消费者行为、行业竞争态势以及企业资源、竞争地位等是企业制定营销模式时需考虑的关键因素,其中,消费者行为更是制定营销模式的基本出发点。而消费者的购买行为往往因产品类别的不同而迥异,因此按照产品类别的不同采用不同的营销策略组合或营销模式就成为可能。一、产品的分类对于产品的划分已经有各种各样的标准和划分方法,但 Consumer behavior, industry competition situation as well as enterprise resources and competitive status are the key factors to be considered when making marketing model. Among them, consumer behavior is the basic starting point for formulating marketing model. However, the purchasing behaviors of consumers are often different due to different product categories. Therefore, it is possible to adopt different marketing strategies or marketing models according to product categories. First, the product classification For product division has a wide range of standards and methods of division, but