In a buyer's market, the marketing concept has always been centered around the consumer, with the goal of meeting their needs as the starting point. However, throughout different historical periods, consumer needs—especially core needs—have evolved significantly. As a result, the meaning and focus of marketing strategies must also adapt accordingly. Today, domestic consumers have transitioned from being mere "product purchasers" to "demand-satisfiers." Then, in the information age, they have further shifted to becoming "value-creators," actively shaping their own experiences and expectations. This transformation should serve as the foundation for modern marketing ideas.
The traditional economic theory behind marketing management is based on the firm’s perspective, aiming to maximize corporate profits. The decision-making process typically follows a one-way chain: market research → marketing → strategy → marketing strategy → reverse marketing control. In this model, the customer is not fully integrated into the decision-making process, and the manufacturer's profit often takes precedence over the consumer’s needs. For instance, in the safety footwear industry, consumers traditionally had no choice but to purchase products designed by manufacturers after conducting market research. These products were not tailored to individual consumer preferences, leading to a form of satisfaction that was limited by the constraints of mass production.
In the information age, consumers now hold more power. They can engage in two-way, comprehensive communication with companies at a low cost and in a short time through digital platforms. This dynamic challenges the traditional economic framework, where consumers were limited to choosing from what manufacturers could offer. Instead, today’s consumers influence what products are made and how businesses operate. They bring their personal life perspectives, emotional experiences, moral values, and cultural beliefs into their purchasing decisions. In the virtual world, buying is no longer just about fulfilling a need—it has become a way for individuals to express themselves and align with their values.
Therefore, simply satisfying general consumer demands is no longer enough. To truly connect with modern "value seekers," safety shoe manufacturers must focus on helping customers realize their personal value pursuits. By doing so, they can better meet diverse customer needs and drive sustainable company growth. It’s time for brands to shift from a product-centric approach to one that empowers consumers to shape their own experiences and identities through meaningful engagement.
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