概念营销是指以某种有形或无形的产品为依托,借助现代传媒技术,将一种新的消费概念向消费者宣传推广,赋予企业或产品以丰富的想象内涵或特定的品位和社会定位,从而引起消费者的关注与认同,并最终唤起消费者对新产品需求的一种营销策略。相对传统营销而言,概念营销是一种进步,它体现了制造商市场细分化的经营理念,同时也是对消费者需求变化的一种积极的应变。一、概念营销的特点1、导向性。满足消费者的现在需求,激发消费者的潜在需求,是任何产品成功的关键。而由于消费者的需求具有多样性,这决定了在营销中对概念的度的把握要相当精确。在概念的提炼和使用上,应避免大而无当,尽量反映出产品的核心价值,并能从人性的角度关心消费者,引导消费者,使概念具备一定的亲和力。2、创新性。概念营销不是陈词滥调,而是一种崭新的观点和思维方式,应在一定程度上反映当时社会的风尚。如:绿 Concept marketing refers to a certain kind of tangible or intangible products as the basis, with the help of modern media technology, a new concept of consumer spending to consumers, giving businesses or products with rich imaginative content or specific taste and social positioning, Thus arousing consumer’s attention and recognition, and eventually arouse consumers’ demand for new products, a marketing strategy. Concept marketing is an improvement over traditional marketing in that it embodies the business philosophy of thinning the manufacturer’s marketplace and is also a positive response to changes in consumer demand. First, the characteristics of the concept of marketing 1, guiding. Meeting the immediate needs of consumers and stimulating the potential needs of consumers is key to any product’s success. And because of the diversity of consumer needs, which determines the degree of marketing in the grasp of the concept to be very accurate. In the concept of refining and use, should avoid being foolhardy, as far as possible to reflect the core values ​​of products, and from the perspective of human nature of consumer care, consumer guidance, the concept of a certain affinity. 2, innovative. Concept marketing is not a cliché, but a brand new perspective and way of thinking, to a certain extent, should reflect the social fashion. Such as: green