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在引起全国关注的“超级女声”娱乐节目完美谢幕之后,理性地思考其背后的营销运作特色,我们发现:一场“亲民化”的营销时代已经悄然而至。之所以称之为“亲民化”是特指:从提出营销主题到结束营销过程均围绕着“客户”展开,营销策划以客户参与为主,营销过程由客户的情感推动,营销的结果则体现客户的意志。那么“亲民化”营销具体特征是什么,支撑它的营销理论又有哪些呢?1.知识经济和小康社会是“亲民化”营销的发展背景1)“亲民化”营销迎合了知识经济背景下的客户群体特征21世纪的主要经济形态是知识经济。它是以知识为基础的经济,与以往经济形态相比,最大的不同在于,它的
After the perfect curtain call for the “Super Girl” entertainment program which has aroused the attention of the whole nation, after thinking rationally about the marketing operation behind it, we found that a marketing era of “people first” has come quietly. The reason why it is called “people-oriented ” is specifically: from the proposed marketing theme to the end of the marketing process are all around the “customer ”, marketing planning to customer participation, marketing process driven by the customer’s emotions, marketing The result is the customer’s will. So what are the specific characteristics of the “people-oriented” marketing and the marketing theories that support it? 1. The knowledge-based economy and the well-to-do society are the development backgrounds of the “people-oriented” marketing 1) Catering to the characteristics of customer base in the context of knowledge economy The main economic form in the 21st century is knowledge economy. It is based on knowledge-based economy, compared with the previous economic form, the biggest difference is that it’s