基于消费者理性化与主权化的营销思维重组

Restructuring the Marketing Thinking Based on Consumer Rationality and Sovereignty

本文认为,随着金融危机的爆发,中国消费者的心理及行为特征已经呈现理性化与主权化交织的状态,既关注产品和服务的性价比,同时坚持原有的品牌偏好,注重商品的符号价值,通过消费来进行自我建构和社区联系,追求真实与短暂的愉悦和刺激,注重参与和体验。部分营销技术也因此失去其效用。这就要求我们站在一个新位置进行营销思维重组:营销的聚焦可由具体性的营销组合操作转变到注重对消费者的了解和营销生态的把握,在保证产品质量和安全等基础营销责任的同时消解营销霸权而贴近消费者,让渡市场权力,让消费者通过体验和参与来进行自我价值的创造。

With the outbreak of the financial crisis,C hinese consumers are experiencing psychological and behavioral characteristics of mixed rational and sovereign state. Consumers not only concern about the cost performance of product and service, but also uphold the original brand preference, and so on. Because of this, some of the marketing strategies are becoming ineffective. We have to review and restructure the marketing thinking. Marketing focus should shifts from the operation of the marketing mix to the understanding of consumers and the grasping of eco-marketing. Based on ensuring product quality and safety and other basic marketing responsibilities, marketers should dismiss marketing supremacy and get close to consumers, transfer market power, and enable consumers to create more value for themselves by experiencing and participating.