本书采用通俗易懂的语言，对市场营销的基本理论进行了整理和归纳，在编排上，既注重理论的完整性，又加强了技能的强化与训练，做到了理论够用、技能实用。本书共计12章，其主要内容包括市场营销的认知、市场营销环境分析、市场营销信息系统、消费者市场分析、目标市场营销策略、产品策略、价格策略、分销策略、促销策略、市场营销组织与管理、市场营销策划和市场营销的新发展等。每章均附有案例导入、相关链接、营销视野、课后拓展，以便学生理解与掌握。

高等职业教育已经从精英教育迈进了大众化教育的行列，任务是培养面向生产、经营、服务第一线的高素质应用型、技能型的专业人才。在培养模式上，高等职业教育以适应社会需要为目标，以培养技术应用能力、提升学生实践能力为主线，设计学生的知识、能力、素质结构和培养方案，以应用为主旨和特征构建课程和教学内容体系，重视学生的技术应用能力的培养。市场营销是一门建立在经济科学、行为科学、现代管理理 论基础上的综合性应用学科，研究以满足消费者需求为中心的企业营销活动过程及其规律性，具有全过程、实践性、综合性的特点。 本书在参考国内外有关教材及相关领域最新研究成果的基础上，结合编者多年教学经验，在营销理论内容、学生营销技能的提升等方面进行了新的尝试。本书在编写过程中，为了突出高等职业教育注重实践性、应用性、技能型的特点，从高职高专教育教学的要求出发，本着理论够用的原则，着重强调营销技能的掌握与训练；在体例编写上，注重编排的新颖性。 本书的特点主要体现在以下几个方面。 （1）活化基本理论，定位准确。遵循高职高专人才的培养特点与要求，保留了市场营销的基本理论框架，补充了市场营销领域的最新发展形势。本书内容力求做到简洁明了、简明扼要，采用适当的标题，注重文笔的简练，使知识表达具有逻辑清晰、层次清楚的特点，立足于创立全新的课程教学模式，在能力和素质两个方面均衡培养。 （2）强化实践应用，重点突出。遵循应用型的人才培养特点，强化市场营销基本原理、方法和技巧的应用。通过每章的案例导入、课后实训，注重强化营销技能训练的系统性与连贯性。课后实训针对特定行业进行系统的技能训练，以学生针对某一行业创业为起点，根据营销的各个环节所需技能要求进行设计，力求做到涵盖一个企业在营销过程的基本环节，使学生更深刻地理解企业的营销活动，掌握相关技能。每章的课后同步测试、案例分析与讨论，有助于学生对基本内容的理解、掌握与应用进行及时考核。 （3）突出知识的趣味性。本书采用基本统一的设计体例，在基本理论、基本知识、基本技能教学的基础上，每章都配有大量的案例分析，插入“营销视野”和“相关链接”模块，使学生的视野得以拓展，理论应用能力得以提升。案例新颖，与时俱进，具有代表性；营销视野提供不同的营销观点；课后拓展可以丰富学生的营销知识，拓宽学生的视野，增强本书的可读性。 本书提供丰富的课程配套资源并持续更新完善，主要包括智慧树线上课程资源、课程教学大纲、教学日历、教案、PPT 课件、重难点解析、习题和答案、模拟试卷及答案等。这些资源都可以在华信教育资源网上免费下载使用。 本书由黑龙江生物科技职业学院孙福东副教授任主编，负责内容的组织与撰写。具体编写分工是：孙福东老师编写第1、2、5、6、12 章；于淼老师编写第3、4、7 章；陈通编写第9、10、11 章。本书在策划和编写过程中，得到了电子工业出版社姜淑晶编辑的大力支持和帮助，在此深表谢意！ 本书在编写过程中，借鉴了国内外许多专家学者的学术观点和文献，参阅了大量书籍、期刊和网络资料，在此谨对各位作者表示感谢。由于编者学识、能力及经验的局限，书中的缺点、不足等难以避免，谨请相关专家和广大读者批评指正。 编者 2021 年4 月 电子邮箱：sunfd@126.com

第1 章市场营销的认知······················1 1.1 什么是市场营销··························2 1.1.1 市场的含义·······················2 1.1.2 市场营销的含义及特点········3 1.1.3 研究市场的意义·················5 1.2 市场营销的核心要素····················7 1.2.1 需要、欲望和需求··············7 1.2.2 产品································8 1.2.3 效用、价值和满足··············8 1.2.4 交换和交易·······················8 1.2.5 市场································9 1.2.6 市场营销和市场营销者········9 1.3 市场营销管理 ··························.10 1.4 市场营销观念的演变·················.12 1.4.1 传统市场营销观念···········.12 1.4.2 市场营销观念·················.14 1.4.3 社会市场营销观念···········.14 1.5 客户满意理论 ··························.16 1.5.1 客户让渡价值·················.16 1.5.2 客户满意度理论（CS理论） ··························.18 本章小结······································.20 课后拓展······································.20 课后实训······································.21 第2 章市场营销环境分析················.22 2.1 市场营销环境概述····················.23 2.1.1 市场营销环境的概念········.23 2.1.2 营销环境的特征··············.23 2.2 市场营销宏观环境分析··············.24 2.2.1 人口环境·······················.24 2.2.2 经济环境·······················.26 2.2.3 自然环境·······················.28 2.2.4 政治、法律环境··············.28 2.2.5 社会文化环境·················.29 2.2.6 科技环境·······················.29 2.3 市场营销微观环境分析··············.30 2.3.1 企业内部环境·················.30 2.3.2 供应商与营销中介···········.31 2.3.3 社会公众·······················.32 2.3.4 竞争者··························.32 2.3.5 目标客户·······················.33 2.4 市场营销环境分析方法··············.33 2.4.1 SWOT 分析法·················.33 2.4.2 机会潜在吸引力与企业成功 概率分析·······················.35 2.4.3 潜在威胁的严重性与威胁出 现的可能性分析··············.35 2.4.4 威胁与机会的分析···········.36 本章小结······································.36 课后拓展······································.37 课后实训······································.37 第3 章市场营销信息系统················.39 3.1 市场营销信息系统概述··············.40 3.1.1 市场营销信息的含义与特征·····························.40 3.1.2 市场营销信息的作用········.41 3.1.3 市场营销信息系统的构成··.42 3.2 市场调查 ································.44 