The Theoretical and Empirical Study of Marketing Opportunities Based on Product Value

摘要

Innovation in marketing theory can no longer be built on demand basis. In the context of economic transformation, buying behavior of people has gradually shifted from meeting the demand to enhancing the value. This paper from the investment point of view, puts forward a theory in value of product as value-added, thinks that the meaning of the value is to achieve value-added of product, rather than to meet customer's demand. On this basis, building the theoretical framework of marketing opportunities based on product's value, we combine marketing opportunities, differentiation, satisfaction and product value theory, and verified relationships between them through the empirical study.