The theoretical and empirical study on value-oriented marketing strategy based on product benefits

At present, people have shifted from focus on the benefit needs to focus on the value of the ratio of the benefits and costs, which is made that the studies on marketing strategy theory of the earliest development and the most widely used must focus on the value to start. Most studies deem that satisfaction is pre-variable of the value, but we find fit can create value comparing to satisfaction. From the perspective of 4P marketing strategy, this paper developed theoretical model of value-oriented marketing strategy based on product benefits, and to verify the impact on key Dimensions of product benefits to product value with the vehicle as the empirical object, revealing the mediating effect of fit.