居民消费结构升级视野下的企业营销策略  

Dweller Consumption Structure Upgrades From the Perspective of Enterprise Marketing Strategy

作　　者：陈月艳[1] 高海霞[1] 

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《物流工程与管理》2011年第12期97-98,65,共3页Logistics Engineering and Management

基　　金：国家自然基金(项目编号:70902047):<基于消费者感知心理的本土品牌购买意愿研究-中国农村消费者与城市消费者的比较分析>

摘　　要：近些年来,居民的消费需求扩张的主要支撑力为消费结构,因此,在我国遭遇金融危机的时刻,为了扩大内需、开启新一轮消费的热点以及保持经济的持续快速增长,研究我国的居民消费结构升级及相关问题具有非常重大的战略意义。文中首先讲述了居民消费结构升级及其内在动因,其次对我国居民的消费结构升级发展趋势进行了论述,最后就国内企业市场营销所存在的问题以及4P+4C的营销策略展开了讨论。In recent years, the consumer demand expansion is the main supporting force for the consumption structure, therefore, to encounter in our country financial crisis, in order to expand domestic demand, opening a new round of consumption hot spots and to maintain sustained and rapid economic growth, study our country dweller consumption structure upgrades and related problems is of great strategic significance. The paper first describes the upgrading of consumption structure and intrinsic motivation, then to the consumption of our country dweller structure upgrading and development tendency are discussed, finally the domestic enterprise marketing problems as well as the 4P＋4C marketing strategy are discussed.

关 键 词：消费结构升级 消费热点 4P+4C营销策略 

分 类 号：F270[经济管理—企业管理]