基于观念营销的营销组合研究

Study on the Marketing Combination Based on the Concept Marketing

观念营销指企业在追求自身经营目标时,通过设计、推广和灌输与自身产品相关的理念,来影响消费者的消费观念,从而达成交易的过程。本文认为,企业要获得消费者认可,更重要的是观念的设计、推广以及向消费者的灌输;观念营销由观念策略、产品策略、价格策略、渠道策略和沟通策略等五个方面构成,而企业文化力、市场前瞻能力、观念力、产品力、通道整合能力等是影响观念营销成败的关键因素。

Concept marketing' means that in pursuing the business goal,enterprises exert an influence over consumers through designing,maintaining,and inculcating concepts related to the products,therefore to increase the turnover.'Concept marketing' is composed of the tactic of concept,of products,of price,of channel,and of communication.Key elements that determine the result of concept marketing include the power of enterprise,s culture,of ideas,of products,and the ability of forecasting the future market situation,and the ability of channel integration.