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符号价值营销的概念来源于波德里亚消费社会理论,他对符号价值的研究推动了现代市场营销理论和实践的转变,利用符号价值进行营销成为一种新趋势。符号价值营销解决了传统营销所面临的需求有限性的难题,使市场营销的范畴延伸到了产品和服务之外的符号价值上,从而创造了营销的无限性。要进行成功的符号价值营销,营销者应在4P营销组合的各部分进行符号价值的制造与传递,利用其满足消费者不断变化的需求,并与之建立稳定的增值互利关系。
The concept of symbolic value marketing originated from Baudrillard’s theory of consumer society. His research on symbolic value has promoted the change of modern marketing theory and practice. Marketing using symbolic value has become a new trend. Symbolic value marketing solves the problem of the limited demand of traditional marketing, extends the category of marketing to the symbolic value beyond the products and services, and creates the limitless marketing. To conduct successful symbolic value marketing, marketers should create and deliver symbolic value across all segments of the 4P marketing mix to meet the changing needs of consumers and establish a stable, value-added and mutually beneficial relationship with them.