产品概念的新视角:核心利益漂移

随着知识经济的日新月异和消费者需求的多元化,企业产品核心利益的延伸营销已成为新产品开发和新行业兴起的突破口。本文从市场营销学新的视角提出了产品核心利益漂移的概念,并对其特性进行深入地剖析,同时提出产品核心利益漂移的四阶段理论,为拓宽企业市场营销视野和促进新产业的持续发展提供了新的理论依据。

A New Visual Angel of Product Concept: The Drift of Core Benefit

Along with the rapidly changing knowledge-based economy and the diversity of consumer demand, the extending marketing of the enterprise product core benefit become the breach of the new product development and the new industry emergency. This article puts forward the concept of product core benefit drifting from new angle of marketing, and thoroughly analyzes its character, simultaneously proposed the four-stage theory of the product core benefit drifting, and provide a new theoretical basis for broadening the enterprise marketing vision and promoting the continued development of the new industries.