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Abstract: |
As a new marketing method, conception marketing has gain more and more attention by our marketing and business academics since the 1990s. Conception marketing is a mode of making the characteristics of the products or services to be refined to create a concept with core value, and conducting product promotion by importing new ideas for consumer. Production of conception marketing has its inevitability: high degree of homogeneity and the increasingly fierce market competition, the information explosion and incomplete information game, the diversity of consumer demand and consumer psychology induced, and increasingly modern science and technology development all have contributed to the formation and development of conception marketing. The key to success of conception marketing’s spreading lies in five areas: advertising appeals bearing concept, advertising media spreading concept, the right way promoting concept, sales promotion strengthening concept and public relations servicing concept.
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