外文論文翻譯-基于產(chǎn)品利益的價(jià)值導(dǎo)向營(yíng)銷(xiāo)策略的理論與實(shí)證研究

1、<p><b>　　翻譯：</b></p><p>　　基于產(chǎn)品利益的價(jià)值導(dǎo)向營(yíng)銷(xiāo)策略的理論與實(shí)證研究</p><p>　　摘要：目前，人們已經(jīng)從專注于利益需求轉(zhuǎn)移到了利益和成本比率的價(jià)值，這是關(guān)于對(duì)營(yíng)銷(xiāo)戰(zhàn)略理論研究的最早發(fā)展和最廣泛使用是在于注重眼前的價(jià)值。大多數(shù)研究認(rèn)為，滿意是預(yù)先變量的值，但我們發(fā)現(xiàn)配合可以創(chuàng)造更加滿意的價(jià)值。從4P營(yíng)銷(xiāo)策略的角度出發(fā)，

2、提出了基于產(chǎn)品利益價(jià)值導(dǎo)向的營(yíng)銷(xiāo)策略的理論模型，并以車(chē)輛作為實(shí)證對(duì)象驗(yàn)證在產(chǎn)品效益關(guān)鍵維度的影響下的產(chǎn)品價(jià)值，揭示配合的中介效應(yīng)。</p><p><b>　　1、簡(jiǎn)介</b></p><p>　　市場(chǎng)營(yíng)銷(xiāo)學(xué)認(rèn)為，發(fā)展?fàn)I銷(xiāo)策略是企業(yè)營(yíng)銷(xiāo)的核心，是企業(yè)成功的關(guān)鍵。它旨在建立、開(kāi)發(fā)和維護(hù)企業(yè)和消費(fèi)者之間、消費(fèi)者之間或企業(yè)之間的產(chǎn)品交換活動(dòng)，以滿足客戶的需求（利益）的強(qiáng)大武

3、器。隨著產(chǎn)品的不斷增加，聚焦于收益率和成本的比例在交易中悄然活躍，創(chuàng)造產(chǎn)品價(jià)值成為營(yíng)銷(xiāo)活動(dòng)的焦點(diǎn)。</p><p>　　隨著營(yíng)銷(xiāo)策略的不斷變化，如何制定營(yíng)銷(xiāo)策略來(lái)創(chuàng)造價(jià)值已成為學(xué)術(shù)界和企業(yè)界普遍關(guān)注的問(wèn)題。營(yíng)銷(xiāo)策略理論是營(yíng)銷(xiāo)理論研究的出發(fā)點(diǎn)，也是營(yíng)銷(xiāo)理論應(yīng)用于企業(yè)實(shí)踐的切入點(diǎn)。然而，到目前為止，從滿足需求的角度分析，理論界提出了許多營(yíng)銷(xiāo)策略的理論。本文旨在介紹配合的中介作用，并探討有效的產(chǎn)品利益的驅(qū)動(dòng)因素的配合，

4、是市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的格式，提出了基于產(chǎn)品利益的價(jià)值導(dǎo)向型營(yíng)銷(xiāo)策略的建設(shè)模式，這將擴(kuò)大營(yíng)銷(xiāo)戰(zhàn)略理論，達(dá)到一個(gè)新的水平。</p><p>　　2、營(yíng)銷(xiāo)戰(zhàn)略的理論研究</p><p>　　1960年，密歇根大學(xué)的麥卡錫教授提出了4P理論：產(chǎn)品（Product），價(jià)格（Price），渠道（Place）和促銷(xiāo)（Promotion）的四個(gè)關(guān)鍵要素，奠定了營(yíng)銷(xiāo)理論框架的基礎(chǔ)。4P理論強(qiáng)調(diào)主要商品（包括服務(wù)和

5、網(wǎng)絡(luò)）的產(chǎn)品核心，是通過(guò)產(chǎn)品的價(jià)格、促銷(xiāo)和渠道拓展?fàn)I銷(xiāo)活動(dòng)形成的。</p><p>　　隨后，國(guó)內(nèi)外學(xué)者圍繞4P營(yíng)銷(xiāo)策略進(jìn)行了長(zhǎng)期的深入研究，涌現(xiàn)出大量的研究成果，有5P，6P，l0p，12P等觀點(diǎn)，這些都是4P營(yíng)銷(xiāo)策略的擴(kuò)展，核心還是4P理論。4P營(yíng)銷(xiāo)策略是最初營(yíng)銷(xiāo)研究的熱點(diǎn)點(diǎn)，是企業(yè)策劃營(yíng)銷(xiāo)的基石。但是，隨著產(chǎn)品的日益豐富和生活水平的提高，人們渴望一種前所未有的擴(kuò)張。1990年，美國(guó)學(xué)者勞特朋（勞特出生）第一

