基于消费者隐性需求的营销模式研究策略

消费者隐性需求的相关理论和实践研究逐渐受到国内外学者的重视,这对于营销理论的再造和营销学的演进具有一定的理论价值。本文从营销范式的演进规律归纳得出,营销范式的转换归根结底源于隐性需求的开发。在此基础上,对传统营销模式及营销组合对隐性需求研究的普适性进行了检验,并探讨了基于隐性需求的4Vs营销模式及其现实意义。

Construction of Marketing Model Based on Implicit Demand of Customers

As the key point of marketing, consumer implicit demand is critical to marketing activity, as well as innovation of marketing theory. On the basis of classification of implicit demand, the results reveal that the change of marketing paradigm is caused by implicit demand. The scholars are falling back on start point of marketing and focus on evolution logic of customer demand. From product de-mand, service demand to relationship demand, it shows the improv-ing and date mining process of demand, which contributes to build marketing system and attract flowers. With retrospect, 58 kinds of marketing strategies are sifted from existing marketing theory and model, and classified by 13 main tactics used for developing implicit demand. And further this article gives the test between market-ing mix and implicit demand. It pays attention to developing new functions and affection or emotional demand and value creation, and also brand, service, individuality, economic and convenience and relationship maintain. The research interests of scholars have changed from the mass population own common demand charac-ters to focus person of individual demand, in order to understand endogenic demand. Every breakthrough of implicit demand brings us new sights to marketing model and conception, which further result in marketing tools and measures and create new opportunity window.The article discusses about 4Vs marketing model based on implicit demand as virtual offerings, value creation, vibration and voice of customer, which answer what to provide, why to make functions, where is the contradiction and how to marketing. When quality change of implicit demand happened, new customer appears and new marketing functions.So, the exploration of implicit demand not only gives new insight to reengineering base and logic of mar-keting sconces and contributes to marketing practices but definition of new customers as well.