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

1、附件2：外文原文Analysis of the enterprise market based onconsumer marketing strategy原文出处：Philip Kotler, Gary Armstrong, Principles of MarketingM.qinghua university press,2007.2(11).In thisarticlefirst, i will analyzes the characteristics of consumer behavior, consumer psychology and influence consumers to

2、buy commodities, personal factors, in this based on the combination of a modern enterprise marketing, to explore a specific marketing strategy, that is the target market positioning, product portfolio and brand strategy sales service strategy, international strategy and so on.IntroductionAs the econ

3、omy continues to develop, peoples lives to change gradually, mental and buying behavior of consumers has undergone a fundamental change, changes in consumer-to-business marketing strategy must have a significant impact, research and understand consumer buying behavior andaccording to their needs and

4、 behavioral characteristics of the design and development of products, target market, and based on this to take a targeted marketing strategy, which is particularly important in terms of the modern enterprise.First,presented the new features of modern consumers and reasonsEconomic development, incre

5、asing the income of consumers, increasing the quality of life, prompting consumers to purchase on the psychological and significant changes have taken place in the emergence of new features:The pursuit of personal consumption.The pursuit of modern consumers with more consumption of the process and p

6、roduct of the unique human-oriented, there has been my site I call the shots, I am myself sort of slogans.People buy goods through their own to find, expression, to confirm its own special feeling.Consumption process changes.Consumer spending is reflected in active participation in the process.Consu

7、mers no longer satisfied with passively accept the sales of goods determined by the principal unilaterally gratitude, but it began actively involved in commodity production and marketing activities, relying on its own point of view of consumer behavior and marketing activities of enterprises show po

8、sitive intervention, and guide enterprises to pay attentionfrom consumers, the choice of a new trend.Branded consumer behavior was evident. As the consumption level of the increase in high-income consumer base expands, consumers not only consider the product or service features, but also to pursue t

9、heir added value, the pursuit of its visibility. But consumers are also seeking the quality and grade of the brand, emphasizing value for money, do not blindly pursuing.The diversification of consumption patterns, with the technology and the popularity of the Internet, consumers are increasingly sho

10、pping choice and broad-line shopping with the convenience and economy, more and more people are welcomed; a variety of new lifestyles and The emergence of consumer groups, consumer and diversified development trend of more and more obvious; the emergence of a variety of retail formats, peoples consu

11、mption behavior also will be typed.Second,Personal characteristics of consumers of factors, including age, sex, education and family monthly incomeAge.In theory, the age on the ecological impact of consumer behavior point is not clear. Older consumers, the information received less capable, the ecol

12、ogical awareness of consumption may be low, so their choice will be more eco-consumption is low; also, some consumers older, richer experience, sense of social responsibility stronger will to choose eco-consumption may also be stronger.Gender.Under normal circumstances, men of education and the chan

13、ce of contact with the outside world more than that of women, men, risk-bearing capacity, information and decision-making capacity to accept more women to be strong. Thus, gender differences in consumer choice, the will of the eco-consumer behavior will vary.Literacy.Under normal circumstances, the

14、higher level of education, acceptance of new services and new knowledge faster, its vision and more open, the more a strong sense of social responsibility. Therefore, education for consumers to choose eco-consumer behavior will have an impact on the will.Monthly family income.Generally speaking, hig

15、h income families, their family members, the higher the price the ecological environment-friendly products capacity to pay is also high. But whether there is willingness to pay can not be determined, but the family monthly income should be consumer choice, the will of the ecological consumer behavio

16、r would be affectedThird,consumers buying motives and buying behavior are implementedDifferent buying motivation is intertwined by a variety of psychological needs that pose, with the purchase of motivation to achieve purchasing behavior. Direct control, and the factors that influence consumer purchase behavior are varied. General internal factors, including consumer occupation, educational level, personality and preferences, consu