6、次提出了一種新的方法，與傳統(tǒng)的4P理論相對(duì)應(yīng)的營(yíng)銷(xiāo)策略——4C理論。 4C是顧客導(dǎo)向，與產(chǎn)品導(dǎo)向的4P相比，4C的概念和發(fā)展取得了很大的進(jìn)步。2001年，美國(guó)學(xué)者舒爾茨（唐·舒爾茨）在4C營(yíng)銷(xiāo)理論的基礎(chǔ)上，提出了一個(gè)關(guān)系導(dǎo)向的4R理論，描述了一種新的四種元素的營(yíng)銷(xiāo)策略，在新的哲學(xué)層面概述了一個(gè)新的營(yíng)銷(xiāo)框架。從產(chǎn)品導(dǎo)向的4P轉(zhuǎn)向以客戶為導(dǎo)向的4C，然后又到以關(guān)系為導(dǎo)向的4R，形成了較為完整的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的理論體系。4P、4C、4

7、R為滿足人們的需求做出了重要貢獻(xiàn)，它們不是要取代彼此之間的關(guān)系，而是層層遞進(jìn)發(fā)展的關(guān)系，4P營(yíng)銷(xiāo)策略仍然是理論的基礎(chǔ)。在人們的注意力從價(jià)值向需求導(dǎo)向轉(zhuǎn)移的今天，營(yíng)銷(xiāo)策略必須注重研究的價(jià)值，而4P營(yíng)銷(xiāo)策略是以產(chǎn)品為導(dǎo)向，以產(chǎn)品的差異性為研究?jī)r(jià)值</p><p>　　3、基于產(chǎn)品利益的價(jià)值導(dǎo)向營(yíng)銷(xiāo)策略的理論框架</p><p>　　隨著正確的營(yíng)銷(xiāo)策略研究與實(shí)踐不斷深化和追求價(jià)值整合的相關(guān)理論觀

8、點(diǎn)和模型，為克服上述問(wèn)題和誤區(qū)提供了一種新的方法，使產(chǎn)品價(jià)值盡可能最大化，并進(jìn)一步確定了最終的營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)——產(chǎn)品價(jià)值最大化。同時(shí)，在營(yíng)銷(xiāo)策略的制定和實(shí)施過(guò)程，以及在產(chǎn)品的創(chuàng)造和交付中占關(guān)鍵地位的，穩(wěn)定是建筑產(chǎn)品價(jià)值的基石。因此，基于營(yíng)銷(xiāo)策略的視角，建立以價(jià)值為導(dǎo)向的營(yíng)銷(xiāo)策略是提升產(chǎn)品價(jià)值的關(guān)鍵。此外，配合作為一種有效的產(chǎn)品效益的評(píng)估，在產(chǎn)品升級(jí)中通過(guò)有效的企業(yè)與消費(fèi)者產(chǎn)品配合產(chǎn)生價(jià)值，它的作用是不容忽視的。圖1是以產(chǎn)品為導(dǎo)向的營(yíng)銷(xiāo)戰(zhàn)略

9、的理論框概述了利益的價(jià)值，也介紹了產(chǎn)品利益的關(guān)鍵要素和產(chǎn)品渠道的價(jià)值以及配合發(fā)揮的中介作用。</p><p>　　圖1：基于產(chǎn)品利益的價(jià)值導(dǎo)向營(yíng)銷(xiāo)戰(zhàn)略理論框架研究</p><p>　　3.1 產(chǎn)品價(jià)值和4P營(yíng)銷(xiāo)理論</p><p>　　美國(guó)管理大師德魯克在1954年指出，客戶是購(gòu)買(mǎi)價(jià)值而不是產(chǎn)品，企業(yè)之所以存在的原因是為客戶提供更多的價(jià)值。企業(yè)和客戶所有行為的價(jià)值都

10、進(jìn)行了。</p><p>　　在營(yíng)銷(xiāo)上，現(xiàn)有的文獻(xiàn)表明杰克遜是第一個(gè)提出價(jià)值觀的人，他認(rèn)為客戶在收益和價(jià)格比例之間獲得價(jià)值，其中價(jià)格包括購(gòu)買(mǎi)價(jià)格，如接入，運(yùn)輸，安裝，秩序，這些都存在失敗的風(fēng)險(xiǎn)，所以是成本。伍德拉夫（1997）認(rèn)為產(chǎn)品價(jià)值是指產(chǎn)品的功能、質(zhì)量、品牌、品種、款式等，而以其為客戶的利益和效用所產(chǎn)生的價(jià)值是客戶需求的中心，也是客戶選擇購(gòu)買(mǎi)產(chǎn)品的主要因素。希金斯（1998）認(rèn)為顧客價(jià)值包括收益和成本：顧客

