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1、天津財(cái)經(jīng)大學(xué)博士學(xué)位論文基于隱性需求開發(fā)的住宅產(chǎn)品購買意愿與營銷模式研究姓名：趙艷華申請學(xué)位級別：博士專業(yè)：企業(yè)管理指導(dǎo)教師：羅永泰20081101內(nèi)容摘要_-___-●●■_______-___--___--___-●-____■■_--●_-_-__●____-_-_-________--●-●●-__●●___-●-__--_●____●●_●●--______●-●__●___________●__-___-___●__-__-___-___●__■_●-●_●_____●-_______-_________-_-——一一買意愿路徑展開，并結(jié)合文獻(xiàn)分析，從開發(fā)和銷售兩個環(huán)
2、節(jié)，提取了37種具體的營銷策略．依據(jù)問卷調(diào)查結(jié)果，通過因子分析，提取了9個營銷組合策略。論文根據(jù)不同的隱性需求類型構(gòu)建了相應(yīng)的營銷模式，并指出在基于隱性需求開發(fā)的住宅產(chǎn)品營銷實(shí)踐中必須將顯性需求營銷模式與隱性需求營銷模式有機(jī)的整合，論文探索性的構(gòu)建了基予隱性需求開發(fā)的住宅產(chǎn)品整合營銷模式。關(guān)鍵詞：隱性需求顯性需求住宅產(chǎn)品購買意愿營銷模式IIAbstract砧lcorporations’activitiesmustsurrollIldconsumerbehaviordirectlyorindirectly,takeconsumerasactivity'sstartandultima
3、teaim,andprovidesatisfyingproductorservicetoconsumer．Witlltheconsummationoftheresidentialmarket，consumershavebecomematureandrational．Itisnotenoughtosatisfynewconsumersunderdemandeconomybytraditionalmarketingmodelandjustfocusonexplicitdemandsituation．Becausetheresidentialproducthavethecharacte
4、risticsincludingspeciality,complexity,informationdissymmetryete．，itisthelcindoftypicalproductthatimpeledthedemandcreationbytheproductsupplier．Atpresent,theconsumersnotonlyconsiderthevisibleelements,likethequality,theprice,thelocationand∞on,theyvalueotherfactorsmoreandmore，suchastheknowl甜geand
5、theemotionfactors．Therefore，thedeveloperneedstodevelopimplicitdemandoftheresidentialproductconstantly．However,therecognitionanddevelopmentofimplicitdemandonlyachievesthestageofthecreativityproductiontoproductrealization,thesuccessfulproductdevelopmentdoesn’talwaysbringonsuccessfulmarketing．It
6、isthekeyoftransformingprofitsuccessfullywhichishowcanwedeliverthevalueoftheresidentialproductbasedonimplicitdemandexploitationbyusingsuitedmode，routeandmarketingmix，andhowcanweinspiretheconsumer’spurchaseintentions．Thisdissertationendeavorstobuildmarketingmodebasedontheresidentialproductofimp
7、licitdemandexploitationandproposethecorrespondingmarketingstrategybydiscussingthefactorsandwaysthatinfluencetheconsumer’Spurchaseintentions．Firstly,thisdissertationreviewedthecorrelationtheoriessuchaspurchasebehavior,residentialproductmarketi
