消费社会中符号价值营销研究  

A Study on Sign Value Marketing in the Consumer Society

作　　者：卢海翔[1] 

机构地区：[1]西南科技大学外国语学院,四川绵阳621010

出　　处：《西南科技大学学报（哲学社会科学版）》2017年第3期78-81,92,共5页Journal of Southwest University of Science and Technology:Philosophy and Social Science Edition

摘　　要：符号价值营销的概念来源于波德里亚消费社会理论,他对符号价值的研究推动了现代市场营销理论和实践的转变,利用符号价值进行营销成为一种新趋势。符号价值营销解决了传统营销所面临的需求有限性的难题,使市场营销的范畴延伸到了产品和服务之外的符号价值上,从而创造了营销的无限性。要进行成功的符号价值营销,营销者应在4P营销组合的各部分进行符号价值的制造与传递,利用其满足消费者不断变化的需求,并与之建立稳定的增值互利关系。The concept of sign value marketing originates from the theory of consumer society developed by Jean Baudrillard,whose study on sign value has promoted the theory and practice transformation of modern marketing. The utilization of sign value becomes a new trend in marketing. The sign value marketing is used to deal with the limited demand in traditional marketing,which makes marketing extend to the product or service to the sign value,creating unlimited demand for marketing. To accomplish a successful sign value marketing,marketers should produce and deliver sign value in each part of the 4P marketing mix,building stable value-added relationship with consumers by satisfying consumers＇ changing demands.

关 键 词：波德里亚 消费社会 符号价值营销 4P营销组合 

分 类 号：F713.50[经济管理—市场营销]