11、收益，包括產(chǎn)品價(jià)值、服務(wù)價(jià)值、技術(shù)價(jià)值和認(rèn)同價(jià)值；客戶成本可以分為兩類：價(jià)格和客戶支付的成本與各種內(nèi)部成本。</p><p>　　雖然價(jià)值觀有不同的觀點(diǎn)，但其核心是一種特定產(chǎn)品、服務(wù)或網(wǎng)絡(luò)使用的花費(fèi)所產(chǎn)生的一系列利益與支付總成本的比較。因此，產(chǎn)品價(jià)值=產(chǎn)品利益/產(chǎn)品成本。消費(fèi)者追求購(gòu)買(mǎi)產(chǎn)品的價(jià)值最大化，總是希望以最低的成本換取最大的利益，這樣他們的需要會(huì)最大限度得到滿足。綜上所述，我們可以看到，產(chǎn)品是企業(yè)為不同的

12、消費(fèi)者的利益所提供的產(chǎn)品或營(yíng)銷(xiāo)活動(dòng)的價(jià)值，而消費(fèi)者利益被預(yù)計(jì)結(jié)合起來(lái)創(chuàng)造價(jià)值。因此，它可以幫助企業(yè)和消費(fèi)者去確定一個(gè)真實(shí)的統(tǒng)一目標(biāo)，為營(yíng)銷(xiāo)活動(dòng)的主體去制定有效的營(yíng)銷(xiāo)策略，以提供一個(gè)新的理論框架。很顯然，產(chǎn)品營(yíng)銷(xiāo)活動(dòng)的價(jià)值的定義體現(xiàn)了企業(yè)的根本目標(biāo)，只有圍繞“價(jià)值”這一中心，在這一原則的基礎(chǔ)上最大限度地發(fā)揮其營(yíng)銷(xiāo)戰(zhàn)略的價(jià)值，使企業(yè)在市場(chǎng)上處于良好的地位。</p><p>　　3.2 產(chǎn)品利益和4P營(yíng)銷(xiāo)策略</

13、p><p>　　4P營(yíng)銷(xiāo)策略的開(kāi)發(fā)是以產(chǎn)品利益為基礎(chǔ)。王裘（2005）從顧客價(jià)值角度將實(shí)用價(jià)值分為功能價(jià)值、經(jīng)濟(jì)價(jià)值和心理價(jià)值三個(gè)維度。于襄平（2008）在顧客價(jià)值和企業(yè)能力價(jià)值的多層次轉(zhuǎn)移過(guò)程圖中指出，顧客價(jià)值和產(chǎn)品價(jià)值的構(gòu)成有經(jīng)濟(jì)價(jià)值、功能價(jià)值和心理價(jià)值。許多學(xué)者認(rèn)為，這種產(chǎn)品的價(jià)值包括功能價(jià)值、經(jīng)濟(jì)價(jià)值和情感價(jià)值，這是三個(gè)價(jià)值維度之間的產(chǎn)品利益，而這三個(gè)利益維度還包含其他利益，①功能利益包括產(chǎn)品功能、產(chǎn)品質(zhì)量；

14、②經(jīng)濟(jì)效益包括降低使用成本，以及其他成本的節(jié)約；③情感利益是指客戶獲得心理上的滿足，包括產(chǎn)品的品牌、良好的服務(wù)。企業(yè)在制定和實(shí)施營(yíng)銷(xiāo)策略時(shí)，要及時(shí)發(fā)現(xiàn)并瞄準(zhǔn)自己的產(chǎn)品是否符合客戶的利益，從而最大限度地提高產(chǎn)品的價(jià)值。如何有效地實(shí)施產(chǎn)品的利益，從而提高產(chǎn)品價(jià)值，是這篇文章內(nèi)容的側(cè)重點(diǎn)。所以，我們?cè)谶@里提出假設(shè)：</p><p>　　假設(shè)1a功能利益對(duì)產(chǎn)品價(jià)值有積極的顯著的影響</p><p>

15、;　　假設(shè)1b經(jīng)濟(jì)利益對(duì)產(chǎn)品價(jià)值有積極的顯著的影響</p><p>　　假設(shè)1c情感利益對(duì)產(chǎn)品價(jià)值有積極的顯著的影響</p><p>　　3.3 產(chǎn)品利益配合和4P營(yíng)銷(xiāo)策略</p><p><b>　?。?）配合理論</b></p><p>　　在牛津詞典中，配合是指相適應(yīng)或勝任的位置。本文承認(rèn)了阿吉里斯的配合定義：企業(yè)

16、與顧客之間隱含的、非正式的、未注意預(yù)期的共同利益是一種心理契約。配合預(yù)期合作伙伴雙方（顧客和企業(yè)）獲得的利益與補(bǔ)充后實(shí)際收到的利益一致。</p><p>　　本文研究了4P策略配合度對(duì)于產(chǎn)品價(jià)值的影響。我們可以從2個(gè)方面來(lái)描述它的含義。一、互補(bǔ)配合?；パa(bǔ)配合指雙方有需求，而這些需求可以由對(duì)方提供。二、補(bǔ)充配合。配合的一致性是為了創(chuàng)造利益，以達(dá)到客戶期望提供的一致性水平（圖2、3）。只有高度的一致性，雙方才能創(chuàng)造價(jià)

