生活者营销:一个新的营销理论框架

Sei-Katsu-Sha Marketing:A Novel Marketing Theoretical Framework

中文关键词:  生活者  生活者营销  美好生活  购买者营销  消费者营销  生活方式营销

英文关键词:Sei-Katsu-Sha  Sei-Katsu-Sha marketing  well-being life  buyer marketing  consumer marketing  lifestyle marketing

中文摘要:

      近些年来,在大数据经济和数字化零售的背景下,很多企业都在积极进行数字化转型和数字化管理,而正确理解“视顾客为谁”的问题是数字化转型的基础和前提,为此需要研究与消费者营销和购买者营销不同的新的营销管理理论和方法。从公司营销实践和理论空隙双重视角,创建了基于“生活者”假设的营销管理理论,并建立了相应的逻辑框架,具体包括七个方面的内容:(1)确定让人们生活得更好的使命；(2)选择为利益相关者带来更好生活的目标；(3)依据美好生活使命和目标选择目标顾客；(4)依据目标顾客关注的美好生活确定相关营销定位点；(5)依据美好生活营销定位点进行营销要素组合；(6)依据突出美好生活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。

英文摘要:

      In the wake of big-data-driven economy and digital retailing, a number of retail businesses have been vigorously promoting digital transformation and management in recent years. Businesses' digital transformation is premised on the accurate understanding of the client-dependent issue. Therefore, it is essential to come up with novel marketing management theories and methods different from those of consumer marketing and buyer marketing. From the dual perspectives of practical and theoretical gaps, this paper proposes the Sei-Katsu-Sha marketing and establishes the corresponding logic framework, which comprises the following seven spheres. (1) The mission is to make people live a better life. (2) The goal is to bring better life to stakeholders. (3) Target clients are identified in accordance with the mission and the goal. (4) Relevant marketing positioning are defined in line with targeted clients' aspiration for a well-being life. (5) Marketing portfolios are set according to the marketing positioning. (6) Key flows are constructed on the basis of the marketing portfolio. (7) Marketers' important resources are integrated through the key flows. 