聚合营销的产品策略研究

重庆大学硕士学位论文聚合营销的产品策略研究姓名：蒋亮申请学位级别：硕士专业：区域经济学指导教师：李化民20050501I21WhartonBusinessSchoolYoramJerryWind2002II4Ps4CsIIIABSTRACTMarketingisoneofthemainbusinessactivitiesinmoderncompanies.ItissoimportantthatPeterDruckerconcedesthatmarketingisthewholebusinessseenfromthepointofitsfinalresult.Andproductstrategyisthecorestrategyinmarketing.In21century,becauseofthedevelopmentofInterneteconomy,digitaltechnologyandvibrantInternetfunctions,peopleuseInternetmorefrequently,whichenablesInternettopermeateintoalltherespectsofpeople'slivesandgraduallychangespeople'sideasandbehaviors.Marketingmanagersincompaniesandprofessorsinuniversitiesquicklydiscoverthattoday'sconsumers,whoactacrossmultiplechannels,combinetimelesshumanneedsandbehaviorswithnewonlineactivities.Theyareacombinationoftraditionalandcyber,rationalandemotional,wiredandphysical.Obviously,forthisever-biggernewmarket,puretraditionalandcybermarketingmethodsarenotwellappropriate.Therefore,itissignificantformoderncompaniestousecreativeconvergencemarketingmethodtogaincorecompetitiveness,andtooperatemarketingprogramsmoreefficientlyandeffectively.Referringtoadvancedthoughtsofeasternandwesternmarketingmanagement,thisdissertationsystematicallyanalyzesthebackgroundofconvergencemarketingdevelopment,thereasonofconvergencemarketingdevelopment,theconceptandcontentsofconvergencemarketing,andtheproductstrategyinconvergencemarketing.Morespecifically,thisdissertationatlengthdiscussesusingconjointanalysisintheproductstrategy.Inthefirsttwoparts,thisdissertationanalyzesthebackgroundoftheresearchanddiscussesthecurrentresearchsituation.Then,thisdissertationdiscussestheobjectives,methodsandcontentsoftheresearch.Inthethirdpart,thisdissertationdiscussesthebackgroundofconvergencemarketingdevelopment,whichincludesthefastdevelopmentofInternet,theupsanddownsofInterneteconomy,stiffbusinesscompetition,thedevelopmentofmoderncommunicationstechnologyandthedevelopmentofmarketinginChina.Inthefourthpart,thisdissertationconcedesthatthevastchangesinconsumer'svaluesandpurchasingbehaviorsarethemainreasonsthatconvergencemarketingdevelops.Furthermore,thisdissertationdiscussestheconceptandcontentsofconvergencemarketing,thetheoryfoundationofconvergencemarketing,andbrieflyIVtalksaboutthemarketingstrategiesinconvergencemarketing.Andthisdissertationconcludesthatbecauseofthemixtureoftraditionalconsumersandcyberconsumers,themarketingstrategiesinconvergencemarketingshouldbetheconvergenceoftraditionalmarketingstrategies,relationshipmarketingstrategiesandcybertechnology.Inthefifthpart,thisdissertationatlengthanalyzestheproductstrategyinconvergencemarketing.Andthisdissertationconcludesthat,basedontheuniqueconsumer'svaluesandpurchasingbehaviorsin21century,companiesinmodernerashouldtaketheproductstrategycombiningcustomerizationandstandard.AndthisdissertationalsoillustratestheconvergenceproductmarketingstrategythroughaChineserealestatecompanycasestudy.Inaddition,thisdissertationcontinuestoexamineusingconjointanalysistodesignproductstrategycombiningcustomerizationandstandard.Andthisdissertationatlengthillustratesthiskindofconjointanalysisthroughalivingexample.Themaincreativethoughtsinthisdissertationliein:thisdissertationsystematicallydefinesconvergencemarketinganddiscussesitscoreconcepts;combiningChinesebusiness,thisdissertationusesChinesedatasandcasestoanalyzeconvergencemarketing;basedonthetheoryofmarketingengineering,thisdissertationconcludesthatChinesefirmscanuseconjointanalysismethodtodesignproductstrategycombiningcustomerizationandstandard.Keywords:Convergencemarketing,Productstrategy,Relationshipmarketing,ConjointanalysisIX1.1.................................................................................................................11.2.....................................................................................................72.1.................................................................................................................92.24Ps......................................................................................................................112.3...............................................................................................................122.4.......................................................142.5...........................................................................................163.1...........................................................................213.2...............................................................................213.3M............................................................................223.4IPv4..............................................................................224.1...................................................................................314.2...........................................................................................................424.3...........................................................................................495.1.........................................................