CONSUMER BEHAVIOR消費(fèi)者行為(ppt)
CONSUMER BEHAVIOR
Ch1. 透視消費(fèi)者
 什么是消費(fèi)行為
 消費(fèi)行為知識(shí)的應(yīng)用
 正確思考消費(fèi)者
 消費(fèi)行為研究發(fā)展過(guò)程
What’s Consumer behavior About?
研究消費(fèi)者由評(píng)估、獲得、使用、到用盡某產(chǎn)品／服務(wù)的個(gè)人決策與實(shí)際行動(dòng)過(guò)程。
消費(fèi)者的類(lèi)型
分類(lèi)A
 Customer
 Consumer
 Ultimate Consumer
分類(lèi)B
 Institutional/
 Organizational Consumer
 Personal Consumer
消費(fèi)者的角色
 Initiator
 Influencer
 Decider
 Buyer
 User
Multidisplinary
 心理學(xué)
 社會(huì)學(xué)
 社會(huì)心理學(xué)
 人類(lèi)學(xué)
 營(yíng)銷(xiāo)學(xué)








消費(fèi)行為知識(shí)的應(yīng)用
 Consumer Influence
 Holistic/Postmodern
 Intercultural
A Consumer Influence Perspective
 消費(fèi)行為與營(yíng)銷(xiāo)策略
 消費(fèi)行為與社會(huì)營(yíng)銷(xiāo)
 消費(fèi)行為與逆行銷(xiāo)
 消費(fèi)行為與政府決策
 消費(fèi)行為與消費(fèi)者教育
消費(fèi)行為與營(yíng)銷(xiāo)策略
（一）營(yíng)銷(xiāo)觀念
（二）增進(jìn)營(yíng)銷(xiāo)效力
－MOA
－Target Market
－Marketing Mix
消費(fèi)行為與社會(huì)營(yíng)銷(xiāo)
 滿(mǎn)足社會(huì)需求－－服務(wù)的市場(chǎng)
 尋求社會(huì)支持－－募捐的市場(chǎng)
消費(fèi)行為與逆行銷(xiāo)
Conservation<------->Consumption
消費(fèi)行為與政府決策
 政府服務(wù)
 立法保謢消費(fèi)者
消費(fèi)行為與消費(fèi)者教育
 如何偵察不實(shí)陷阱？
 如何尋求補(bǔ)救賠償？
 如何進(jìn)一步省錢(qián)？
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(fèi)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(guò)于求
 與遠(yuǎn)程消費(fèi)者迅速正確傳播
 迅速經(jīng)濟(jì)鋪貨，以增盈收
 獲通路配合支持整體營(yíng)銷(xiāo)策略
 國(guó)內(nèi)及全球經(jīng)濟(jì)成長(zhǎng)
消費(fèi)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(yíng)銷(xiāo)挑戰(zhàn)的環(huán)境因素
 1. 求過(guò)于供，生產(chǎn)成為最大挑戰(zhàn)
 2. 拜廣播之賜，得以廣告作遠(yuǎn)距傳播
 3. 通路多半規(guī)模小且屬地方性質(zhì)
 4. 賣(mài)方竭力說(shuō)服經(jīng)銷(xiāo)商販賣(mài)商品，
尤其在廣告刺激需求時(shí)
 5. 經(jīng)濟(jì)成長(zhǎng)直至二次大戰(zhàn)幾無(wú)色
Pre-World War II Era
B. 行為科學(xué)的地位
 1. 成長(zhǎng)及影響力些微
 2. 理論多于實(shí)證
直至本時(shí)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(yíng)銷(xiāo)挑戰(zhàn)的環(huán)境因素
 1. 產(chǎn)能超越需求，營(yíng)銷(xiāo)觀念誕生
 2. 大眾傳播力量突顯（TV )
 3. 通路革新，購(gòu)買(mǎi)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(jì)成長(zhǎng)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(zhǎng)，
引發(fā)對(duì)人類(lèi)潛能的重視
 2. 加速應(yīng)用行為科學(xué)
以了解人類(lèi)行為與潛能
 3. 研究領(lǐng)域突破擴(kuò)充
戰(zhàn)后營(yíng)銷(xiāo)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(xiāo)售
 大眾營(yíng)銷(xiāo)力量拉引商品,通路聽(tīng)命供貨商
 不斷研發(fā)產(chǎn)品+大眾廣告→品牌忠誠(chéng)
 專(zhuān)注于國(guó)內(nèi)市場(chǎng)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(yíng)銷(xiāo)挑戰(zhàn)的環(huán)境因素
 1. 持續(xù)、穩(wěn)定的經(jīng)濟(jì)成長(zhǎng)不再
 2. 供遠(yuǎn)過(guò)于求
 3. 消費(fèi)動(dòng)機(jī)與行為趨向低關(guān)心度
 4. 大眾市場(chǎng)消聲匿跡
 5. 通路勢(shì)力高漲
營(yíng)銷(xiāo)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(fèi)者行為(ppt)