Maslow divided human needs into five levels: physiological needs, security needs, social needs (love and belonging needs), respect needs and self-realization needs. Understanding the needs of employees is an important prerequisite for using the hierarchy of needs theory to motivate employees. The needs of different organizations, different periods and different employees in organizations are full of differences and often change. Therefore, managers should regularly conduct research in various ways to find out what the unmet needs of employees are, and then carry out targeted incentives.
Application example
Maslow's theory divides needs into five categories: physiological needs, security needs, social needs, respect needs and self-realization needs, which are arranged from low to high. From the perspective of CS strategy, consumers at each demand level have different requirements for products, that is, different products meet different demand levels. Considering that marketing methods are based on the needs of consumers, different needs will produce different marketing methods. According to the five demand levels, five consumer markets can be divided: 1. Physiological demand → meeting the lowest demand level of the market, consumers only require products to have general functions; 2. Safety requirements→ markets that meet the requirements of "safety", consumers pay attention to the impact of products on the body; 3. Social demand → market meeting the requirements of "communication". Consumers pay attention to whether products help to enhance their communication image. 4. Respect demand → meet the market with distinct requirements for products, and consumers pay attention to the symbolic significance of products. 5. Self-realization → Use your own judgment criteria for products to meet the market. The higher the level of consumers' own fixed brand demand, the less likely it is to be met. In economics, "the price that consumers are willing to pay ≌ the satisfaction that consumers get", that is, the higher the level of meeting consumers' demand for the same kind of washing powder, the higher the product pricing that consumers can accept. The competition in the low-end market is always more intense. Obviously, price competition is to minimize the "level of demand", consumers can't feel the "satisfaction" of other levels, and the price they are willing to pay is of course low. This division is based on products that meet different levels of demand. The higher the income of consumers, the higher the level they can achieve. Take washing powder as an example:
1, "physiological demand" Consumers pay attention to "the product is indeed washing powder" and choose the cheapest washing powder. 2. "Safety demand" Consumers pay attention to "good quality of washing powder" and choose better quality washing powder when the price difference is not great. 3. "Social needs" Consumers are concerned about "the impact of products on communication", such as exquisite packaging, fragrance, compliance and other additional functions and brand image, which can make consumers willing to pay higher prices. 4. "Respect for demand" Consumers pay attention to "gaining the recognition of others" and regard products as a sign of identity. They choose the best technology, special barrels, unique functions and even the highest price. 5. "Self-realization" Consumers already have various needs at the level of 1-4, and their understanding of washing powder is transformed into the influence of a brand on their lives, and they recognize a brand in spirit. That is, the brand spirit connotation of washing powder has a great influence on their choice. The "physiological demand" of the low-end market is based on price, and this market is the most competitive and the profit is very thin. Products only need to have the most basic functions, and the characteristic is cheap. Because the profit is very low, many enterprises give up this market. Then the famous saying "small profits but quick turnover" proves that this market can be successful, and the "rural marketing strategy" of Hualong instant noodles is a typical successful example. Hualong simplified the packaging and seasoning package, and established itself in the rural market at the low price in 0.6 yuan. After three or four years of development, this little-known small enterprise has sprung up suddenly and set an amazing development speed: the annual production capacity has soared from 1.6 million tons to 1.6 million tons; The average monthly sales revenue increased from 580,000 yuan to more than 34 million yuan; Fixed assets soared from 210.8 million yuan to 250 million yuan; Followed by "Master Kong" and "Unification", ranked third. Obviously, for the lowest-end consumers, in order to meet their "physiological needs", they buy instant noodles to fill their stomachs, so "light-proof" packaging and delicious seasoning packages cannot be the focus of their attention. On the contrary, Hualong noodles are cheap, fine and easy to be welcomed. In the mid-end market, the "safety demand" takes the product quality as the complaint point, and Fujian Meng Min mattress uses rollers to prove the quality in the advertisement. Such product complaints are easily recognized by consumers in the secondary and tertiary markets.
