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营销模式是企业最基本的生存方式,是企业与客户发生交换关系中的工作方式,是企业为达到营销目标、完成营销任务所采取的营销工作办法的高度概括,也是指导一切营销工作的指南。 一般地,不同行业的企业,其营销模式具有差异性、同一行业中,不同规模的企业,其营销模式也各有不同。从本质上讲,企业所采取的营销模式与企业的资源配置能力密切相关,亦遵从于企业的营销定位。有怎样的资源能力,就有怎样的营销定位,从而有怎样的营销模式。
Marketing model is the most basic way of life for an enterprise. It is a way of working in an exchange relationship between an enterprise and a client. It is a high-level summary of the marketing methods adopted by an enterprise for achieving marketing objectives and completing marketing tasks. It is also a guide for guiding all marketing efforts. Generally, enterprises in different industries have different marketing modes. In the same industry, enterprises of different scales have different marketing modes. In essence, the marketing model taken by the enterprise is closely related to the ability of the enterprise to allocate resources, and also follows the marketing orientation of the enterprise. What kind of resource ability, there is what kind of marketing positioning, so what kind of marketing model.