17、值最大化?；パa(bǔ)配合是一種外部配合，補(bǔ)充配合是一種內(nèi)部配合。</p><p><b>　　圖2：互補(bǔ)配合</b></p><p><b>　　圖3：補(bǔ)充配合</b></p><p>　　向量分析法的價(jià)值評(píng)估，現(xiàn)有的研究主要集中于客戶滿意度的評(píng)價(jià)。有兩種情況的表現(xiàn)令人滿意：一是心理狀態(tài)實(shí)際結(jié)果和預(yù)期一樣——“結(jié)果=預(yù)期”，是一

18、種適用于關(guān)系營(yíng)銷(xiāo)的標(biāo)準(zhǔn)（陳敬東，2008年）；另一種是實(shí)際結(jié)果超過(guò)預(yù)期的心態(tài)——“結(jié)果>預(yù)期”，就是說(shuō)，客戶滿意度很高，這種情況下已廣泛在市場(chǎng)適應(yīng)領(lǐng)域（帕拉休拉曼，蔡特哈姆爾和貝里，1985年；王高，2004年）</p><p>　　圖4：滿意度與配合度的關(guān)系圖</p><p>　　蓋爾、范秀成、王永貴等人的研究認(rèn)為顧客滿意度是顧客價(jià)值的其中一個(gè)驅(qū)動(dòng)因素，即更高的客戶滿意度會(huì)帶來(lái)更高

19、的顧客價(jià)值。滿意度可以用來(lái)衡量?jī)r(jià)值的創(chuàng)造嗎？相對(duì)滿意的配合度的觀點(diǎn)：顧客滿意度是顧客獲得的性價(jià)比超過(guò)預(yù)期的狀態(tài)，而配合則是指我們客戶的表現(xiàn)與預(yù)期的相等的狀態(tài)。相對(duì)于配合，公司付出更多在滿意度上是不利于創(chuàng)造價(jià)值的，也是難以實(shí)現(xiàn)價(jià)值最大化。因此，本文認(rèn)為：協(xié)議更適合于價(jià)值的滿意度。</p><p>　?。?）4P營(yíng)銷(xiāo)策略，配合驅(qū)動(dòng)及其影響</p><p>　　在產(chǎn)品配合的利益驅(qū)動(dòng)下，探索一種新

20、的視角——4P營(yíng)銷(xiāo)策略。企業(yè)本身可以制定并實(shí)施各種營(yíng)銷(xiāo)策略，并對(duì)每個(gè)特定產(chǎn)品的利益制定對(duì)應(yīng)的營(yíng)銷(xiāo)策略。產(chǎn)品利益是4P營(yíng)銷(xiāo)策略通過(guò)有效產(chǎn)品的發(fā)展和實(shí)施形成效益的。</p><p>　　根據(jù)企業(yè)的4P營(yíng)銷(xiāo)策略，對(duì)消費(fèi)者的產(chǎn)品利益的產(chǎn)品價(jià)值而言，如何選擇產(chǎn)品及其相關(guān)利益（差異性）將自己的產(chǎn)品的不同產(chǎn)品利益的價(jià)值最大化，這需要4P營(yíng)銷(xiāo)策略業(yè)務(wù)發(fā)展帶來(lái)的實(shí)際利益與消費(fèi)者的期望實(shí)現(xiàn)“配合”狀態(tài)。</p><

21、;p>　　圖5：配合驅(qū)動(dòng)——4P營(yíng)銷(xiāo)策略</p><p>　　因此，我們可以看到，企業(yè)具體選擇哪個(gè)（或哪幾個(gè)）產(chǎn)品的配合來(lái)實(shí)現(xiàn)產(chǎn)品價(jià)值最大化的利益，主要基于消費(fèi)者的預(yù)期和企業(yè)市場(chǎng)營(yíng)銷(xiāo)的4P營(yíng)銷(xiāo)組合策略的判斷。首先，消費(fèi)者的利益是三種價(jià)值，三個(gè)產(chǎn)品配合必須最大限度地提高產(chǎn)品價(jià)值情況的利益；如果消費(fèi)者關(guān)注經(jīng)濟(jì)利益和情感利益，必須使經(jīng)濟(jì)利益滿足和情感利益在相同的時(shí)間內(nèi)最大限度地發(fā)揮產(chǎn)品的價(jià)值；如果消費(fèi)者只關(guān)心功能

22、利益，那只要功能利益增加的產(chǎn)品價(jià)值配合可以最大限度地提高產(chǎn)品價(jià)值。根據(jù)各種情況來(lái)考慮，企業(yè)需要調(diào)查消費(fèi)者對(duì)產(chǎn)品利益的認(rèn)識(shí)，以確定有效的產(chǎn)品利益。產(chǎn)品配合對(duì)于提高產(chǎn)品價(jià)值利益的實(shí)現(xiàn)，產(chǎn)品利益的三個(gè)維度可以是一個(gè)簡(jiǎn)單的配合，以提高產(chǎn)品價(jià)值，而且比起配合的作用更能提高產(chǎn)品價(jià)值。因此，市場(chǎng)營(yíng)銷(xiāo)活動(dòng)可以通過(guò)4P營(yíng)銷(xiāo)策略配合有效的產(chǎn)品利益形成，能提高產(chǎn)品價(jià)值。這可以形成以下假設(shè)：</p><p>　　假設(shè)2a功能利益對(duì)配合有

