【正文】 ......................14 關(guān)于市場(chǎng)營銷理念的研究 ...........................................................................................14 關(guān)于聚合營銷的研究 ..................................................................................................16 關(guān)于市場(chǎng)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(biāo)、方法和內(nèi)容 ..............................................................................19 研究的目標(biāo) ...............................................................................................................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(jì)的繁榮興起與泡沫破碎 ................................................................32 網(wǎng)絡(luò)經(jīng)濟(jì)的繁榮 ........................................................................................................33 網(wǎng)絡(luò)經(jīng)濟(jì)的泡沫 ........................................................................................................34 市場(chǎng)營銷理念的演進(jìn) .......................................................................................35 公司對(duì)待市場(chǎng)的導(dǎo)向 的演變 ........................................................................................35 市場(chǎng)營銷的新發(fā)展與新趨勢(shì) ........................................................................................38 我國市場(chǎng)營銷的發(fā)展及現(xiàn)狀 .........................................................................39 我國市場(chǎng)營銷理念的發(fā)展 ...........................................................................................39 我國市場(chǎng)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(fèi)者的價(jià)值和購買行為的變與不變 .......................................................43 消費(fèi)者價(jià)值和購買行為的變 ........................................................................................44 消費(fèi)者價(jià)值和購買行為的不變 ....................................................................................49 綜合型消費(fèi)者 .............................................................................................................51 商業(yè)競(jìng)爭(zhēng)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(fèi)者行為學(xué) .............................................................................................................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) ...............................................................................................................75 5 聚合營銷的產(chǎn)品策略 ..........................................................................................76 客戶化和標(biāo)準(zhǔn)化聚合的產(chǎn)品策略 ................................................................77 聚合營銷的產(chǎn)品策略是客戶化和標(biāo)準(zhǔn)化聚合的產(chǎn)品策略 .............................................77 “萬通筑屋”運(yùn)用聚合營銷產(chǎn)品策略的案例 ................................................................81 聚合營銷中的新產(chǎn)品開發(fā) ..............................................................................84 聚合營銷的新產(chǎn)品開發(fā)的 5 個(gè)階段 ............................................................................84 確定機(jī)會(huì)階段 .............................................................................................................87 新產(chǎn)品設(shè)計(jì)開發(fā)階段 ............................................................................................... 105 新產(chǎn)品試銷階段 ........................................................