Marketing Strategy | 营销策略

📚 Marketing Strategy | 营销策略

A marketing strategy is a long-term plan that sets out how a business will identify, anticipate and satisfy customer needs profitably. It brings together decisions about target markets, the value proposition and the marketing mix, aiming to give the organisation a sustainable competitive advantage. Without a clear strategy, marketing activities become disjointed and resources are wasted.

营销策略是一项长期计划，它规定了企业如何识别、预测并有利可图地满足顾客需求。它将目标市场、价值主张和营销组合的决策整合在一起，旨在赋予企业可持续的竞争优势。没有清晰的策略，营销活动就会脱节，资源就会被浪费。

1. What Is Marketing Strategy? | 什么是营销策略？

A marketing strategy is not simply a list of promotional tactics; it is a coherent set of decisions about where to compete and how to win. It answers questions such as: which customer groups will we serve? What needs will we meet? How will we differentiate our offering from competitors? The strategy provides a framework that guides product development, pricing, distribution and communication.

营销策略不仅仅是一份促销战术清单，而是一套关于在哪里竞争以及如何取胜的协调决策。它回答这样的问题：我们将服务哪些顾客群体？我们将满足哪些需求？我们如何将产品与竞争对手区分开来？该策略提供了一个框架，用于指导产品开发、定价、分销和传播。

At IGCSE level, the marketing strategy is often broken down into two connected concepts: strategic market planning and the marketing mix. Strategic planning involves market research, segmentation, targeting and positioning (STP), while the marketing mix – often remembered as the 4Ps or 7Ps – translates the strategy into operational actions. An effective strategy aligns both parts with the overall corporate objectives.

在IGCSE阶段，营销策略通常分解为两个相互关联的概念：战略市场规划与营销组合。战略规划包括市场调研、细分、目标市场选择与定位（STP），而营销组合——常被记为4P或7P——将策略转化为可操作的行动。有效的策略会将这两部分与企业的整体目标相匹配。

2. Market Orientation vs Product Orientation | 市场导向与产品导向

Businesses can be classified by the philosophy that drives their strategy. A product‑oriented business focuses on the quality, features and innovation of its own products. It assumes that a technically superior good will sell itself. This approach is common in high‑tech industries and with firms that have strong research and development capabilities, but it carries the risk of ignoring changing customer tastes.

企业可以按其驱动策略的理念来分类。产品导向的企业专注于自身产品的质量、功能和创新。它认为技术优越的产品自然会有销路。这种理念在高科技行业和拥有强大研发能力的企业中很常见，但存在忽视顾客口味变化的风险。

In contrast, a market‑oriented business starts with the needs and wants of the consumer. It uses market research to discover what customers value and then organises resources to deliver that value profitably. Most successful modern businesses, including Amazon and IKEA, are market‑oriented because they continuously adapt to consumer preferences. Market orientation tends to reduce the risk of product failure and helps build customer loyalty.

相比之下，市场导向的企业从消费者的需求和欲望出发。它利用市场调研发现顾客看重什么，然后调动资源以盈利的方式提供该价值。大多数成功的现代企业，包括亚马逊和宜家，都是市场导向的，因为它们不断适应消费者的偏好。市场导向往往能降低产品失败的风险，并有助于建立顾客忠诚度。

3. Market Segmentation | 市场细分

Market segmentation is the process of dividing a broad consumer or business market into smaller groups of buyers who share similar characteristics. Because a single product rarely appeals to everyone, segmentation enables a business to design a more targeted and effective marketing mix. The main segmentation bases are geographic, demographic, psychographic and behavioural.

市场细分是将广泛的消费者或企业市场划分成具有相似特征的较小购买者群体的过程。由于很少有产品能吸引所有人，细分使企业能够设计出更具针对性和更有效的营销组合。主要的细分依据是地理、人口、心理和行为。

Geographic: region, city size, climate – 地理：地区、城市规模、气候
Demographic: age, gender, income, occupation – 人口统计：年龄、性别、收入、职业
Psychographic: lifestyle, personality, social class – 心理：生活方式、个性、社会阶层
Behavioural: purchase occasion, usage rate, loyalty status – 行为：购买时机、使用率、忠诚度

Effective segmentation requires that the segments are measurable, accessible, substantial, differentiable and actionable. When a business segments the market, it can better allocate its marketing budget and develop products that truly resonate with customers, raising customer satisfaction and repeat purchases.

