生活方式的改变与营销策略创新

Changes in Life Style and Innovation of Marketing Strategies

改革开放以来,我国经济处于转型时期,生活方式发生了很大变化,生活方式变化的特点主要表现在:人们追求满足个性化需要,注重于满足情感的需要,更愿意消费具有某种社会象征性的产品。引起生活方式改变的因素主要有:政治、法律、经济、社会、文化、科学技术和自然环境因素等,这些因素也同样影响企业营销策略的选择,企业必须保持营销策略与生活方式之间的协调关系。当今,企业在进行营销策略创新时应实施如下策略:产品与服务的个性化策略、产品与服务的人性化策略、提供绿色产品与服务的策略、提高产品与服务文化含量的策略。

Since the beginning of the reform and opening up, China＇s economy entered a period of transition, and great changes have taken place in life style. But they are not stable in going along the civilized, healthy and scientific way. Changes in people＇ s life style are mainly as follows ： pursuing to meet the individu- al needs, stressing to meet the effective demands, and showing more willingness to consume socially symbolic products. The factors causing the life style＇ s changes are mainly as follows ： politics, law, economy, society, culture, science and technology, natural environment, etc.. These factors also influence the choice of enterprise＇s marketing strategies. Enterprises must coordinate between the marketing tactics and life style. While innovating marketing strategies, they should pay special attention to the following points in providing products and services ： individualization, humanization, greenness, and culture contents.