学士学位论文消费者行为与市场营销战略法学外文文献及译文.docx
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学士学位论文消费者行为与市场营销战略法学外文文献及译文.docx
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学士学位论文消费者行为与市场营销战略法学外文文献及译文
本科毕业论文
外文文献及译文
文献、资料题目:
ConsumerBehaviorand
MarketingStrategy
文献、资料来源:
MachinePress,2007.7(10th)
文献、资料发表(出版)日期:
2007.7.10
院(部):
法政学院
专业:
法学
班级:
法学111
姓名:
xx
学号:
2011131023
指导教师:
xx
翻译日期:
2015.6.20
外文文献:
ConsumerBehaviorandMarketingStrategy
Thefieldofconsumerbehavioristhestudyofindividuals,groups,ororganizationsandprocessestheyusetoselect,secure,use,anddisposeofproducts,services,experiences,orideastosatisfyneedsandtheimpactsthattheseprocesseshaveontheconsumerandsociety.Thisisabroaderviewofconsumerbehaviorthanthetraditionalone,whichfocusedmuchmoreonthebuyerandtheimmediateantecedentsandconsequencesofthepurchasingprocess.Thisviewwillleadustoexamineindirectinfluencesonconsumptiondecisionsaswellasconsequencesthatinvolvemorethanthepurchaserandseller.Tosurviveinacompetitiveenvironment,anorganizationmustprovidetargetcustomersmorevaluethanisprovidedbyitscompetitors.Customervalueisthedifferencebetweenallthebenefitsderivedfromatotalproductandallthecostsofacquiringthosebenefits.
Fromthedomesticmarket,theChineseconsumerpsychologycomparedtoEuropeandtheUnitedStatesandothercountries,hasbothgeneralityandtheparticularityofour,aftertheauthorofthestudy,observationandsummary,Ifoundthefollowingeightconsumerpsychology,inChinaisquiteuniversality,haveverygoodmarketingvalue,outofdesiretodiscusswithyouimprovetogether,islistedasfollows.
China'sconsumershaveverystrongfacecomplex,inthefaceofpsychological,drivenbytheChineseconsumerwillbemorethanalotfasterthantheirabilitytopayorbuy.Themarketerscanuseconsumer'spsychologyofface,findamarket,obtainpremium,achievesales.
BrainplatinumistousetheChinesepeopleinthefacewhengivingpsychological,foundinthecityandeventheruralmarket;InTCLwithgemsonmobilephones,high-endmobilephonemarketaccessintheposition,soastoobtainthepremiumincome;Terminalsales,theshopassistantoftenthroughthevisionofconsumer,andhowtheproductandconsumersaresuitable,lettheconsumerfeelgreatintheirfaces,therebyachievingsales.
Conformityreferstothepersonalideaandbehaviorguidanceorstressduetothegroup,andtendtobeconsistentwithmostpeople.Inmanyconsumerspurchasedecision,willtendtoshowconformity.Forexample,whenshopping,Iliketoalotofpeopleshop;Inthebrandchoice,withthehighmarketshareofbrand;Whenchoosinganewschemes,towardshotspotcitiesandhotline.
Listedabove,isaherdmentalityappearance,actuallyinthepracticalwork,wecantaketheinitiativetomakeuseofpeople'saherdmentality.Suchas:
nowinthesupermarket,thesalesmandeliberatelyleftopenforproductsfordisplay,soastogiveapersonwiththeimpressionoftheproductssellwell;Computerstores,aclerkoftensaidbyacertainpriceandacertainconfigurationtodayhasalreadysoldalottocover,topromptconsumerstomakethemarketingdecisions;SPindustry,atthetimeofpushingthebelladvertising,tendtoseemoreofthemostpopularringalsorecommended,whichisthemostpopularthemostpeoplelikeit,it'sallintheuseofactiveherdmentalityofconsumers.
Consumerspraisehighlyauthoritativepsychology,ontheconsumptionpatterns,moreperformancefordecisionmakingofemotionthanreason.Thispraisehighlyofauthoritytendtocauseconsumerstoauthorityisnoreasonforthechoiceofconsumerproducts,and,inturn,topersonalconsumptionobject,soastoachieveproductbest-selling. Reality,theuseofmarketingtoconsumerspraisehighlyauthoritativepsychologyisalsorare.Forexample,theuseofcelebritiesorstar,soalargenumberofmerchantslookingforstarendorsements,advertising;IntheITindustry,softwarecompanyinthecaseofthesuccessful,theapplicationofallliketolistsomeofthebigwell-knowncompanies;MrYuhassaidinhiscardealerships,oncethexyzcarforleadersinthecar,sothatthecarsales;Alargerrange,manycompaniesarehopingforaindustryassociation,orquotedexpertssuchaspositiveevaluationoftheirenterprisesandproductsindustryleader.
MrLiuChunxiongsaid:
"cheap"and"bargain"isnotthesame.Valueof50yuan,50yuantobuyback,thatischeap;Valueof100yuan,50yuantobuyback,thatcalltakeadvantageof.TheChineseoftenspeak"cheap",infact,thereisnorealgoodandinexpensivealmost,isapsychologicalfeelinggoodandinexpensive.
