基于隐性需求开发的住宅产品购买意愿与营销模式研究
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摘要
企业的一切生产经营活动都是围绕消费者的需求进行的,满足消费者需求是市场营销的目的和出发点。随着中国住宅市场的日益成熟,消费者的购房行为表现得越来越理性。仅仅满足消费者所能够表达的显性需求,运用传统的营销模式进行营销,已经无法满足新经济条件下,新型消费者的营销需求。由于住宅产品具有专业性强、开发复杂和高度信息不对称等特点,因此,它是一种典型的以产品供给者推动需求创造的产品。目前,消费者对于住宅产品的需求已经由传统的质量、区位、价格等有形产品要素向知识型和情感型要素过渡。为此,开发商需要不断地进行住宅产品的隐性需求开发.但是,隐性需求的识别与开发只完成产品创意产生到产品实现的阶段,成功的产品开发并不意味着成功的商品营销。如何将包含了消费者尚未意识到的隐性需求要素的住宅产品以恰当的方式、路径和营销组合呈现在消费者面前,激起目标消费者的购买意愿是产品能否最终获得成功并转化为企业利润的关键。
论文的核心目的是通过探讨消费者对基于隐性需求开发的住宅产品的购买意愿影响因素和路径,构建基于隐性需求开发的住宅产品营销模式并提出相应营销策略。
首先,论文回顾了消费者购买行为、住宅产品营销等相关理论,在大量文献阅读和归纳的基础上,提出了本文的研究架构。论文将基于隐性需求开发的住宅产品购买意愿作为研究的因变量。通过对消费者购买意愿前因的研究回顾,确定了影响购买意愿的三个关键变量——感知价值、感知质量和感知风险,并将感知价格、品牌认知、产品知识、消费情景、广告认知、参照群体感知价值水平作为促使消费者提升基于隐性需求开发的住宅产品购买意愿的诱导因素。
然后,论文以蕴含了隐性需求要素的中高档住宅潜在消费者为样本,在访谈和借鉴国内外研究成果的基础上,设计了相应的变量测量项目。论文采用信度分析、因子分析、方差分析、相关分析和结构方程模型等多种方法对本研究所提出的假设进行验证。研究结果表明感知价值和购买意愿之间确实存在因果关系,感知质量和感知风险通过感知价值影响到购买意愿;各种营销策略对于感知质量和感知风险的影响权重存在差异,其中感知价格、产品知识和感知质量不存在正相关关系,广告认知与感知风险之间不存在负相关关系,这与研究的最初假设相违背。
最后,论文在实证分析的基础上,将提升消费者对基于隐性需求开发的住宅产品购买意愿路径展开,并结合文献分析,从开发和销售两个环节,提取了37种具体的营销策略。依据问卷调查结果,通过因子分析,提取了9个营销组合策略。论文根据不同的隐性需求类型构建了相应的营销模式,并指出在基于隐性需求开发的住宅产品营销实践中必须将显性需求营销模式与隐性需求营销模式有机的整合,论文探索性的构建了基于隐性需求开发的住宅产品整合营销模式。
All corporations'activities must surround consumer behavior directly or indirectly,take consumer as activity's start and ultimate aim,and provide satisfying product or service to consumer.With the consummation of the residential market,consumers have become mature and rational.It is not enough to satisfy new consumers under demand economy by traditional marketing model and just focus on explicit demand situation.Because the residential product have the characteristics including speciality,complexity,information dissymmetry etc.,it is the kind of typical product that impeled the demand creation by the product supplier.At present,the consumers not only consider the visible elements,like the quality,the price,the location and so on,they value other factors more and more,such as the knowledge and the emotion factors.Therefore,the developer needs to develop implicit demand of the residential product constantly.However,the recognition and development of implicit demand only achieves the stage of the creativity production to product realization,the successful product development doesn't always bring on successful marketing.It is the key of transforming profit successfully which is how can we deliver the value of the residential product based on implicit demand exploitation by using suited mode,route and marketing mix,and how can we inspire the consumer's purchase intentions.
This dissertation endeavors to build marketing mode based on the residential product of implicit demand exploitation and propose the corresponding marketing strategy by discussing the factors and ways that influence the consumer's purchase intentions.
Firstly,this dissertation reviewed the correlation theories such as purchase behavior, residential product marketing and so on.Based on literature reading and induction, configuration of this study is put forward.This dissertation chooses the consumer's purchase intentions based on implicit demand exploitation as the dependent variable.By reviewing researches on antecedents of purchase intention,the dissertation finds out three pivotal antecedents variables:perceived value,perceived quality and perceived risk,and chooses product knowledge,perceived price,consumption scene,brand perception,advertising perception and reference group as the independent variables.
Then,this study takes potential consumer of upscale residential product contained the implicit demand factors as sample.Based on interview and literature review,scale item was designed.By Cronbach's analysis of coefficient alpha analysis,factor analysis,analysis of variances,correlation analysis and structural equations modeling etc.,we testified the hypothesis proposed in the study.Results indicate perceived value is the most direct antecedent of the purchase intentions,both of the other two antecedents perform via perceived value.The marketing strategies' influence weights on perceived quality and perceived risk are quite distinct.Result of hypothesis test show:perceived price and perceived quality,product knowledge and perceived quality are not positive correlated,advertising perception and perceived risk is not negative correlated.The result above breach of the hypothesis the dissertation put forward.
