消费者行为与场营销战略

1、消费者行为与市场营销战略消费者行为与市场营销战略消费者行为学是研究个体，群体和组织为满足其需要而如何选择，获取，使用, 处置产品，服务，体验和想法以及由此对消费者和社会产生的影响传统上，消费者 行为研究侧重于购买前和购买后的有关活动关于消费者行为学的界定较之传统观 点更广泛，它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对 买卖双方的各种后果为了在竞争激烈的环境中求得生存，企业必须比竞争者更多 地为目标客户提供价值顾客价值是顾客从整体产品中获得的各项利益扣除各种获 取费用后的余额1. 市场营销战略对每一选取的目标市场，都应分别制定营销战略选择目标市场的关键性标准或依 据是企业是否

2、有能力提供较竞争品高的消费者价值消费者价值很大程度上是由营销战略决定，所以公司在评估潜在目标市场时，应当发展一般的营销战略1.1产品产品是消费者获得和用于满足其需要的任何东西消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性1.2传播营销传播包括广告，人员分销，公共关系，包装以及企业提供的关于它自身及其产品 的其他信号1.3定价价格是消费者为获得拥有，使用产品的权利而必须支付的金钱数量消费者可以拥 有一件产品，也可以仅仅拥有产品的使用权1.4分销分销实际上是让顾客在需要的时候能买到产品，它对企业的经营成败至关重要绝 大多数情况下，消费者不愿为获得某一特定品牌而伤身费力很明显,有效地渠

3、道决 策应即建立在掌握消费者在何处购买的知识的基础上.2. 市场分析市场分析要求全面深入地了解企业自身能力，现在和潜在竞争者的实力，潜在消费 者的消费过程以及经济的，物质的和技术的环境2.1消费者不了解消费者，就无法预测其需要与欲望，也无法对其需要做出恰当的反映发现消 费者现在需要什么是一个复杂的过程，但一般来说，可以通过直接的营销调研予以 实现2.2公司每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价公司的各个方面,如财务状况，一般管理技巧，研究和开发能力，技术装备情况，声誉,营销技能 等.营销技能包括新产品开发能力，分销能力，服务能力，营销研究能力，市场和消费 者知识等.2.

4、3竞争者缺乏对竞争对手的实力及战略的了解，同样不能在满足消费者需要方面始终如一地 超越对手.2.4宏观环境因素经济状况，自然环境,政府管制，技术发展一方面影响消费者的需要与预期，另一方 面对公司自身和竞争对手势力消长产生影响.自然环境的恶化不仅刺激了消费者对 环境友善产品的需求，而且也诱发了更多政府管制措施的出台，这些管制措施反过 来又影响产品的设计与制造.2.5市场细分细分市场是更多市场的一部分，该市场的需求与市场其他部分的需求存在显著差别 由于每一细分市场有其独立的需要，针对该需要发展起来的整体产品将企业采用无 差异策略服务于多个细分市场情形下能更好地满足消费者需要.3.消费者行为的性质3

5、.1夕卜部影响将影响消费者行为的因素分类，在某种意义上带有主观或武断成分.例如,我们将学 习视为一种内部影响，而事实上人类学习在很大程度上与模仿他人以及与他人相互 作用有关.从这一意义上看，学习也可视为一种群体互动过程.3.2内部影响内部影响始于知觉，即个体接触刺激物并对其赋予某种含义的过程.态度是对某人 或某种食物的好恶倾向，它包括情感的，认知的,行为的多种成分，它反映人们对外 部环境的某些方面如零售店，电视节目，产品的所思，所感，所为,态度在很大程度上 为各种内外部影响因素所支配.3.3自我概念和生活方式自我概念是个体关于自身的所有想法和情感的综合体，生活方式则是你如何生活.后者涉及你所使

6、用的产品，你如何使用这些产品以及你对这些产品的评价和感觉.生活方式是自我概念的折射，它也是你过去的决策和未来计划的总汇.3.4消费者决策过程消费者决策源于消费者意识到或感觉到某个问题的存在和有解决这一问题的机会 消费者问题通常发生在特定的情景下，情境的性质将影响发生于其中的行为.4.消费的意义所有营销战略和战术都或明示或暗示地建立在某些消费者行为信念的基础上，建立在确定假设和坚实理论与研究基础上的决策，较之于单纯的直觉型决策，具有更多 的成功可能性.深入了解消费者，对于确立竞争优势十分关键，因为它有助于减少一 些决策性失误.Con sumer Behavior and Marketi ng S

7、trategy原文出处：Del I. Hawkins, David L. Mothersbaugh, Roger J. Best, Consumer behavior, China Machine Press, 2007.7(10th)The field of con sumer behavior is the study of in dividuals, groups, or orga ni zati ons and processes they use to select, secure, use, and dispose of products, services, experie nc

