消費(fèi)者行為與市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略外文翻譯

1、<p>　　螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅

2、聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃

3、膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆</p><p>　　消費(fèi)者行為與市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略</p><p>　　消費(fèi)者行為學(xué)是研究個(gè)體,群體和組織為滿(mǎn)足其需要而如何選擇,獲取,使用,處置產(chǎn)品,服務(wù),體驗(yàn)和想法以及由此對(duì)消費(fèi)者和社會(huì)產(chǎn)生的影響.傳統(tǒng)上,消費(fèi)者行為研究側(cè)重于購(gòu)買(mǎi)前和購(gòu)買(mǎi)后的有關(guān)活動(dòng)

4、.關(guān)于消費(fèi)者行為學(xué)的界定較之傳統(tǒng)觀(guān)點(diǎn)更廣泛,它將有助于引導(dǎo)我們從更寬廣的視角審視消費(fèi)者決策的間接影響以及對(duì)買(mǎi)賣(mài)雙方的各種后果.為了在競(jìng)爭(zhēng)激烈的環(huán)境中求得生存,企業(yè)必須比競(jìng)爭(zhēng)者更多地為目標(biāo)客戶(hù)提供價(jià)值.顧客價(jià)值是顧客從整體產(chǎn)品中獲得的各項(xiàng)利益扣除各種獲取費(fèi)用后的余額.</p><p><b>　　1.市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略</b></p><p>　　對(duì)每一選取的目標(biāo)市場(chǎng),都應(yīng)分

5、別制定營(yíng)銷(xiāo)戰(zhàn)略.選擇目標(biāo)市場(chǎng)的關(guān)鍵性標(biāo)準(zhǔn)或依據(jù)是企業(yè)是否有能力提供較競(jìng)爭(zhēng)品高的消費(fèi)者價(jià)值.消費(fèi)者價(jià)值很大程度上是由營(yíng)銷(xiāo)戰(zhàn)略決定,所以公司在評(píng)估潛在目標(biāo)市場(chǎng)時(shí),應(yīng)當(dāng)發(fā)展一般的營(yíng)銷(xiāo)戰(zhàn)略.</p><p><b>　　1.1 產(chǎn)品</b></p><p>　　產(chǎn)品是消費(fèi)者獲得和用于滿(mǎn)足其需要的任何東西.消費(fèi)者所購(gòu)買(mǎi)的或追求的是需要的滿(mǎn)足,而不是具體形態(tài)的物質(zhì)特性.</

6、p><p><b>　　1.2 傳播</b></p><p>　　營(yíng)銷(xiāo)傳播包括廣告,人員分銷(xiāo),公共關(guān)系,包裝以及企業(yè)提供的關(guān)于它自身及其產(chǎn)品的其他信號(hào).</p><p><b>　　1.3 定價(jià)</b></p><p>　　價(jià)格是消費(fèi)者為獲得擁有,使用產(chǎn)品的權(quán)利而必須支付的金錢(qián)數(shù)量.消費(fèi)者可以擁有一件產(chǎn)

7、品,也可以?xún)H僅擁有產(chǎn)品的使用權(quán).</p><p><b>　　1.4 分銷(xiāo)</b></p><p>　　分銷(xiāo)實(shí)際上是讓顧客在需要的時(shí)候能買(mǎi)到產(chǎn)品,它對(duì)企業(yè)的經(jīng)營(yíng)成敗至關(guān)重要.絕大多數(shù)情況下,消費(fèi)者不愿為獲得某一特定品牌而傷身費(fèi)力.很明顯,有效地渠道決策應(yīng)即建立在掌握消費(fèi)者在何處購(gòu)買(mǎi)的知識(shí)的基礎(chǔ)上.</p><p><b>　　2.市場(chǎng)

8、分析</b></p><p>　　市場(chǎng)分析要求全面深入地了解企業(yè)自身能力,現(xiàn)在和潛在競(jìng)爭(zhēng)者的實(shí)力,潛在消費(fèi)者的消費(fèi)過(guò)程以及經(jīng)濟(jì)的,物質(zhì)的和技術(shù)的環(huán)境.</p><p><b>　　2.1 消費(fèi)者</b></p><p>　　不了解消費(fèi)者,就無(wú)法預(yù)測(cè)其需要與欲望,也無(wú)法對(duì)其需要做出恰當(dāng)?shù)姆从?發(fā)現(xiàn)消費(fèi)者現(xiàn)在需要什么是一個(gè)復(fù)雜的過(guò)程,但

9、一般來(lái)說(shuō),可以通過(guò)直接的營(yíng)銷(xiāo)調(diào)研予以實(shí)現(xiàn)</p><p><b>　　2.2 公司</b></p><p>　　每一個(gè)公司都必須透徹了解其滿(mǎn)足消費(fèi)者需要的能力.為此,需要評(píng)價(jià)公司的各個(gè)方面,如財(cái)務(wù)狀況,一般管理技巧,研究和開(kāi)發(fā)能力,技術(shù)裝備情況,聲譽(yù),營(yíng)銷(xiāo)技能等.營(yíng)銷(xiāo)技能包括新產(chǎn)品開(kāi)發(fā)能力,分銷(xiāo)能力,服務(wù)能力,營(yíng)銷(xiāo)研究能力,市場(chǎng)和消費(fèi)者知識(shí)等.</p>