Finally,based on empirical analysis,the dissertation evolves the way of promoting the consumer's purchase intentions.Based on interview and literature review,we distill 37 kind of concrete marketing strategies from developing and selling sides.Based on the result of questionnaire survey,through the factor analysis,we distill 9 marketing mix strategies.This dissertation constructs the corresponding marketing modes according to the different implicit demand types,and points out we must integrate the explicit demand marketing mode and implicit demand marketing mode.This dissertation constructs the integrated marketing mode based on the residential product of implicit demand exploitation.
论文的核心目的是通过探讨消费者对基于隐性需求开发的住宅产品的购买意愿影响因素和路径,构建基于隐性需求开发的住宅产品营销模式并提出相应营销策略。
首先,论文回顾了消费者购买行为、住宅产品营销等相关理论,在大量文献阅读和归纳的基础上,提出了本文的研究架构。论文将基于隐性需求开发的住宅产品购买意愿作为研究的因变量。通过对消费者购买意愿前因的研究回顾,确定了影响购买意愿的三个关键变量——感知价值、感知质量和感知风险,并将感知价格、品牌认知、产品知识、消费情景、广告认知、参照群体感知价值水平作为促使消费者提升基于隐性需求开发的住宅产品购买意愿的诱导因素。
然后,论文以蕴含了隐性需求要素的中高档住宅潜在消费者为样本,在访谈和借鉴国内外研究成果的基础上,设计了相应的变量测量项目。论文采用信度分析、因子分析、方差分析、相关分析和结构方程模型等多种方法对本研究所提出的假设进行验证。研究结果表明感知价值和购买意愿之间确实存在因果关系,感知质量和感知风险通过感知价值影响到购买意愿;各种营销策略对于感知质量和感知风险的影响权重存在差异,其中感知价格、产品知识和感知质量不存在正相关关系,广告认知与感知风险之间不存在负相关关系,这与研究的最初假设相违背。
最后,论文在实证分析的基础上,将提升消费者对基于隐性需求开发的住宅产品购买意愿路径展开,并结合文献分析,从开发和销售两个环节,提取了37种具体的营销策略。依据问卷调查结果,通过因子分析,提取了9个营销组合策略。论文根据不同的隐性需求类型构建了相应的营销模式,并指出在基于隐性需求开发的住宅产品营销实践中必须将显性需求营销模式与隐性需求营销模式有机的整合,论文探索性的构建了基于隐性需求开发的住宅产品整合营销模式。
All corporations'activities must surround consumer behavior directly or indirectly,take consumer as activity's start and ultimate aim,and provide satisfying product or service to consumer.With the consummation of the residential market,consumers have become mature and rational.It is not enough to satisfy new consumers under demand economy by traditional marketing model and just focus on explicit demand situation.Because the residential product have the characteristics including speciality,complexity,information dissymmetry etc.,it is the kind of typical product that impeled the demand creation by the product supplier.At present,the consumers not only consider the visible elements,like the quality,the price,the location and so on,they value other factors more and more,such as the knowledge and the emotion factors.Therefore,the developer needs to develop implicit demand of the residential product constantly.However,the recognition and development of implicit demand only achieves the stage of the creativity production to product realization,the successful product development doesn't always bring on successful marketing.It is the key of transforming profit successfully which is how can we deliver the value of the residential product based on implicit demand exploitation by using suited mode,route and marketing mix,and how can we inspire the consumer's purchase intentions.
This dissertation endeavors to build marketing mode based on the residential product of implicit demand exploitation and propose the corresponding marketing strategy by discussing the factors and ways that influence the consumer's purchase intentions.
Firstly,this dissertation reviewed the correlation theories such as purchase behavior, residential product marketing and so on.Based on literature reading and induction, configuration of this study is put forward.This dissertation chooses the consumer's purchase intentions based on implicit demand exploitation as the dependent variable.By reviewing researches on antecedents of purchase intention,the dissertation finds out three pivotal antecedents variables:perceived value,perceived quality and perceived risk,and chooses product knowledge,perceived price,consumption scene,brand perception,advertising perception and reference group as the independent variables.
Then,this study takes potential consumer of upscale residential product contained the implicit demand factors as sample.Based on interview and literature review,scale item was designed.By Cronbach's analysis of coefficient alpha analysis,factor analysis,analysis of variances,correlation analysis and structural equations modeling etc.,we testified the hypothesis proposed in the study.Results indicate perceived value is the most direct antecedent of the purchase intentions,both of the other two antecedents perform via perceived value.The marketing strategies' influence weights on perceived quality and perceived risk are quite distinct.Result of hypothesis test show:perceived price and perceived quality,product knowledge and perceived quality are not positive correlated,advertising perception and perceived risk is not negative correlated.The result above breach of the hypothesis the dissertation put forward.
Finally,based on empirical analysis,the dissertation evolves the way of promoting the consumer's purchase intentions.Based on interview and literature review,we distill 37 kind of concrete marketing strategies from developing and selling sides.Based on the result of questionnaire survey,through the factor analysis,we distill 9 marketing mix strategies.This dissertation constructs the corresponding marketing modes according to the different implicit demand types,and points out we must integrate the explicit demand marketing mode and implicit demand marketing mode.This dissertation constructs the integrated marketing mode based on the residential product of implicit demand exploitation.
引文
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