有趣的消费心理.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,1/8/2022,#,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,1/8/2022,#,有趣的消费心理,有趣的消费心理,第1页,5/30/2025,Content,Face psychology,Group psychology,Bargain Mentality,Comparison psychology,Psychology of show off,Curious psychology,有趣的消费心理,第2页,5/30/2025,Face psychology,Chinas consumers have very strong face complex,driven by the face psychology,Chinese consumption will surpass even far more than their ability to pay or buy.,中国消费者有很强面子情结，在面子心理驱动下，中国人消费会超出甚至大大超出自己购置或者支付能力。,Marketers can take advantage of the consumer,s,face psychology,to find market,obtain premium and achieve the sales.,营销人员能够利用消费者这种面子心理，找到市场、获取溢价、达成销售。,有趣的消费心理,第3页,In,the t,erminal sales,shop assistants often through praise consumers vision are unique,and how to match the product and consumers,let consumers feel they have the honour,thus achieve the sales,.,终端销售中，店员往往经过称赞消费者眼光独到，而且产品怎样与消费者相配，让消费者感觉大有脸面，从而达成了销售。,MELATONIN us,e,Chinese face psychology when they send gifts,found the market in the city even the countryside,.,脑白金就是利用了国人在送礼时面子心理，在城市甚至是广大农村找到了市场,;,Face psychology,有趣的消费心理,第4页,5/30/2025,Face psychology,In those years,TCL inlaid precious stones on the phone,obtained the position in high-end mobile phone market,so as to obtained high profits,;,当年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,高利润,。,有趣的消费心理,第5页,5/30/2025,有趣的消费心理,第6页,5/30/2025,Group psychology,Group psychology,refers to,a phenomenon that individuals ideas and behaviors due to the groups guidance or pressure,and tend to be consistent with most people,.,On many purchase decisions,consumers,will show conformity tendency.,从众心理指个人观念与行为因为受群体引导或压力，而趋向于与大多数人相一致现象。消费者在很多购置决议上，会表现出从众倾向。,In practical work,we can also take the initiative to take advantage of peoples herd mentality.,在实际工作中，咱们还能够主动利用大家从众心理.,有趣的消费心理,第7页,5/30/2025,Group psychology,When shopping,people like to go to shops where have a lot of people,.,When choosing brands,they favor the high market share of brand;When choosing tourist spots,they prefer,choose,hot spots and tourism hot-line,.,购物时喜欢到人多商店;在品牌选择时,偏向那些市场拥有率高品牌;在选择旅游点时，偏向热点城市和热点线路。,In computer stores,shop assistants often said,today,they has already sold a lot,of computers according to some kind of price and some configuration,so as to,spur,consumers to make marketing decisions as soon as possible.,电脑卖场中，店员往往经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议,有趣的消费心理,第8页,5/30/2025,Group psychology,Now,in the supermarket,clerks deliberately leave some space when they display products,thus gives the impression of the products sell well,.,现在超市中，业务员在产品陈列时有意留有空位，从而给人以该产品畅销印象。,有趣的消费心理,第9页,5/30/2025,有趣的消费心理,第10页,5/30/2025,Bargain Mentality,Chinese often speak cheap and fine,in fact,the real cheap and fine goods almost dont exist,just a psychological feeling.,中国人经常讲“物美价廉”，其实，真正物美价廉几乎是不存在，都是心理感觉物美价廉。,Consumers not only want to take advantage of,also hope monopolize.,消费者不但想占廉价，还希望“独占”，这给商家有可乘之机,有趣的消费心理,第11页,5/30/2025,Bargain Mentality,Ladies shopping in the clothing market,under the threat of customers dont bargain dont buy,it,Businessmen often make compromise:“,T,oday my shop has just opened,to,figure a geely,s,e,l,l,it to you according to the purchase price!,女士在服装市场购物，在消费者不还价就不买威胁之下，商家经常做出“妥协”,:,“今天刚开张，图个吉利，按进货价卖给你算了!”,This is the last one,sell it to you according to the clearance price!,“这是最终一件，按清仓价卖给你!”,We are,about to,get,off work,dont earn a penny to sell to you!,“马上要下班了，一分钱不赚卖给你!”,有趣的消费心理,第12页,5/30/2025,有趣的消费心理,第13页,5/30/2025,Psychology of show off,Consumers,psychology of show off,when buying,goods,more performance for the,products on consumers psychological ingredients far exceed the its useful ingredients,.,消费者,炫耀心理,，,在,购置,商品上,，,多表现为产品带给消费者心理成份远远超出实用成份。,T,his psycholog,y,in the case of China is not rich,created the high-end market,.A,t the same time,Chinese,use,this kind of,psycholog,y,in the case of domestic enterprise,s,general lack of core technology,can,help to obtain market,this,point,is especially apparent in the fashion goods.,正是这种心理，在中国当前并不富裕情况下，创造了高端市场，同时利用炫耀心理，在我国企业普遍缺乏关键技术情况下，有利于获取市场，,这一点在时尚商品上表现得尤为显著.,有趣的消费心理,第14页,5/30/2025,Comparison,psychology,Consumers comparison psychology is a customer behavior based on the consumers of their own class,identity and status to choose the same class people as reference.,消费者攀比心理是基于消费者对自己所处阶层、身份以及地位认同，从而选择所在阶层人群为参考而表现出来消费行为,。,Compared with psychology of show off,the comparison psychology of consumers cares more about own,-you have so have I.,相比炫耀心理，消费者攀比心理更在意,“,拥有,”,你有我也有。,有趣的消费心理,第15页,5/30/2025,Comparison,psychology,Psychology of show off,Women love handbags,some very wealthy ladies in order to show off their strong ability to pay,often spend thousands or even tens of thousands to buy the world famous brand handbag.,女士都钟爱手袋，一些非常有钱女士为了炫耀其极强支付能力，往往会买价值几千甚至上万世界名牌手袋。,When buying computer,s,many students out of the psychology that some students have computers,，also calls for their parents to buy computer for them.,在购置计算机时候，许多学生出于同学们都有心理，也要求父母为自己购置计算机。,有趣的消费心理,第16页,5/30/2025,有趣的消费心理,第17页,5/30/2025,Curious psychology,Everyone has curiosity,in the business,businessman skillfully use the curiosity of consumers,use novel and unique originality to attract consumers attention and interest,often,can,bring lucre,to,merchants,.,好奇心人所共有，在经营中巧妙地利用消费者好奇心，用新奇独到创意引发消费者注意和兴趣，往往会给商家带来滚滚财源。,In day-to-day,management,retail merchants also can use reverse thinking,and use opportunely consumers curious psychology to expand sales.,在日常经营中，零售商户也能够试着利用逆向思维，巧用用户“好奇心理”扩充销路。,有趣的消费心理,第18页,5/30/2025,Curious psychology,A American company printed a variety of interesting puzzles on the biscuits lid,only eat up biscuits then can find the answer in the bottom of the tank,products are very popular.,美国一家企业在所生产饼干罐盖上印上各种有趣谜语，只有吃完饼干才能在罐底找到谜底，产品很受欢迎。,Chinese,Childrens food,Cheetos millet brittle,each bag with a small,circlet,a certain number of small circle,s,can be made up a toy ,the more small,circlets,the toy is more beautiful,as a result,it attracted large numbers of small customers.,我国儿童食品“奇多”粟米脆,每包都附有一个小圈，一定数量小圈能够拼成玩具，小圈越多，拼玩具就越漂亮，结果迷住了大批小用户。,.,有趣的消费心理,第19页,