透视消费者(2)

CONSUMERBEHAVIORMei-chiungChiCh1.透視消費者什麼是消費行為消費行為知識的應用正確思考消費者消費行為研究發展過程What’sConsumerbehaviorAbout?研究消費者由評估、獲得、使用、到用盡某產品／服務的個人決策與實際行動過程。消費者的類型分類ACustomerConsumerUltimateConsumer分類BInstitutional/OrganizationalConsumerPersonalConsumer消費者的角色InitiatorInfluencerDeciderBuyerUserMultidisplinary心理學社會學社會心理學人類學行銷學消費行為知識的應用ConsumerInfluenceHolistic/PostmodernInterculturalAConsumerInfluencePerspective消費行為與行銷策略消費行為與社會行銷消費行為與逆行銷消費行為與政府決策消費行為與消費者教育消費行為與行銷策略（一）行銷觀念（二）增進行銷效力－MOA－TargetMarket－MarketingMix消費行為與社會行銷滿足社會需求－－服務的市場尋求社會支持－－募捐的市場消費行為與逆行銷Conservation-------Consumption消費行為與政府決策政府服務立法保謢消費者消費行為與消費者教育如何偵察不實陷阱？如何尋求補救賠償？如何進一步省錢？從後現代的角度Modern?Postmodern?Intheearly1980sHolbrook:useconsumerresearchtounderstandconsumptionbehaviorwithoutanyintentofinfluencingit.PostmodernPerspectiveAfocusonownershipandconsumptionThepurchasedecisionandbuyingprocessesareoffarlessimportancethanconsumptionConsumptionexperience--sensationseeking,emotionalarousal,&fantasizingGlobalInterculturalPerspectiveBasicneedsareuniversalYouthinTaipei,Tokyo,NewYork...WhenculturalboundariesarecrossedRightThinkingAbouttheConsumerTheConsumerisSovereignUnderstandingConsumerMotivationandBehaviorThroughResearch.SkillfulMarketingcanAffectConsumerifTheProduct\serviceofferedisdesignedtomeetconsumerneeds.SocialLegitimacyofconsumerInfluenceWhenShapedbyaProperEthicalSensitivityConsumerBillofRightsTheRighttoSafetyTheRighttobeInformedTheRighttoChooseTheRighttobeHeard(Redress)TheRighttoEnjoyaCleanandHealthfulEnvironmentTheRightofthePoorandOtherMinoritiestoHaveTheirInterestsProtected消費行為研究發展之路Sincelate1950sandearly1960sEconomictheory--MarketingGeneralconsiderations:1)Content--Production-driventomarketingdriven2)Methodology--BehavioralsciencessophisticationEnvironmentalFactorsshapingtheMarketingChallenge產品／服務供過於求與遠端消費者迅速正確傳播迅速經濟鋪貨，以增盈收獲通路配合支持整體行銷策略國內及全球經濟成長消費行為各階段研究重心Pre-WorldWarIIEraPost-WorldWarIIEraTheContemporaryScenePre-WorldWarIIEraA.造成行銷挑戰的環境因素1.求過於供，生產成為最大挑戰2.拜廣播之賜，得以廣告作遠距傳播3.通路多半規模小且屬地方性質4.賣方竭力說服經銷商販賣商品，尤其在廣告刺激需求時5.Pre-WorldWarIIEraB.行為科學的地位1.成長及影響力些微2.理論多於實證直至本時期尾聲，研究方興Pre-WorldwarIIEraJohnB.WatsonFounderofBehaviorismToday’semphasisonrepetitionofbrandnamerestsonhisfoundation.Post-WorldWarIIEraA.造成行銷挑戰的環境因素1.產能超越需求，行銷觀念誕生2.大眾傳播力量突顯（TV)3.通路革新，購買更加便利輕鬆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5.經濟成長急速Post-WorldWarIIEraB.行為科學的地位1.物理科學的成長，引發對人類潛能的重視2.加速應用行為科學以了解人類行為與潛能3.研究領域突破擴充戰後行銷策略之指導原則差異化為新產品發展重心廣告（電視或其他大眾宣傳）有助銷售大眾行銷力量拉引商品,通路聽命供應商不斷研發產品+大眾廣告→品牌忠誠專注於國內市場即已豐足TheFreudianInvasionPsychoanalysisfounditswaytothemarketplace.Motivationresearchaimedtouncoverhiddenmotivations.Advertisingjumpedonthisband-wagon.NewFieldofStudy--ConsumerResearchIsBornConsumerresearchbecamethe“inthing”intheschoolsofbusiness.Contributionsofourwriters:---courses---association---journalsTheContemporaryScene造成行銷挑戰的環境因素1.持續、穩定的經濟成長不再2.供遠過於求3.消費動機與行為趨向低關心度4.大眾市場消聲匿跡5.通路勢力高漲行銷成敗關鍵1.GettingClosetotheConsumer2.IndividualizedMarketing3.CustomerSatisfactionandRetention4.BrandEquityFastenYourSeatBeltThefieldisdynamicandexciting,andonethingisforsure--allofusaredailyparticipantsasactiveplayersinallthatisgoingonintheworldofconsumerbehavior.