10、<p><b>　　2.3 競(jìng)爭(zhēng)者</b></p><p>　　缺乏對(duì)競(jìng)爭(zhēng)對(duì)手的實(shí)力及戰(zhàn)略的了解,同樣不能在滿(mǎn)足消費(fèi)者需要方面始終如一地超越對(duì)手.</p><p>　　2.4 宏觀(guān)環(huán)境因素</p><p>　　經(jīng)濟(jì)狀況,自然環(huán)境,政府管制,技術(shù)發(fā)展一方面影響消費(fèi)者的需要與預(yù)期,另一方面對(duì)公司自身和競(jìng)爭(zhēng)對(duì)手勢(shì)力消長(zhǎng)產(chǎn)生影響.自然環(huán)境的惡

11、化不僅刺激了消費(fèi)者對(duì)環(huán)境友善產(chǎn)品的需求,而且也誘發(fā)了更多政府管制措施的出臺(tái),這些管制措施反過(guò)來(lái)又影響產(chǎn)品的設(shè)計(jì)與制造.</p><p><b>　　2.5 市場(chǎng)細(xì)分</b></p><p>　　細(xì)分市場(chǎng)是更多市場(chǎng)的一部分,該市場(chǎng)的需求與市場(chǎng)其他部分的需求存在顯著差別.由于每一細(xì)分市場(chǎng)有其獨(dú)立的需要,針對(duì)該需要發(fā)展起來(lái)的整體產(chǎn)品將企業(yè)采用無(wú)差異策略服務(wù)于多個(gè)細(xì)分市場(chǎng)情形

12、下能更好地滿(mǎn)足消費(fèi)者需要.</p><p>　　3.消費(fèi)者行為的性質(zhì)</p><p><b>　　3.1 外部影響</b></p><p>　　將影響消費(fèi)者行為的因素分類(lèi),在某種意義上帶有主觀(guān)或武斷成分.例如,我們將學(xué)習(xí)視為一種內(nèi)部影響,而事實(shí)上人類(lèi)學(xué)習(xí)在很大程度上與模仿他人以及與他人相互作用有關(guān).從這一意義上看,學(xué)習(xí)也可視為一種群體互動(dòng)過(guò)程.

13、</p><p><b>　　3.2 內(nèi)部影響</b></p><p>　　內(nèi)部影響始于知覺(jué),即個(gè)體接觸刺激物并對(duì)其賦予某種含義的過(guò)程.態(tài)度是對(duì)某人或某種食物的好惡傾向,它包括情感的,認(rèn)知的,行為的多種成分,它反映人們對(duì)外部環(huán)境的某些方面如零售店,電視節(jié)目,產(chǎn)品的所思,所感,所為,態(tài)度在很大程度上為各種內(nèi)外部影響因素所支配.</p><p>　

14、　3.3 自我概念和生活方式</p><p>　　自我概念是個(gè)體關(guān)于自身的所有想法和情感的綜合體,生活方式則是你如何生活.后者涉及你所使用的產(chǎn)品,你如何使用這些產(chǎn)品以及你對(duì)這些產(chǎn)品的評(píng)價(jià)和感覺(jué).生活方式是自我概念的折射,它也是你過(guò)去的決策和未來(lái)計(jì)劃的總匯.</p><p>　　3.4 消費(fèi)者決策過(guò)程</p><p>　　消費(fèi)者決策源于消費(fèi)者意識(shí)到或感覺(jué)到某個(gè)問(wèn)題的存

15、在和有解決這一問(wèn)題的機(jī)會(huì).消費(fèi)者問(wèn)題通常發(fā)生在特定的情景下,情境的性質(zhì)將影響發(fā)生于其中的行為.</p><p><b>　　4.消費(fèi)的意義</b></p><p>　　所有營(yíng)銷(xiāo)戰(zhàn)略和戰(zhàn)術(shù)都或明示或暗示地建立在某些消費(fèi)者行為信念的基礎(chǔ)上,建立在確定假設(shè)和堅(jiān)實(shí)理論與研究基礎(chǔ)上的決策,較之于單純的直覺(jué)型決策,具有更多的成功可能性.深入了解消費(fèi)者,對(duì)于確立競(jìng)爭(zhēng)優(yōu)勢(shì)十分關(guān)鍵,因

16、為它有助于減少一些決策性失誤.</p><p>　　Consumer Behavior and Marketing Strategy</p><p>　　原文出處:Del I. Hawkins, David L. Mothersbaugh, Roger J. Best, Consumer behavior, China Machine Press, 2007.7(10th)</p&g

