物质生存的镜像——功能营销范式解读

The Mirror Image of Physical Survival:The Interpretation of Functional Marketing Paradigm

人类的营销范式无一不是其生存状态的投射。作为物质生存的镜像,功能营销是占有式生存图景上的营销实践,它反映了人与物之间微妙紧张的关系,它本质上是人的物质欲望与产品进行匹配的过程。在实践中,功能营销具体表现为功能创造模式和功能优化模式,两者共同构成功能营销的完整过程。

The human marketing paradigms are all the projection of existence.As the mirror image of physical survival,functional marketing is a marketing practice against the background of the possessory survival;it reflects the subtle tensions between persons and things,which,in essence,is a matching process of human material desire and products.In practice,the functional marketing specifically manifests the functional pattern for creation and for optimization,which both constitute the integrated process of functional marketing.