基于隐性需求开发的住宅产品购买意愿与营销模式研究

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1、天津财经大学博士学位论文基于隐性需求开发的住宅产品购买意愿与营销模式研究姓名：赵艳华申请学位级别：博士专业：企业管理指导教师：罗永泰20081101内容摘要_-___-●●■_______-___--___--___-●-____■■_--●_-_-__●____-_-_-________--●-●●-__●●___-●-__--_●____●●_●●--______●-●__●___________●__-___-___●__-__-___-___●__■_●-●_●_____●-_______-_________-_-——一一买意愿路径展开，并结合文献分析，从开发和销售两个环

2、节，提取了37种具体的营销策略．依据问卷调查结果，通过因子分析，提取了9个营销组合策略。论文根据不同的隐性需求类型构建了相应的营销模式，并指出在基于隐性需求开发的住宅产品营销实践中必须将显性需求营销模式与隐性需求营销模式有机的整合，论文探索性的构建了基予隐性需求开发的住宅产品整合营销模式。关键词：隐性需求显性需求住宅产品购买意愿营销模式IIAbstract砧lcorporations’activitiesmustsurrollIldconsumerbehaviordirectlyorindirectly,takeconsumerasactivity'sstartandultima

3、teaim,andprovidesatisfyingproductorservicetoconsumer．Witlltheconsummationoftheresidentialmarket，consumershavebecomematureandrational．Itisnotenoughtosatisfynewconsumersunderdemandeconomybytraditionalmarketingmodelandjustfocusonexplicitdemandsituation．Becausetheresidentialproducthavethecharacte

4、risticsincludingspeciality,complexity,informationdissymmetryete．，itisthelcindoftypicalproductthatimpeledthedemandcreationbytheproductsupplier．Atpresent,theconsumersnotonlyconsiderthevisibleelements,likethequality,theprice,thelocationand∞on,theyvalueotherfactorsmoreandmore，suchastheknowl甜geand

5、theemotionfactors．Therefore，thedeveloperneedstodevelopimplicitdemandoftheresidentialproductconstantly．However,therecognitionanddevelopmentofimplicitdemandonlyachievesthestageofthecreativityproductiontoproductrealization,thesuccessfulproductdevelopmentdoesn’talwaysbringonsuccessfulmarketing．It

6、isthekeyoftransformingprofitsuccessfullywhichishowcanwedeliverthevalueoftheresidentialproductbasedonimplicitdemandexploitationbyusingsuitedmode，routeandmarketingmix，andhowcanweinspiretheconsumer’spurchaseintentions．Thisdissertationendeavorstobuildmarketingmodebasedontheresidentialproductofimp

7、licitdemandexploitationandproposethecorrespondingmarketingstrategybydiscussingthefactorsandwaysthatinfluencetheconsumer’Spurchaseintentions．Firstly,thisdissertationreviewedthecorrelationtheoriessuchaspurchasebehavior,residentialproductmarketi