A Study on Value Creation Based on Implicit Demand Mining of Customers

摘要：

With the coming of knowledge economy, the limits of traditional economy and service economy have become more obvious. The product conception combining corporate and consumer has turned from core product to add product and van-product conception, the marketing behavior also turned from explicit marketing focusing on functional benefit to implicit marketing focusing on value benefit. Most corporate emphasize on building the image of product and corporate to meet the psychology implicit needs,and furthermore affect the buying decision of customers. This paper summarized the characteristic of value creation by the comparison of two kinds of strategic thinking, and it has explained the value creation mode based on implicit demand mining in detail.

关键词： Value creation Implicit marketing creating the demand.

作者: Luo Yongtai Liang Qiang

作者单位: Enterprise Management Department, Tianjin University of Finance & Economics, P.R.China, 300222

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 945-951

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）