基于隐性需要的消费倾向及其营销启示

研究中国市场的消费特征是当前研究的一个焦点。但是许多研究只是基于当前消费现状的统计数据进行分析预测 ,缺乏对消费者需要与变化的深入研究。本项研究提出了隐性需要的概念 ,并认为仅仅描述显性需要是很难全面反映出消费倾向 ,应该对消费者的隐性需要进行研究

On Consumption Tendency and Marketing Implications of Latent Needs

A study of consumption pattern of China's market is a focus of current research. But too often many studies based on statistical data lack thorough research of consumers' needs and their changes. This article forms the concept of latent needs and argues that describing articulate needs hard resents the tendency of consumption of China's emerging market, research on consumers' latent needs is necessary.