知识型顾客管理与营销方式的创新(doc 66页)

摘要20世纪90年代初，世界著名的管理学大师彼得·F·德鲁克在《后资本主义社会》中预言了知识社会的到来，他说：“我们正进入知识社会，知识已成为社会的核心，知识资本的比例已大于资金资本。

知识正日益代替权力与资本，成为世界向前发展的动力。

”社会的变革对于企业营销环境的影响是巨大的，首当其冲的就是顾客的变化，他们的世界观、基本价值观、生活方式、消费方式等都发生了本质的改变，一个崭新的世界出现了。

新的社会体系新的经济环境孕育了新的顾客，与工业经济时代的顾客相比，新的顾客更具个性化，更加独立，他们在购买方式、消费观念等方面与以往的顾客有着很大的区别。

本文用“知识型顾客”这样一个词语来概括这部分顾客，他们因为拥有了知识，具有较强的学习能力和知识创新能力，所以显得与众不同，他们代表了社会的发展方向，将对我们的社会文化和经济生活产生重大影响。

性别、年龄、种族或收入水平不再是决定他们消费动机的因素，他们的出现重新界定了顾客和市场的涵义，使得传统的营销策略和根据年龄、性别或收入进行市场细分的方法不再能有效地发挥作用。

企业必须对营销策略和营销方式进行创新以满足知识型顾客的需求，知识营销作为知识经济时代企业的一种营销创新模式为我们提供了一个解决工具，在知识营销体系中，传统的4Ps营销组合也被赋予了新的意义，形成了4Is营销组合（即个性化的产品和服务Individual product and service、基于协商下的价格约定Price Indenture、基于网络的信息技术平台The Platform Bases on Internet、知识的交流Knowledge Intercourse），4Is营销组合已被越来越多的企业意识到并在企业的营销实践中得到了验证；除了营销组合的创新，知识营销的营销方式也在不断地创新，学习营销和体验营销便是其中两种方式，它们针对知识型顾客身上的三种稀缺性资源（时间、注意力、信任度）设计具体的营销方法、工具分别用以获取知识型顾客的注意力和信任度，其中学习营销通过企业内部营销人员、管理人员和企业外部全社会的知识学习、交流来吸引知识型顾客的注意；体验营销则通过消费体验这种特殊的方式让知识型顾客参与到产品或服务的过程中，不但满足了知识型顾客喜好参与的特性，而且获得了知识型顾客的信任。

全文分为五个部分进行阐述：第一部分前言介绍了本文的写作背景、选题初衷及写作过程中的思维框架等问题。

着重论述了选择知识型顾客来概括新顾客群体的原因：学习是获取知识的途径，知识是学习的成果且内含了顾客的自我学习创新，同时，对顾客与消费者之间的微小区别作了说明。

第二部分提出了知识型顾客的概念，界定了知识型顾客的定义及其内涵和外延分析，并讨论了知识型顾客身上的稀缺性资源。

本文将知识新顾客定义为那些利用知识指导自己的消费实践并且不断学习不断进行知识创新的团体和个人，他们有着完全不同于旧有顾客的特征，时间、注意力和信任度对于他们显得越来越重要。

第三部分从知识型顾客对企业的价值和对企业的挑战两个方面出发，论述知识型顾客对于企业的研究意义，这也是本文的研究意义。

第四部分从满足知识型顾客需求的角度出发，结合企业当前的营销实践，对企业的营销组合策略创新进行探讨：从最开始的4Ps到4Cs再到4Rs，最后是知识营销时代的4Is。

