The Research on the Product Humanization Model Based on the Evolution of Consumer Purchase Pat

Abstract

Digital economy gives new connotation to business model. In the process of business model changing from vertical to horizontal, from exclusive to inclusive, and from individual to social, the central activity of enterprise marketing should be transferred to how to actively interact with consumers, so that consumers can more participate in the process of enterprise marketing value creation. This paper focuses on the model of consumers’ participation in marketing value creation. Firstly, this paper studies the basic model of consumer purchase path evolution, and proposes 5A +1D model based on the basic model. Then, based on the 5A+1D model, an important carrier for consumers to participate in the value creation of marketing is proposed: the product humanization model. Secondly, the paper analyzes the ideal migration mode of consumer purchase path under humanistic products: “W” model, which finally reaches the balance at both ends of 5A+1D model. Under the ecological background of open innovation, this paper extends the chain of consumers’ purchase path and realizes the co-creation of consumers and enterprises’ value, and designs a human-oriented product model based on the chain of consumers’ extended purchase path. The W model achieves the balance between the beginning and the end of the consumer purchase path model, which provides a theoretical basis for the intervention points of enterprises on the overall consumers’ purchase path.