消费行为知识的应用及研究发展过程英文.pptx

CONSUMER BEHAVIORMei-chiung ChiCh1. 透視消費者什麼是消費行為消費行為知識的應用正確思考消費者消費行為研究發展過程What’s Consumer behavior About? 研究消費者由評估、獲得、使用、到用盡某產品／服務的個人決策與實際行動過程。消費者的類型分類ACustomerConsumerUltimate Consumer分類BInstitutional/Organizational ConsumerPersonal Consumer消費者的角色InitiatorInfluencerDeciderBuyerUserMultidisplinary心理學社會學社會心理學人類學行銷學消費行為知識的應用Consumer InfluenceHolistic/PostmodernInterculturalA Consumer Influence Perspective消費行為與行銷策略消費行為與社會行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行銷策略（一）行銷觀念（二）增進行銷效力 －MOA －Target Market －Marketing Mix消費行為與社會行銷滿足社會需求－－服務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？從後現代的角度Modern? Postmodern?In the early 1980sHolbrook: use consumer research to understand consumption behavior without any intent of influencing it.Postmodern PerspectiveA focus on ownership and consumptionThe purchase decision and buying processes are of far less importance than consumptionConsumption experience -- sensation seeking, emotional arousal, fantasizingGlobal Intercultural PerspectiveBasic needs are universalYouth in Taipei, Tokyo,New York...When cultural boundaries are crossedRight Thinking About the ConsumerThe Consumer is SovereignUnderstanding 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 SensitivityConsumer Bill of RightsThe Right to SafetyThe Right to be InformedThe Right to ChooseThe Right to be Heard(Redress)The Right to Enjoy a Clean and Healthful EnvironmentThe Right of the Poor and Other Minorities to Have Their Interests Protected消費行為研究發展之路Since late 1950s and early 1960sEconomic theory-- MarketingGeneral considerations: 1)Content-- Production-driven to marketing driven 2)Methodology--Behavioral sciences sophisticationEnvironmental Factors shaping the Marketing Challenge產品／服務供過於求與遠端消費者迅速正確傳播迅速經濟鋪貨，以增盈收獲通路配合支持整體行銷策略國內及全球經濟成長消費行為各階段研究重心Pr