从4P到SIVA:互联网背景下出版企业营销策略创新

发布时间：2018-01-04 20:42

本文关键词：从4P到SIVA:互联网背景下出版企业营销策略创新　出处：《出版科学》2017年03期 　论文类型：期刊论文

更多相关文章： 互联网 P理论 SIVA理论 出版营销

【摘要】：互联网的普及与发展,使消费者话语权回归,个性化需求多样,传统的以企业为核心,适用于大批量生产、大规模分销和大规模消费市场的4P理论已难以有效适应新的市场环境。SIVA理论将产品转化为解决方案,促销转化为信息,价格转化为价值,分销转化为途径,是以消费者为中心,以解决方案为驱动力的一种新型营销模式。面对日趋激烈的市场竞争,出版企业可借鉴SIVA营销理论,将消费者置于营销流程的起点,从发现消费者所需要解决的现实问题出发,通过寻找合理的解决问题方案来满足其实际需求。在此过程中,应及时提供消费者所需要的各种信息,同时权衡方案价值与顾客总成本,提高消费者对解决方案的价值感知,并给予其获取解决方案的便捷途径。
[Abstract]:With the popularization and development of the Internet, the consumers' right to speak is returning, the individualized demand is diverse, the traditional enterprise is the core, which is suitable for mass production. The 4P theory of large-scale distribution and large-scale consumption market has been difficult to adapt to the new market environment. SIVA theory can transform products into solutions, promotions into information, and prices into value. Distribution transformation is a new type of marketing mode, which takes the consumer as the center and the solution as the driving force. In the face of the increasingly fierce market competition, publishing enterprises can learn from the SIVA marketing theory. Put the consumer in the starting point of the marketing process, from the discovery of the actual problems consumers need to solve, through the search for a reasonable solution to the problem to meet their actual needs. It is necessary to provide all kinds of information needed by consumers in time, weigh the value of the solution against the total cost of the customer, improve the consumers' perception of the value of the solution, and give them a convenient way to obtain the solution.
【作者单位】：武汉大学信息管理学院;
【分类号】：G239.2-F
【正文快照】： 4P营销理论是指为了寻求一定的市场反应,通过对产品、价格、渠道、促销四方面的计划和实施,促成交易,使企业获得最大利润的基本策略。然而伴随数字通信技术的发展以及互联网的迅速普及,信息不对称被打破,普遍性供给充足,消费者话语权回归,个性化需求多样,传统的生产消费模式和

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