大连彧林科技有限公司的营销实践活动也证实了4Is 组合的实践价值。

第五部分针对知识型顾客的稀缺性资源，提供了学习营销和体验营销两种新型的营销方式分别获取知识型顾客的注意力和信任度，另外，还进行了两种营销方式的具体实施途径分析。

关键词：知识、知识经济、顾客、知识型顾客、知识营销、4IsAbstractWorld-famous Management guru Peter F.Drucker has prophesied the arrival of knowledge society in his “Post-Capitalist Society” in the beginning of the 1990s. He says: “We are entering the knowledge society, knowledge has already become the core of the society, the proportion of the knowledge capital has already been greater than the fund capital. Knowledge is replacing the power and capital, become motive force that the world develops forward. The influence on enterprise’s marketing environment of change of the society is enormous, the most firstly is the customer’s change, the essential change has all taken place in their world outlook, basic values, life style, consumption pattern, etc. one new world has appeared.The new economic environment is pregnant with the new customer, compare to the customer in the Industry era, new customer is more individual and independence, there is very great difference in the way of buying and consumption idea between new customer and the old. This article summarizes this part of customers with such a word of " knowledge type customer ", because they have knowledge, have stronger learning ability and innovation ability of knowledge, makes them out of common. They represent developing direction of the society; will affect our social culture and economic life deeply. The sex, age, race or income level are no longer the factor of determining their consumer motivation, their appearance defines the meanings of the customer and market again, also makes traditional marketing tactics and market segments by age, sex or income can not function effectively. Enterprises must innovate the marketing tactics and marketing way in order to meet knowledge type customer's demands, Knowledge marketing has offered solved tools as innovative mode of marketing those enterprises in era of knowledge-driven economy, in the marketing system of knowledge, traditional 4Ps marketing association tactics also have been given the new meaning, formed the 4Is marketing association tactics (such as Individual product and service, Price Indenture, The Platform Bases on Internet, Knowledge Intercourse)that have already been realized and proved inpractice, Except the innovation of marketing association, the way of knowledge marketing is innovating constantly too, Learning Marketing and Experience Marketing is two ways among them, They direct against three kinds of rare resources on the knowledged customer (time, attention, trust) to design concrete marketing method, tool in order to obtain the knowledged customer's attention and trust separately, Learning Marketing attracts the attention of the knowledged customer according to the knowledge learning and exchanging of enterprises’marketing employee, management employee and the whole society. Experience Marketing let knowledged customer participate in the course of the products or the service according to consumption experiencing, a kind of special marketing mode. Not only met the characteristic that the knowledged customer is fond of participation but also obtained the knowledge type customer's trust.This article includes five chapters:Chapter one preface introduces such questions as writing background, original intention of the selected title and thinking frame in the writing course of this article and expounds the reason emphatically that how to choose knowledged customer to summarize the new customer group. Study is a way to obtain knowledge; knowledge is an achievement of study also includes the customer's self- innovation, meanwhile, proves to the small difference between the customer and customer.Chapter two put forward the knowledged customer’s concept, defines the knowledge customer's definition and analyze its intension and epitaxy, also discusses rare resources on the knowledged customer. This article defines the knowledged customer as those groups and individuals that utilize knowledge to guide one's own consumption practice and constant study and carry on the knowledge innovation constantly, they have completely new traits different from the old customer, time, attention and trust seem more and more important to them.Chapter three proceeds from the value to enterprises of knowledge type customer and challenge to enterprises, describes knowledged customer's research meaning in enterprises, this is the research meaning of this article too.Chapter four proceeds from meeting knowledged customer's demand, combinesenterprise's present marketing practice, and discusses innovation of enterprises’marketing association tactics. From 4Ps to 4Cs then to 4Rs, at last is 4Is under knowledge marketing era. The marketing practice activity of Dalian Yulin Science Technology Co., Ltd. has verified the 4Is’ practice value.Chapter five directs against rare resources on the knowledged customer, has offered Learning Marketing and Experience Marketing to obtain the knowledged customer's attention and trust respectively, and analyze its concrete implementation way.Key words: Knowledge, Knowledge economy, Customer, Knowledged Customer, Knowledge Marketing, 4Is目录前言“知识型顾客”这个概念是一个全新的概念，比较成熟的是“知识型企业”、“知识型员工”等概念，这些概念虽然没有一个统一的或者说是权威的定义，但都已经为许多营销界的专家和学者反复使用，不少营销学方面的论文、专著就“知识型企业”和“知识型员工”有过详细的论述，但对于“知识型顾客”这样一个概念，仅仅是有少数人在文章里提到，没有一个明确的定义也没有明确的所指向的顾客群体，对于“知识型顾客”的研究更是少之又少，所以对于这样一个题目的写作是颇费力气的事情。