23、積極的顯著的影響</p><p>　　假設(shè)2b經(jīng)濟(jì)利益對(duì)配合有積極的顯著的影響</p><p>　　假設(shè)2c情感利益對(duì)配合有積極的顯著的影響</p><p>　　假設(shè)2d配合對(duì)產(chǎn)品價(jià)值有積極的顯著的影響</p><p>　　4、研究模型的實(shí)證分析</p><p><b>　　4.1 示例程序</b>

24、;</p><p>　　基于探索性研究和小組訪談，本研究采用問(wèn)卷調(diào)查方式調(diào)查汽車(chē)買(mǎi)家。選擇汽車(chē)為研究對(duì)象，主要是因?yàn)椋孩倨?chē)是工業(yè)社會(huì)一個(gè)典型的產(chǎn)品；②目前汽車(chē)市場(chǎng)競(jìng)爭(zhēng)非常激烈，已經(jīng)成為人們關(guān)注的焦點(diǎn)。</p><p>　　為了確保量表使用的可靠性和有效性，本研究試圖學(xué)習(xí)使用對(duì)國(guó)內(nèi)外學(xué)者成熟且多數(shù)采用過(guò)的Likert量表5。另外，其他再結(jié)合汽車(chē)的特點(diǎn)，在探索性研究的基礎(chǔ)上，最后確定本研究的

25、問(wèn)卷（限定長(zhǎng)度，調(diào)查問(wèn)卷不顯示）。</p><p>　　正式調(diào)查選擇我們學(xué)校的工商管理碩士（車(chē)輛買(mǎi)家）作為調(diào)查對(duì)象。首先，這些工商管理碩士學(xué)生來(lái)自該國(guó)，樣本分布比較好。其次，它可以節(jié)省研究成本。本次調(diào)查共發(fā)放問(wèn)卷298份，收回278份問(wèn)卷，排除受訪者不完整和科目填寫(xiě)嚴(yán)重不明確的問(wèn)卷，共有255份有效問(wèn)卷，91.73%的回報(bào)率。</p><p>　　4.2 測(cè)量性能評(píng)價(jià)</p>

26、<p>　　這一理論模型的總體擬合優(yōu)度較好，具體如表1所示。</p><p>　　表1：整體模型擬合指數(shù)</p><p>　　注：反映模型的擬合效果的程度，CFI在1-3之間；GFI是0-1之間，越接近1，擬合較好；RMSEA越小越好。總的來(lái)說(shuō)，CFI≥0.90，GFI≥0.90，RMSEA≤0.08，可能是該模型具有較好的擬合結(jié)果。</p><p>　

27、?。?）可靠性分析。綜合可靠性的分析表明，測(cè)量的內(nèi)部一致性系數(shù)的變量（克拉納赫的一）均大于0.70，說(shuō)明本研究結(jié)構(gòu)的測(cè)量變量有很好的可靠性。</p><p>　?。?）有效性分析。對(duì)于所有的測(cè)量指標(biāo)，標(biāo)準(zhǔn)化因子載荷也高于研究所建議的最低臨界水平—— 0.60（最小值為0.8351），這具有很強(qiáng)的統(tǒng)計(jì)意義（P<0.005），表現(xiàn)出強(qiáng)大的向內(nèi)看的有效性。</p><p>　?。?）平均變

28、異抽?。ˋVE）分析。每個(gè)潛變量的AVE均大于0.60，符合AVE應(yīng)大于0.50的標(biāo)準(zhǔn)。除了上面提到的內(nèi)向性大于有效性外，每個(gè)潛變量還應(yīng)表現(xiàn)出較高的辨別效度。根據(jù)研究結(jié)果，為了確保各種概念和實(shí)證之間的內(nèi)容存在差異，每個(gè)潛變量AVE的平方根應(yīng)該大于潛變量和其他潛變量的相關(guān)系數(shù)，這條件能滿足。</p><p>　　4.3 假設(shè)檢驗(yàn)和結(jié)果分析</p><p>　　阿摩司7.0統(tǒng)計(jì)分析軟件用于測(cè)試

