【正文】 n 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 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(guó)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(guó)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(yíng)銷的產(chǎn)品策略研究 .................................................................................................... 1 中文摘要 ........................................................................................................................ 1 ABSTRACT .................................................................................................................. 3 目 錄 ............................................................................................................................... 7 插圖和附表目錄 .........................................................................................................10 1 緒論 ..........................................................................................................................12 選題背景 ...............................................................................................................12 中國(guó)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(shí)背景 ...................................................................................................................12 理論背景 ...................................................................................................................13 國(guó)內(nèi)外相關(guān)研究的現(xiàn)狀 ...................................................................................14 關(guān)于市場(chǎng)營(yíng)銷理念的研究 ...........................................................................................14 關(guān)于聚合營(yíng)銷的研究 ..................................................................................................16 關(guān)于市場(chǎng)營(yíng)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(yíng)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(yíng)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(yíng)銷的新發(fā)展與新趨勢(shì) ........................................................................................38 我國(guó)市場(chǎng)營(yíng)銷的發(fā)展及現(xiàn)狀 .........................................................................39 我國(guó)市場(chǎng)營(yíng)銷理念的發(fā)展 ...........................................................................................39 我國(guó)市場(chǎng)營(yíng)銷理念的現(xiàn)狀 ...........................................................................................40 本章小節(jié) ...............................................................................................................42 3 聚合營(yíng)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 ..................................