基于“4P+4C”营销组合理论的油烟机产品创新探究  

Study of Product Innovation of Range Hood Based on "4P+4C" Marketing Mix Theory

作　　者：康平 苏云[2] 严婷 KANG Pin;SU Yun;YAN Ting(School of Tourism,Lanzhou University of Arts and Science,Lanzhou 730000,China;School of Management,Lanzhou University,Lanzhou 730000,China)

机构地区：[1]兰州文理学院旅游学院,甘肃兰州730000 [2]兰州大学管理学院,甘肃兰州730000

出　　处：《兰州工业学院学报》2019年第6期94-98,共5页Journal of Lanzhou Institute of Technology

摘　　要：油烟机能将炉灶燃烧产生的废物与烹饪过程中形成的对人体有害的油烟快速抽走,经净化后排到室外,且有防毒、防爆等安保作用。在分析油烟机宏观与微观环境的基础之上,运用思维导图对油烟机的创新进行了发散性思考,通过STP工具确定了其市场定位方向,从四个维度构建了“4P+4C”模型,并从外观、功能与使用者的角度将其应用与于油烟机系列产品创新,对厨电企业的产品研发有一定的参考价值。Range hood can quickly remove the waste generated from the combustion of the stove and the harmful fumes formed during the cooking process,discharge it to the outside,reduce the pollution,purify the air,and have the function of protection against poison and explosion.Mainly based on the study of the hood's macro-environment and micro-environment in this article,the use of mind mapping divergent thinking on the hood,through the newly established"4P+4C"marketing combination model for the hood of the multiple dimensions of product innovation.The STP theory is used to determine the orientation of the direction of the hood of the product innovation,and get the main idea of the three hood products innovation,namely the appearance,function and user.It is hoped that this will help kitchen appliance companies in their product innovations.

关 键 词：油烟机 4P+4C 营销组合 产品创新 

分 类 号：F270.7[经济管理—企业管理]