消费者行为与市场营销战略论述.docx

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.
1.市场营销战略
对每一选取的目标市场,都应分别制定营销战略.选择目标市场的关键性标准或依据是企业是否有能力提供较竞争品高的消费者价值.消费者价值很大程度上是由营销战略决定,所以公司在评估潜在目标市场时,应当发展一般的营销战略.
1.1 产品
产品是消费者获得和用于满足其需要的任何东西.消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性.
1.2 传播
营销传播包括广告,人员分销,公共关系,包装以及企业提供的关于它自身及其产品的其他信号.
1.3 定价
价格是消费者为获得拥有,使用产品的权利而必须支付的金钱数量.消费者可以拥有一件产品,也可以仅仅拥有产品的使用权.
1.4 分销
分销实际上是让顾客在需要的时候能买到产品,它对企业的经营成败至关重要.绝大多数情况下,消费者不愿为获得某一特定品牌而伤身费力.很明显,有效地渠道决策应即建立在掌握消费者在何处购买的知识的基础上.
2.市场分析
市场分析要求全面深入地了解企业自身能力,现在和潜在竞争者的实力,潜在消费者的消费过程以及经济的,物质的和技术的环境.
2.1 消费者
不了解消费者,就无法预测其需要与欲望,也无法对其需要做出恰当的反映.发现消费者现在需要什么是一个复杂的过程,但一般来说,可以通过直接的营销调研予以实现
2.2 公司
每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价公司的各个方面,如财务状况,一般管理技巧,研究和开发能力,技术装备情况,声誉,营销技能等.营销技能包括新产品开发能力,分销能力,服务能力,营销研究能力,市场和消费者知识等.
2.3 竞争者
缺乏对竞争对手的实力及战略的了解,同样不能在满足消费者需要方面始终如一地超越对手.
2.4 宏观环境因素
经济状况,自然环境,政府管制,技术发展一方面影响消费者的需要与预期,另一方面对公司自身和竞争对手势力消长产生影响.自然环境的恶化不仅刺激了消费者对环境友善产品的需求,而且也诱发了更多政府管制措施的出台,这些管制措施反过来又影响产品的设计与制造.
2.5 市场细分
细分市场是更多市场的一部分,该市场的需求与市场其他部分的需求存在显著差别.由于每一细分市场有其独立的需要,针对该需要发展起来的整体产品将企业采用无差异策略服务于多个细分市场情形下能更好地满足消费者需要.
3.消费者行为的性质
3.1 外部影响
将影响消费者行为的因素分类,在某种意义上带有主观或武断成分.例如,我们将学习视为一种内部影响,而事实上人类学习在很大程度上与模仿他人以及与他人相互作用有关.从这一意义上看,学习也可视为一种群体互动过程.
3.2 内部影响
内部影响始于知觉,即个体接触刺激物并对其赋予某种含义的过程.态度是对某人或某种食物的好恶倾向,它包括情感的,认知的,行为的多种成分,它反映人们对外部环境的某些方面如零售店,电视节目,产品的所思,所感,所为,态度在很大程度上为各种内外部影响因素所支配.
3.3 自我概念和生活方式
自我概念是个体关于自身的所有想法和情感的综合体,生活方式则是你如何生活.后者涉及你所使用的产品,你如何使用这些产品以及你对这些产品的评价和感觉.生活方式是自我概念的折射,它也是你过去的决策和未来计划的总汇.
3.4 消费者决策过程
消费者决策源于消费者意识到或感觉到某个问题的存在和有解决这一问题的机会.消费者问题通常发生在特定的情景下,情境的性质将影响发生于其中的行为.
4.消费的意义
所有营销战略和战术都或明示或暗示地建立在某些消费者行为信念的基础上,建立在确定假设和坚实理论与研究基础上的决策,较之于单纯的直觉型决策,具有更多的成功可能性.深入了解消费者,对于确立竞争优势十分关键,因为它有助于减少一些决策性失误.

Consumer Behavior and Marketing Strategy
原文出处:Del I. Hawkins, David L. Mothersbaugh, Roger J. Best, Consumer behavior, China Machine Press, 2007.7(10th)
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.
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.

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