（毕业设计论文）《基于消费行为分析的收藏品营销策略研究》.doc

l 毕业论文（设计） 题 目： 基于消费行为分析的收藏品营销策略研究 系部名称： 经济管理系 专业班级： 营销093班 学生姓名： 学 号： 200904024322 指导教师： 教师职称： 讲师 2013年5月24日 中原工学院信息商务学院毕业论文（设计） PAGE \* MERGEFORMAT I 摘 要 收藏文化是人类发展历史中不可缺少的部分，伴随着我国人民生活日益富足,人们对收藏品需求的不断膨胀,也成为众多投资者热捧的对象。而收藏业的蓬勃发展的同时也面临着严峻的竞争环境，并且收藏品顾客的购买动机和行业的复杂性，这些都要求着企业要根据消费者行为的特点采取不同的销售策略。 在此背景下，本文首先对国内收藏品市场的现状进行了简要分析，并介绍消费者行为的基础理论，然后利用市场调查和分析的方法，深入研究了收藏品顾客的购买动机及消费心理及行为。最后，针对不同消费动机的顾客类型提出了相应的收藏品营销策略，并根据不同消费心理提出了相应的合理化建议。 关键字：消费行为，收藏品，营销策略 Study on the collection of marketing strategy based on consumption behavior analysis Abstract Culture is an indispensable part in the history of human development, along with the our country peoples life more abundant, people on the collection of the increasing demands, but also become the object of many investors repeng. While industry vigorous development has also faced with severe competition environment, and the complexity of purchase motivation and industry collection customer, all these require the enterprises to adopt different marketing strategies according to the characteristics of consumer behavior. Under this background, this paper first on the domestic status quo collectibles market were analyzed, basic theory and consumer behavior, and then using the method of market research and analysis, in-depth study of the collection of customers purchase motivation and consumer psychology and behavior. Finally, in view of the different consumption motivation customer type proposed collection corresponding marketing strategy, and puts forward some reasonable suggestions according to different consumer psychology. Keywords: Consuming Behavior Collector Marketing Strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc354166652 1 引言 PAGEREF _Toc354166652 \h 1 HYPERLINK \l _Toc354166653 1.1研究背景与意义 PAGEREF _Toc354166653 \h 1 HYPERLINK \l _Toc354166654 1.2研究内容与思路 PAGEREF _Toc354166654 \h 1 HYPERLINK \l _Toc354166655 2 收藏品市场及消费行为理论概述 PAGEREF _Toc354166655 \h