CONSUMER BEHAVIOR消费者行为(ppt)
CONSUMER BEHAVIOR
Ch1. 透视消费者
 什么是消费行为
 消费行为知识的应用
 正确思考消费者
 消费行为研究发展过程
What’s Consumer behavior About?
研究消费者由评估、获得、使用、到用尽某产品／服务的个人决策与实际行动过程。
消费者的类型
分类A
 Customer
 Consumer
 Ultimate Consumer
分类B
 Institutional/
 Organizational Consumer
 Personal Consumer
消费者的角色
 Initiator
 Influencer
 Decider
 Buyer
 User
Multidisplinary
 心理学
 社会学
 社会心理学
 人类学
 营销学








消费行为知识的应用
 Consumer Influence
 Holistic/Postmodern
 Intercultural
A Consumer Influence Perspective
 消费行为与营销策略
 消费行为与社会营销
 消费行为与逆行销
 消费行为与政府决策
 消费行为与消费者教育
消费行为与营销策略
（一）营销观念
（二）增进营销效力
－MOA
－Target Market
－Marketing Mix
消费行为与社会营销
 满足社会需求－－服务的市场
 寻求社会支持－－募捐的市场
消费行为与逆行销
Conservation<------->Consumption
消费行为与政府决策
 政府服务
 立法保謢消费者
消费行为与消费者教育
 如何侦察不实陷阱？
 如何寻求补救赔偿？
 如何进一步省钱？
从后现代的角度
 Modern? Postmodern?
 In the early 1980s
 Holbrook: use consumer research to understand consumption behavior without any intent of influencing it.
Postmodern Perspective
 A focus on ownership and consumption
 The purchase decision and buying processes are of far less importance than consumption
 Consumption experience -- sensation seeking, emotional arousal, & fantasizing
Global Intercultural Perspective
 Basic needs are universal
 Youth in Taipei, Tokyo,New York...
 When cultural boundaries are crossed
Right Thinking About the Consumer
 The Consumer is Sovereign
 Understanding Consumer Motivation and Behavior Through Research.
 Skillful Marketing can Affect Consumer if The Product\service offered is designed to meet consumer needs.
 Social Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity
Consumer Bill of Rights
 The Right to Safety
 The Right to be Informed
 The Right to Choose
 The Right to be Heard(Redress)
 The Right to Enjoy a Clean and Healthful Environment
 The Right of the Poor and Other Minorities to Have Their Interests Protected
消费行为研究发展之路
 Since late 1950s and early 1960s
 Economic theory--> Marketing
 General considerations:
1)Content-- Production-driven to marketing driven
2)Methodology--Behavioral sciences sophistication

Environmental Factors shaping the Marketing Challenge
 产品／服务供过于求
 与远程消费者迅速正确传播
 迅速经济铺货，以增盈收
 获通路配合支持整体营销策略
 国内及全球经济成长
消费行为各阶段研究重心
 Pre-World War II Era
 Post-World War II Era
 The Contemporary Scene
Pre-World War II Era
A.造成营销挑战的环境因素
 1. 求过于供，生产成为最大挑战
 2. 拜广播之赐，得以广告作远距传播
 3. 通路多半规模小且属地方性质
 4. 卖方竭力说服经销商贩卖商品，
尤其在广告刺激需求时
 5. 经济成长直至二次大战几无色
Pre-World War II Era
B. 行为科学的地位
 1. 成长及影响力些微
 2. 理论多于实证
直至本时期尾声，研究方兴


Pre-World war II Era
 John B. Watson
 Founder of Behaviorism
 Today’s emphasis on repetition of brand name rests on his foundation.
Post-World War II Era
A. 造成营销挑战的环境因素
 1. 产能超越需求，营销观念诞生
 2. 大众传播力量突显（TV )
 3. 通路革新，购买更加便利轻松
 4. 制造商藉助广告及大传媒体之力，
拉抬新产品，且通路配合度高
 5. 经济成长急速
Post-World War II Era
B. 行为科学的地位
 1. 物理科学的成长，
引发对人类潜能的重视
 2. 加速应用行为科学
以了解人类行为与潜能
 3. 研究领域突破扩充
战后营销策略之指导原则
 差异化为新产品发展重心
 广告（电视或其它大众宣传）有助销售
 大众营销力量拉引商品,通路听命供货商
 不断研发产品+大众广告→品牌忠诚
 专注于国内市场即已丰足
The Freudian Invasion
 Psychoanalysis found its way to the marketplace.
 Motivation research aimed to uncover hidden motivations.
 Advertising jumped on this band-wagon.
New Field of Study --
Consumer Research Is Born
 Consumer research became the “in thing” in the schools of business.
 Contributions of our writers:
---courses
---association
--- journals
The Contemporary Scene
造成营销挑战的环境因素
 1. 持续、稳定的经济成长不再
 2. 供远过于求
 3. 消费动机与行为趋向低关心度
 4. 大众市场消声匿迹
 5. 通路势力高涨
营销成败关键
 1. Getting Close to the Consumer
 2. Individualized Marketing
 3. Customer Satisfaction and Retention
 4. Brand Equity
Fasten Your Seat Belt
The field is dynamic and exciting, and one thing is for sure--
all of us are daily participants as active players in all that is going on in the world of consumer behavior.


CONSUMER BEHAVIOR消费者行为(ppt)