市场营销 外文翻译 外文文献 英文文献 基于消费者分析的企业市场营销策略.docx

市场营销 外文翻译 外文文献 英文文献 基于消费者分析的企业市场营销策略.docx

《市场营销 外文翻译 外文文献 英文文献 基于消费者分析的企业市场营销策略.docx》由会员分享，可在线阅读，更多相关《市场营销 外文翻译 外文文献 英文文献 基于消费者分析的企业市场营销策略.docx（10页珍藏版）》请在冰豆网上搜索。

附件2：

外文原文

  Analysisoftheenterprisemarketbasedon           

 consumermarketingstrategy

原文出处：

PhilipKotler,GaryArmstrong,PrinciplesofMarketing [M]. qinghuauniversitypress, 2007.2（11）.

Inthis article first,iwillanalyzesthecharacteristicsofconsumerbehavior,consumerpsychologyandinfluenceconsumerstobuycommodities,personalfactors,inthisbasedonthecombinationofamodernenterprisemarketing,toexploreaspecificmarketingstrategy,thatisthetargetmarketpositioning,productportfolioandbrandstrategysalesservicestrategy,internationalstrategyandsoon.

Introduction

Astheeconomycontinuestodevelop,people'slivestochangegradually,mentalandbuyingbehaviorofconsumershasundergoneafundamentalchange,changesinconsumer-to-businessmarketingstrategymusthaveasignificantimpact,researchandunderstandconsumerbuyingbehaviorandaccordingtotheirneedsandbehavioralcharacteristicsofthedesignanddevelopmentofproducts,targetmarket,andbasedonthistotakeatargetedmarketingstrategy,whichisparticularlyimportantintermsofthemodernenterprise.

First,presentedthenewfeaturesofmodernconsumersandreasons

Economicdevelopment,increasingtheincomeofconsumers,increasingthequalityoflife,promptingconsumerstopurchaseonthepsychologicalandsignificantchangeshavetakenplaceintheemergenceofnewfeatures:

Thepursuitofpersonalconsumption.Thepursuitofmodernconsumerswithmoreconsumptionoftheprocessandproductoftheuniquehuman-oriented,therehasbeen"mysiteIcalltheshots","Iammyself"sortofslogans.Peoplebuygoodsthroughtheirowntofind,expression,toconfirmitsownspecialfeeling.

Consumptionprocesschanges.Consumerspendingisreflectedinactiveparticipationintheprocess.Consumersnolongersatisfiedwithpassivelyacceptthesalesofgoodsdeterminedbytheprincipalunilaterallygratitude,butitbeganactivelyinvolvedincommodityproductionandmarketingactivities,relyingonitsownpointofviewofconsumerbehaviorandmarketingactivitiesofenterprisesshowpositiveintervention,andguideenterprisestopayattentionfromconsumers,thechoiceofanewtrend.

Brandedconsumerbehaviorwasevident.Astheconsumptionleveloftheincreaseinhigh-incomeconsumerbaseexpands,consumersnotonlyconsidertheproductorservicefeatures,butalsotopursuetheiraddedvalue,thepursuitofitsvisibility.Butconsumersarealsoseekingthequalityandgradeofthebrand,emphasizingvalueformoney,donotblindlypursuing.

Thediversificationofconsumptionpatterns,withthetechnologyandthepopularityoftheInternet,consumersareincreasinglyshoppingchoiceandbroad-lineshoppingwiththeconvenienceandeconomy,moreandmorepeoplearewelcomed;avarietyofnewlifestylesandTheemergenceofconsumergroups,consumeranddiversifieddevelopmenttrendofmoreandmoreobvious;theemergenceofavarietyofretailformats,people'sconsumptionbehavioralsowillbetyped.

Second,Personalcharacteristicsofconsumersoffactors,includingage,sex,educationandfamilymonthlyincome

Age.Intheory,theageontheecologicalimpactofconsumerbehaviorpointisnotclear.Olderconsumers,theinformationreceivedlesscapable,theecologicalawarenessofconsumptionmaybelow,sotheirchoicewillbemoreeco-consumptionislow;also,someconsumersolder,richerexperience,senseofsocialresponsibilitystrongerwilltochooseeco-consumptionmayalsobestronger.

Gender.Undernormalcircumstances,menofeducationandthechanceofcontactwiththeoutsideworldmorethanthatofwomen,men,risk-bearingcapacity,informationanddecision-makingcapacitytoacceptmorewomentobestrong.Thus,genderdifferencesinconsumerchoice,thewilloftheeco-consumerbehaviorwillvary.

Literacy.Undernormalcircumstances,thehigherlevelofeducation,acceptanceofnewservicesandnewknowledgefaster,itsvisionandmoreopen,themoreastrongsenseofsocialresponsibility.Therefore,educationforconsumerstochooseeco-consumerbehaviorwillhaveanimpactonthewill.

Monthlyfamilyincome.Generallyspeaking,highincomefamilies,theirfamilymembers,thehigherthepricetheecologicalenvironment-friendlyproductscapacitytopayisalsohigh.Butwhetherthereiswillingnesstopaycannotbedetermined,butthefamilymonthlyincomeshouldbeconsumerchoice,thewilloftheecologicalconsumerbehaviorwouldbeaffected

Third,consumersbuyingmotivesandbuyingbehaviorareimplemented

Differentbuyingmotivationisintertwinedbyavarietyofpsychologicalneedsthatpose,withthepurchaseofmotivationtoachievepurchasingbehavior.Directcontrol,andthefactorsthatinfluenceconsumerpurchasebehaviorarevaried.Generalinternalfactors,includingconsumeroccupation,educationallevel,personalityandpreferences,consu