Hethensaid,consumersnotonlywanttotakeadvantageof,alsowantto"monopoly",thecompaniestohaveanopportunity.Ladyintheclothingmarketshopping,forexample,underthethreatofconsumersdon'thaggledon'tbuy,companiesoftenmake"compromise":
"todayhasjustopened,figureageely,soldbypleasedtogiveyoucomeon!
""Thisisthelastone,accordingtotheclearancepriceselltoyou!
""Isabouttotakeoffwork,don'tmakeapennytoselltoyou!
"Thesewordsimpliedinformationasfollows:
onlyyouapersontoenjoysuchalowprice,letyouapersonmonopolizescheaper.Inthefaceofsuchsituation,consumerswouldhavefewnotclinchadeal.Inadditiontoexclusive,andconsumersarenotwanttobuycheapgoodsbutwanttobuytakeadvantageofthegoods,thisisthekeydifferencetobuyagiftanddepreciatesalespromotion.
Eachpersonatthetimeofdecisionmaking,therewillbefear,hewasafraidtomakewrongdecisions,itiswrongtofearthemoneyhespent.AccordingtoMrTaihonglumentionedisconflictafterpurchase,afterpurchaseconflictreferstothe:
consumerstopurchasefollowingasuspect,restlessness,regretnotharmonious,suchasnegativepsychologicalmood,andcauseofdiscontent.
Usuallyexpensivedurablegoodscausedbytheconflictwillbemoreseriousafterpurchase,therefore,gomeinthelightofconsumerthepsychological,tosaythe"spendtobuyappliances,togome,don'tregret",andasgomestoreoutsidetheshopsales.Furthersaidthatintheprocessofsales,youneedtoconstantlyprovetothecustomer,lethimbelieveyouonehundredpercent.Atthesametime,youmustalwaysaskyourself,whenthecustomerbuymyproductsandservice,Igottodotogiveonehundredpercentofhissenseofsecurity?
Anykindofproducthasa"price",higherthanthe"price"isbeyondthebudgetformostusers,lowerthanthe"price"willletuserstodoubtthequalityoftheproduct.Therefore,understandingtheconsumerpsychologicalprice,helpsettherightpricefortheproductmarketpersonnel,helpsalesstafftoachieveproductsales.IntheITindustry,bothinsoftwareandhardwaresales,ifyouknowyourlimitpricehigherthanthecustomer'spsychologicalprice,thefollowingkeyworkistoliftthecustomer'spsychologicalprice,onthecontraryyouwillneedtomoderateincreaseyoursellingprice;Psychologicalpriceinterminalsalesperformanceismoreobvious,inclothingsales,forexample,consumersiffollowingabargain,ifthepriceishigherthanitspsychologicalprice,mayeventuallywon'tbeadeal,consumerisinquiringthepriceforthefirsttime,evenifthepriceismuchhigherthanitspsychologicalprice,willbetoolazytogolookawayquickly.
Showconsumerpsychology,onconsumergoods,moreperformancefortheproducttotheconsumer'spsychologicalcompositionthanpracticalcomposition.Itisthisshow,inthecaseofChinaisnotrich,createdthehigh-endmarket,atthesametimeusetoshowoffthepsychological,inthecaseofadomesticenterprisegenerallackofcoretechnology,helptogainmarket,thisisanobviousonfashiongoods.Whydoyousayso?
Womenlovehandbags,someveryrichwomantoshowoffitsstrong
1.MarketingStrategy
Itisnotpossibletoselecttargetmarketswithoutsimultaneouslyformulatingageneralmarketingstrategyforeachsegment.Adecisivecriterioninselectingtargetmarketsistheabilitytoprovidesuperiorvaluetothosemarketsegments.Sincecustomervalueisdeliveredbythemarketingstrategy,thefirmmustdevelopitsgeneralmarketingstrategyasitevaluatespotentialtargetmarkets.
1.1TheProduct
Aproductisanythingaconsumeracquiresormightacquiretomeetperceivedneed.Consumersaregenerallybuyingneedsatisfaction,notphysicalproductattributes.
1.2Communications
Marketingcommunicationsincludeadvertising,thesalesforce,publicrelations,packagingandanyothersignalthatthefirmprovidesaboutitselfanditsproducts.
1.3Price
Priceistheamountofmoneyonemustpaytoobtaintherighttousetheproduct.Onecanbuyownershipofaproductor,formanyproducts,limitedusagerights.
1.4Distribution
Distribution,havingtheproductavailablewheretargetcustomerscanbuyit,isessentialtosuccess.Onlyinrarecaseswillcustomersgotomuchtroubletosecureaparticularbrand.Obviously,goodchanneldecisionsrequireasoundknowledgeofwheretargetcustomersshopfortheproductinquestion,asthefollowingexampleshows.
2.MarketAnalysiscomponents
Marketanalysisrequiresathoroughunderstandingoftheorganization’sowncapabilities,thecapabilitiesofcurrentandfuturecompetitors,theconsumptionprocessofpotentialcustomers,andtheeconomic,physical,andtechnologicalenvironmentinwhichtheseelementswillinteract.
2.1TheConsumers
Itisnotpossibletoanticipateandreacttocustomers’needsanddesireswithoutacompleteunderstandingofconsumerbehavior.Discoveringcustomers’currentneedsisacomplexprocess,butitcangenerallybeaccomplishedbydirectmarketingresearc
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