The Research Of Marketing Model Based On Value Innovation

In the new economic conditions, the enterprise is facing more competition. The traditional marketing model which is based on 4P marketing strategy has not fully adapted to the enterprise for the sustainable development, therefore, it is urgent to set up the marketing strategy of consumer-oriented and establish the marketing model in line with the market economy.In this paper, the object of study is the general consumable. We will combine the product with the consumer from the manufacturer's perspective, and we find the way of value innovation through introduction the third-party enterprise. Based on this, we afford the marketing strategy to the enterprise which answer for the buyer market conditions, and build the marketing model in the core of the value innovation. In this paper, we use the methods of theoretical and empirical analysis. First of all, we analyze the core value and the added value through the product functions of the enterprise. Secondly, we find the reason why consumer buy product is that the product is able to meet their needs, after researching the consumer purchase motivation. Furthermore, this kind of needs can be divided into two parts, the low level needs can be achieved by the basic functions of the product, and the high level needs can be satisfied by the additional features of the product. Also, we create the relationship between the value of the product and the purchase motivation of the consumer. Thirdly, we propose to introduce a third-party enterprise to do co-marketing with the manufacturer, so that it can content the consumer needs and ensure the enterprise profit to form a win-win situation. Fourthly, based on product value and relevance of consumer purchase motivation, we work out the marketing strategy under value innovation, and we build a new marketing model of value innovation on the basis of traditional marketing model. Finally, according to the consumable market research, we define the evaluation method of the consumer purchase motivation and sort all the motivation in order of the importance, and do an empirical research in marketing model which is based on value innovation.