年 月 日 摘 要 随着我国市场经济的不断深入发展，小众化成了为了市场发展的趋势，而与之相应的营销方式也需要进行变革。在以产品为中心的大众化消费时代，企业的关注点往往是打造受大众欢迎的主流产品，其市场营销的目的更多的是服务于产品，但随着市场小众化的来临，企业更多是要用个性化、差异化的产品来满足小众消费群体的需求。尤其是互联网让百分之九十九的商品都能够被销售，所以要进入一块小众市场，使消费者第一时间会关注产品，并建立技术壁垒，进而选择专业精耕或走向大众市场，所以小众化是商业的未来。本文分析了小众化市场发展的必然趋势，指出了现阶段小众化营销存在的一些现实问题，并以红牛从小众到大众化市场为案例，提出了一些小众化营销的营销策略。 关键字：小众市场；品牌营销；细分市场；个性化 Abstract With the development of the market economy of our country will continue in-depth development, niche formation is to the trend of market development, and corresponding marketing also need to change. In the era of mass consumption, the focus is often to create popular mainstream products, its marketing purpose serves more products. With the advent of niche markets, companies with more personalized, differentiated products to satisfy the needs of niche consumer groups, the most important is to serve the consumers the purchase process, optimize the consumer shopping experience. Especially the Internet allows ninety-nine percent of the goods can be sold, so to get into a niche market, make consumers in the first place will focus on products, and to establish technical barriers, and then choose the professional precision farming or to the mass market, so the niche is the future of the business. This paper analyzes the niche market development inevitable trend, points out the present stage of niche marketing there are some realistic problems, with red bull from the to the mass market as a case, using the niche marketing tactics are put forward. Key words: Niche market; brand marketing; market segmentation; Personalized 目 录 第一章 绪论 1 1.1研究背景 1 1.2研究意义 1 1.3研究方法 2 第二章 小众化市场的发展趋势 3 2.1小众市场的涵义