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随着“互联网+”的兴起,以及工业4.0和中国制造2025等新概念的提出,全球的产业结构在不断的发生变化。从早期的搜狐、新浪门户,到现期的腾讯、阿里巴巴和百度,市场已经渐渐趋近一种饱和状态,很多企业面临着倒闭或重组的危机,如何在窘境中开辟新道路,引起了各方的探讨。其实企业的核心是产品的创新程度,而产品的中心是围绕消费者,如何抓住顾客购买意向就是问题的关键。本文在对市场环境分析的同时结合消费者购买意向来探究,以百事可乐为例,分析其独特和创新的模式,探讨消费者取向确定的方法和思想。
With the rise of “Internet + ” and the introduction of new concepts such as Industry 4.0 and Made in China 2025, the global industrial structure is constantly changing. From the early Sohu, Sina portal to the current Tencent, Alibaba and Baidu, the market has gradually reached a state of saturation, many companies are facing a crisis of collapse or restructuring, how to open up new roads in the predicament, caused by the Party’s discussion. In fact, the core of the enterprise is the degree of product innovation, and the product is centered around the consumer, how to seize the customer purchase intention is the key issue. Based on the analysis of the market environment and the consumers’ purchase intentions, this paper takes Pepsi-Cola as an example to analyze its unique and innovative mode and to explore the methods and ideas of consumer orientation.