开发消费者隐性需求的营销对策论文正文..docVIP

摘 要 对于市场占有率和份额的争夺而言，不断开发消费者的需求是必要的。消费者现有需求和潜在需求分别反映了市场不同阶段的开发程度，当一份市场快要立于饱和的状态时，企业和事业单位要想在整个市场之间有更大的竞争力，就应该有敏锐的眼光和洞察力去开发新的市场，也就是战略上所说的蓝海战略，这就需要企业事业单位去开发消费者的潜在需求。现阶段我国经济得到了快速发展，这是世界有目共睹的事实，期间按照市场需求研发出了消费者所想得到的满足，这些需求有的是从产品性能上进行改革，也有从服务方面进行挖掘，有的甚至改变消费者的消费习惯、文化习惯，一系列的变革与发展，都彰显出企事业单位对市场挖掘和消费者潜在需求开发的大力关注、投入。 营销策略的本质就是不断开发消费者的需求，当面对不同的消费群体和需求性质时，我们需要拿出不同的营销策略。从最基本的4P原则入手，根据市场需求变动更新我们的产品，调整价格，改变销售渠道模式，传播企业形象、产品文化，调整我们的营销策略应对市场的各种需求。 关键字：潜在需求、市场份额、营销策略 Abstract The competition for market share and share, the continuous development of consumer demand is necessary. Consumer existing demand and potential demand are reflected in the market at different stages of development level. When a market is about to stand saturated state, enterprises and institutions succeed in the market more competitive between, there should be keen vision and insight to develop new markets, that is, the strategy said Blue Ocean Strategy, which requires enterprises and institutions to develop the potential demand of consumers. At this stage has been rapid development of Chinas economy, which the world recognizes the fact that developed according to market demand during the consumers want to satisfy these requirements either from the product performance to reform, but also from the excavation services, and some even changes in consumer spending habits, cultural practices, a series of change and development, are highlights mining enterprises on the market and the strong development potential demand of consumers concerned about the investment. Marketing strategy is to continually develop the nature of consumer demand, when faced with different consumer groups and needs of nature, we need to come up with different marketing strategies. 4P start from the most basic principles, according to market demand changes to update our products, adjust prices, change the mode of distribution channels to disseminate corporate image, product culture, and adapt our marketing strategy to respond to mark