Research On Product Strategy Of Convergence Marketing

Marketing is one of the main business activities in modern companies. It is so important that Peter Drucker concedes that marketing is the whole business seen from the point of its final result. And product strategy is the core strategy in marketing. In 21 century, because of the development of Internet economy, digital technology and vibrant Internet functions, people use Internet more frequently, which enables Internet to permeate into all the respects of people's lives and gradually changes people's ideas and behaviors. Marketing managers in companies and professors in universities quickly discover that today's consumers, who act across multiple channels, combine timeless human needs and behaviors with new online activities. They are a combination of traditional and cyber, rational and emotional, wired and physical. Obviously, for this ever-bigger new market, pure traditional and cyber marketing methods are not well appropriate. Therefore, it is significant for modern companies to use creative convergence marketing method to gain core competitiveness, and to operate marketing programs more efficiently and effectively. Referring to advanced thoughts of eastern and western marketing management, this dissertation systematically analyzes the background of convergence marketing development, the reason of convergence marketing development, the concept and contents of convergence marketing, and the product strategy in convergence marketing. More specifically, this dissertation at length discusses using conjoint analysis in the product strategy. In the first two parts, this dissertation analyzes the background of the research and discusses the current research situation. Then, this dissertation discusses the objectives, methods and contents of the research. In the third part, this dissertation discusses the background of convergence marketing development, which includes the fast development of Internet, the ups and downs of Internet economy, stiff business competition, the development of modern communications technology and the development of marketing in China. In the fourth part, this dissertation concedes that the vast changes in consumer's values and purchasing behaviors are the main reasons that convergence marketing develops. Furthermore, this dissertation discusses the concept and contents of convergence marketing, the theory foundation of convergence marketing, and briefly talks about the marketing strategies in convergence marketing. And this dissertation concludes that because of the mixture of traditional consumers and cyber consumers, the marketing strategies in convergence marketing should be the convergence of traditional marketing strategies, relationship marketing strategies and cyber technology. In the fifth part, this dissertation at length analyzes the product strategy in convergence marketing. And this dissertation concludes that, based on the unique consumer's values and purchasing behaviors in 21 century, companies in modern era should take the product strategy combining customerization and standard. And this dissertation also illustrates the convergence product marketing strategy through a Chinese real estate company case study. In addition, this dissertation continues to examine using conjoint analysis to design product strategy combining customerization and standard. And this dissertation at length illustrates this kind of conjoint analysis through a living example. The main creative thoughts in this dissertation lie in: this dissertation systematically defines convergence marketing and discusses its core concepts; combining Chinese business, this dissertation uses Chinese datas and cases to analyze convergence marketing; based on the theory of marketing engineering, this dissertation concludes that Chinese firms can use conjoint analysis method to design product strategy combining customerization and standard.