消费者权利保护法外文文献Consumer-Behavior-and-Marketing-Strategy.doc

消费者权利保护法外文文献Consumer-Behavior-and-Marketing-Strategy.doc

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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：

赵飞

学号：

2011131023

指导教师：

高岩

翻译日期：

2015.6.20

山东建筑大学毕业论文外文文献及译文

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,underthet