29、模型，從標(biāo)準(zhǔn)路徑系數(shù)和假設(shè)檢驗(yàn)的結(jié)果如下表估計(jì)：</p><p>　　表2：結(jié)構(gòu)方程模型的路徑系數(shù)和經(jīng)驗(yàn)結(jié)果</p><p>　　從表2中的結(jié)果中很容易看到的：在整個(gè)提高產(chǎn)品價(jià)值的驅(qū)動(dòng)因素的構(gòu)架中，配合對(duì)產(chǎn)品價(jià)值的影響遠(yuǎn)遠(yuǎn)強(qiáng)于其他結(jié)構(gòu)對(duì)產(chǎn)品價(jià)值的影響。也就是說(shuō)：目前我國(guó)汽車(chē)市場(chǎng)中，最重要的因素是有效的產(chǎn)品利益配合，這直接影響著產(chǎn)品價(jià)值的提升。同時(shí)，你也可以看到，即使產(chǎn)品利益的各種結(jié)構(gòu)不能直

30、接影響產(chǎn)品價(jià)值，但通過(guò)配合的中介作用，可以間接影響到產(chǎn)品價(jià)值，而各種產(chǎn)品利益的結(jié)構(gòu)對(duì)配合的影響是不一樣的，因?yàn)椴煌娜岁P(guān)心的汽車(chē)的好處是不同的。根據(jù)表2的結(jié)果可以發(fā)現(xiàn)，配合在產(chǎn)品利益和產(chǎn)品價(jià)值之間產(chǎn)生明顯的中介作用，這再次證明了這一點(diǎn)，本文將重建模型來(lái)檢查產(chǎn)品利益和對(duì)產(chǎn)品價(jià)值配合的直接影響，而忽略了產(chǎn)品利益和配合的驅(qū)動(dòng)關(guān)系。結(jié)果表明，該模型預(yù)測(cè)產(chǎn)品價(jià)值的下降，表明了引入配合作為中介的思想是正確的。</p><p>

31、;<b>　　5、結(jié)論</b></p><p>　　通過(guò)以上分析，我們可以看到，4P營(yíng)銷(xiāo)戰(zhàn)略是產(chǎn)品利益的直接反映，它可以創(chuàng)造產(chǎn)品價(jià)值。本文的創(chuàng)新之處可以歸納為以下幾個(gè)方面：①引入產(chǎn)品效益作為分析營(yíng)銷(xiāo)策略的關(guān)鍵作用。②產(chǎn)品利益是如何影響產(chǎn)品價(jià)值的提升；本文用4P營(yíng)銷(xiāo)策略描述了配合，驗(yàn)證了配合的中介作用和配合衍生因素的作用（如營(yíng)銷(xiāo)策略）；③延伸的邏輯框架，探索自己的角色來(lái)提升產(chǎn)品價(jià)值，和加強(qiáng)4P

32、營(yíng)銷(xiāo)策略是如何影響產(chǎn)品的價(jià)值，并反過(guò)來(lái)幫助企業(yè)發(fā)展?fàn)I銷(xiāo)策略以創(chuàng)造價(jià)值。④本文研究以基于產(chǎn)品利益的價(jià)值為導(dǎo)向的營(yíng)銷(xiāo)策略理論和實(shí)證研究，豐富了現(xiàn)有的營(yíng)銷(xiāo)理論。</p><p><b>　　原文：</b></p><p>　　The theoretical and empirical study on value-oriented marketing strategy ba

33、sed on product benefits</p><p>　　Abstract-At present, people have shifted from focus on the benefit needs to focus on the value of the ratio of the benefits and costs, which is made that the studies on marke

34、ting strategy theory of the earliest development and the most widely used must focus on the value to start. Most studies deem that satisfaction is pre-variable of the value, but we find fit can create value comparing to

35、satisfaction. From the perspective of 4P marketing strategy, this paper developed theoretical model of val</p><p>　　I. INTRODUCTION</p><p>　　Marketing deems that developing marketing strategies

36、are the core of business marketing and the key to success. It is all aimed at building, develop and maintain the product exchange activities of business and consumer, consumer or enterprise to meet customer needs (intere

37、sts) of the powerful weapon. With the increasing products, focusing on the values of the ratio of benefits and costs are quietly active in the transaction, and creating product value becomes the focus of marketing activi

38、ties.</p><p>　　As marketing strategies are ever-changing, how to develop marketing strategies to create value has become commonly concerned issues for the academic and business. Marketing strategy theory is

39、the starting point of marketing theoretical research, but also the foot points of marketing theory to be used business practice. To date, however, theorists proposed many theories of marketing strategy, which are analyze

40、d from the perspective of meeting the demand. This article aims to introduce the mediati</p><p>　　II. THE EXISTING THEORETICAL STUDY OF MARKETING STRATEGY</p><p>　　In 1960, Professor McCarthy fr

41、om the University of Michigan made up with 4P theory: the product (product), pricing (price), channel (place) and promotion (promotion) the four key elements, laid the foundation of marketing theory framework [1]. 4P the

42、ory emphasizes the main commodities (including services and network) of product core, formed through the product price, promotion and channels to expand marketing activities.</p><p>　　Subsequently, domestic

