“4V+1P”与思维导图的产品创新模型构建研究——以曲别针系列产品创意为例

Study on Constructing Product Innovation Model Based on “4V+1P” and Mind Map:An Example of Paper Clip Product Series Innovation

本文将4V组合营销理论与传统4P营销理论的“产品1P”相结合,构建了产品创新的“4V+1P”模型,并借助思维导图工具,应用于曲别针系列产品创意发明之中,形成了符号语言类、工作职业类、情感象征类、品牌塑造类、趣味娱乐类、组合发明类等富有个性的曲别针系列产品。该模型具有“见微知著”的推广价值,特别适合企业的日常产品发明创造。

The research combines the marketing mix of 4Vs with one P in the traditional 4Ps marketing theory,i.e.,the Product,to establish a new"4V+1P"model for product innovation.And by using the mind map as a tool,the research applies the new model to the product innovation of a paper clip product series and has formed a unique series that falls into various categories including symbolic language,occupations,emotional symbols,brand building,entertainment and combined innovation.The new model is worth promoting for its extensiveness,which is highly suitable for daily product innovation in enterprises.