客户需求层次的结构模型研究:以汽车销售为例

On Structural Modeling Research of Customization Level——Taking Automobile Marketing as an Example

利用营销学的原理,在九层次需求结构的基础上,根据归纳和综合,首次提出了四层次的客户需求结构。该四层次需求层次结构模型具有可操作性、准确定位性及动态性,通过对客户进行分析,不仅能够通过了解目前客户需求的层次为客户提供需求设计服务,而且可以追踪客户需求层次的变化,为汽车销售中的客户管理提供重要的支持。

With marketing theory and on the basis of nine-level demand structure,the paper summarizes a four-level customer demand structure.This structure model is feasible,precise,and dynamic.By analyzing customers demand,it can not only provide customized designing services,but also follow the changes of customers demand level so as to provide important support for the customer management in automobile marketing.