顾客效用层次模型研究与分析

Research on The Model of Customer Utility levels

本文在品牌认知结构的基础上 ,根据满足顾客需要的内在力量的重要性排序 ,建立了“顾客效用层次”模型。该模型作为一种分析工具 ,使营销人员更好地理解顾客为什么购买某一产品 (或品牌 )。模型中包含了三个相关联的阶梯层次要素 :产品属性、顾客利益和顾客价值。它可以帮助营销人员解决广泛的营销问题 ,包括新产品开发、品牌定位。

The author developeed the model of Customer utility levels based on brand knowledge Stracture.As an analytic tool,the model Can help marteters better understand why Customers buy a proctuct/brand instead of the others.The model includes three relevent elements of levels:attributes,benefits,and Values.Also,the model Can help marketers resolve many marteting issues,Such as developing new products,brand positioning,developing advertising Strategies.and market Segmentation.Finally,managerial application of the model is discussed.