【正文】 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 1 頁 共 136 頁 聚合營銷的產(chǎn)品策略研究 關(guān)鍵詞：聚合營銷、產(chǎn)品策略、新產(chǎn)品開發(fā) 中文摘要 市場營銷是企業(yè)最重要的經(jīng)營活動(dòng)之一，甚至管理學(xué)大師彼得杜拉克曾指出從客戶的觀點(diǎn)來看，市場營銷就是整個(gè)企業(yè)活動(dòng)。而市場營銷的產(chǎn)品策略又是市場營銷中的核心策略。進(jìn)入 21 世紀(jì)，由于網(wǎng)絡(luò) 中國最龐大的資料庫下載 經(jīng)濟(jì)的發(fā)展、數(shù)字化技術(shù)的進(jìn)步、人們的上網(wǎng)用途進(jìn)一步多元化發(fā)展以及人們對于互聯(lián)網(wǎng)使用的越來越頻繁，使得互聯(lián)網(wǎng)已經(jīng)逐漸滲透到人們生活的方方面 面中去，并且漸漸改變著人們的思維和行為方式。企業(yè)界和學(xué)術(shù)界很快發(fā)現(xiàn)，當(dāng)今的消費(fèi)者并不是純粹的傳統(tǒng)消費(fèi)者或數(shù)字消費(fèi)者，而是傳統(tǒng)消費(fèi)者與數(shù)字化消費(fèi)者的聚合，他們的消費(fèi)行為既包括采用傳統(tǒng)的渠道也包括采用網(wǎng)絡(luò)所提供的數(shù)字化渠道來滿足他們自己的需要、欲望和需求。顯然對于這類日益增長的消費(fèi)群體來說，單純的傳統(tǒng)營銷手段和網(wǎng)絡(luò)營銷手段不能完全具有針對性。因此，通過對市場營銷理念進(jìn)行創(chuàng)新，采用傳統(tǒng)營銷和數(shù)字化營銷相結(jié)合的聚合營銷，對數(shù)字時(shí)代的企業(yè)提高競爭優(yōu)勢、獲得運(yùn)營效率和運(yùn)營質(zhì)量，具有重要的意義。 本文采用比較研究、實(shí)證研 究與規(guī)范研究相結(jié)合、定性分析與定 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 2 頁 共 136 頁 量分析相結(jié)合、具體與抽象相結(jié)合以及案例分析的方法，吸收、借鑒國內(nèi)外的先進(jìn)思想，對于聚合營銷的產(chǎn)生背景、聚合營銷的產(chǎn)生原因、聚合營銷的定義和內(nèi)容以及聚合營銷的產(chǎn)品策略進(jìn)行了系統(tǒng)、全面的分析。尤其著重討論在聚合營銷的新產(chǎn)品開發(fā)中企業(yè)如何進(jìn)行新產(chǎn)品構(gòu)想的評估以及新產(chǎn)品概念設(shè)計(jì)和測試的方法。 本文首先從聚合營銷產(chǎn)生的背景入手，分析了聚合營銷產(chǎn)生的背景，即互聯(lián)網(wǎng)的飛速發(fā)展、網(wǎng)絡(luò)經(jīng)濟(jì)的曾經(jīng)繁榮與近期的泡沫、以及市場營銷理念不斷隨著市場變化演進(jìn)。其次，本文論述了聚合營銷產(chǎn)生的原因，其包括消 費(fèi)者的價(jià)值取向和購買行為的變化、商業(yè)競爭的日益激烈以及現(xiàn)代電子技術(shù)和通訊技術(shù)的飛速發(fā)展和應(yīng)用等多種因素。然后，本文對聚合營銷的概念和內(nèi)容、聚合營銷的理論基礎(chǔ)以及聚合營銷的營銷策略進(jìn)行了概述，提出由于數(shù)字時(shí)代的消費(fèi)者的“混合型”特征，使得現(xiàn)在的市場營銷――聚合營銷是一個(gè)新、舊事物的混合體，這讓聚合營銷的營銷策略也是傳統(tǒng)的和數(shù)字的交叉地帶，對于數(shù)字時(shí)代的企業(yè)來說，它們既要保持部分傳統(tǒng)的市場營銷策略，又要增加新的市場營銷手段，作出相應(yīng)的變化。 最后，本文詳細(xì)闡述了聚合營銷的產(chǎn)品策略研究。指出企業(yè)在認(rèn)識到數(shù)字時(shí)代消 費(fèi)者獨(dú)特的聚合型價(jià)值和購買行為的基礎(chǔ)上，應(yīng)該采用客戶化產(chǎn)品策略與傳統(tǒng)的標(biāo)準(zhǔn)化產(chǎn)品策略相聚合的聚合營銷產(chǎn)品策略。并且通過國內(nèi)房地產(chǎn)商運(yùn)用聚合營銷的案例強(qiáng)調(diào)在數(shù)字時(shí)代，企業(yè)的產(chǎn)品策略應(yīng)該采用聚合營銷的產(chǎn)品策略。在聚合營銷產(chǎn)品策略中的新產(chǎn)品開發(fā)研究中，本文提出聚合營銷的新產(chǎn)品開發(fā)應(yīng)該按照確 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 3 頁 共 136 頁 定機(jī)會、新產(chǎn)品設(shè)計(jì)、新產(chǎn)品試銷、新產(chǎn)品上市以及產(chǎn)品生命周期管理 5 階段進(jìn)行，并且著重指出聚合營銷的新產(chǎn)品開發(fā)策略應(yīng)該采用層次分析法和 NewProd 模型相結(jié)合的方法進(jìn)行新產(chǎn)品構(gòu)想評估，以及應(yīng)該采用聯(lián)合分析的方法讓消費(fèi)者參與新產(chǎn)品概念 設(shè)計(jì)，并且通過基于網(wǎng)絡(luò)的圖片和動(dòng)畫讓消費(fèi)者參與新產(chǎn)品概念測試。 關(guān)鍵詞： 聚合營銷、產(chǎn)品策略、新產(chǎn)品開發(fā) ABSTRACT Marketing is one of the main business activities in modern panies. It is so important that Peter Drucker concedes that marketing is the whole business seen from the point of its final result. And product strategy is the core strategy in marketing. In 21 century, because of the development of Inter economy, digital technology and vibrant Inter functions, people use Inter more frequently, which enables Inter to permeate into all the respects of people39。s lives and gradually changes people39。s ideas and behaviors. Marketing managers in panies and professors in universities quickly discover that today39。