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试述影响企业选择网上目标市场的微观因素

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正确答案:

(1)企业木身:不仅需要考虑内部环境及企业的任务、目标和战略,还需要考虑企业资源、产品同质性、产品寿命周期等;

(2) 渠道企业:考虑传统市场上与关联企业的状况,尽可能与这些企业密切配合;

(3) 竞争者:通过为顾客提供比竞争者更有效满足消费者需要和欲望的产品、服务,使得企业的产品和服务在顾客心目中形成明显的优势,分别虑主要竞争者、一般竞争者的服务和品牌状况;

(4)市场状况: 企业可根据提供的产品、 服务、消费者及其购买的目标, 将网上目标市场进行细分和定位。此外,还要考虑市场的同 质性。

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