南京云锦股份有限公司目标市场选择与营销策略研究.doc

摘要：20世纪50年代，市场细分理论诞生后，针对细分市场的目标营销开始被企业广泛运用。市场细分逐渐成为决定企业营销成功的关键因素。市场细分后，对细分市场的评估，选择正确的目标市场关系到企业的发展目标和营销策略的制定。

　　　南京云锦作为一个有着悠久历史的工艺技术丝织品，曾有过辉煌的历史，但繁荣已不再。如何使得南京云锦这一中华遗产发扬光大，继续传承下去，市场化是唯一出路。南京云锦研究所的成功改制为南京云锦的市场化进程奠定了基础，但是，由于南京云锦股份有限公司的实力、精力有限，加上南京云锦特有的文化特色，使得进行市场细分，对目标市场进行选择成为南京云锦股份有限公司实现利益最大化的必然选择。

　　　本文结合云锦市场及南京云锦研究所的企业情况，通过实证分析与研究，对南京云锦研究所进行市场细分，并选择适合企业发展的三个目标市场。希望通过细分市场及目标市场策略给云锦的经济价值发展提供意见。

关键词 南京云锦；市场细分；目标市场

Abstract：In the 1950s, the segmentation theory was put forward by Wendell R.Smith .Then, the marketing according to market segment has been used widely by enterprises. The marketing segmentation has become a key factor to marketing. Assesses the market segments and chooses the right target is related to the goals of enterprise's development, as well as how to formulate the marketing strategy.

　　　Nanjing brocade, a long history of silks, had a glorious history. However, prosperity has not been now. How to make Nanjing brocade continues to live on is an important thing. The marketization is the only key to this question. Successful restructuring of the Nanjing yunjin research institute has paved the way for the marketization. This company has limit energy and the Nanjing brocade has unique cultural characteristics. Market segmentation and the selection of right markets are the inevitable choice to make maximum interests.

　　　In this article, we can determine the key segmentation variables by analyzing subdivide the market of Nanjing brocade and determine three final target markets. We are looking forward to making the right means to develop economic value of Nanjing brocade by corresponding indicators of evaluating each market segment and choosing the right target markets.

Keywords  Nanjing brocade  Market segmentation  Target market selection