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how to choose the best online marketing strategy

shangchuan • • 知识百科

Marketing——Marketing Strategy
市场营销——市场策略

Niche Marketing 利基营销
This involves a business selling its product(s) in **all, often lucrative, segments of a market. It is the opposite strategy to mass marketing. Many **all businesses can identify unsatisfied consumer needs in a particular segment within a large industry, and they can develop products to meet these needs.
This allows the **all businesses to exist in industries that are dominated by large businesses (e.g. Classic FM in the radio broadcasting industry, SAGA in the holiday industry). However, if larger rivals appear within the niche market, the **aller businesses will often find it difficult to compete effectively with these well-resourced businesses.
It is also dangerous for a business to offer just one product within the market, since any larger rivals are likely to be more diversified and have a wider product portfolio. Theses larger businesses could, therefore, reduce their prices to such a low level that the **all business cannot compete profitably.
Nevertheless, during periods of economic growth and higher consumer spending, then niche markets can offer a very lucrative opportunity to many **all businesses to offer a personalised, high value-added service/Product.
这涉及到一个企业在一个小的，通常是有利可图的细分市场上销售其产品。它是与大众营销相反的策略。许多小企业可以在一个大行业的特定细分市场中发现未被满足的消费者需求，他们可以开发产品来满足这些需求。
这使得小企业能够存在于由大企业主导的行业中（例如，无线电广播行业的经典调频，度假行业的SAGA）。然而，如果利基市场中出现较大的竞争对手，小企业往往会发现很难与这些资源丰富的企业进行有效竞争。
一个企业在市场上只提供一种产品也是很危险的，因为任何较大的对手都可能更加多样化，拥有更广泛的产品系列。因此，这些大型企业可能会将价格降到很低的水平，以至于小企业无法盈利地竞争。
然而，在经济增长和消费者支出增加的时期，利基市场可以为许多小企业提供一个非常有利可图的机会，提供个性化的高附加值服务/产品。

The purpose of the extension strategy is to delay the decline stage of the lifecycle and produce extra sales and revenue for the business.
扩展战略的目的是推迟生命周期的衰退阶段，为企业产生额外的销售和收入。

Marketing Model 营销模式
This is a framework for making marketing decisions in a scientific manner. It is derived from Frederick Taylor’s method of decision-making. The model has five stages:
这是一个以科学方式进行营销决策的框架。它源于弗雷德里克-泰勒的决策方法。该模型有五个阶段：
Stage 1 – Set the marketing objective (normally based on the company’s objectives). For example, if the company’s main objective is growth, then a marketing objective may be to increase the number of markets in which it sells its products.
Stage 2 – Gather the data that will be needed to help make the decision. This will involve the extensive use of market research to gather qualitative and quantitative data concerning the market size, the market growth, customers’ perceptions of the company and its products, the competitors, etc.
Stage 3 – Form hypotheses, (theories and strategies about how best to achieve the objective). For example, a medium-sized UK manufacturer of shoes may start selling products in the lucrative North American market, or it may decide to concentrate on new segments of the UK market (e.g. sports-shoes).
Stage 4 – Test the hypotheses. Each hypothesis will be **ysed to see its potential profitability and the likelihood of success. This will be carried out through further market research, possibly by test marketing a product in a **all geographic area in order to assess its potential for success.
Stage 5 – Control and review the whole process. This involves implementing one of the hypotheses, via the marketing mix, and looking at its outcome (ie did it meet the objective? could it have been improved?). This will help the business to set future strategies and plans which will be achievable and realistic.
第一阶段 – 设定营销目标（通常基于公司的目标）。例如，如果公司的主要目标是增长，那么营销目标可能是增加其产品销售的市场数量。
第二阶段–收集有助于做出决定的数据。这将涉及广泛使用市场调查，以收集有关市场规模、市场增长、客户对公司及其产品的看法、竞争对手等的定性和定量数据。
第三阶段–形成假设，（关于如何最好地实现目标的理论和策略）。例如，一家中等规模的英国鞋类制造商可能开始在利润丰厚的北美市场销售产品，或者它可能决定专注于英国市场的新领域（如运动鞋）。
第四阶段–测试假设。将对每个假设进行分析，以了解其潜在的盈利能力和成功的可能性。这将通过进一步的市场研究来进行，可能的话，在一个小的地理区域试销一个产品，以评估其成功的潜力。
第五阶段–控制和审查整个过程。这涉及到通过营销组合实施其中一个假设，并观察其结果（即它是否达到了目标？） 这将有助于企业制定可实现的、现实的未来战略和计划。

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