Evolution Mechanism Of Consumer Implicit Demand: Theory Explannation And Empirical Verify

Since 1990's, with the cultivation of different consumption ideas during the past twenty years, Chinese consumers has become mature and rational. It is not enough to satisfy new consumers under demand economy by traditional marketing model and just focus on expressed and descript demand situation. It should prevent from "silent balance" for being short of want and getting into "poverty in opulence" for being unbalance of demand structure during the process demand flow connect consumers and corporate. It is essential to fall back on demand which is the driven force of marketing and break the "black box" of consumers and explore the endogenic mechanism of implicit demand in order to foster new consumers and create new market space and "window of opportunity" by contagion diffuse network of group demand, so that it can make demand induced evolution of marketing with the guidance of implicit demand.In this dissertation, it should be focus on core concept "Chinese consumer implicit demand" and discuss in eight parts in detail:Chapter one is introdcution. The marketing model has evolved in different economies. On the basis of demand economy, it is cititical to analyze on demand driven strategy and rethink about marketing research paradigm which should fall back to the core definition of demand. Finally, it gives the research frame and innovation points.Chapter two is retrospection and comments. It talks about consumer behavior theory and result into the affection factors of consumer demand and further compares with the definition of demand domestic and abroad and discuss the difference between explicit demand and implicit demand. Furthermore, it puts forward with systemic concept of implicit demand and definite standards and finds the research opportunity and proposition.Chapter three designs the conceptual models and basic relationship hypothesis. We give the implicit demand conceptual model consisted by pilot variables, profile variables, adjusted variables and demographic variables and make the basic relationship hypothesis between implicit demand and different variables. Finally, we design Chinese consumer implicit demand scale, CCIDS.Chapter four explores the evolution mechanisms and path of consumer individual implicit demand. It explores the consumer black box through descriptive statistic analysis of the distribution of individual implicit demand factors and dwell on the evolution levels by demand genetic algorithms. At last, it analyzes on the evolution paths by structural equation model.Chapter five discusses the evolution mechanisms and path of consumer group implicit demand. It discusses the diffuse mechanism of implicit demand on base of endogenic cognition network theory and ectogenic social network theory. With which, it comes to contagion diffuse model of consumer group implicit demand and discuss the differences between different social networks.Chapter six focuses on study on evolution mechanisms and path of consumer group implicit demand. It gives the solution design and carry on generally verify of effects of individual implicit demand and diffusion effects of group implicit demand. Then finds five key components by cluster analysis and gives the description of different segments. In the end, finds the effective marketing mix by principal component analysis and discuss the connection between marketing portfolio and segments.Chapter seven is the marketing explanations and reference. In the view of strategy, this dissertation talks about the contribution of implicit demand to identifying implicit venture opportunities and realizing breakthrough innovation. Secondly, it discusses about how to find new consumers, new changed industry and new niche market space by implicit demand segmentations. At last, it talks about how to create and pass value according to different consumer demands.Chapter eight draws the conclusion and discusses the further studies. It discusses the existence and application of implicit demand by IDFs, IDS, CCIDI and individual implicit demand, group implicit demand and their differences between different products and areas. It further analyzes the contribution of implicit demand theory to marketing researches and the important proposition.