基于市场占有率和产品吻合度的区域市场费用分配问题探讨——A公司案例研究

摘要

区域市场费用分配是企业制定营销计划的一个难点。本文以A公司为实例，确定市场分类依据为区域市场容量、市场占有率和产品吻合度。通过计算A公司的市场占有率和产品吻合度，绘制区域市场分类气泡图，将各区域分成四个分类市场，从而确定相应的市场策略及费用投入方案。%Regional marketing expense allocation is a key point in a marketing plan. The paper calculates the regional market capacity and market share as well as the coincident degree of products in A company to make a bubble figure of regional market classification, in which every region is divided into four classified markets. The appropriate marketing strategies and expense investment program can be determined based on the four classified markets.