消费者行为学第二章分析解析培训讲学.ppt

消费者行为学第二章分析解析2.1影响消费者行为的因素The influence factors on consumer behaviors2.1.1两因素论:内部有因素和外部因素The framework of The Influence Factor Theory:Two-Factor Theory:internal factors and external factors.2.1.2 三因素论：内部因素、环境因素和营销因素Three-Factor theory:internal factors,environmental factors,and marketing factors.(see next page)2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior22022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior3图2-1 消费者行为的三大影响因素Four-Layer Theory:culture,society,individual,and psychology四层面论：2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior4消费者文化因素文化亚文化社会阶层参照群体家庭角色地位个人因素个性和自我概念年龄和生命周期阶段职业经济环境生活方式激励知觉学习信念和态度社会因素心理因素图2-2 2.1.2影响因素The influence factor list1)外部环境影响因素(四方面的因素）The external environmental factors to influence consumers behaviors 因素1：文化和亚文化因素文化和亚文化因素（价值观、传统、宗教、民族等）Factor 1：cultural factors and sub-cultural factors（values，traditions，religions，ethnics）因素2：社会消费基础结构社会消费基础结构（政策、消费基础设施、技术等）Factor 2：social consumption basic structure（policy，consumption infrastructure,technology）2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior5 因素3：家庭家庭(结构、寿命周期、决策模式）Factor 3：family（structure，life-circle，decision making model）因素4：参照群体参照群体（资格、接触类型和吸引力）Factor 4:Reference groups （qualification,contact types,attractiveness)因素5：社会阶层社会阶层Factor 5:Social class(age,status,income,occupation,education)2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior62）消费者内部因素（四方面的因素）Consumer internal factors：因素6：知觉、情绪、动机、态度、学习知觉、情绪、动机、态度、学习（心理）Factor 6:perception,affection,motivation,attitude,learning 因素7：个性和自我概念个性和自我概念 （心理特征）Factor 7:Personality and self-concept 因素8：世代和生活方式世代和生活方式 Factor 8:Generation and life-style 2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior73)营销因素 Marketing factors因素9：营销沟通:广告、促销、公关关系、消费者教育等。Factor 9:Marketing communication(advertising,promotion,public relation,consumer education)-因素10：营销要素：品牌、质量、服务、情景因素。Factor 10:Marketing elements(brand,quality,services,situation)2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior8对上述因素的补充解释：外部因素的构成Components of the External Environment人口统计特征因素 Demographic经济因素 Economic自然因素Natural技术因素Technological政治因素Political文化因素 Cultural2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior9 Demographic factors 人口统计特征因素人口统计特征理论，从年龄、性别、收入、教育、民族和地理因素的基础上，研究不同人口统计学群体的人口变化和亚文化价值观。Demographics is.the study of population changes and subcultural values of various demographic groups based on such factors as age,sex,income,education,ethnicity,and geography.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior10人口统计学变量的指标例子（微观视角）：年龄、性别、收入、民族、国籍、住户规模、婚姻状况、宗教、教育、职业等。Examples of demographic variables(from micro-view):age,sex,income,ethnicity,nationality,household size,marital status,religion,education,occupation.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior11 从宏观角度：From the macro-viewpoints:人口总数The total number of population人口密度和分布The density and distribution of population 2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior12经济环境因素The Economic Environment Factors经济因素包括一系列影响企业经济因素包括一系列影响企业/消费者的资消费者的资金来源、自然资源和人力资源因素。金来源、自然资源和人力资源因素。Economic factors areA set of factors involving monetary,natural,and human resources that influence firms/consumers.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior13从宏观观角度Macroeconomic factors：国家经济政策 National economic Policies 政府宏观政策调控措施 Governments macro-adjustment measures 国内经济发展水平 The status of the domestic economy development 市场总体供求 The total demand and supply of market2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior14微观因素（与企业相关）Microeconomic factors(related to firms)Product design 产品设计 Product processing 产品加工Advertising 广告Sales promotion 营业推广Product quality 产品质量Styles 款式Prices 价格Trade marks 商标Packages 包装2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior15自然环境因素The Natural environment influencers自然环境因素包括有效的原材料类型、污染、消费者对患致命疾病的恐惧、全球沙漠化区域扩大问题、不同的气候现象、例如飓风、干旱等。The Natural Environment.includes the types of raw materials available,pollution,consumer fear of contracting deadly diseases,the expansion of desert regions around the globe,and various weather phenomena,such as hurricanes or drought2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior16地理因素地理因素Geographical region位置Location城乡City and countryside气候气候Climate地理区域Geographical region温室效应Greenhouse Effect自然资源的开发和利用Natural resources development and utility物理环境物理环境Physical environment2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior17Political and legislative factors 政治与法律因素Political and legislative environment refer to the political regime,social system,power handover,stability of a country,and well as the factors related to laws and regulations issuance.