消費(fèi)者行為與市場營銷戰(zhàn)略論述

18/18消費(fèi)者行為與市場營銷戰(zhàn)略消費(fèi)者行為學(xué)是研究個體,群體和組織為滿足其需要而如何選擇,獵取,使用,處置產(chǎn)品,服務(wù),體驗(yàn)和方法以及由此對消費(fèi)者和社會產(chǎn)生的阻礙.傳統(tǒng)上,消費(fèi)者行為研究側(cè)重于購買前和購買后的有關(guān)活動.關(guān)于消費(fèi)者行為學(xué)的界定較之傳統(tǒng)觀點(diǎn)更廣泛,它將有助于引導(dǎo)我們從更寬廣的視角審視消費(fèi)者決策的間接阻礙以及對買賣雙方的各種后果.為了在競爭激烈的環(huán)境中求得生存,企業(yè)必須比競爭者更多地為目標(biāo)客戶提供價值.顧客價值是顧客從整體產(chǎn)品中獲得的各項(xiàng)利益扣除各種獵取費(fèi)用后的余額.1.市場營銷戰(zhàn)略對每一選取的目標(biāo)市場,都應(yīng)分不制定營銷戰(zhàn)略.選擇目標(biāo)市場的關(guān)鍵性標(biāo)準(zhǔn)或依據(jù)是企業(yè)是否有能力提供較競爭品高的消費(fèi)者價值.消費(fèi)者價值專門大程度上是由營銷戰(zhàn)略決定,因此公司在評估潛在目標(biāo)市場時,應(yīng)當(dāng)進(jìn)展一般的營銷戰(zhàn)略.1.1產(chǎn)品產(chǎn)品是消費(fèi)者獲得和用于滿足其需要的任何東西.消費(fèi)者所購買的或追求的是需要的滿足,而不是具體形態(tài)的物質(zhì)特性.1.2傳播營銷傳播包括廣告,人員分銷,公共關(guān)系,包裝以及企業(yè)提供的關(guān)于它自身及其產(chǎn)品的其他信號.1.3定價價格是消費(fèi)者為獲得擁有,使用產(chǎn)品的權(quán)利而必須支付的金鈔票數(shù)量.消費(fèi)者能夠擁有一件產(chǎn)品,也能夠僅僅擁有產(chǎn)品的使用權(quán).1.4分銷分銷實(shí)際上是讓顧客在需要的時候能買到產(chǎn)品,它對企業(yè)的經(jīng)營成敗至關(guān)重要.絕大多數(shù)情況下,消費(fèi)者不愿為獲得某一特定品牌而傷身費(fèi)勁.專門明顯,有效地渠道決策應(yīng)即建立在掌握消費(fèi)者在何處購買的知識的基礎(chǔ)上.2.市場分析市場分析要求全面深入地了解企業(yè)自身能力,現(xiàn)在和潛在競爭者的實(shí)力,潛在消費(fèi)者的消費(fèi)過程以及經(jīng)濟(jì)的,物質(zhì)的和技術(shù)的環(huán)境.2.1消費(fèi)者不了解消費(fèi)者,就無法預(yù)測其需要與欲望,也無法對其需要做出恰當(dāng)?shù)姆从?發(fā)覺消費(fèi)者現(xiàn)在需要什么是一個復(fù)雜的過程,但一般來講,能夠通過直接的營銷調(diào)研予以實(shí)現(xiàn)2.2公司每一個公司都必須透徹了解其滿足消費(fèi)者需要的能力.為此,需要評價公司的各個方面,如財務(wù)狀況,一般治理技巧,研究和開發(fā)能力,技術(shù)裝備情況,聲譽(yù),營銷技能等.營銷技能包括新產(chǎn)品開發(fā)能力,分銷能力,服務(wù)能力,營銷研究能力,市場和消費(fèi)者知識等.2.3競爭者缺乏對競爭對手的實(shí)力及戰(zhàn)略的了解,同樣不能在滿足消費(fèi)者需要方面始終如一地超越對手.2.4宏觀環(huán)境因素經(jīng)濟(jì)狀況,自然環(huán)境,政府管制,技術(shù)進(jìn)展一方面阻礙消費(fèi)者的需要與預(yù)期,另一方面對公司自身和競爭對手勢力消長產(chǎn)生阻礙.自然環(huán)境的惡化不僅刺激了消費(fèi)者對環(huán)境友善產(chǎn)品的需求,而且也誘發(fā)了更多政府管制措施的出臺,這些管制措施反過來又阻礙產(chǎn)品的設(shè)計與制造.2.5市場細(xì)分細(xì)分市場是更多市場的一部分,該市場的需求與市場其他部分的需求存在顯著差不.由于每一細(xì)分市場有其獨(dú)立的需要,針對該需要進(jìn)展起來的整體產(chǎn)品將企業(yè)采納無差異策略服務(wù)于多個細(xì)分市場情形下能更好地滿足消費(fèi)者需要.3.消費(fèi)者行為的性質(zhì)3.1外部阻礙將阻礙消費(fèi)者行為的因素分類,在某種意義上帶有主觀或武斷成分.例如,我們將學(xué)習(xí)視為一種內(nèi)部阻礙,而事實(shí)上人類學(xué)習(xí)在專門大程度上與模仿他人以及與他人相互作用有關(guān).從這一意義上看,學(xué)習(xí)也可視為一種群體互動過程.3.2內(nèi)部阻礙內(nèi)部阻礙始于知覺,即個體接觸刺激物并對其給予某種含義的過程.態(tài)度是對某人或某種食物的好惡傾向,它包括情感的,認(rèn)知的,行為的多種成分,它反映人們對外部環(huán)境的某些方面如零售店,電視節(jié)目,產(chǎn)品的所思,所感,所為,態(tài)度在專門大程度上為各種內(nèi)外部阻礙因素所支配.3.3自我概念和生活方式自我概念是個體關(guān)于自身的所有方法和情感的綜合體,生活方式則是你如何生活.后者涉及你所使用的產(chǎn)品,你如何使用這些產(chǎn)品以及你對這些產(chǎn)品的評價和感受.生活方式是自我概念的折射,它也是你過去的決策和以后打算的總匯.3.4消費(fèi)者決策過程消費(fèi)者決策源于消費(fèi)者意識到或感受到某個問題的存在和有解決這一問題的機(jī)會.消費(fèi)者問題通常發(fā)生在特定的情景下,情境的性質(zhì)將阻礙發(fā)生于其中的行為.4.