摘要
本篇文章基于互联网时代经济发展和企业营销模式转变的背景,研究企业营销创新对消费者偏好的影响。首先,在过往研究的基础上,通过对营销模式核心要素的探讨,全面地讨论了中国餐饮企业文化营销的现状及存在问题,构建了消费者偏好模型;其次,探讨了以智能优化营销策略吸引潜在消费者、提高消费者满意度的方法;然后,基于对中国餐饮业营销现状和营销实施策略的分析,以餐饮业为代表,阐述了企业营销创新对消费者偏好的影响;最后,本文结合当今互联网思维下的营销创新途径,构建了基于消费者偏好的网络营销模型和混合渠道模型,设计了企业集群共生模型的营销创新形式。
In today's society,homogeneity of commoditiesis increasingly becoming obvious so much so that brandbecome the key factor distinguishing goods of the same type,and brand preference is formed according to the consumer'spreferences,it is the foundation and an early stage of brandloyalty formation,it is also an important factor for enterprisesand businesses in the understanding of consumer demands.When making choices in the buying process,the selection isoften based on brand preference.The market competition isgradually evolved from a pure market positioning tactic toconsumer behavioral focus.Base on a case study of traditional restaurant chain andlife style of different consumer groups,to find out the factorsinfluencing consumers'preference on marketing innovation,soas to find out the method of improving marketing pattern andinnovation strategy.
出处
《上海管理科学》
2016年第6期29-36,共8页
Shanghai Management Science
关键词
消费者偏好
营销创新
网络营销
混合渠道
共生模型
Consumer preferences, Marketing Innovation, network marketing, Mixed channel, Symbiosis model
