从4P到SIVA:互联网背景下出版企业营销策略创新

From 4P to SIVA :Marketing Strategy Innovation of Publishing Companies in the Background of the Internet

互联网的普及与发展,使消费者话语权回归,个性化需求多样,传统的以企业为核心,适用于大批量生产、大规模分销和大规模消费市场的4P理论已难以有效适应新的市场环境。SIVA理论将产品转化为解决方案,促销转化为信息,价格转化为价值,分销转化为途径,是以消费者为中心,以解决方案为驱动力的一种新型营销模式。面对日趋激烈的市场竞争,出版企业可借鉴SIVA营销理论,将消费者置于营销流程的起点,从发现消费者所需要解决的现实问题出发,通过寻找合理的解决问题方案来满足其实际需求。在此过程中,应及时提供消费者所需要的各种信息,同时权衡方案价值与顾客总成本,提高消费者对解决方案的价值感知,并给予其获取解决方案的便捷途径。

As the development and popularization of the Internet has enhanced consumers＇ right of saying and diverse personalized needs, the traditional 4P theory, which places enterprise as the core and applies to mass production, large-scale distribution and large-scale consumer market, has been difficult to adapt to the new market environment effectively. The SIVA theory, a new marketing model, which is consumercentric and solution-driven, can transform product into solution, promotion into information, price into value and place into access. In the face of increasingly fierce market competition, publishing enterprise can learn from SIVA marketing theory, placing consumers at the starting point of the marketing process, getting to know consumers＇ real problems before looking for a reasonable solution to meet their actual needs. In this process, a variety of required information must be updated for consumers, and the value of the program and the total cost of the customer must be weighed to improve consumers＇ awareness of the value of the solution, so that consumers can have convenient access to obtaining a solution.