基于消费者需求与信息搜寻过程的第二维营销战略模型及验证

A New Model of Marketing Strategy Based on ConsumersNeeds and Information Search

本项研究从消费者需求与消费者信息搜寻两个维度,将产品市场分为易识常用品市场、易识高档品市场、难识常用品市场、难识高档品市场。基于每一类产品的特征,我们提出不同产品市场的营销战略假设,然后在国内选择五个案例,对我们提出的营销战略假设进行了验证。

Based on two dimensions of consumer needs and informationsearch, this research categorizes product markets into four different kinds:market of easy-identified common product, market of easy-identified luxuryproduct, market of difficult-identified common product, market of difficult-identified luxury product. Then the research presents some marketing strategichypothesis of different market according to its characteristics. Finally, theresearch does five case studies for testing the Hypothesis.