The Research on the Marketing Strategies Theory and Empirical Based on the Product Value
The classical 4P theory was born in the demand market, a company to develop marketing strategies aimed to meet customer the differential interest demand. However, with the US-led financial crisis, making the interests focus on customer needs 4P strategic theory of challenges, in the value market, develop strategies to create value investors become the fundamental purpose. This paper is using marketing strategy theory, proposing the commercial value (value-added/loss)-the new mode of thinking, attention to the value-oriented of dynamic profit and losses, for investors to develop differentiated and satisfaction marketing strategies and to construct empirical structural equation model of the real estate market as the object to verify and obtain a conclusion that there is a significant positive correlation on marketing strategy to the product values upgrading under driven factors- differentiation and satisfaction.
Product Value Differentiation Satisfaction Marketing Strategy Investor
CHEN Jingdong HAN Wei
School of Economics and Management, Xian University of Technology, P.R.China, 710054
国际会议
天津
英文
253-257
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）