有效的细分要求各细分市场是可衡量的、可进入的、足够大的、可区分的且可操作的。当企业细分市场后，它可以更好地分配营销预算，开发出真正与顾客产生共鸣的产品，从而提高顾客满意度和复购率。

4. Targeting | 目标市场选择

After segmentation, the firm must decide which and how many segments to serve – this is targeting. The choice of target market is crucial because it determines the scale and direction of the entire marketing effort. Four main targeting strategies are used: undifferentiated (mass) marketing, differentiated marketing, concentrated marketing and micromarketing.

细分之后，企业必须决定服务哪个或哪些细分市场——这就是目标市场选择。目标市场的选择至关重要，因为它决定了整个营销工作的规模和方向。常用的四种目标市场策略是：无差异化（大众）营销、差异化营销、集中营销和微营销。

Undifferentiated marketing ignores segment differences and offers one product to the whole market, often through mass distribution and advertising. Differentiated marketing targets several segments with separate offers, which can increase sales but also costs. Concentrated marketing focuses on a single niche segment, allowing a small firm to build a strong reputation. Micromarketing tailors products to individuals or very local areas. The choice depends on company resources, product variability, market diversity and competitor strategies.

无差异化营销忽略细分差异，向整个市场提供单一产品，通常通过大众分销和广告。差异化营销针对若干个细分市场推出不同的产品，这能提升销量但也会增加成本。集中营销聚焦于单个利基市场，让小企业也能建立强大的声誉。微营销将产品定制到个人或极小的区域。具体选择取决于企业资源、产品多样性、市场差异性和竞争对手的策略。

5. Positioning | 市场定位

Positioning is the process of creating a distinct image and identity for a product or brand in the mind of the target consumer, relative to competitors. It answers the question: why should a customer buy our product instead of a rival’s? The aim is to occupy a meaningful and unique space in the consumer’s perception.

定位是为目标消费者心中相对于竞争对手创造独特产品形象和识别度的过程。它回答了：顾客为什么要购买我们的产品，而不是竞争对手的？其目的在于消费者认知中占据一个有意义的、独特的空间。

A positioning map (perceptual map) is a visual tool that plots brands on two key attributes, such as price and quality. This helps managers spot gaps in the market and identify opportunities for repositioning. A strong positioning statement often highlights a unique selling proposition (USP) – the single feature or benefit that distinguishes the brand from others. Successful positioning must be consistent across all elements of the marketing mix, so customers receive a coherent message.

定位图（感知图）是一种可视化工具，它依据两个关键属性（如价格与质量）标出不同品牌。这能帮助管理者发现市场空白，找到重新定位的机会。强有力的定位陈述通常会突出一个独特卖点（USP）——那个能让品牌与众不同的单一特征或利益。成功的定位必须在营销组合的所有要素中保持一致，这样顾客才能接收到连贯一致的信息。

6. The Marketing Mix: An Overview | 营销组合概览

The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants from the target market. Traditionally, the mix is described by the 4Ps: Product, Price, Place and Promotion. For service businesses, three additional elements – People, Process and Physical evidence – extend the framework to 7Ps.

营销组合是企业能够控制的一套战术性营销工具，企业将其搭配组合以在目标市场引起所期望的反应。传统上，这一组合由4P构成：产品、价格、渠道与促销。对服务型业务来说，还要加上人员、过程和实体展示这三个要素，从而扩展为7P。

Each ‘P’ must be managed in harmony because a change in one element often affects the others. For example, a decision to position a product as premium (Product) must be reflected in a high price (Price), exclusive distribution (Place) and sophisticated advertising (Promotion). The integrated mix is the operational heart of the marketing strategy.

每个“P”都必须协调管理，因为其中一个要素的变化往往会影响其他要素。例如，将产品定位为高端（产品）的决定，必须在高价格（价格）、独家分销（渠道）和精致广告（促销）中得到体现。整合的营销组合是营销策略的操作核心。

7. Product Strategy | 产品策略

A product is anything that can be offered to a market to satisfy a want or need. Product strategy involves decisions about product design, features, quality, branding, packaging and the product range. Firms often use the concept of the product life cycle (PLC) to manage their portfolio over time. The PLC has five stages: development, introduction, growth, maturity and decline.

