消费者行为与市场营销战略--法学外文文献及译文.doc

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

xx建筑大学毕业论文外文文献及译文
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 products sell well; Computer stores, a clerk often said by a certain price and a certain configuration today has already sold a lot to cover, to prompt consumers to make the marketing decisions; SP industry, at the time of pushing the bell advertising, tend to see more of the most popular ring also recommended, which is the most popular the most people like it, it's all in the use of active herd mentality of consumers.        
Consumers praise highly authoritative psychology, on the consumption patterns, more performance for decision making of emotion than reason. This praise highly of authority tend to cause consumers to authority is no reason for the choice of consumer products, and, in turn, to personal consumption object, so as to achieve productbest-selling.   Reality, the use of marketing to consumers praise highly authoritative psychology is also rare. For example, the use of celebrities or star, so a large number of merchants looking for star endorsements, advertising; In the IT industry, software company in the case of the successful, the application of all like to list some of the big well-known companies; Mr Yu has said in his car dealerships, once the xyz car for leaders in the car, so that the car sales; A larger range, many companies are hoping for a industry association, or quoted experts such as positive evaluation of their enterprises and products industry leader.       
Mr Liu Chunxiong said: "cheap" and "bargain" is not the same. Value of 50 yuan, 50 yuan to buy back, that is cheap; Value of 100 yuan, 50 yuan to buy back, that call take advantage of. The Chinese often speak "cheap", in fact, there is no real good and inexpensive almost, is a psychological feeling good and inexpensive.   
He then said, consumers not only want to take advantage of, also want to "monopoly", the companies to have an opportunity. Lady in the clothing market shopping, for example, under the threat of consumers don't haggle don't buy, companies often make "compromise" : "today has just opened, figure a geely, sold by pleased to give you come on!" "This is the last one, according to the clearance price sell to you!" "Is about to take off work, don't make a penny to sell to you!" These words implied information as follows: only you a person to enjoy such a low price, let you a person monopolizes cheaper. In the face of such situation, consumers would have few not clinch a deal. In addition to exclusive, and consumers are not want to buy cheap goods but want to buy take advantage of the goods, this is the key difference to buy a gift and depreciate sales promotion.       
Each person at the time of decision making, there will be fear, he was afraid to make wrong decisions, it is wrong to fear the money he spent. According to Mr Taihong lu mentioned is conflict after purchase, after purchase conflict refers to the: consumers to purchase following a suspect, restlessness, regret not harmonious, such as negative psychological mood, and cause of discontent.   
Usually expensive durable goods caused by the conflict will be more serious after purchase, therefore, gome in the light of consumer the psychological, to say the "spend to buy appliances, to gome, don't regret", and as gome store outside the shop sales. Further said that in the process of sales, you need to constantly prove to the customer, let him believe you one hundred percent. At the same time, you must always ask yourself, when the customer buy my products and service, I got to do to give one hundred percent of his sense of security?       
Any kind of product has a "price", higher than the "price" is beyond the budget for most users, lower than the "price" will let users to doubt the quality of the product. Therefore, understanding the consumer psychological price, help set the right price for the product market personnel, help sales staff to achieve product sales. In the IT industry, both in software and hardware sales, if you know your limit price higher than the customer's psychological price, the following key work is to lift the customer's psychological price, on the contrary you will need to moderate increase your selling price; Psychological price in terminal sales performance is more obvious, in clothing sales, for example, consumers if following a bargain, if the price is higher than its psychological price, may eventually won't be a deal, consumer is inquiring the price for the first time, even if the price is much higher than its psychological price, will be too lazy to go look away quickly.       
Show consumer psychology, on consumer goods, more performance for the product to the consumer's psychological composition than practical composition. It is this show, in the case of China is not rich, created the high-end market, at the same time use to show off the psychological, in the case of a domestic enterprise general lack of core technology,help to gain market, this is an obvious on fashion goods. Why do you say so? Women love handbags, some very rich woman to show off its strong
1. Marketing Strategy
It is not possible to select target markets without simultaneously formulating a 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, the firm must develop its general marketing strategy as it evaluates potential target markets.
1.1 The Product
A product is anything a consumer acquires or might acquire to meet perceived need. Consumers are generally buying need satisfaction, not physical product attributes.
1.2 Communications
Marketing communications include advertising, the sales force, public relations, packaging and any other signal that the firm provides about itself and its products.
1.3 Price
Price is the amount of money one must pay to obtain the right to use the product. One can buy ownership of a product or, for many products, limited usage rights.
1.4 Distribution
Distribution, having the product 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 target customers shop for the product in question, as the following example shows.
2. Market Analysis components
Market analysis requires a thorough understanding of the organization’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.
2.1 The Consumers
It is not possible to anticipate and react to customers’ needs and desires without a complete understanding of consumer behavior. Discovering customers’ current needs is a complex process, but it can generally be accomplished by direct marketing research, as the following example illustrates.
2.2 The Company
A firm must fully understand 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 capabilities, technological sophistication,reputation,and marketing skills. Marketing skills would include new product development capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, market and consumer knowledge, and so forth.
2.3 The Competitors
It is not possible to consistently do a better job of meeting customer needs than the competition without a thorough understanding of the competition’s capabilities and strategies.
2.4 The Conditions
The state of the economy, the physical environment, government regulations, and technological 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 but also government regulations affecting product design and manufacturing.
2.5 Market segmentation
Market segment is a portion of a larger market whose needs differ somewhat from 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 or service attempts to meet the needs of multiple segments.
3. The Nature of consumer behavior
3.1 External influences
Dividing the factors that influence consumers 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, learning could also be considered a group process.
3.2 Internal influences
Internal influences begin with perception, the process by which individuals receive and assign meaning to 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 external and internal factors that we have discussed in the preceding chapters.
3.3 Self-Concept and Lifestyle
The self-concept is the totality of an individual’s thoughts and feelings 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 products one buys, how one uses them, and what one thinks and feels about them. It is the manifestation of one’s self-concept.
3.4 Situations and Consumer Decisions
Consumer decisions 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 influences the resulting consumer behavior.
4. The Meaning Of Consumption
As stated above, all marketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior. 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 important competitive advantage. It can greatly reduce the odds of bad decisions.