43、and foreign scholars around the 4P theory marketing strategy long-term in-depth research, emerged a large number of research results, there are 5P, 6P, l0P, 12P and other points of views, these are the expansion of 4P ma

44、rketing strategy, the core of still 4P. 4P marketing strategy is the research hot point of initial marketing, as enterprise planning the cornerstone of marketing. As the product of increasingly rich and improvement of li

45、ving standard, people's desire for an</p><p>　　III. THE THEORETICAL FRAMEWORK OF VALUE-ORIENTED MARKETING STRATEGY BASED ON PRODUCT BENEFITS</p><p>　　With the right marketing strategy resear

46、ch and practice continued to deepen, the pursuit of value for the integration of relevant theoretical perspectives and models, and to overcome the above problems and errors to provide a new way to make it possible to max

47、imize the product value, and further defined the ultimate marketing strategy goal – the maximization of product value. Meanwhile, the marketing strategy formulation and implementation process, the product of interest in

48、the creation and del</p><p>　　Fig. l. - The theoretical framework of value-oriented marketing strategy based on product benefits</p><p>　　A. Product value and the 4P marketing strategy</p>

49、<p>　　American management guru Peter Drucker pointed out in 1954, customers are buying value rather than products, business reason to exist is to provide customers with more value. Businesses and customers around

50、the value of all acts are carried out. </p><p>　　In marketing, the existing literature suggests that the value of the first to propose the concept of the Jackson [3], he thought the value customers get the r

51、atio between the benefits and price, where the price includes purchase price and such as access, transport, installation, order , there is the risk of failure and so is the cost. Woodruff (1997) [4] that the product valu

52、e is the product of the functions, features, quality, brands, varieties and styles such as the value generated by its bene</p><p>　　Although the concept of value different opinions, its core is a consumer fr

53、om a particular product, service or network access to a range of benefits and pay the total cost comparison. So, product value = product benefits / product costs. The pursuit of maximizing the value consumers who purchas

54、e products, always want the lowest cost, maximum benefit, so their need to maximize satisfaction. Sum up the above point of view, we can see, the product is the enterprise value of the products or marketin</p><

55、;p>　　B. Product benefits and 4P marketing strategy</p><p>　　4P marketing strategy development is based on the product benefits. Wang Xiqiu (2005) [6] utility theory of value from the perspective of custom

56、er value will be divided into functional value, economic value and the psychological value of the three dimensions. Yu Xiangping (2008) in the value of customer value and business capability of multi-level transfer proce

57、ss diagram that the value of customer value and products that constitute the economic value, functional value and psychological value [7</p><p>　　Hypothesis 1a there is positive significant impact on functio

58、nal benefits to product value</p><p>　　Hypothesis 1b there is positive significant impact on economic benefits to product value</p><p>　　Hypothesis 1c there is positive significant impact on emo

59、tional benefits to product value</p><p>　　C. Product benefits fit and 4P marketing strategy</p><p>　　1) The fit theory</p><p>　　Fit in the Oxford dictionary refers to a commensurate

60、 adaptation or competent state. This paper recognizes the fit definition of Argyris that implicit, informal, unpublished note expectations of mutual interest between business and customers is a psychological contract. Fi

61、t is expected to acquire the interests and benefits actually received by the supplementary and consistency for both partners (customer and enterprise) [8].</p><p>　　This paper studies the effects on 4P strat

62、egy fit to the product value. We can describe its meaning from two aspects. First, complementary fit. Complementary fit refers to the two sides have needs, and these needs can be provided by the other party. Second, the

63、supplementary fit. Consistency of fit is to create interest and customer expectations to provide the consistency level (Figure 2, 3). Only consistency fit of high degree, the two sides will be able to create value maximi

64、zation. Complement</p><p>　　Fig.2. Complementary fit</p><p>　　Fig.3. Supplementary fit</p><p>　　Evaluation of the value of vector analysis, the existing studies focus on the evaluat

65、ion of customer satisfaction. Satisfactory performance for the two states: one is the actual result of the psychological state as expected, that "results = expected" that is fit that criterion applies to relati

66、onship marketing (Jingdong Chen, 2008) [10]; another species is the actual result than expected state of mind - "the result> is expected", that is, a high degree of customer satisfaction, this case has bee&l

67、t;/p><p>　　Fig.4. The diagram on comparison of satisfaction and fit</p><p>　　The researches of Gale, Fan Xiucheng, Wang Yonggui and others show that customer satisfaction is one of the drivers of c

68、ustomer value, namely, higher customer satisfaction, and higher customer value. Can satisfactory measure creating of value? Comparison of satisfaction with the fit from the point of view, customer satisfaction is the cus

69、tomer access to the state of performance than expected, while the fit is somewhat equivalent to the performance of our customers, the expected state. Satisfacti</p><p>　　2) 4P marketing strategy, fit drivers

70、 and its impact</p><p>　　In the interest of product fit, explore a new perspective - 4P marketing strategy. Enterprise itself can be formulated and implemented various marketing strategies, and marketing str

