市场势能论叫板传统营销（Themarketpotentialofchallengethetraditionalmarketing）.doc

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ucts,petinginterestslieinthreeaspects:Sellers,,the"FiveForcesModel"wasoriginallyusedtoanalysisanddetermineindustryattractiveness,,,basedonthestrengthofthepartiesonthebasisofthecontrastbetween"balanceofinterests"determinesthedynamicsofthegamedevelopment,thepowerpatterndeterminestherelativepositionofallparticipantsinthemarketandthestrongandweakstate,'sposition,,themarketingprocessisessentiallyathreepartyparticipationinthegameprocess,isa"threepeople"game".petitionthroughtheirowngamepower,eptundertheprevailingconditions,"threepartygame".Itisbothadialecticalandsystematicviewofmarketing."Therelativestatusofmarketpotentialgametheory"with"heirown,thinkthemore"marketpotential"ofthepartyisinadominantpositionrelativeinthemarket,cannotonlyguidethe"customerdemand"orthedevelopmentoftheindustry,,industrydevelopmentandcorporatemarketingactivitieswillfocuson"customerdemand",petitionintheindustry,industryprofitsdecline,andeventhewholeindustryprofitmarginiszero;petitorshavepotentialadvantagestheadvantageofaparty,willgraduallygettheindustrymonopoly,,itrecognizesthe"customerdemand"influencetobusinesses,businessesalsofaceuptotheinfluenceof"demand"ontheotherhand;ordingto"demandleveltheory"viewpointof"customerdemand"accordingtothedifferentlevelsofspecificproblemanalysis,andbasedonthedegreeofplasticity"customerdemand"fromtheaspectsofjudgment,atthesametime,italsobyestablishingtheconceptof"marketpotential",emphasizesthecreationof"customerdemand"operation,-sided;itonlyfocusesontherelationshipbetweenthebuyerandtheseller,,pletesystem,inthissystem,asystemofthreepartyinteraction,petitioncooperation,thereforecanusetheconceptofmarketpotentialtodescribetheinteractionbetweenbusinessesandconsumersofthesituation,,namely,,itsperspectiveisobviouslybroaderandsystematic."Marketpotentialenergytheory""marketpotentialenergy",itconcludesenterprisescale,supplyanddemand,productnature,petitionlevel,......Variablesinnineaspects,petitiveadvantageofthespecifiedpath,whichundoubtedlyhasveryimportantpracticalsignificanceforthepracticalmanagementofenterprises."Oneofthekeytheoreticalbasisofmarketpotentialtheory"is"limitedrationality"ofthepeople,andthenonthebasisofthat"significantcustomerdemand"isnotentirelyindependentandstable,sothe"customerdemand",Nobel'sEconomicsPrizewinnerandpsychologistKahneman(Kahneman)'s"prospecttheory"thoughtthatman',theydonotcalculatetherealvalueofanarticle,,thetraditionaleconomicshasbeena"rationalperson"asthebasicpremise,,fromtheperspectiveofpeople'spsychologyandbehaviorcharacteristics,'sbehaviorisnotonlydrivenbyinterest,'stheorynotonlygivesusagreatdealofknowledgeaboutcustomerdemandandanalyzesitspurchasingbehavior,