产品极大丰富和过剩的今天,消费者和企业各自困惑的是:消费者为选择那种品牌或产品举棋不定;企业昼思夜想究竟怎样才能满足消费者的需要。消费者的表层需求是浅显的,完全可以通过市场调研的定量分析研究获得,但完全依据定量分析研究所做的营销策略与产品推广策划似乎不能尽如人意,有时与销售事实相左,有时甚至与消费者的真实愿望相悖。要获得立于真实的消费动机,先要研究产品功能利益、品牌情感利益和消费者人性之间的关系。 Products are extremely rich and surplus today, consumers and businesses are each puzzled is: consumers choose the kind of brand or product indecisive; business day night think exactly how to meet the needs of consumers. The consumer demand is superficial and can be obtained through quantitative analysis of market research. However, marketing strategies and product promotion planning based solely on quantitative analysis do not seem to be satisfactory, sometimes in contradiction with the sales fact, and sometimes even with The real wishes of consumers contrary. To gain a true motivation for consumer spending, we must first study the relationship between the product function benefit, the brand emotion benefit and the consumer humanity.