17、t;<p>　　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

18、 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 consequ

19、ences of the purchasing process. This view will lead us to examine indirect</p><p>　　Marketing Strategy</p><p>　　It is not possible to select target markets without simultaneously formulating a

20、general marketing strategy for each segment. A decisive criterion in selecting target markets is the ability to provide superior value to those market segments. Since customer value is delivered by the marketing strategy

21、, the firm must develop its general marketing strategy as it evaluates potential target markets.</p><p>　　1.1 The Product</p><p>　　A product is anything a consumer acquires or might acquire to m

22、eet perceived need. Consumers are generally buying need satisfaction, not physical product attributes.</p><p>　　1.2 Communications</p><p>　　Marketing communications include advertising, the sale

23、s force, public relations, packaging and any other signal that the firm provides about itself and its products.</p><p><b>　　1.3 Price</b></p><p>　　Price is the amount of money one mu

24、st pay to obtain the right to use the product. One can buy ownership of a product or, for many products, limited usage rights.</p><p>　　1.4 Distribution</p><p>　　Distribution, having the product

25、 available where target customers can buy it, is essential 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

26、 target customers shop for the product in question, as the following example shows.</p><p>　　Market Analysis components</p><p>　　Market analysis requires a thorough understanding of the organiza

27、tion’s own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements will interact

28、.</p><p>　　2.1 The Consumers</p><p>　　It is not possible to anticipate and react to customers’ needs and desires without a complete understanding of consumer behavior. Discovering customers’ cur

29、rent needs is a complex process, but it can generally be accomplished by direct marketing research, as the following example illustrates.</p><p>　　2.2 The Company</p><p>　　A firm must fully unde

30、rstand its own ability to meet customer needs. This involves evaluating all aspects of the firm, including its financial condition, general managerial skills, production capabilities, research and development capabilitie

31、s, technological sophistication,reputation,and marketing skills. Marketing skills would include new product development capabilities, channel strength, advertising abilities, service capabilities, marketing research abil

32、ities, market and consumer knowledge, </p><p>　　2.3 The Competitors</p><p>　　It is not possible to consistently do a better job of meeting customer needs than the competition without a thorough

33、understanding of the competition’s capabilities and strategies.</p><p>　　2.4 The Conditions</p><p>　　The state of the economy, the physical environment, government regulations, and technological

34、 developments affect consumer needs and expectations as well as company and competitor capabilities. The deterioration of the physical environment has produced not only consumer demand for environmentally sound products

35、but also government regulations affecting product design and manufacturing.</p><p>　　2.5 Market segmentation</p><p>　　Market segment is a portion of a larger market whose needs differ somewhat f

36、rom the larger market. Since a market segment has unique needs, 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 product

37、 or service attempts to meet the needs of multiple segments.</p><p>　　The Nature of consumer behavior</p><p>　　3.1 External influences</p><p>　　Dividing the factors that influence c

38、onsumers into categories is somewhat arbitrary. For example, we treat learning as an internal influence despite the fact that much human learning involves interaction with, or imitation of, other individuals. Thus, learn

39、ing could also be considered a group process.</p><p>　　3.2 Internal influences</p><p>　　Internal influences begin with perception, the process by which individuals receive and assign meaning to

40、stimuli. An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. As such, our attitudes are heavily influenced by the extern

41、al and internal factors that we have discussed in the preceding chapters.</p><p>　　3.3 Self-Concept and Lifestyle</p><p>　　The self-concept is the totality of an individual’s thoughts and feelin

42、gs about him or herself. It is the total image one has of one’s self as a result of the culture one lives in and the individual situations and future plans. Lifestyle is, quite simply, how one lives. It includes the prod

43、ucts one buys, how one uses them, and what one thinks and feels about them. It is the manifestation of one’s self-concept.</p><p>　　3.4 Situations and Consumer Decisions</p><p>　　Consumer decisi

44、ons result from perceived problems and opportunities. We will use the term problem to refer both to problems and to opportunities. Consumer problems arise in specific situations, and the nature of the situation influence

45、s the resulting consumer behavior.</p><p>　　The Meaning Of Consumption</p><p>　　As stated above, all marketing strategies and tactics are based on explicit or implicit beliefs about consumer beh

46、avior. Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition. Thus, knowledge of consumer behavior can be an importan

47、t competitive advantage. It can greatly reduce the odds of bad decisions.</p><p>　　螞襖膈蕆袇螀膇蕿蝕肈膆艿蒃羄芅莁蚈袀芄蒃蒁螆芃膃蚆螞芃蒞葿肁節(jié)蕆螅羇芁薀薇袃芀艿螃蝿艿莂薆肈莈蒄螁羄莇薆薄袀莇芆螀螆羃蒈薂螂羂薁袈肀羈芀蟻羆羀莃袆袂羀蒅蠆螈聿薇蒂肇肈芇蚇羃肇荿蒀罿肆薁蚆裊肅芁薈螁肄莃螄聿肄蒆薇羅肅薈螂袁膂羋薅螇膁莀螀蚃膀蒂薃肂腿節(jié)

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