基于价值营销视角下的BJD服饰产品营销策略研究

发布时间：2019-05-28 22:07

【摘要】：BJD娃娃,是指身体连接处的关节可以自由转动的玩偶。近年来,社会经济环境大发展催生了不少BJD玩家。随着BJD玩家对自己心爱娃娃打扮的热爱,激发了玩家们对BJD服饰产品的需求。初期的BJD服饰产品在传统的营销理论下进行：企业生产产品,然后进行销售。对于奉行这种传统观念的企业而言,只有在期初BJD服饰产品生产较长,未形成规模的时候,由于玩家们不太关心质量、属性或风格,BJD服饰产品企业才具有最大的成功机会。然而,随着越来越多的BJD服饰产品的企业出现,这种传统的观念在玩家们面临着大量选择的环境下是不适用的。因此,大众市场实际上会裂变为众多的细分市场,而每个细分市场又具有不同的需要、感知、偏好和购买标准。明智的BJD服饰产品企业必须面向清晰界定的目标市场设计并提供相应的产品或服务。 BJD玩家在选择购买企业生产的产品或服务,其实是在购买能够满足其需求的价值,本着价值最大化、成本最小化需求原则来判断是否购买企业的产品或服务。价值营销就是为研究产品和服务如何能够满足顾客需要而进行的营销策略设计。本文以价值营销理论中顾客的让渡价值最大化为指导思想,从价值营销的6个步骤：发现价值、筛选价值、创造价值、传播价值、销售价值、提升价值,来说明如何有效实施BJD服饰产品的营销策略,进一步为客户创造价值,培养顾客的忠诚度。
[Abstract]:A BJD doll is a doll whose joints can rotate freely at the junction of the body. In recent years, the great development of social and economic environment has given birth to many BJD players. With the love of BJD players for their favorite dolls, the demand for BJD clothing products has been stimulated. The initial BJD clothing products are carried out under the traditional marketing theory: enterprises produce products, and then sell them. For enterprises that pursue this traditional concept, only when the production of BJD clothing products is long and not formed at the beginning of the period, because players do not care much about quality, attributes or style, BJD clothing products enterprises have the greatest chance of success. However, with the emergence of more and more enterprises of BJD clothing products, this traditional concept is not applicable in the environment where players are faced with a large number of choices. Therefore, the mass market will actually split into a large number of market segments, and each segment has different needs, perceptions, preferences and purchase criteria. Smart BJD clothing products enterprises must design and provide corresponding products or services for clearly defined target markets. In choosing to buy the products or services produced by the enterprise, BJD players are actually buying the value that can meet their needs, and judging whether to buy the products or services of the enterprise in accordance with the principles of maximizing value and minimizing the cost. Value marketing is a marketing strategy design to study how products and services can meet the needs of customers. Based on the theory of value marketing, this paper takes the maximization of customer transfer value as the guiding ideology, and from the six steps of value marketing: discovering value, screening value, creating value, spreading value, selling value and promoting value. To explain how to effectively implement the marketing strategy of BJD clothing products, further create value for customers, cultivate customer loyalty.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.86

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