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手段—目的链理论中产品属性与消费者自身价值的联系必须通过消费后果这一环节。然而,事实上,由于自身价值有物质性和精神性之分,不同产品品类会影响手段—目的链中产品属性与自身价值的联系。因而在不同产品品类中,自身价值与动机关系的密切程度是有差异的。基于此,本文试图构建不同产品品类的相应营销策略。
Means - the purpose chain theory, the relationship between product attributes and the value of consumers must pass the consumer consequences of this link. However, in fact, due to the materiality and spirituality of their own value, different product categories will affect the means - the link between the product attributes and their own value in the chain of purpose. Thus in different product categories, the closeness of their own value and motivation is different. Based on this, this article attempts to build the appropriate marketing strategy for different product categories.