Research On Lateral Marketing Based On Customer Value

With the maturity of Chinese market economy, some capacity of producing turns to surplus and homogenization becomes severe. By the guidance of traditional theory, enterprises mainly seek competitive edge by segment certain market. In the long run, repeating segmentation induces markets divided into pits and pieces. Too saturated market will inevitably affect the success of new products and new brands. For this reason, market calls for new profitable strategy to substitute traditional segmentation and form original marketing model to gain individuation.The paper quotes the definition of Lateral Marketing created by Philip. Kotler and links it to customer value. The lateral marketing is created by Philip. Kotler. It's an innovative process of thoughts and when it's used in the existing products and services, many of new demands, functions, situations or target of market comes out. The paper probe into the lateral marketing from two aspects: exploring lateral marketing strategy to fit certain products'fundamental traits in the level of product and market; exploring lateral cooperation alliance based on relative customer value to satisfy certain customer's diverse activity.The paper divides into five parts totally. The chapter one is introduction, including the research intention and background. The second chapter has introduced the basic theory of customer value and lateral marketing to summarize the concept, feature. The following third chapter gives a critical review to the theory of traditional marketing theory and finds out that there exists a series of problems such as that there are too much variables in segmentation and they are correlative each other, which is the core reason of lateral marketing emerging and narrates innovation pattern of lateral marketing based on customer value's characteristics. The fourth chapter introduces the lateral marketing based on fundamental traits and the fifth chapter introduces the lateral marketing based on relativity trait.Based on customer value, the paper analyses limitations of the traditional marketing theory and narrates lateral marketing's advantages. Combined with practice, the paper presents a new pattern based on customer value, which will broaden lateral marketing both in theory and practice.