【摘要】：BJD娃娃,是指身體連接處的關(guān)節(jié)可以自由轉(zhuǎn)動(dòng)的玩偶。近年來,社會(huì)經(jīng)濟(jì)環(huán)境大發(fā)展催生了不少BJD玩家。隨著BJD玩家對(duì)自己心愛娃娃打扮的熱愛,激發(fā)了玩家們對(duì)BJD服飾產(chǎn)品的需求。 初期的BJD服飾產(chǎn)品在傳統(tǒng)的營(yíng)銷理論下進(jìn)行：企業(yè)生產(chǎn)產(chǎn)品,然后進(jìn)行銷售。對(duì)于奉行這種傳統(tǒng)觀念的企業(yè)而言,只有在期初BJD服飾產(chǎn)品生產(chǎn)較長(zhǎng),未形成規(guī)模的時(shí)候,由于玩家們不太關(guān)心質(zhì)量、屬性或風(fēng)格,BJD服飾產(chǎn)品企業(yè)才具有最大的成功機(jī)會(huì)。然而,隨著越來越多的BJD服飾產(chǎn)品的企業(yè)出現(xiàn),這種傳統(tǒng)的觀念在玩家們面臨著大量選擇的環(huán)境下是不適用的。因此,大眾市場(chǎng)實(shí)際上會(huì)裂變?yōu)楸姸嗟募?xì)分市場(chǎng),而每個(gè)細(xì)分市場(chǎng)又具有不同的需要、感知、偏好和購(gòu)買標(biāo)準(zhǔn)。明智的BJD服飾產(chǎn)品企業(yè)必須面向清晰界定的目標(biāo)市場(chǎng)設(shè)計(jì)并提供相應(yīng)的產(chǎn)品或服務(wù)。 BJD玩家在選擇購(gòu)買企業(yè)生產(chǎn)的產(chǎn)品或服務(wù),其實(shí)是在購(gòu)買能夠滿足其需求的價(jià)值,本著價(jià)值最大化、成本最小化需求原則來判斷是否購(gòu)買企業(yè)的產(chǎn)品或服務(wù)。價(jià)值營(yíng)銷就是為研究產(chǎn)品和服務(wù)如何能夠滿足顧客需要而進(jìn)行的營(yíng)銷策略設(shè)計(jì)。 本文以價(jià)值營(yíng)銷理論中顧客的讓渡價(jià)值最大化為指導(dǎo)思想,從價(jià)值營(yíng)銷的6個(gè)步驟：發(fā)現(xiàn)價(jià)值、篩選價(jià)值、創(chuàng)造價(jià)值、傳播價(jià)值、銷售價(jià)值、提升價(jià)值,來說明如何有效實(shí)施BJD服飾產(chǎn)品的營(yíng)銷策略,進(jìn)一步為客戶創(chuàng)造價(jià)值,培養(yǎng)顧客的忠誠(chéng)度。
[Abstract]:A BJD doll is a doll whose joints can rotate freely at the junction of the body. In recent years, the great development of social and economic environment has given birth to many BJD players. With the love of BJD players for their favorite dolls, the demand for BJD clothing products has been stimulated. The initial BJD clothing products are carried out under the traditional marketing theory: enterprises produce products, and then sell them. For enterprises that pursue this traditional concept, only when the production of BJD clothing products is long and not formed at the beginning of the period, because players do not care much about quality, attributes or style, BJD clothing products enterprises have the greatest chance of success. However, with the emergence of more and more enterprises of BJD clothing products, this traditional concept is not applicable in the environment where players are faced with a large number of choices. Therefore, the mass market will actually split into a large number of market segments, and each segment has different needs, perceptions, preferences and purchase criteria. Smart BJD clothing products enterprises must design and provide corresponding products or services for clearly defined target markets. In choosing to buy the products or services produced by the enterprise, BJD players are actually buying the value that can meet their needs, and judging whether to buy the products or services of the enterprise in accordance with the principles of maximizing value and minimizing the cost. Value marketing is a marketing strategy design to study how products and services can meet the needs of customers. Based on the theory of value marketing, this paper takes the maximization of customer transfer value as the guiding ideology, and from the six steps of value marketing: discovering value, screening value, creating value, spreading value, selling value and promoting value. To explain how to effectively implement the marketing strategy of BJD clothing products, further create value for customers, cultivate customer loyalty.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.86

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