A Study On The Strategies Of Marketing In The Contex Of Upgrading Of Residents’Consumption Structure

In recent years, the upgrading of the residents’consumption structure has become the main support force of the increasing of consumption demand. Therefore, the research on the relevant issues regarding the upgrading of the residents’consumption structure in China is of great strategic significance to expanding domestic demand, initiating new consumption hot spots and promoting the sustainable and healthy economic development. In today’s knowledge and culture as the leading factor, informationization, network into the basic features of economic condition, enterprises are facing the increasingly fierce competition, and marketing activities of the entire enterprise is one of the most important activity, if the enterprise can seize the new consumption structure upgrade good opportunity, vigorously mining thus brought new consumption hotspot, mading more feasible marketing strategy, improving the competitiveness and marketing ability of enterprises.In the first place,the upgrading of the residents’consumption structure of related problems were studied in this thesis.It includes the upgrading of residents’consumption structure’s connotation, agent,general rules, process,characteristics, and the relationship between the upgrading of the residents’consumption structure and economic development, consumption hotspot and illustrates the tendency of this phenomenon.In the second place, the dialectic relationship between the4Ps and the4Cs was analyzed.The new mode of the4Ps+4Cs marketing mix was put forward.The4Ps produced in the seller’s market environment, making the enterprises as the main body, the enterprise from their own conditions, the scheduled target profit to consider the production of products and pricing, distribution and promotion,4Cs produced in the buyer’s market environment, to consumers as the main body, from the angle of consumer satisfaction to think marketing activities, the4Ps combination and4Cs combination respectively from the of enterprises and consumers to marketing strategy proposed requirements, the4Ps organic combination, namely with4Cs product must be with consumer oriented, pricing must take consumers are willing to pay the price as the guidance, the marketing channel to improve shopping convenience to consumers for guidance, promotional function in order to strengthen the communication as the guidance, can get ideal result. Some problems lying under the enterprises’marketing of our nation and marketing strategy are discussed.Finally, rural market urban with appliance enterprise and urban market with insurance enterprise be used in the empirical analysis. The marketing strategies are developed with the4Ps+4Cs marketing mix.The point be summarized in the end of this thesis.