71、ategies of each specific product of interest exists. Product interest is the 4P marketing strategy through the development and implementation of effective products formed benefits.</p><p>　　Product value to

72、product interests of consumers according to the 4P marketing strategy for businesses, choose the products and their related interests (difference) to bring their products to maximize the value of the difference in how th

73、e product benefits, you need business development of 4P marketing strategy has brought practical benefits between consumer expectations and achieve a "fit" state. Figure 5.</p><p>　　Fig.5. Fit driv

74、ers--4P marketing strategy</p><p>　　Therefore, we can see that business specifically choose which (or which of several) product fit to achieve the interests of maximizing product value, mainly based on expec

75、tations of consumers and businesses marketing 4P's 4P marketing strategy to judge. First of all, the interests of consumers are three types of value, the three products to fit the interests of the state must maximize

76、 the value to the product; if consumers focus on the economy and pay attention to both emotional interests, econo</p><p>　　Hypothesis 2a there is positive significant impact on functional benefits to fit<

77、/p><p>　　Hypothesis 2b there is positive significant impact on economic benefits to fit</p><p>　　Hypothesis 2c there is positive significant impact on emotional benefits to fit</p><p>

78、　　Hypothesis 2d there is positive significant impact on fit to product value</p><p>　　IV. EMPIRICAL ANALYSIS OF RESEARCH MODEL</p><p>　　A. Sample and procedures</p><p>　　Based on th

79、e exploratory study and group interviews, this study used survey questionnaire to survey car buyers. Choosing vehicles to study, mainly because: ①Car is a typical product of industrial society; ② at present, the automoti

80、ve market is fiercely competitive and become the focus of attention. </p><p>　　In order to ensure that the scale used in reliability and validity levels, this study tries to learn from the use of the majorit

81、y of the maturity of the amount of domestic and foreign scholars table using 5 Likert scale. While others combining the characteristics of the automotive, on the basis of the exploratory research and consult finalize the

82、 questionnaire of this study (limited to the length, the questionnaire have not been displayed).</p><p>　　Formal investigations choose MBA students of our school (vehicles buyers). Firstly, these MBA student

83、s are from the country, the sample distribution is better. Secondly, it can save research costs. The survey questionnaires were issued 298 copies, 278 copies of questionnaires were returned, and excluding respondents had

84、 incomplete and clearly not serious subjects filling the questionnaire, 255valid questionnaires were finally received, a return rate of 91.73%.</p><p>　　B. Evaluation of Measure Properties</p><p&g

85、t;　　This theoretical model's overall fit goodness is better, specifically as shown in Table I.</p><p>　　TABLE I. THE FIT INDICES OF OVERALL MODEL</p><p>　　Note: reflects the extent of the e

86、ffects of model fit, CFI located at 1-3 between; GFI were between 0-1, the closer 1 that the better fit; RMSEA smaller the better. In general, CFI ≥ 0.90, GFI ≥ 0.90, RMSEA ≤ 0.08, may be that the model has better fittin

87、g results.</p><p>　　(1) Reliability analysis. The integrated reliability analysis showed that the variables to measure the internal consistency coefficient (Cranach's a) were greater than 0.70, indicatin

88、g that the structure of this study to measure variables with good reliability.</p><p>　　(2) Validity analysis. For all measurement indicators, standardized factor loadings are also higher than the institute

89、recommended minimum critical level - 0.60 (The minimum value is 0.8351), and have strong statistical significance (P<0.005), demonstrated the validity of strong inward-looking.</p><p>　　(3) The average va

90、riation extracted (AVE) analysis. The AVE of each latent variable is greater than 0.60, which meets the AVE should be greater than the 0.50 standard. In addition to the above mentioned introverted than validity, each lat

91、ent variable should also show high discriminated validity. According to research findings, in order to ensure that the content exists between the various conceptual and empirical differences, the model for each latent va

92、riable the square root of AVE should be gr</p><p>　　C. Hypothesis testing and results analysis</p><p>　　Amos7.0 statistical analysis software used to test the model, estimated from the standard

93、path coefficient and hypothesis test results the following table:</p><p>　　TABLE II. PATH COEFFICIENTS AND EMPIRICAL RESULTS OF STRUCTURAL EQUATION MODELS</p><p>　　The results from Table 2 are e

94、asy to see: in all constructs of the driving to enhance product value, the impact on fit to product value is far stronger than the other constructs influence on product value. In other words: the current auto market in C

95、hina, the most important factor is effective product benefits fit, which is the direct impact on the upgrading of product value. At the same time, you can see, even though the various construct of product benefits cannot

96、 directly affect the product v</p><p>　　V. CONCLUSIONS</p><p>　　Though above analysis, we can see that 4P marketing strategy is the direct reflection of product benefits, which can create produc

97、t value. The innovations of this paper can be summarized as the following aspects: ①introducing product benefits as the key role of analysis marketing strategy. ②product benefits are how to affect the upgrading of produc