The "drinking paint" incident planned by Beijing Fuya Coatings is also out of consideration for the "safety" demand of consumers. When consumers named it "drinkable paint", it proved the success of this marketing method. Because this marketing method meets the secondary needs of consumers, it will lead to the situation that enterprises can't get up and down at the whole industry level. To change the situation, we need to break through to the high end, and the usual way out is to set up another brand. -Hualong Noodle launched "Jinmailang Noodle" in large and medium-sized cities, and the packaging, taste and product features all made breakthroughs on the basis of quality, and also hired "Dicky Cheung" as the image spokesperson. These strategies have risen to the third level or even higher. In the mid-to-high-end market, "social demand" is the appeal point, "social identity" is the appeal point, and "every blink of an eye, four Nokia mobile phones are sold worldwide" Nokia advertisement expresses the recognition of Nokia mobile phones by people all over the world, which is a three-level marketing strategy. In addition, based on this advertising strategy, some manufacturers are keen to promote "sales first" and "domestic brands first". In the notebook computer market, although most domestic notebooks advocate personalization and fashion (the third level of communication needs), due to quality problems and price wars (the first level), consumer satisfaction has never been able to go up, so the price is getting lower and lower in the competition, and profits are constantly losing. However, IBM has positioned the notebook computer as commercial, and the identity of IBM notebook computer and business people is one. In order to show their identity in communication, business people choose IBM notebook computers, which has become a kind of knowledge. In the high-end market, "respect for demand" is based on "price &; Quality "to seize the market, to enter this market, first of all, high price, and then quality assurance." High price is the most direct factor to attract consumers' attention, followed by quality. The brand value of BMW and Mercedes-Benz is very high, because they both have the highest-end products, and the best appearance and performance make them symbols of the rich. For ordinary consumers, the high price makes him "respect". Therefore, any commercial enterprise can have a strong brand appeal if it grasps the top of the market. Because of its deep blue computer, IBM makes the whole world think that IBM's computer is the best. This is the most classic high-end marketing case. -TCL embeds gems in mobile phones, which is actually making a fuss at this level. In view of the "self-realization demand", that is, consumers who are loyal to the brand, enterprises should not only give certain returns, but also improve their services to obtain consumers' satisfaction with the brand connotation. The connotation of brand needs to change according to the change of market. For example, the change of McDonald's "I love it" brand strategy has consolidated young people's recognition of McDonald's. Through the long-term interaction between enterprises and consumers, consumers will form a certain loyalty to corporate brands, which comes from all levels and is also the group that enterprises need to pay most attention to. They are the foundation of the enterprise's survival, and at the same time, they often affect the surrounding consumers' cognition of angel brand. No enterprise can ignore these loyal consumers, so paying attention to "old customers" is a marketing link that any enterprise needs to pay attention to. Many enterprises have begun to cultivate brand loyalty from children. For example, Nike gives children the feeling that wearing Nike brand marks maturity and growth, so children will be happy to buy a pair of Nike shoes when they grow up. At the same time, Nike is still a kind of sportsmanship, and Nike combines sports well. In China, there are many fake Nike shoes, but Nike didn't fake them, because the sportsmanship is real. If consumers have the ability to pay, Nike firmly believes that consumers will buy the real Nike. The market competition is ever-changing, but the demand of consumers remains unchanged, with only five categories. CS strategy requires improving consumer satisfaction. Enterprises must know what levels of consumer demand their products meet according to the specific market conditions, so as to formulate marketing strategies purposefully and effectively improve consumer satisfaction.
discuss
Many studies show that senior managers can meet their higher-level needs better than basic managers, because senior managers are faced with challenging jobs in which they can realize themselves. On the other hand, grass-roots managers are more engaged in routine work, so it is relatively difficult to meet the needs of higher levels. In addition, the satisfaction degree of demand varies according to one's work in the organization, age, company size and cultural background of employees. Managers of production command system are more satisfied with safety, socialization, respect and self-realization than department employees, and the gap between them is the biggest. In terms of respect and self-realization, young employees (aged 25 or below) have stronger requirements than older employees (aged 36 or above). Low-level management departments and managers in small companies are more likely to feel that their needs have been met than managers working in large companies. Facts show that events in individuals and organizations can and do change demand. Customary practices in organizations will strongly affect the generation and satisfaction of many high-level needs. For example, promotion based on past abilities can stimulate employees' demand for respect. Moreover, with the development of managers in the organization, the demand for security is gradually weakened, while the demand for socialization, respect and self-realization is correspondingly enhanced. The following is a summary of the main findings of the hierarchy of needs theory: demand can be considered as a wish that individuals strive to achieve. Only by meeting the needs of lower levels can high-level needs play an incentive role. In addition to self-realization, other needs may be met, and then the importance to individuals decreases. In a certain period of time, people may be motivated by various needs. Anyone's demand level will be affected by personal differences and will change with the passage of time.
Edit this evaluation
The contribution of hierarchy theory is needed
Maslow's hierarchy of needs theory, to a certain extent, reflects the * * * same law of human behavior and psychological activities. Maslow explored human motivation and studied human behavior from the perspective of human needs, and grasped the key to the problem; Maslow pointed out that people's needs are developing from low to high, and this trend basically conforms to the law of needs development. Therefore, the hierarchy of needs theory is instructive for enterprise managers to effectively mobilize their enthusiasm.
In Maslow's view, there are two different needs in human value system. One is the instinct or impulse that gradually weakens along the rising direction of biological pedigree, which is called low-level demand and physiological demand. One kind is the potential or need that appears gradually with the evolution of organisms, which is called advanced need. People hide these five different levels of needs, but the urgency of various needs is different in different periods. People's most urgent needs are the main reason and motivation to motivate people to act. People's needs gradually change from external satisfaction to internal satisfaction. After the low-level demand is basically met, its incentive function will be reduced and it will no longer maintain its dominant position, and high-level demand will replace it as the main reason for promoting behavior. Once some needs are met, they cannot be the reason to stimulate people's behavior, so they are replaced by other needs. High-level needs are more valuable than low-level needs. Enthusiasm is inspired by high-level needs. Man's highest need, that is, self-realization, is to express his potential in the most effective and complete way, and only in this way can he get a peak experience. The five basic needs of people are often unconscious in ordinary people. For individuals, unconscious motivation is more important than conscious motivation. For experienced people, through appropriate skills, unconscious needs can be transformed into conscious needs. Maslow also believes that in the process of self-realization creation, a so-called "peak experience" emotion is produced. This time is the most exciting moment for people, and it is the highest, most perfect and harmonious state of human existence. At this time, people have a feeling of ecstasy, ecstasy, ecstasy. Experiments have proved that people who stay in beautiful rooms are more energetic, lively and healthy than those who stay in simple rooms. A kind, sincere and beautiful person can appreciate the truth, goodness and beauty existing in the outside world better than others. When people find the highest value in the outside world, they may also produce or strengthen this value in their own hearts. In short, better people and people in better environments are more likely to have peak experiences.