消费者行为与市场营销战略法学外文文献及译文本科论文

本科毕业论文

外文文献及译文

文献、资料题目：Consumer Behavior and

Marketing Strategy

文献、资料来源：Machine Press,2007.7(10th)

文献、资料发表（出版）日期：2007.7.10

院（部）：法政学院

专业：法学

班级：法学111

姓名：xx

学号：2011131023

指导教师：xx

翻译日期：2015.6.20

外文文献：

Consumer Behavior and Marketing Strategy

The field of consumer behavior is the study of individuals, groups, or organizations and processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs 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 antecedents and consequences of the purchasing process. This view will lead us to examine indirect influences on consumption decisions as well as consequences that involve more than the purchaser and seller. To survive in a competitive environment, an organization must provide target customers more value than is provided by its competitors. Customer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits.

From the domestic market, the Chinese consumer psychology compared to Europe and the United States and other countries, has both generality and the particularity of our,after the author of the study, observation and summary, I found the following eight consumer psychology, in China is quite universality, have very good marketing value, out of desire to discuss with you improve together, is listed as follows.

China's consumers have very strong face complex, in the face of psychological, driven by the Chinese consumer will be more than a lot faster than their ability to pay or buy. The marketers can use consumer's psychology of face, find a market, obtain premium,achieve sales.

Brain platinum is to use the Chinese people in the face when giving psychological, found in the city and even the rural market; In TCL with gems on mobile phones, high-end mobile phone market access in the position, so as to obtain the premium income; Terminal sales, the shop assistant often through the vision of consumer, and how the product and consumers are suitable, let the consumer feel great in their faces, thereby achieving sales.

Conformity refers to the personal idea and behavior guidance or stress due to the group, and tend to be consistent with most people. In many consumers purchase decision, will tend to show conformity. For example, when shopping, I like to a lot of people shop; In the brand choice, with the high market share of brand; When choosing a new schemes, towards hotspot cities and hot line.

Listed above, is a herd mentality appearance, actually in the practical work, we can take the initiative to make use of people's a herd mentality. Such as: now in the supermarket, the salesman deliberately left open for products for display, so as to give a person with the impression of the

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