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市场营销理论由最初的生产导向发展到现在的以消费者满意为根本目的阶段,经历了一个不断完善的过程。在此情景下,将是顾客决定生产什么产品,而不再是企业。同时,随着赋权概念的提出,赋权在营销领域的应用也开始越来越受到人们的关注。文章分析讨论了赋权战略在营销领域的运用及这种权利转换对消费者产生的重要的心理效应。本文认为,被赋权选择应该营销哪种产品的顾客对这些潜在的产品表现出更大的需求,企业因而能够获得真正的竞争优势,并降低新产品研发的风险。
Marketing theory from the initial production-oriented development to the present consumer satisfaction as the fundamental purpose of the stage, undergoing a continuous improvement process. In this scenario, it will be the customer who decides what to produce, not the business. At the same time, with the concept of empowerment, the application of empowerment in the field of marketing is also beginning to receive more and more attention. The article analyzes and discusses the application of empowerment strategy in the marketing field and the important psychological effects that this right transition has on consumers. This paper argues that customers who are empowered to choose which products to market should exhibit a greater demand for these potential products, thus enabling them to gain real competitive advantage and reduce the risk of new product development.