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Jingdong book

富裕的大众:针对当今消费者营销的7条新规则

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富裕的大众:针对当今消费者营销的7条新规则

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如今,众多的消费者都能够以更高的价格支付各种商品——从家用清洁产品到服装甚至是汽车,但是,这些“富裕的大众”并没有充分利用他们的可支配收入,这一现象说明消费者具有巨大的潜在购买力——一笔有待于企业去赚取的丰厚收入。
《富裕的大众:针对当今消费者营销的7条新规则》是第一本探讨消费者日益富裕这一现象对于营销战略和营销实践影响的著作。作者认为,为了抓住逐渐富裕的消费者所带来的市场机会,企业必须抛弃几十年来占主导地位的常规营销战略,转向一种特意面向富裕大众的新的营销方式。
通过对消费者进行广泛的调查,作者指出,当今美国的大众市场比二战后出现的中产阶级市场要更高端。这一消费人群拥有更多的可自由支配的收入,并呈现出多种多样的消费方式。他们不单单满足于传统的奢侈品,而是希望拥有更多、更丰富的商品选择。书中概括了七条面向这一被忽略的市场的大众营销规则:◆定位于奢侈品和大众市场之间的新地带;◆为各种各样的消费者提供(本质上)相同的产品;◆出售具有专门用途的必需品;◆将费者无力购买的商品转化为可购买商品的新的所有权规则;◆出售类似于投资的新产品;◆改变销售地点、设计式样和商品组合,使富裕大众的消费实现最优化;◆开展节约成本的促销活动,吸引并留住众多的富裕消费者 书中用新颖生动的例子揭示了创新企业是如何应用这些战略进入拥有巨大潜力的产业的,如口腔护理、餐饮、住宅建设以及汽车工业。
作为一本面向所有企业和经理人的书,本书解释了一种导致巨大市场变化的现象,并且指出,为了理解这种现象并从中获利,企业应该如何行动。
Author Description

保罗·努内斯,埃林哲高绩效一企业研究院高级研究员。发表数篇有关客户关系管理的文章,是《哈佛商业评论》和其他顶级管理学期刊的作者。
Catalogue

序言与致谢
第一章 新的大众市场
第一部分: 定位的新规则
第二章 定位于新的中间地带
第三章 区别对待顾客
第二部分: 设计产品的新规则
第四章 发现特定用途
第五章 介绍所有权的一种新规则
第六章 提高消费的回报率
第三部分: 赢得顾客的新规则
第七章 着眼全球,就近零售
第八章 跟每个人相关
第四部分: 接下来是什么
第九章 未来的大众市场
后记
注释
作者简介

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