CONSUMER BEHAVIOR消費者行為(ppt)
CONSUMER BEHAVIOR
Ch1. 透視消費者
 什么是消費行為
 消費行為知識的應(yīng)用
 正確思考消費者
 消費行為研究發(fā)展過程
What’s Consumer behavior About?
研究消費者由評估、獲得、使用、到用盡某產(chǎn)品／服務(wù)的個人決策與實際行動過程。
消費者的類型
分類A
 Customer
 Consumer
 Ultimate Consumer
分類B
 Institutional/
 Organizational Consumer
 Personal Consumer
消費者的角色
 Initiator
 Influencer
 Decider
 Buyer
 User
Multidisplinary
 心理學(xué)
 社會學(xué)
 社會心理學(xué)
 人類學(xué)
 營銷學(xué)








消費行為知識的應(yīng)用
 Consumer Influence
 Holistic/Postmodern
 Intercultural
A Consumer Influence Perspective
 消費行為與營銷策略
 消費行為與社會營銷
 消費行為與逆行銷
 消費行為與政府決策
 消費行為與消費者教育
消費行為與營銷策略
（一）營銷觀念
（二）增進營銷效力
－MOA
－Target Market
－Marketing Mix
消費行為與社會營銷
 滿足社會需求－－服務(wù)的市場
 尋求社會支持－－募捐的市場
消費行為與逆行銷
Conservation<------->Consumption
消費行為與政府決策
 政府服務(wù)
 立法保謢消費者
消費行為與消費者教育
 如何偵察不實陷阱？
 如何尋求補救賠償？
 如何進一步省錢？
從后現(xiàn)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
消費行為研究發(fā)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
 產(chǎn)品／服務(wù)供過于求
 與遠程消費者迅速正確傳播
 迅速經(jīng)濟鋪貨，以增盈收
 獲通路配合支持整體營銷策略
 國內(nèi)及全球經(jīng)濟成長
消費行為各階段研究重心
 Pre-World War II Era
 Post-World War II Era
 The Contemporary Scene
Pre-World War II Era
A.造成營銷挑戰(zhàn)的環(huán)境因素
 1. 求過于供，生產(chǎn)成為最大挑戰(zhàn)
 2. 拜廣播之賜，得以廣告作遠距傳播
 3. 通路多半規(guī)模小且屬地方性質(zhì)
 4. 賣方竭力說服經(jīng)銷商販賣商品，
尤其在廣告刺激需求時
 5. 經(jīng)濟成長直至二次大戰(zhàn)幾無色
Pre-World War II Era
B. 行為科學(xué)的地位
 1. 成長及影響力些微
 2. 理論多于實證
直至本時期尾聲，研究方興


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. 造成營銷挑戰(zhàn)的環(huán)境因素
 1. 產(chǎn)能超越需求，營銷觀念誕生
 2. 大眾傳播力量突顯（TV )
 3. 通路革新，購買更加便利輕松
 4. 制造商藉助廣告及大傳媒體之力，
拉抬新產(chǎn)品，且通路配合度高
 5. 經(jīng)濟成長急速
Post-World War II Era
B. 行為科學(xué)的地位
 1. 物理科學(xué)的成長，
引發(fā)對人類潛能的重視
 2. 加速應(yīng)用行為科學(xué)
以了解人類行為與潛能
 3. 研究領(lǐng)域突破擴充
戰(zhàn)后營銷策略之指導(dǎo)原則
 差異化為新產(chǎn)品發(fā)展重心
 廣告（電視或其它大眾宣傳）有助銷售
 大眾營銷力量拉引商品,通路聽命供貨商
 不斷研發(fā)產(chǎn)品+大眾廣告→品牌忠誠
 專注于國內(nèi)市場即已豐足
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
造成營銷挑戰(zhàn)的環(huán)境因素
 1. 持續(xù)、穩(wěn)定的經(jīng)濟成長不再
 2. 供遠過于求
 3. 消費動機與行為趨向低關(guān)心度
 4. 大眾市場消聲匿跡
 5. 通路勢力高漲
營銷成敗關(guān)鍵
 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消費者行為(ppt)