聚合营销的产品策略研究

聚合营销的产品策略研究

关键词：聚合营销、产品策略、新产品开发

中文摘要

市场营销是企业最重要的经营活动之一，甚至管理学大师彼得·杜拉克曾指出从客户的观点来看，市场营销就是整个企业活动。而市场营销的产品策略又是市场营销中的核心策略。进入21世纪，由于网络中国最庞大的资料库

经济的开展、数字化技术的进步、人们的上网用途进一步多元化开展以及人们对于互联网使用的越来越频繁，使得互联网已经逐渐渗透到人们生活的方方面面中去，并且渐渐改变着人们的思维和行为方式。企业界和学术界很快发现，当今的消费者并不是纯粹的传统消费者或数字消费者，而是传统消费者与数字化消费者的聚合，他们的消费行为既包括采用传统的渠道也包括采用网络所提供的数字化渠道来满足他们自己的需要、欲望和需求。显然对于这类日益增长的消费群体来说，单纯的传统营销手段和网络营销手段不能完全具有针对性。因此，通过对市场营销理念进行创新，采用传统营销和数字化营销相结合的聚合营销，对数字时代的企业提高竞争优势、获得运营效率和运营质量，具有重要的意义。

本文采用比拟研究、实证研究与标准研究相结合、定性分析与定量分析相结合、具体与抽象相结合以及案例分析的方法，吸收、借鉴国

内外的先进思想，对于聚合营销的产生背景、聚合营销的产生原因、聚合营销的定义和内容以及聚合营销的产品策略进行了系统、全面的分析。尤其着重讨论在聚合营销的新产品开发中企业如何进行新产品设想的评估以及新产品概念设计和测试的方法。

本文首先从聚合营销产生的背景入手，分析了聚合营销产生的背景，即互联网的飞速开展、网络经济的曾经繁荣与近期的泡沫、以及市场营销理念不断随着市场变化演进。其次，本文论述了聚合营销产生的原因，其包括消费者的价值取向和购置行为的变化、商业竞争的日益剧烈以及现代电子技术和通讯技术的飞速开展和应用等多种因素。然后，本文对聚合营销的概念和内容、聚合营销的理论根底以及聚合营销的营销策略进行了概述，提出由于数字时代的消费者的“混合型〞特征，使得现在的市场营销――聚合营销是一个新、旧事物的混合体，这让聚合营销的营销策略也是传统的和数字的交叉地带，对于数字时代的企业来说，它们既要保持局部传统的市场营销策略，又要增加新的市场营销手段，作出相应的变化。

最后，本文详细阐述了聚合营销的产品策略研究。指出企业在认识到数字时代消费者独特的聚合型价值和购置行为的根底上，应该采用客户化产品策略与传统的标准化产品策略相聚合的聚合营销产品策略。并且通过国内房地产商运用聚合营销的案例强调在数字时代，企业的产品策略应该采用聚合营销的产品策略。在聚合营销产品策略中的新产品开发研究中，本文提出聚合营销的新产品开发应该按照确定时机、新产品设计、新产品试销、新产品上市以及产品生命周期管理5

阶段进行，并且着重指出聚合营销的新产品开发策略应该采用层次分析法和NewProd模型相结合的方法进行新产品设想评估，以及应该采用联合分析的方法让消费者参与新产品概念设计，并且通过基于网络的图片和动画让消费者参与新产品概念测试。

关键词：聚合营销、产品策略、新产品开发

ABSTRACT

Marketing is one of the main business activities in modern companies. It is so important that Peter Drucker concedes that marketing is the whole business seen from the point of its final result. And product strategy is the core strategy in marketing. In 21 century, because of the development of Internet economy, digital technology and vibrant Internet functions, people use Internet more frequently, which enables Internet to permeate into all the respects of people's lives and gradually changes people's ideas and behaviors. Marketing managers in companies and professors in universities quickly discover that today's consumers, who act across multiple channels, combine timeless human needs and behaviors with new online activities. They are a combination of traditional and cyber, rational and emotional, wired and physical. Obviously, for this ever-bigger new market, pure traditional and cyber marketing methods are not well appropriate. Therefore, it is significant for modern companies to use creative

convergence marketing method to gain core competitiveness, and to operate marketing programs more efficiently and effectively.

Referring to advanced thoughts of eastern and western marketing management, this dissertation systematically analyzes the background of convergence marketing development, the reason of convergence marketing development, the concept and contents of convergence marketing, and the product strategy in convergence marketing. More specifically, this dissertation at length discusses the methods of evaluating new product ideas, developing new product concepts, and testing alternative product concepts in convergence marketing.

To begin with, this dissertation discusses the background of convergence marketing development, which includes the fast development of Internet, the ups and downs of internet economy, and the development of modern marketing theories. Moreover, this dissertation analyzes the reason of convergence marketing, and concedes that the vast changes in consumer's values and purchasing behaviors, the stiff business competition, and the fast development and quick application of modern electronic and communications technology are the main reasons that convergence marketing develops. Furthermore, this dissertation discusses the concept and contents of convergence marketing, the theory foundation of convergence marketing, and briefly talks about the marketing strategies in convergence marketing. And this dissertation concludes that because of the