China's Consumer Trends And Characteristics Of The Study

In ths current phase of low-level buyers' market, the situation of product surplus is prominent. If companies just focus on matching and beating their rivals by using the conventional wisdom, it will make companies competing head-to-head. To avoid cutthroat competition, companies should explore the more deeply and unarticulated needs of customers and create new marketing space.First, this paper does a thorough research on the relative academic research productions in the world, and points out that doing research on the customers' latent needs will be the following key direction of these fields of researches. Second, on the base of analyses of needs, latent needs and customer behaviors, this paper provides a three-level academic hypothesis and proves it by launching an empirical investigation, on domestic main customers force. Third, the paper presents a detailed system of excavating the latent needs and a super-matrix system to help companies to develop new products by using the latent needs. The paper also points out the five important trends and characteristics of domestic main customers force's need, and presents two ways for companies to build competition advantages by using customers'.latent needs.