中文译文：
消费者行为与市场营销战略
消费者行为学是研究个体,群体和组织为满足其需要而如何选择,获取,使用,处置产品,服务,体验和想法以及由此对消费者和社会产生的影响。传统上,消费者行为研究侧重于购买前和购买后的有关活动。关于消费者行为学的界定较之传统观点更广泛,它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对买卖双方的各种后果.为了在竞争激烈的环境中求得生存,企业必须比竞争者更多地为目标客户提供价值.顾客价值是顾客从整体产品中获得的各项利益扣除各种获取费用后的余额。
从品牌、定位到差异化，从定价、促销到整合营销，莫不都是在针对消费者的心理在采取行动。现在的市场营销将越来越依赖于对消费者心理的把握和迎合，从而影响消费者，最终达成产品的销售。  
从国内的市场来看，中国的消费者心理和欧美等国家相比，既有共性也有我们的特殊性，经过笔者的学习、观察和总结，我发现以下八个消费者心理，在中国具有相当的普遍性，具备很好的营销价值，出于跟大家相互探讨共同提高的愿望，现列举如下。  
中国的消费者有很强的面子情结，在面子心理的驱动下，中国人的消费会超过甚至大大超过自己的购买或者支付能力。营销人员可以利用消费者的这种面子心理，找到市场、获取溢价、达成销售。  
脑白金就是利用了国人在送礼时的面子心理，在城市甚至是广大农村找到了市场；当年的TCL凭借在手机上镶嵌宝石，在高端手机市场获取了一席之地，从而获取了溢价收益；终端销售中，店员往往通过夸奖消费者的眼光独到，并且产品如何与消费者相配，让消费者感觉大有脸面，从而达成销售。    
从众指个人的观念与行为由于受群体的引导或压力，而趋向于与大多数人相一致的现象。消费者在很多购买决策上，会表现出从众倾向。比如，购物时喜欢到人多的商店；在品牌选择时，偏向那些市场占有率高的品牌；在选择旅游点时，偏向热点城市和热点线路。  
以上列举的是从众心理的外在表现，其实在实际工作中，我们还可以主动利用人们的从众心理。比如：现在超市中，业务员在产品陈列时故意留有空位，从而给人以该产品畅销的印象；电脑卖场中，店员往往通过说某种价位以及某种配置今天已经卖出了好多套，从而促使消费者尽快做出销售决策；SP行业中，在推铃声广告的时候，往往也多见最流行铃声推荐的字眼，最流行也就是目前最多人喜欢，这都是在主动的利用消费者的从众心理。         
消费者推崇权威的心理，在消费形态上，多表现为决策的情感成分远远超过理智的成分。这种对权威的推崇往往导致消费者对权威所消费产品无理由的选用，并且进而把消费对象人格化，从而达成产品的畅销。  
现实中，营销对消费者推崇权威心理的利用，也比较多见。比如，利用人们对名人或者明星的推崇，所以大量的商家在找明星代言、做广告；IT行业中，软件公司在成功案例中，都喜欢列举一些大的知名公司的应用；余世维先生有说在自己汽车销售店中，曾经以某某车为某某国家领导人的座车为卖点，从而让该车销售火爆；更大的范围内，很多企业都很期望得到所在行业协会