【正文】 ............................ 3 目 錄 ............................................................................................................................... 7 插圖和附表目錄 .........................................................................................................10 1 緒論 ..........................................................................................................................12 選題背景 ...............................................................................................................12 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 8 頁 共 136 頁 現(xiàn)實背景 ...................................................................................................................12 理論背景 ...................................................................................................................13 國內(nèi)外相關(guān)研究的現(xiàn)狀 ...................................................................................14 關(guān)于市場營銷理念的研究 ...........................................................................................14 關(guān)于聚合營銷的研究 ..................................................................................................16 關(guān)于市場營銷的產(chǎn)品策略的研究 .................................................................................17 研究現(xiàn)狀的不足 ........................................................................................................19 研究的目標、方法和內(nèi)容 ..............................................................................19 研究的目標 ...............................................................................................................19 研究的方法 ...............................................................................................................20 研究的內(nèi)容 ...............................................................................................................22 本章小節(jié) ...............................................................................................................24 2 聚合營銷產(chǎn)生的背景 ..........................................................................................26 互聯(lián)網(wǎng)的飛速發(fā)展 ............................................................................................26 網(wǎng)絡(luò)經(jīng)濟的繁榮興起與泡沫破碎 ................................................................32 網(wǎng)絡(luò)經(jīng)濟的繁榮 ........................................................................................................33 網(wǎng)絡(luò)經(jīng)濟的泡沫 ........................................................................................................34 市場營銷理念的演進 .......................................................................................35 公司對待市場的導(dǎo)向 的演變 ........................................................................................35 市場營銷的新發(fā)展與新趨勢 ........................................................................................38 我國市場營銷的發(fā)展及現(xiàn)狀 .........................................................................39 我國市場營銷理念的發(fā)展 ...........................................................................................39 我國市場營銷理念的現(xiàn)狀 ...........................................................................................40 本章小節(jié) ...............................................................................................................42 3 聚合營銷產(chǎn)生的原因 .........................................................................................43 消費者的價值和購買行為的變與不變 .......................................................43 消費者價值和購買行為的變 ........................................................................................44 消費者價值和購買行為的不變 ....................................................................................49 綜合型消費者 .............................................................................................................51 商業(yè)競爭的日益激烈 .......................................................................................52 信息技術(shù)和信息化的飛速發(fā)展與應(yīng)用 .......................................................53 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 9 頁 共 136 頁 本章小節(jié) ...............................................................................................................57 4 聚合營銷概述 ........................................................................................................59 聚合營銷的概念和內(nèi)容 ...................................................................................60 營銷的定義 ................................................................................................................60 什么是聚合？ .............................................................................................................60 聚合營銷的概念和內(nèi)容 ...............................................................................................61 聚合營銷的理論基礎(chǔ) .......................................................................................63 消費者行為學 .............................................................................................................64 直接營銷 ....................................................................................................................66 關(guān)系營銷 ...................................................................................................................69 整合營銷 ...................................................................................................................70 網(wǎng)絡(luò)營銷 ...................................................................................................................71 聚合營銷的營銷策略綜述 ..............................................................................71 傳統(tǒng)的 4Ps ................................................................................................................72 整合營銷傳統(tǒng)中的 4Cs...............................................................................................72 聚合營銷的營銷策略 .................................................................................................73 本章小節(jié) .........................................................