幸福营销:一个新的管理框架

Well-being Marketing:A New Management Framework

中文关键词:  幸福营销  营销哲学  营销差距模型  营销管理  理论空隙

英文关键词:well-being marketing  marketing philosophy  marketing gap model  marketing management  theoretical gap

中文摘要:

      近年来,基于“经济人”假设构建的营销管理理论,出现了部分失效,需要探索新的营销管理理论。基于企业营销实践和理论空隙的双重视角,完善了基于“社会人”假设的幸福营销管理理论,并建立了相应的逻辑框架,具体包括7个方面的内容:(1)确定创造幸福的使命及哲学；(2)选择为利益相关者带来幸福的目标；(3)依据幸福的使命和幸福的目标选择目标顾客；(4)依据目标顾客关注的幸福感确定幸福的营销定位点；(5)依据幸福营销定位点进行营销要素组合；(6)依据突出幸福定位点的营销组合构建关键流程；(7)依据关键流程整合营销者的重要资源。同时,构建了幸福营销管理的差距模型,并提出了实施幸福营销管理、弥合营销管理差距的步骤和方法。

英文摘要:

      In recent years, the marketing management theory based on “economic person” hypothesis has been partially invalid, which needs to explore a new theory of marketing management. From the dual perspectives of corporate marketing practices and theoretical gap, this study improves the theory of well-being marketing management based on “social person” hypothesis and establishes the corresponding logical framework, which includes 7 aspects:(1) To determine the mission and philosophy to create the well-being; (2) To choose a goal that brings the well-being to stakeholders; (3) To select target customers according to the defined mission and goals of the well-being; (4) To determine the marketing position of the well-being according to the sense of happiness which the target customers pay concern to; (5) To carry out the combination of marketing elements according to the determined point of well-being marketing; (6) To build key processes based on the marketing mix that highlights the positioning of well-being; (7) To integrate the important resources of marketers according to the key process established. At the same time, this paper constructs the gap model for well-being marketing management, and puts forward the steps and methods to implement well-being marketing management and bridge the gap of marketing management. 