O2O趋势下消费者产品需求特性变化与营销策略  

Product Demand Characteristic Changes of Consumer and Marketing Strategy under O2O Trend

作　　者：宋继承[1] 

机构地区：[1]内蒙古财经大学商务学院,内蒙古呼和浩特010051

出　　处：《财经理论研究》2014年第5期89-94,共6页Journal of Finance and Economics Theory

基　　金：2013内蒙古财经大学校级课题(JX1303)

摘　　要：4G技术的发展和智能手机的普及,使得传统的、基于营销信息不对称的市场营销策略与手段,逐渐在O2O营销模式下失去了对消费者的话语权,消费者更关注购买的便利性、时间成本的节约性等,形成了基于产品的主动分享、自动记忆、互动娱乐等产品特性需求,更加关注产品的沟通性、信息性、娱乐性。O2O下,营销模式、营销策略发生深刻变化,产品的情趣化、探索性、互动性将成为产品策略的核心,消费者价格预期更具分量,互动营销成为主流,全渠道趋势特征凸显,客户关系管理更有针对性和高效率。The development of the 4G technology and the Universal of intelligent mobile phone,which makes marketing strategies and methods based on the traditional and information asymmetry gradually lose consumer discourse right in the O2 O marketing mode. Consumers are more concerned about the purchase convenience,cost saving of time,formed a kind of products demand characteristics of active sharing,automatic memory,interactive entertainment,pay more attention to products of communication,information,entertainment. In O2 O,marketing model,marketing strategy has undergone profound changes,the product taste,exploratory,interactive will become the core of product strategy,consumer prices expect will be carried more weight,interactive marketing has become the mainstream trend,the full channel characteristics highlighting,customer relationship management is more targeted and efficient.

关 键 词：O2O 产品需求特性 营销模式 产品体验 互动营销 全渠道 

分 类 号：F274[经济管理—企业管理]