市场如战场,越来越多的企业营销人员对此说法有着切身的体会。这其中一个突出的特点,就是随着产品同质化程度的提高,消费者购买与消费意识的提升与转变,导致了市场竞争行为的加剧,因而出现了广告战、促销战,更多的是价格战。时时使企业销售主管们头痛的是,面对多变的市场,日益白热化的同行竞争,如何做出正确的情势判断和科学准确的决策?于是,这几年许多企业纷纷成立了市场部或企划 Markets such as battlefields, more and more corporate marketers have personal experience of this statement. One of the prominent features of this is that as the degree of product homogeneity increases, consumers’ awareness of purchasing and consumption rises and changes, leading to increased competition in the market. As a result, advertising campaigns and sales promotion campaigns have emerged. Price war. From time to time, headaches for corporate sales executives are that in the face of ever-changing markets, increasingly fierce peer competition, how to make the right situation judgments and scientific and accurate decision-making? So, in recent years many companies have set up a marketing department or planning