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品类的建立是打造品牌的一种捷径,能够帮助企业用较少的资金在短时间内打开市场,引起消费者的注意并得到消费者的认同。本文将从弗洛伊德的动机理论出发,将其重要观点——无意识动机理论运用到品类创新管理中去。根据品类创新与消费者“无意识需求”相互作用将这种应用可划分为两个层次,进行了深度分析。最后,针对品类创新过程中应注意的问题进行了阐述。
The establishment of categories is to create a brand shortcut, to help businesses use less money to open the market within a short time, causing consumers’ attention and consumers agree. This article will start from Freudian motivation theory, the important point of view - unconscious motivation theory applied to category innovation management. Based on the interaction between category innovation and consumer “unconscious demand”, this application can be divided into two levels and conducted in-depth analysis. Finally, the problems that should be paid attention to in the course of category innovation are described.