s consumers, who act across multiple channels, bine timeless human needs and behaviors with new online activities. They are a bination of traditional and cyber, rational and emotional, wired and physical. Obviously, for this everbigger new market, pure traditional and cyber marketing methods 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 4 頁 共 136 頁 are not well appropriate. Therefore, it is significant for modern panies to use creative convergence marketing method to gain core petitiveness, and to operate marketing programs more efficiently and effectively. Referring to advanced thoughts of eastern and western marketing management, this dissertation systematically analyzes the background of convergence marketing development, the reason of convergence marketing development, the concept and contents of convergence marketing, and the product strategy in convergence marketing. More specifically, this dissertation at length discusses the methods of evaluating new product ideas, developing new product concepts, and testing alternative product concepts in convergence marketing. To begin with, this dissertation discusses the background of convergence marketing development, which includes the fast development of Inter, the ups and downs of inter economy, and the development of modern marketing theories. Moreover, this dissertation analyzes the reason of convergence marketing, and concedes that the vast changes in consumer39。s values and purchasing behaviors, the stiff business petition, and the fast development and quick application of modern electronic and munications technology are the main reasons that convergence marketing develops. Furthermore, this dissertation discusses the concept and contents of convergence marketing, the theory foundation 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 5 頁 共 136 頁 of convergence marketing, and briefly talks about the marketing strategies in convergence marketing. And this dissertation concludes that because of the mixture of traditional consumers and cyber consumers, the marketing strategies in convergence marketing should be the convergence of traditional marketing strategies and cyber ones. Finally, this dissertation at length analyzes the product strategy in convergence marketing. And this dissertation concludes that, based on the unique consumer39。s values and purchasing behaviors in 21 century, panies in modern era should take the product strategy bining customerization and standard. And this dissertation also illustrates the convergence product marketing strategy through a Chinese real estate pany case study. In addition, this dissertation continues to examine the new product development process in convergence marketing, and in particular concludes that in convergence marketing panies should take AHP (Analytical Hierarchy Process) and NewProd model to evaluate new product ideas, and take conjoint analysis to enable consumers to join in new product concept development, and use online visual depiction and animation to test new product alternative concepts. Key word: convergence marketing, product strategy, new product development 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 6 頁 共 136 頁 中國最龐大的下資料庫 (整理 . 版權(quán) 歸原作者所有 ) 第 7 頁 共 136 頁 目 錄 聚合營銷的產(chǎn)品策略研究 .................................................................................................... 1 中文摘要 ........................................................................................................................ 1 ABSTRACT ......................................................................................