产品是指可以提供给市场以满足某种欲望或需求的任何事物。产品策略涉及关于产品设计、功能、质量、品牌、包装和产品系列的决策。企业常利用产品生命周期（PLC）的概念来管理其产品组合。PLC有五个阶段：开发、导入、成长、成熟和衰退。

During the introduction stage, sales grow slowly and profits are low due to high promotional costs. In growth, sales accelerate and competitors enter; profits improve. At maturity, sales peak and competition is intense, forcing firms to modify the product or reduce prices. In decline, sales fall as consumer tastes change or new technologies emerge. A business must develop new products to replace those in decline.

在导入期，受高昂的促销费用影响，销售增长缓慢，利润低。在成长期，销售加速增长，竞争者进入；利润改善。在成熟期，销售达到顶峰，竞争激烈，迫使企业调整产品或降低价格。在衰退期，随着消费者口味变化或新技术出现，销售下滑。企业必须开发新产品来替代衰退期的产品。

The Boston Matrix is another tool that classifies products according to their market share and market growth rate. Stars are high‑growth, high‑share products that may become Cash Cows when growth slows. Cash Cows generate strong cash flows with little investment. Question marks have low share in fast‑growing markets and require careful evaluation. Dogs have low share in low‑growth markets and may be divested.

波士顿矩阵是另一种工具，它将产品按市场份额和市场增长率分类。明星产品是高增长、高份额的产品，当增长放缓时可能变成现金牛。现金牛产品投资少但产生大量现金。问号产品在快速增长的市场中份额低，需要仔细评估。瘦狗产品在低增长市场中份额低，可能被剥离。

8. Pricing Strategies | 定价策略

Price is the only element of the marketing mix that generates revenue; all others involve costs. Pricing strategy therefore has a direct impact on profitability. Common pricing methods include cost‑plus, competitive, penetration, skimming, psychological and dynamic pricing.

价格是营销组合中唯一产生收入的因素；其余因素都涉及成本。因此，定价策略对盈利能力有直接影响。常见的定价方法包括成本加成、竞争导向、渗透定价、撇脂定价、心理定价和动态定价。

Strategy	English Description	中文描述
Cost‑plus	Adding a fixed mark‑up to the unit cost.	在单位成本上加成固定比例。
Competitive	Setting price in line with rivals.	按竞争对手的水平定价。
Penetration	Low initial price to gain market share quickly.	低价导入以快速抢占市场份额。
Skimming	High initial price for an innovative product, then lowered over time.	创新产品先定高价，随后逐步降价。
Psychological	Using price points that appear more attractive, e.g. $9.99.	利用看起来更有吸引力的价位，如9.99元。
Dynamic	Adjusting prices in real time based on demand and supply (e.g. airline tickets).	基于供需实时调价（如机票）。

Firms must consider factors such as production costs, customer price sensitivity (elasticity of demand), the stage in the product life cycle and competitor actions. A carefully chosen pricing strategy not only covers costs but also reinforces the brand’s positioning.

企业必须考虑生产成本、顾客价格敏感度（需求弹性）、产品生命周期阶段以及竞争对手的行动等因素。精心选择的定价策略不仅能覆盖成本，还能强化品牌定位。

9. Place and Distribution | 渠道与分销

Place refers to how the product reaches the customer, including the channels of distribution and physical availability. Distribution channels can be direct, where the producer sells straight to the consumer, or indirect, involving intermediaries such as wholesalers, agents and retailers.

渠道指的是产品如何到达顾客手中，包括分销渠道和物理可得性。分销渠道可以是直接的，即生产者直接卖给消费者，也可以是间接的，涉及批发商、代理商和零售商等中间环节。

Traditional physical channels are being complemented and sometimes replaced by e‑commerce, which allows businesses to sell online via their own websites or through platforms like Amazon and Alibaba. The choice of channel depends on the type of product (e.g. perishable, industrial, convenience), the geographic spread of the market and the desired level of control. A consistent strategy might use selective distribution for luxury brands and intensive distribution for everyday items like soft drinks.