8、es, or ideas to satisfy n eeds and the impacts that these processes have on the consumer and society. This is a broader view of consumer behavior than the traditional one, which focused much more on the buyer and the immediate an tecede nts and con seque nces of the purchas ing process. This view wi

9、ll lead us to exam ine in direct in flue nces on con sumpti on decisi ons as well as con seque nces that involve more than the purchaser and seller. To survive in a competitive environment, an orga ni zati on must provide target customers more value tha n is provided by its competitors. Customer val

10、ue is the differe nee betwee n all the ben efits derived from a total product and all the costs of acquiri ng those ben efits.1. Marketing StrategyIt is not possible to select target markets without simultaneously formulating a gen eral marketi ng strategy for each segme nt. A decisive criterio n in

11、 selecti ng target markets is the ability to provide superior value to those market segments. Sincetscustomer value is delivered by the marketing strategy, the firm must develop gen eral marketi ng strategy as it evaluates pote ntial target markets.1.1 The ProductA product is anything a con sumer ac

12、quires or might acquire to meet perceived n eed. Con sumers are gen erally buying n eed satisfact ion, not physical product attributes.1.2 Com mun icatio nsMarketi ng com muni cati ons in clude advertis ing, the sales force, public relati ons, packaging and any other signal that the firm provides ab

13、out itself and its products.1.3 PricePrice is the amount of money one must pay to obta in the right to use the product.One can buy ownership of a product or, for many products, limited usage rights.1.4 Distributio nDistribution, having the product available where target customers can buy it, is esse

14、ntial to success. Only in rare cases will customers go to much trouble to secure a particular brand.Obviously,good channel decisions require a sound knowledge of where target customers shop for the product in questio n, as the follow ing example shows.2. Market Analysis componentsMarket analysis req

15、uires a thorough understanding of the organization 'wn capabilities, the capabilities of current and future competitors, the consumption process of pote ntial customers, and the econo mic, physical, and tech no logical en vir onment in which these eleme nts will in teract.2.1 The Con sumersIt is

16、 not possible to anticipate and react to customers ' needsd desires without a complete understanding of consumer behavior. Discovering customers 'current n eeds is a complex process, but it can gen erally be accomplished by direct marketi ng research, as the followi ng example illustrates.2.

17、2 The Compa nyA firm must fully understand its own ability to meet customer needs. This invoIves evaluating all aspects of the firm, including its financial condition, general man agerial skills, producti on capabilities, research and developme nt capabilities, tech no logical sophisticati on ,reput

18、ati on ,a nd marketi ng skills. Marketi ng skills would in clude new product developme nt capabilities, cha nnel stre ngth, advertis ing abilities, service capabilities, market ing research abilities, market and con sumer kno wledge, and so forth.2.3 The CompetitorsIt is not possible to consistently

19、 do a better job of meeting customer needs than the competition without a thorough understanding of the competition' s capabilities andstrategies.2.4 The ConditionsThe state of the economy, the physical environment, government regulations, and tech no logical developme nts affect con sumer n eed

20、s and expectati ons as well as compa ny and competitor capabilities. The deteriorati on of the physical en vir onment has produced not only con sumer dema nd for en vir onmen tally sound products but also gover nment regulati ons affect ing product desig n and manu facturi ng.2.5 Market segme ntati

21、onMarket segme nt is a porti on of a larger market whose n eeds differ somewhat from the larger market. Since a market segme nt has unique n eeds, a firm that develops a total product focused solely on the needs of that segment will be able to meet the segment' s desires better than a firm whose

22、 product or service attempts to meet the n eeds of multiple segme nts.3. The Nature of consumer behavior3.1 Exter nal in flue ncesDividi ng the factors that in flue nee con sumers into categories is somewhat arbitrary. For example, we treat lear ning as an internal in flue nce despite the fact that

23、much huma n lear ning invo Ives in teracti on with, or imitatio n of, other in dividuals. Thus, learning could also be con sidered a group process.3.2 Internal in flue ncesofInternal in flue nces begi n with percepti on, the process by which in dividuals receive and assign meaning to stimuli. An att

24、itude is an enduring organization motivati on al, emoti on al, perceptual, and cog nitive processes with respect to some aspect of our en vir onment. As such, our attitudes are heavily in flue need by the exter nal and internal factors that we have discussed in the preced ing chapters.3.3 Self-Conce

25、pt and Lifestylelture one lives inThe self-c on cept is the totality of an in dividual s thoughts and feeli ngs about him o herself. It is the total image one has of one' s self as a result of the cuand the in dividual situati ons and future pla ns. Lifestyle is, quite simply, how one lives. It in cludes the products one buys, how one uses them, and what one