消费行为与广告心理档案新版专家讲座.pptx

Ch1.透視消費者n什麼是消費行為n消費行為知識應用n正確思索消費者n消費行為研究發展過程消费行为与广告心理档案新版专家讲座第1页Whats Consumer behavior About?研究消費者由評估、獲得、使用、到用盡某產品服務個人決策與實際行動過程。消费行为与广告心理档案新版专家讲座第2页消費者類型分類AnCustomernConsumernUltimate Consumer分類BnInstitutional/nOrganizational ConsumernPersonal Consumer消费行为与广告心理档案新版专家讲座第3页消費者角色nInitiatornInfluencernDecidernBuyernUser消费行为与广告心理档案新版专家讲座第4页Multidisplinaryn心理學n社會學n社會心理學n人類學n行銷學消费行为与广告心理档案新版专家讲座第5页消費行為知識應用nConsumer InfluencenHolistic/PostmodernnIntercultural消费行为与广告心理档案新版专家讲座第6页A Consumer Influence Perspectiven消費行為與行銷策略n消費行為與社會行銷n消費行為與逆行銷n消費行為與政府決策n消費行為與消費者教育消费行为与广告心理档案新版专家讲座第7页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消费行为与广告心理档案新版专家讲座第8页消費行為與社會行銷n滿足社會需求服務市場n尋求社會支持募捐市場消费行为与广告心理档案新版专家讲座第9页消費行為與逆行銷消費行為與逆行銷ConservationConsumption消费行为与广告心理档案新版专家讲座第10页消費行為與政府決策n政府服務n立法保謢消費者消费行为与广告心理档案新版专家讲座第11页消費行為與消費者教育n怎样偵察不實陷阱？n怎样尋求補救賠償？n怎样進一步省錢？消费行为与广告心理档案新版专家讲座第12页從後現代角度nModern?Postmodern?nIn the early 1980snHolbrook:use consumer research to understand consumption behavior without any intent of influencing it.消费行为与广告心理档案新版专家讲座第13页Postmodern PerspectivenA focus on ownership and consumptionnThe purchase decision and buying processes are of far less importance than consumptionnConsumption experience-sensation seeking,emotional arousal,&fantasizing消费行为与广告心理档案新版专家讲座第14页Global Intercultural PerspectivenBasic needs are universalnYouth in Taipei,Tokyo,New York.nWhen cultural boundaries are crossed消费行为与广告心理档案新版专家讲座第15页Right Thinking About the ConsumernThe Consumer is SovereignnUnderstanding Consumer Motivation and Behavior Through Research.nSkillful Marketing can Affect Consumer if The Productservice offered is designed to meet consumer needs.nSocial Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity消费行为与广告心理档案新版专家讲座第16页Consumer Bill of RightsnThe Right to SafetynThe Right to be InformednThe Right to ChoosenThe Right to be Heard(Redress)nThe Right to Enjoy a Clean and Healthful EnvironmentnThe Right of the Poor and Other Minorities to Have Their Interests Protected消费行为与广告心理档案新版专家讲座第17页消費行為研究發展之路nSince late 1950s and early 1960snEconomic theory-MarketingnGeneral considerations:1)Content-Production-driven to marketing driven 2)Methodology-Behavioral sciences sophistication消费行为与广告心理档案新版专家讲座第18页Environmental Factors shaping the Marketing Challengen產品服務供過於求n與遠端消費者快速正確傳播n快速經濟鋪貨，以增盈收n獲通路配合支持整體行銷策略n國內及全球經濟成長消费行为与广告心理档案新版专家讲座第19页消費行為各階段研究重心nPre-World War II EranPost-World War II EranThe Contemporary Scene消费行为与广告心理档案新版专家讲座第20页Pre-World War II Era A.造成行銷挑戰環境原因n 1.求過於供，生產成為最大挑戰n 2.拜廣播之賜，得以廣告作遠距傳播n 3.通路多半規模小且屬地方性質n 4.賣方尽力說服經銷商販賣商品，尤其在廣告刺激需求時n 5.經濟成長直至二次大戰幾無色消费行为与广告心理档案新版专家讲座第21页Pre-World War II Era B.行為科學地位n 1.成長及影響力些微n 2.理論多於實證 直至本時期尾聲，研究方興消费行为与广告心理档案新版专家讲座第22页Pre-World war II EranJohn B.WatsonnFounder of BehaviorismnTodays emphasis on repetition of brand name rests on his foundation.消费行为与广告心理档案新版专家讲座第23页Post-World War II Era A.造成行銷挑戰環境原因n 1.產能超越需求，行銷觀念誕生n 2.大眾傳播力量突顯（TV)n 3.通路革新，購買愈加便利輕鬆n 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n 5.經濟成長急速消费行为与广告心理档案新版专家讲座第24页Post-World War II Era B.行為科學地位n 1.物理科學成長，引發對人類潛能重視n 2.加速應用行為科學 以了解人類行為與潛能n 3.研究領域突破擴充消费行为与广告心理档案新版专家讲座第25页戰後行銷策略之指導原則n差異化為新產品發展重心n廣告（電視或其它大眾宣傳）有助銷售n大眾行銷力量拉引商品,通路聽命供應商n不斷研發產品+大眾廣告品牌忠誠n專注於國內市場即已豐足消费行为与广告心理档案新版专家讲座第26页The Freudian InvasionnPsychoanalysis found its way to the marketplace.nMotivation research aimed to uncover hidden motivations.nAdvertising jumped on this band-wagon.消费行为与广告心理档案新版专家讲座第27页New Field of Study-Consumer Research Is BornnConsumer research became the“in thing”in the schools of business.nContributions of our writers:-courses -association -journals消费行为与广告心理档案新版专家讲座第28页The Contemporary Scene 造成行銷挑戰環境原因n 1.持續、穩定經濟成長不再n 2.供遠過於求n 3.消費動機與行為趨向低關心度n 4.大眾市場消聲匿跡n 5.通路勢力高漲消费行为与广告心理档案新版专家讲座第29页行銷成敗關鍵n1.Getting Close to the Consumern2.Individualized Marketingn3.Customer Satisfaction and Retentionn4.Brand Equity消费行为与广告心理档案新版专家讲座第30页Fasten Your Seat Belt The field is dynamic and exciting,and one thing is for sure-all of us are daily participants as active players in all that is going on in the world of consumer behavior.消费行为与广告心理档案新版专家讲座第31页