透视消费者.PPT

CONSUMERBEHAVIOR,Mei-chiungChi,Ch1.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’sConsumerbehaviorAbout?,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ACustomerConsumerUltimateConsumer,分類BInstitutional/OrganizationalConsumerPersonalConsumer,消費者的角色,InitiatorInfluencerDeciderBuyerUser,Multidisplinary,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,ConsumerInfluenceHolistic/PostmodernIntercultural,AConsumerInfluencePerspective,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－TargetMarket－MarketingMix,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,ConservationConsumption,,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?Intheearly1980sHolbrook:useconsumerresearchtounderstandconsumptionbehaviorwithoutanyintentofinfluencingit.,PostmodernPerspective,AfocusonownershipandconsumptionThepurchasedecisionandbuyingprocessesareoffarlessimportancethanconsumptionConsumptionexperience--sensationseeking,emotionalarousal,&fantasizing,GlobalInterculturalPerspective,BasicneedsareuniversalYouthinTaipei,Tokyo,NewYork...Whenculturalboundariesarecrossed,RightThinkingAbouttheConsumer,TheConsumerisSovereignUnderstandingConsumerMotivationandBehaviorThroughResearch.SkillfulMarketingcanAffectConsumerifTheProduct\serviceofferedisdesignedtomeetconsumerneeds.SocialLegitimacyofconsumerInfluenceWhenShapedbyaProperEthicalSensitivity,ConsumerBillofRights,TheRighttoSafetyTheRighttobeInformedTheRighttoChooseTheRighttobeHeard(Redress)TheRighttoEnjoyaCleanandHealthfulEnvironmentTheRightofthePoorandOtherMinoritiestoHaveTheirInterestsProtected,消費行為研究發展之路,Sincelate1950sandearly1960sEconomictheory-->MarketingGeneralconsiderations:1)Content--Production-driventomarketingdriven2)Methodology--Behavioralsciencessophistication,EnvironmentalFactorsshapingtheMarketingChallenge,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,Pre-WorldWarIIEraPost-WorldWarIIEraTheContemporaryScene,Pre-WorldWarIIEraA.造成行銷挑戰的環境因素,1.求過於供，生產成為最大挑戰2.拜廣播之賜，得以廣告作遠距傳播3.通路多半規模小且屬地方性質4.賣方竭力說服經銷商販賣商品，尤其在廣告刺激需求時5.經濟成長直至二次大戰幾無色,Pre-WorldWarIIEraB.行為科學的地位,1.成長及影響力些微2.理論多於實證直至本時期尾聲，研究方興,Pre-WorldwarIIEra,JohnB.WatsonFounderofBehaviorismToday’semphasisonrepetitionofbrandnamerestsonhisfoundation.,Post-WorldWarIIEraA.造成行銷挑戰的環境因素,1.產能超越需求，行銷觀念誕生2.大眾傳播力量突顯（TV)3.通路革新，購買更加便利輕鬆4.製造商藉助廣告及大傳媒體之力，拉抬新產品，且通路配合度高5.經濟成長急速,Post-WorldWarIIEraB.行為科學的地位,1.物理科學的成長，引發對人類潛能的重視2.加速應用行為科學以了解人類行為與潛能3.研究領域突破擴充,戰後行銷策略之指導原則,差異化為新產品發展重心廣告（電視或其他大眾宣傳）有助銷售大眾行銷力量拉引商品,通路聽命供應商不斷研發產品+大眾廣告→品牌忠誠專注於國內市場即已豐足,TheFreudianInvasion,Psychoanalysisfounditswaytothemarketplace.Motivationresearchaimedtouncoverhiddenmotivations.Advertisingjumpedonthisband-wagon.,NewFieldofStudy--ConsumerResearchIsBorn,Consumerresearchbecamethe“inthing”intheschoolsofbusiness.Contributionsofourwriters:---courses---association---journals,TheContemporaryScene,造成行銷挑戰的環境因素1.持續、穩定的經濟成長不再2.供遠過於求3.消費動機與行為趨向低關心度4.大眾市場消聲匿跡5.通路勢力高漲,行銷成敗關鍵,1.GettingClosetotheConsumer2.IndividualizedMarketing3.CustomerSatisfactionandRetention4.BrandEquity,FastenYourSeatBelt,Thefieldisdynamicandexciting,andonethingisforsure--allofusaredailyparticipantsasactiveplayersinallthatisgoingonintheworldofconsumerbehavior.,