Analysis And Discussion On Marketing Strategies To Meet Consumers' Hidden Needs

In view of the current mobile phone market,on the one hand,the development and application of new technologies are facing bottlenecks;on the other hand,the performance of mobile phones has been in surplus,resulting in the fact that the current explicit demand of consumers has been almost completely met,and the products are increasingly homogenized.Consumers are not strong in the experience of subtle performance changes.In this environment,how to tap the hidden demand of consumers and stimulate consumer consumption has become a problem that every enterprise has to face.Based on the research of consumers' hidden needs,this paper makes full use of the previous research theories,adopts the empirical research conclusions,summarizes and analyzes the development path,marketing status quo,future direction of the current mobile phone industry,and explores the common problems encountered by consumers' hidden needs.The main reason is that the current mobile phone industry has not paid attention to marketing for the hidden needs,and more resources are still invested in meeting the explicit demand of consumers,which is reflected in the elongated phone replacement cycle and the weak market growth.Based on this,this paper puts forward the marketing focus and feasible scheme aiming at the hidden needs.Emphasize the relativity of hidden needs,attach importance to the classification of hidden needs at different levels.The important marketing target that puts forward the hidden needs should be the group that is in the recognition and expression layer of the hidden needs.At the same time,through a certain range of investigation,sampling and analysis,this paper demonstrates that value perception can make consumers produce consumption stickiness in the process of using mobile phones.Based on the above analysis and demonstration,specific marketing measures are formulated to arouse the resonance of consumption by strengthening the value perception of consumers,and the viewpoints of applying different marketing methods to different hidden demand layers are expounded.This paper puts forward the idea of strengthening community marketing and emotional marketing from the perspective of group,affirms the marketing method of creating a pan-product family to exploit the hidden demand of profit sources,and at the same time formulates 4VS marketing strategies for the mobile phone industry.