传统的实体渠道正逐渐被电子商务补充，有时甚至被替代，商家可通过自有网站或亚马逊、阿里巴巴等平台在线销售。渠道的选择取决于产品类型（如易腐品、工业品、便利品）、市场的地理分布以及所需的控制程度。一致的策略可能对奢侈品牌采用选择性分销，对软饮料等日常用品采用密集分销。

10. Promotion Strategy | 促销策略

Promotion covers all the activities designed to communicate with customers and persuade them to buy. The promotional mix includes advertising, sales promotion, public relations, direct marketing and personal selling. Promotion can be classified as ‘above‑the‑line’ (advertising through mass media) or ‘below‑the‑line’ (targeted activities like direct mail, sponsorship and public relations).

促销涵盖了所有旨在与顾客沟通并说服他们购买的活动。促销组合包括广告、销售促进、公共关系、直复营销和人员推销。促销可分为“线上”（通过大众媒体做广告）和“线下”（如直邮、赞助和公共关系等针对性活动）。

An effective promotion plan selects the right mix of tools to reach the target audience at the right time. The AIDA model – Attention, Interest, Desire, Action – is often used to design the communication. In addition, social media and influencer marketing have become powerful ways to build brand awareness and engagement, especially among younger consumers.

有效的促销计划会选择正确的工具组合，在合适的时间触达目标受众。AIDA模型——注意、兴趣、欲望、行动——常被用于设计传播信息。此外，社交媒体和网剧营销已成为建立品牌认知度和参与度的强大手段，特别是在年轻消费者中。

11. Extended Marketing Mix – Services | 扩展营销组合 – 服务行业

Services are intangible, inseparable, perishable and variable. Because of these distinct characteristics, the traditional 4Ps are often insufficient to manage service quality. The extended service mix adds three more Ps: People, Process and Physical evidence.

服务具有无形性、不可分割性、易逝性和可变性。由于这些独特特征，传统的4P往往不足以管理服务质量。扩展的服务组合增加了三个P：人员、过程与实体展示。

People: All individuals involved in service delivery, including frontline staff and customers themselves, influence the customer experience. Well‑trained, motivated employees are essential for high‑quality service. | 人员：参与服务交付的所有人，包括一线员工和顾客本身，都会影响客户体验。训练有素、积极性高的员工对于高质量服务至关重要。
Process: The procedures, mechanisms and flow of activities by which the service is consumed. Efficient processes reduce waiting time and errors. | 过程：服务被消费所依托的流程、机制和活动流。高效的过程可减少等候时间和差错。
Physical evidence: The tangible cues that help customers evaluate the service before purchase, such as the appearance of a hotel lobby, uniforms or website design. | 实体展示：帮助客户在购买前评价服务的有形线索，如酒店大堂的外观、员工制服或网站设计。

Integrating these three elements with the core offering allows service firms to differentiate themselves and build trust, which is particularly important in banking, hospitality and healthcare.

将这三个要素与核心服务整合在一起，能让服务企业实现差异化并建立信任，这在银行、酒店和医疗保健行业尤为重要。

12. Factors Affecting Marketing Strategy | 影响营销策略的因素

A marketing strategy does not exist in a vacuum; it is shaped by internal and external forces. Internally, the strategy must align with the organisation’s mission, corporate objectives and available resources. A small startup with a limited budget cannot afford a mass‑market television campaign and may instead rely on social media and word‑of‑mouth.

营销策略并非存在于真空中；它受到内部和外部力量的影响。内部来说，策略必须与组织的使命、企业目标和可用资源相一致。预算有限的初创企业无法负担大众电视广告，可能会转而依赖社交媒体和口碑传播。

External factors include the nature of the market (e.g. B2B vs B2C, local vs international), the intensity of competition, the legal and regulatory environment, technology and economic conditions. For instance, during a recession, price‑sensitive consumers may shift demand towards value brands, forcing supermarkets to adjust their pricing and promotion strategies. Technological change, such as the growth of online shopping, compels retailers to develop omnichannel strategies. Good marketing strategy constantly scans the environment and adapts accordingly.

外部因素包括市场性质（如B2B与B2C、当地与国际）、竞争强度、法律法规环境、技术以及经济条件。例如，在经济衰退期间，对价格敏感的消费者可能转向价值品牌，迫使超市调整定价和促销策略。技术变革，如在线购物的增长，迫使零售商开发全渠道策略。良好的营销策略会持续扫描环境并相应调整。

Published by TutorHao | Business Revision Series | aleveler.com

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Marketing Strategy | 营销策略