消费者权利保护法外文文献Consumer-Behavior-and-Marketing-StrategyWord文件下载.doc

消费者权利保护法外文文献Consumer-Behavior-and-Marketing-StrategyWord文件下载.doc

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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"

infact,thereisnorealgoodandinexpensivealmost,isapsychologicalfeelinggoodandinexpensive. 

Hethensaid,consumersnotonlywanttotakeadvantageof,alsowantto"

monopoly"

thecompaniestohaveanopportunity.Ladyintheclothingmarketshopping,forexample,underthet