政治与法律因素涉及政治体制、社会体系、权力移交、国家的稳定性，以及相关的法律与规则的发布等因素。2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior18科技因素Scientific and Technologic factors技术环境The Technological Environment旨在预测技术环境将发生的变和这些变化将如何影响消费者的生活方式和消费模式。Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior19科学技术的快速发展，给消费者行为带来巨大的影响，包括：The rapidly developed science and technologies that are bringing huge influences on consumers behaviors.：新的生活方式的出现New life styles新产品New products新概念和更快的变化New concepts and Changing faster 由于消费者有太多的选择，作出购买决策将更加困难More difficult to make buying decisions because consumers have too many choices。2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior20社会群体因素社会群体因素Social group environmental factorsFamily 家庭家庭Social classes 社会阶层社会阶层Social organizations 社会组织社会组织Reference groups 相关群体相关群体2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior21几个基本重要概念:The basic and important concepts文化文化：文化是一组从社会中获得的行为模式，它通过语言和其他方式象征性的传递给特定的社会成员。文化的基本要素是价值观、行为规范和图腾象征。Culture:culture is a set of behavior models which is obtained from a society.Culture is delivered to certain social members through language and other symbolic forms（John C.Mowen,2003).The basic elements of Culture are values,behaviors norms and totem symbols.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior222022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior232022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior24社会消费基础结构Social consumption infrastructure它包括硬结构（消费基础设施）和软结构（消费政策），为社会消费提供平台和可能，也反映国家或地区的消费水准It includes hard infrastructure(consumption infrastructure)and soft infrastructure(consumption policies)which provide a platform and possibilities for social consumption.It also reflects the consumption standards of a country or a region.。2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior25参照群体Reference group:参照群体参照群体是指该群体的看法和价值观被个体作为当前行为的基础。因此，参照群体是个体在某种特定情况下，作为行为向导而使用的群体。It refers a group whose belief and values are considered as current base of individuals behaviors.Reference group is the behavior guide group of a individual in certain situation.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior26Social class:社会阶层Social class refers the classes that have different social status,wealth,education level,property,and values in a certain society,and it has a relatively stable character.(Mowen,2003).社会阶层是指社会中地位、财富、教育水平、财产和价值观上互不相同、相对比较稳定的阶层。2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior272.2消费者行为总体解释模型General models of consumer behavior1)Consumer behavior total model(Hokinson,2003)(CTM)该模型从4个方面解释消费者行为：即外部影响、内部影响、自我概念与生活方式、决策过程。The model uses four aspects to explain consumer behavior:external influences,internal influences,self-concept and life-style,decision-making process.2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior282022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior29图图2-3 消费者行为总体解释模型消费者行为总体解释模型体验与产品的获取体验与产品的获取体验与产品的获取体验与产品的获取阿塞尔的消费者行为反馈模型：Assael Model:Consumer Feedback2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior30消费者反馈：消费者反馈：购后评价购后评价消费者个体消费者个体环境影响环境影响消费者决策消费者决策消费者反应消费者反应环境反馈：环境反馈：营销策略开发营销策略开发图 2-4 阿塞尔模型所罗门的消费者行为轮盘模型Solomon Model:Wheel of consumer behavior2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior31市场中市场中市场中市场中的人们的人们的人们的人们作为个作为个作为个作为个体的体的体的体的消费者消费者消费者消费者作为决策者的作为决策者的作为决策者的作为决策者的消费者消费者消费者消费者消费者消费者消费者消费者文化与文化与文化与文化与消费者消费者消费者消费者与亚文化与亚文化与亚文化与亚文化图2-5 所罗门模型Philip Kotler:Model of Consumer behavior black box 消费者行为黑箱模型2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior32营销刺激营销刺激其它刺激其它刺激产品产品 经济经济价格价格 科技科技渠道渠道 政治政治促销促销 文化文化购买者购买者特征特征购买者购买者决策过程决策过程文化文化社会社会个人个人心理心理问题认知问题认知咨迅搜集咨迅搜集方案评估方案评估购买决策购买决策购后行为购后行为购买者抉择购买者抉择产品选择产品选择品牌选择品牌选择经销商选择经销商选择购买选择购买选择购买数量购买数量图图2-6 购买行为模型购买行为模型刺激刺激 黑箱黑箱 反应反应2.2.3消费者决策过程模型Model of consumer decision-making process5-stage model 2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior33认识问题认识问题搜索信息搜索信息评价备选方案评价备选方案选择与决策选择与决策购后评价购后评价图图2-7 五阶段模型五阶段模型布莱克韦尔的拓展模型（7阶段）2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior34需求确认需求确认搜索资料搜索资料购买前评估购买前评估 购买购买 使用使用用后评价用后评价 处置处置 2.2.4 消费者信息处理模型Model of consumer information processing(CIP)7-stage model:2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior35不知晓不知晓知晓知晓 掌握知识掌握知识喜欢喜欢 偏好偏好确信确信 购买购买图图2-8 消费者信息处理模型消费者信息处理模型Questions1。试以某一消费者行为举例，具体说明影响消费者行为的三大因素中的每一种因素：例如,购买衣服 或电脑2.请你谈谈理解消费者行为的难点。2022/12/13Ma Guo,CEBA,Teaching Notes of Consumer Behavior36外部因素内部因素营销因素此课件下载可自行编辑修改，仅供参考！此课件下载可自行编辑修改，仅供参考！感谢您的支持，我们努力做得更好！谢谢感谢您的支持，我们努力做得更好！谢谢