3.2.1 市场调查的含义··············.44 3.2.2 市场调查的特点··············.44 3.2.3 市场营销调查的分类········.45 3.2.4 市场调查的内容··············.46 3.2.5 市场调查的方法··············.48 3.2.6 市场调查的步骤··············.49 3.3 市场营销预测 ··························.51 3.3.1 市场营销资料的整理········.51 3.3.2 市场营销资料分析···········.52 3.3.3 市场营销预测方法···········.53 本章小结······································.54 课后拓展······································.55 课后实训······································.56 第4 章消费者市场分析···················.57 4.1 消费者市场购买行为模式分析·····.59 4.1.1 消费者市场的含义···········.59 4.1.2 消费者市场的特点···········.59 4.1.3 消费者购买行为模式········.60 4.2 影响消费者购买行为的因素分析··.61 4.2.1 社会文化因素·················.61 4.2.2 个人因素·······················.65 4.2.3 心理因素·······················.67 4.3 消费者购买决策过程分析···········.70 4.3.1 消费者购买决策过程的参与者·····························.71 4.3.2 消费者购买行为的类型·····.71 4.3.3 消费者购买决策过程········.72 本章小结······································.75 课后拓展······································.76 课后实训······································.76 第5 章目标市场营销策略················.77 5.1 市场细分 ································.79 5.1.1 市场细分的含义··············.79 5.1.2 市场细分的作用··············.80 5.1.3 市场细分的标准··············.81 5.1.4 市场细分的原则··············.83 5.2 目标市场 ································.84 5.2.1 目标市场的含义··············.84 5.2.2 目标市场选择模式···········.85 5.2.3 目标市场营销策略···········.86 5.3 市场定位 ································.88 5.3.1 市场定位的含义··············.89 5.3.2 市场定位的内容与作用·····.89 5.3.3 市场定位的步骤··············.90 5.3.4 市场定位的策略··············.91 本章小结······································.92 课后拓展······································.93 课后实训······································.93 第6 章产品策略······························.95 6.1 产品整体概述 ··························.97 6.1.1 产品整体概念·················.97 6.1.2 产品分类·······················.99 6.2 产品生命周期 ··························100 6.2.1 产品生命周期原理···········100 6.2.2 产品生命周期各阶段策略···102 6.3 品牌策略 ································105 6.3.1 品牌的含义····················105 6.3.2 品牌的作用····················105 6.3.3 品牌设计原则·················106 6.3.4 品牌决策·······················107 6.4 包装策略 ································109 6.4.1 包装的含义····················110 6.4.2 包装的作用····················110 6.4.3 包装设计原则·················111 6.4.4 产品包装策略·················113 6.5 产品组合策略 ··························113 6.5.1 产品组合·······················114 6.5.2 产品组合的要素··············114 6.5.3 优化产品组合分析···········115 6.5.4 产品组合决策·················117 6.6 新产品开发 ·····························118 6.6.1 新产品的含义·················118 6.6.2 新产品的分类·················118 6.6.3 新产品开发方式··············119 6.6.4 新产品开发流程··············120 本章小结······································122 课后拓展······································123 课后实训······································123 第7 章价格策略······························124 7.1 影响产品定价的因素·················125 7.1.1 产品成本·······················125 7.1.2 市场供求·······················126 7.1.3 市场竞争·······················128 7.1.4 政策法规·······················130 7.1.5 心理因素·······················130 7.2 产品定价的方法·······················131 7.2.1 成本导向定价法··············131 7.2.2 需求导向定价法··············132 7.2.3 竞争导向定价法··············133 7.3 产品价格的策略·······················134 7.3.1 新产品价格策略··············134 7.3.2 相关产品价格策略···········135 7.3.3 差别定价策略·················136 7.3.4 折扣价格策略·················136 7.3.5 心理定价策略·················137 7.4 价格调整 ································137 7.4.1 价格调整的原因··············138 7.4.2 价格调整中的客户反应·····139 7.4.3 价格调整中的竞争反应·····139 本章小结······································140 