本科生毕业论文题目：市场小众化的发展趋势及典型案例分析教学单位管理学院_____________姓名_李鹏________________学号_201230102107___________年级_12级_______________专业_市场营销_______________指导教师_付勇________________职称__教授________________2016年3月28日摘要随着我国市场经济的不断深入发展，小众化成了为了市场发展的趋势，而与之相应的营销方式也需要进行变革。在以产品为中心的大众化消费时代，企业的关注点往往是打造受大众欢迎的主流产品，其市场营销的目的更多的是服务于产品，但随着市场小众化的来临，企业更多是要用个性化、差异化的产品来满足小众消费群体的需求。尤其是互联网让百分之九十九的商品都能够被销售，所以要进入一块小众市场，使消费者第一时间会关注产品，并建立技术壁垒，进而选择专业精耕或走向大众市场，所以小众化是商业的未来。本文分析了小众化市场发展的必然趋势，指出了现阶段小众化营销存在的一些现实问题，并以红牛从小众到大众化市场为案例，提出了一些小众化营销的营销策略。关键字：小众市场；品牌营销；细分市场；个性化AbstractWiththedevelopmentofthemarketeconomyofourcountrywillcontinuein-depthdevelopment,nicheformationistothetrendofmarketdevelopment,andcorrespondingmarketingalsoneedtochange.Intheeraofmassconsumption,thefocusisoftentocreatepopularmainstreamproducts,itsmarketingpurposeservesmoreproducts.Withtheadventofnichemarkets,companieswithmorepersonalized,differentiatedproductstosatisfytheneedsofnicheconsumergroups,themostimportantistoservetheconsumersthepurchaseprocess,optimizetheconsumershoppingexperience.EspeciallytheInternetallowsninety-ninepercentofthegoodscanbesold,sotogetintoanichemarket,makeconsumersinthefirstplacewillfocusonproducts,andtoestablishtechnicalbarriers,andthenchoosetheprofessionalprecisionfarmingortothemassmarket,sothenicheisthefutureofthebusiness.Thispaperanalyzesthenichemarketdevelopmentinevitabletrend,pointsoutthepresentstageofnichemarketingtherearesomerealisticproblems,withredbullfromthetothemassmarketasacase,usingthenichemarketingtacticsareputforward.Keywords:Nichemarket;brandmarketing;marketsegmentation;Personalized目录第一章绪论.........................................................11.1研究背景......................................................11.2研究意义......................................................11.3研究方法......................................................2第二章小众化市场的发展趋势..........................................32.1小众市场的涵义................................................32.2小众化市场发展的必然趋势......................................4第三章小众市场的主要特征............................................63.1市场定位精准细分明确.........................................63.2有相对稳定的消费需求..........................................73.3清晰的特定需求................................................73.4大数据思维在小众市场营销中发挥重要的作用......................8第四章小众化营销面临的问题.........................................104.1公司和消费者之间信息不对称...................................104.2品牌难定位...................................................104.3小众但不“精”众.............................................114.4市场推广方式和渠道不好选择...................................12第五章“红牛”从小众到大众化市场的参考价值.........................135.1明确品牌定位确定目标消费群体................................135.2媒介准确嫁接消费对象.........................................145.3购物消费体验化鼓励消费者主动体验...