消费者价值指向的营销研究模型

MARKETING SEARCH MODEL FOCUSED ON CONSUMER VALUES

利用梯级洞察方法识别产品属性、利益和消费者价值关系链 ,在此基础上利用相关模式技术建立消费者价值与利益、利益与产品属性的相关模式矩阵 ,再利用相关模式矩阵表格对更多的消费者进行多目标决策分析 ,确定产品利益和属性对消费者价值的相对重要性 。

Using the laddering insight methods,the relationship chains among product attributes,benefits,and consumer values were identified.Association pattern technique was used to establish matrix tables between the product attributes and benefits,as well as benefits and consumer values.These matrix tables can be used to conduct further survey in more consumers,and establish the relationship model among product attributes,benefits and consumer values with survey result.With Analysis Hierarchy Process,the model can be used to research the relative importance for product attributes and benefits to the consumer values quantitatively.These could serve as the foundations for marketing mix research.