课后拓展······································140 课后实训······································140 第8 章分销策略······························142 8.1 分销渠道概述 ··························144 8.1.1 分销渠道的含义··············144 8.1.2 分销渠道的职能··············145 8.1.3 分销渠道的类型··············147 8.1.4 分销渠道的整合··············148 8.2 分销渠道的设计与选择··············149 8.2.1 中间商··························150 8.2.2 分销渠道的设计··············152 8.2.3 分销渠道的选择··············154 8.3 分销渠道的管理·······················155 8.3.1 检查中间商····················155 8.3.2 分销渠道的激励与扶持·····156 8.3.3 渠道调整·······················156 本章小结······································157 课后拓展······································157 课后实训······································157 第9 章促销策略······························159 9.1 促销策略概述 ··························160 9.1.1 促销的含义····················160 9.1.2 促销组合·······················160 9.1.3 促销的作用····················162 9.1.4 影响促销组合策略的因素···163 9.2 人员推销 ································164 9.2.1 人员推销的含义··············164 9.2.2 人员推销的任务与基本形式·····························166 9.2.3 推销人员的素质··············167 9.2.4 推销人员的选聘与培训·····167 9.2.5 人员推销的步骤及策略·····168 9.2.6 推销人员的激励和评估·····169 9.3 广告策略概述 ··························170 9.3.1 广告的含义····················170 9.3.2 广告的功能····················171 9.3.3 广告策略的步骤··············171 9.4 营业推广策略 ··························175 9.4.1 营业推广策略的概念········175 9.4.2 营业推广策略的环节········176 9.5 公共关系 ································178 9.5.1 公共关系的要素及特征·····179 9.5.2 公共关系实施的步骤········179 本章小结······································181 课后拓展······································182 课后实训······································182 第10 章市场营销组织与管理···········183 10.1 市场营销组织·························185 10.1.1 市场营销组织的演变过程···························185 10.1.2 市场营销部门的组织类型···························186 10.1.3 市场营销组织设置的原则···························188 10.2 市场营销执行·························189 10.2.1 市场营销执行过程·········190 10.2.2 市场营销执行技能·········191 10.3 市场营销控制·························192 10.3.1 市场营销控制的含义······192 10.3.2 市场营销控制的流程······192 10.3.3 市场营销控制的方法······194 10.3.4 市场营销的战略控制······196 课后拓展······································197 本章小结······································197 课后实训······································197 第11 章市场营销策划·····················199 11.1 市场营销策划概述···················201 11.1.1 市场营销策划的基础······201 11.1.2 市场营销策划的基本原则···························202 11.1.3 市场营销策划的流程······203 11.2 市场营销策划创意···················206 11.2.1 市场营销策划创意概述···206 11.2.2 创意思维的培养与开发···207 本章小结······································211 课后拓展······································211 课后实训······································212 第12 章市场营销的新发展··············213 12.1 新媒体营销 ····························214 12.1.1 新媒体营销的概念·········214 12.1.2 新媒体营销的特点·········214 12.1.3 新媒体营销的核心要素···215 12.1.4 新媒体营销的方式·········216 12.1.5 新媒体营销的优势·········218 12.1.6 新媒体营销的渠道·········220 12.1.7 新媒体营销的策略·········221 12.2 直播营销 ·······························222 12.2.1 直播营销的概念············222 12.2.2 直播营销构成的要素······223 12.2.3 直播营销的主要特点······223 12.2.4 主流直播平台···············224 12.2.5 主流电商平台···············225 12.2.6 直播营销的优势············229 12.3 社群营销 ·······························230 12.3.1 社群营销的概念············230 12.3.2 构成社群的五大要素······231 12.3.3 如何构建社群···············233 12.3.4 社群变现方式···············234 本章小结······································236 课后拓展······································237 课后实训······································238 参考文献···········································239

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