| 基于消费者需求与信息搜寻过程的新二维营销战略模型及验证 |
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| 引用本文： | 刘学,靳炎.基于消费者需求与信息搜寻过程的新二维营销战略模型及验证[J].南开管理评论,2002,5(5):23-28. |
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| 作者姓名： | 刘学 靳炎 |
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| 作者单位： | 1. 北京大学光华管理学院
2. 日本早稻田大学 日本文教大学 |
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| 摘 要： | 本项研究从消费者需求与消费者信息搜寻两个维度，将产品市场分为易识常用品市场、易识高档品市场、难识常用品市场、难识高档品市场。基于每一类产品的特征，我们提出不同产品市场的营销战略假设，然后在国内选择五个案例，对我们提出的营销战略假设进行了验证。
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| 关 键 词： | 需求 信息搜寻 可识别性 营销战略 |
A New Model of Marketing Strategy Based on Consumer's Needs and Information Search |
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| Liu Xue,Jin Yan.A New Model of Marketing Strategy Based on Consumer''''s Needs and Information Search[J].Nankai Business Review,2002,5(5):23-28. |
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| Authors: | Liu Xue Jin Yan |
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| Abstract: | Based on two dimensions of consumer needs and informationsearch, this research categorizes product markets into four different kinds:market of easy-identified common product, market of easy-identified luxuryproduct, market of difficult-identified common product, market of difficult-identified luxury product. Then the research presents some marketing strategichypothesis of different market according to its characteristics. Finally, theresearch does five case studies for testing the Hypothesis. |
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| Keywords: | Consumer Needs Information Search Marketing Strategy Identifiability |
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