摘要
品类的建立是打造品牌的一种捷径,能够帮助企业用较少的资金在短时间内打开市场,引起消费者的注意并得到消费者的认同。本文将从弗洛伊德的动机理论出发,将其重要观点——无意识动机理论运用到品类创新管理中去。根据品类创新与消费者“无意识需求”相互作用将这种应用可划分为两个层次,进行了深度分析。最后,针对品类创新过程中应注意的问题进行了阐述。
Category innovation is a good way to build the brand, because it can help an enterprise to explore the market and get Customer attention and Satisfaction. This paper provides results about how to manage category on the basis of Frued＇ s motivation theory. We analysis the Alternative Influence of customer unconscious needs and Category Innovation, and offer reference on how to should to the questions on the process of category innovation.
出处
《特区经济》
北大核心
2007年第5期272-273,共2页
Special Zone Economy
