意义消费条件下市场营销战略的思路

The Thought of Marketing Strategy Based on the Meaning Consumption

意义消费的兴起将导致企业竞争方式的转变———从"实用功能差异化"竞争向"意义差异化"竞争演进。与此相适应,企业营销战略的思路也应实现三个转变:从创造使用价值为主转变为创造符号价值为主;从以产品和服务营销为主转变为以品牌营销为主;将信息从交易的支持条件提升为交易的对象。

The booming of meaning consumption will bring about a transformation of the enterprise's competitive manner——the evolution from the competition of difference in function to competition of difference in meaning.Accordingly, the thought of enterprise's marketing strategy should realize three transformations : the transformation from mainly creating use value to create symbolic value ; the transformation from production and service marketing to brand marketing ; the transformation of promoting information from the support condition of dealings to the object of them.