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本文就当前消费者行为的变化、营销管理的未来几大发展趋势以及企业营销战略的转变进行了研究,为满足消费者心理和行为转变的需要,企业的营销战略应进行相应调整,主要有:1、在营销理念上,从满足消费者需要到满足消费者欲望和增加顾客体验转变;2、营销重点放在满足消费者心理、精神及情感需求上;3、在促销战略上,创意强化体验的品牌形象;4、在营销策略上,讲究品牌整合营销;5、在营销组织上,建立精简、反应快速的营销组织。
This paper studies the current changes in consumer behavior, marketing management, several major future trends and changes in corporate marketing strategy to meet the needs of consumer psychology and behavior changes, the marketing strategy of enterprises should be adjusted accordingly, are: 1, in the marketing concept, from meeting consumer needs to meet the desire of consumers and increase customer experience changes; 2, marketing focus on meeting consumer psychology, spiritual and emotional needs; 3, in the promotion strategy, creative enhanced experience Brand image; 4, in marketing strategy, pay attention to integrated brand marketing; 5, in the marketing organization, the establishment of streamlined, rapid response marketing organization.