消費(fèi)的意義所有營銷戰(zhàn)略和戰(zhàn)術(shù)都或明示或暗示地建立在某些消費(fèi)者行為信念的基礎(chǔ)上,建立在確定假設(shè)和堅實(shí)理論與研究基礎(chǔ)上的決策,較之于單純的直覺型決策,具有更多的成功可能性.深入了解消費(fèi)者,關(guān)于確立競爭優(yōu)勢十分關(guān)鍵,因?yàn)樗兄跍p少一些決策性失誤.ConsumerBehaviorandMarketingStrategy原文出處:DelI.Hawkins,DavidL.Mothersbaugh,RogerJ.Best,Consumerbehavior,ChinaMachinePress,2007.7(10th)Thefieldofconsumerbehavioristhestudyofindividuals,groups,ororganizationsandprocessestheyusetoselect,secure,use,anddisposeofproducts,services,experiences,orideastosatisfyneedsandtheimpactsthattheseprocesseshaveontheconsumerandsociety.Thisisabroaderviewofconsumerbehaviorthanthetraditionalone,whichfocusedmuchmoreonthebuyerandtheimmediateantecedentsandconsequencesofthepurchasingprocess.Thisviewwillleadustoexamineindirectinfluencesonconsumptiondecisionsaswellasconsequencesthatinvolvemorethanthepurchaserandseller.Tosurviveinacompetitiveenvironment,anorganizationmustprovidetargetcustomersmorevaluethanisprovidedbyitscompetitors.Customervalueisthedifferencebetweenallthebenefitsderivedfromatotalproductandallthecostsofacquiringthosebenefits.MarketingStrategyItisnotpossibletoselecttargetmarketswithoutsimultaneouslyformulatingageneralmarketingstrategyforeachsegment.Adecisivecriterioninselectingtargetmarketsistheabilitytoprovidesuperiorvaluetothosemarketsegments.Sincecustomervalueisdeliveredbythemarketingstrategy,thefirmmustdevelopitsgeneralmarketingstrategyasitevaluatespotentialtargetmarkets.1.1TheProductAproductisanythingaconsumeracquiresormightacquiretomeetperceivedneed.Consumersaregenerallybuyingneedsatisfaction,notphysicalproductattributes.1.2CommunicationsMarketingcommunicationsincludeadvertising,thesalesforce,publicrelations,packagingandanyothersignalthatthefirmprovidesaboutitselfanditsproducts.1.3PricePriceistheamountofmoneyonemustpaytoobtaintherighttousetheproduct.Onecanbuyownershipofaproductor,formanyproducts,limitedusagerights.1.4DistributionDistribution,havingtheproductavailablewheretargetcustomerscanbuyit,isessentialtosuccess.Onlyinrarecaseswillcustomersgotomuchtroubletosecureaparticularbrand.Obviously,goodchanneldecisionsrequireasoundknowledgeofwheretargetcustomersshopfortheproductinquestion,asthefollowingexampleshows.MarketAnalysiscomponentsMarketanalysisrequiresathoroughunderstandingoftheorganization’sowncapabilities,thecapabilitiesofcurrentandfuturecompetitors,theconsumptionprocessofpotentialcustomers,andtheeconomic,physical,andtechnologicalenvironmentinwhichtheseelementswillinteract.2.1TheConsumersItisnotpossibletoanticipateandreacttocustomers’needsanddesireswithoutacompleteunderstandingofconsumerbehavior.Discoveringcustomers’currentneedsisacomplexprocess,butitcangenerallybeaccomplishedbydirectmarketingresearch,asthefollowingexampleillustrates.2.2TheCompanyAfirmmustfullyunderstanditsownabilitytomeetcustomerneeds.Thisinvolvesevaluatingallaspectsofthefirm,includingitsfinancialcondition,generalmanagerialskills,productioncapabilities,researchanddevelopmentcapabilities,technologicalsophistication,reputation,andmarketingskills.Marketingskillswouldincludenewproductdevelopmentcapabilities,channelstrength,advertisingabilities,servicecapabilities,marketingresearchabilities,marketandconsumerknowledge,andsoforth.2.3TheCompetitorsItisnotpossibletoconsistentlydoabetterjobofmeetingcustomerneedsthanthecompetitionwithoutathoroughunderstandingofthecompetition’scapabilitiesandstrategies.2.4TheConditionsThestateoftheeconomy,thephysicalenvironment,governmentregulations,andtechnologicaldevelopmentsaffectconsumerneedsandexpectationsaswellascompanyandcompetitorcapabilities.Thedeteriorationofthephysicalenvironmenthasproducednotonlyconsumerdemandforenvironmentallysoundproductsbutalsogovernmentregulationsaffectingproductdesignandmanufacturing.2.5MarketsegmentationMarketsegmentisaportionofalargermarketwhoseneedsdiffersomewhatfromthelargermarket.Sinceamarketsegmenthasuniqueneeds,afirmthatdevelopsatotalproductfocusedsolelyontheneedsofthatsegmentwillbeabletomeetthesegment’sdesiresbetterthanafirmwhoseproductorserviceattemptstomeettheneedsofmultiplesegments.TheNatureofconsumerbehavior3.1ExternalinfluencesDividingthefactorsthatinfluenceconsumersintocategoriesissomewhatarbitrary.Forexample,wetreatlearningasaninternalinfluencedespitethefactthatmuchhumanlearninginvolvesinteractionwith,orimitationof,otherindividuals.Thus,learningcouldalsobeconsideredagroupprocess.3.2InternalinfluencesInternalinfluencesbeginwithperception,theprocessbywhichindividualsreceiveandassignmeaningtostimuli.Anattitudeisanenduringorganizationofmotivational,emotional,perceptual,andcognitiveprocesseswithrespecttosomeaspectofourenvironment.Assuch,ourattitudesareheavilyinfluencedbytheexternalandinternalfactorsthatwehavediscussedintheprecedingchapters.3.3Self-ConceptandLifestyleTheself-conceptisthetotalityofanindividual’sthoughtsandfeelingsabouthimorherself.Itisthetotalimageonehasofone’sselfasaresultofthecultureonelivesinandtheindividualsituationsandfutureplans.Lifestyleis,quitesimply,howonelives.Itincludestheproductsonebuys,howoneusesthem,andwhat