The Positioning Fit Theory and Empirical Research Based on Product Value

摘要

Marketing theory such as STP and 4P is well known for us in the Industrial economy. Based on this theory marketing staff achieve customer benefits through upgrading satisfaction of customer in product. But with the changing of market, people's attention shifted from benefits to the values, so the limitations of satisfaction theory are appeared. In this paper, product value will be in-depth analyzed, the model of different position fit about products will be re-build, we also figure out the relationship among product benefits, fit and position. Structural Equation was used to make sure the reasonable of the model.