| 从“需求营销”到“欲望营销” |
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| 引用本文： | 付勇,刘秀兰,刘德昌.从“需求营销”到“欲望营销”[J].商业研究,2005(22):188-190. |
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| 作者姓名： | 付勇 刘秀兰 刘德昌 |
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| 作者单位： | 西南民族大学,管理学院,四川,成都,610041 |
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| 摘 要： | 当代营销管理理论的实质正由“需求营销”向“欲望营销”转变。“需求营销”是大众营销的产物,“需求营销”理论已渐渐丧失指导营销实践的功能。“欲望营销”以人的欲望这一心理现象入手,了解和掌握消费者所需所欲的心理本意,能促使企业深入了解消费者,更加关注产品的本质利益,并与消费者的欲望相一致。
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| 关 键 词： | 需求 欲望 营销 |
| 文章编号： | 1001-148X(2005)22-0188-02 |
| 收稿时间： | 09 21 2004 12:00AM |
| 修稿时间： | 2004年9月21日 |
From Need Marketing Strategy to Desire Marketing Strategy |
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| FU Yong,LIU Xiu-lan,LIU De-chang.From Need Marketing Strategy to Desire Marketing Strategy[J].Commercial Research,2005(22):188-190. |
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| Authors: | FU Yong LIU Xiu-lan LIU De-chang |
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| Institution: | College of Management, Southwest University for Nationalities, Chengdu, Sichuan 610041, China |
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| Abstract: | The essence of the present marketing management theory is changing from need marketing to desire marketing.The need marketing strategy is a result of mass marketing, which neglects the function of leading the marketing action. Desire marketing however, manifests eutomer psychology, focusing on grasp original customer intention. It can impel enterprise to comprehend, to pay more attention to the essential interest of products as to as thoroughly match customer desire. |
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| Keywords: | need desire marketing |
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