Brand Marketing
"Life-oriented" Marketing: From Functional Selling to Meaning Co-creation
This article discusses the shift from traditional consumer-oriented marketing to a "life-oriented" approach, which focuses on understanding people's daily lives, emotional conflicts, and non-consumption behaviors. It proposes a three-dimensional framework for "life-oriented insight" and illustrates its application through case studies of a maternal-infant refrigerator and LABUBU, emphasizing the move from functional selling to meaning co-creation.
胡志刚