基于消费者分析的企业市场营销策略外文翻译.doc

1、基于消费者分析的企业市场营销策略 本文首先分析了消费者行为的特点，消费心理以及影响消费者购买商品的个人因素，在此基础上结合现代企业的市场营销，探讨了具体的营销策略，即目标市场定位，产品组合与品牌策略、销售服务策略、国际化策略等方面。引言:随着经济的不断发展，人们的生活逐渐转变，消费者心理与购买行为发生了根本性改变，消费者的变化对企业的市场营销策略必然产生重大的影响，研究与了解消费者的购买行为并根据其需求及行为特点设计与开发产品，确定目标市场，并根据此采取有针对性的营销策略，对现代企业来讲显得尤为重要。一、 现代消费者呈现的新特点和成因 经济的发展，消费者的收入不断增加，生活质量的日益提高，促使

2、消费者在心理和购买行为上都发生了重大变化，出现了新的特点：1、 追求个性化的消费。现代的消费者更多的追求消费过程的人性化和产品的独特化，出现了“我的地盘我做主”，“我就是我”之类的标语。人们通过自己购买的商品去寻找、表达、确认自己特殊的感觉。2、 消费过程的变化。体现在消费者主动参与消费过程。消费者不再满足被动的接受销售主体单方面所确定的商品感念，而是开始主动介入商品的生产和营销活动，依靠自身的消费行为和观点展示对企业的营销活动进行积极干预，引导企业重视起消费者，选择的新趋势。3、 品牌消费行为的趋势明显。由于消费水平的提高，中高收入消费群的扩大，消费者不仅考虑产品或服务的功能，还追求其附加价

3、值，追求其知名度。但消费者也追求品牌的质量和档次，强调物有所值，不会盲目的追求。4、 消费方式的多样化，随着科技和互联网的普及，消费者购物的选择空间越来越广阔，网上购物具有便利性和经济性，受到越来越多的人欢迎；各种新的生活方式和消费群体的出现，消费多元化的发展趋势越来越显著；多种零售业态的出现，人们的消费行为也随之类型化。二、消费者个人特征因素，包括年龄、性别、文化程度以及家庭月收入(1) 年龄。从理论上说, 年龄对生态消费行为的影响的指向并不明确。消费者年龄越大, 信息接受能力较差, 对生态消费的认知程度可能较低, 因而其选择生态消费的意愿可能越低; 也有的消费者年龄越大, 积累的经验越丰富

4、, 社会责任感更强, 选择生态消费的意愿可能也更强。(2) 性别。一般情况下, 男性接受教育和与外界接触的机会要较女性多, 男性风险承受能力、信息接受能力和决策能力要较女性强。因此, 性别差异在消费者选择生态消费行为的意愿上会有所差异。(3) 文化程度。通常情况下, 文化程度越高, 接受新事务和新知识的速度就越快, 其视野也更为开阔, 社会责任感也越强烈。因此, 文化程度对于消费者选择生态消费行为的意愿会有所影响。(4) 家庭月收入。一般来说, 收入高的家庭, 其家庭成员对价格较高的生态环保型商品的支付能力也高。但其是否有支付意愿还不能确定, 但家庭月收入应该对消费者选择生态消费行为的意愿会有

5、影响。三、消费者的购买动机和购买行为的实现方式 不同的购买动机是由各种心理需求交织在一起构成的,有了购买动机才能实现购买行为。直接支配和影响消费者购买行为的因素是多种多样的。一般内在影响因素包括消费者的职业、文化水平、个性和爱好、消费习惯、消费水平等;外在影响因素包括商品质量、品种花色、价格、服务水平和销售环境等,这些制约因素概括起来就是经济因素、社会因素和心理因素三个方面。 习俗心理。由于消费者所处的自然及社会环境不同及观念上的差异,形成了习俗性的心理需求。从众心理。受社会因素的影响,消费者在消费时心理需求往往产生欲求与群体特性同步的情况。这种从众心理需求在消费者中普遍存在,长期以来,在商品

6、经济发展初期尤为突出,随着经济发展,社会进步,这种心理需求比例在逐步减少。时尚心理。消费者购买商品时,往往趋向于时鲜、外形美、品质好、价格优的商品。这是消费层次较高消费者的心理需求。便利心理。消费者在购买商品时,总希望能得到热情、快捷的服务,并要求商品销售包装规格严整,携带方便,还能减少买回去后的处理时间。惠顾心理。不少消费者由于长期习惯或对某个商场、超市产生特殊的好感,基于服务态度、商品质量、营业环境、交通状况等,在购买商品时往往不加思索习惯地到自己信赖的场所去购买。偏好心理。有些消费者由于受个人爱好、学识修养、职业特点、生活环境等因素的影响,会产生对某种商品的偏爱,形成偏好的心理需求。猎奇

7、心理。有些消费者喜爱食用名、特、优、稀商品,购买时好奇心占主导地位。选购时主要想买没有体验过的商品,这就是猎奇心理需求。四、基于消费者行为的企业营销策略 消费者行为的变化，使企业营销过程中面临许多的问题，如居民消费行为的多元化直接导致了零售业态多元化，出现了大卖场、超级市场、便利店、专卖店、以及发展迅猛的电话销售、网络商城、邮购等，这些新的销售方式给传统的企业营销带来了前所未有的冲击。企业要获得新的发展，在市场竞争中获得胜利，就需要根据消费者行为的新特点，来制造完善自己的营销策略。1、 明确企业自身的市场定位，企业要获得竞争优势，关键在于企业要明白自己的产品时以哪个阶层的消费者为目标，在明确整

8、体的定位后，应对市场进一步细分，将目标定位在特定的消费群体，满足某一特定类型的消费者的需要。2、 实施品牌战略，创立自己的品牌，树立品牌形象。品牌是企业文化集中体现，是企业的形象，是企业核心竞争力的总和。在很大程度上，品牌影响着消费者的行为倾向。3、 让消费者理解产品。消费者的理解注意包括产品的招牌和价格两个方面，最有效的方式就是通过广告宣传和价格促销。产品知识的广告宣传，会加强品牌在消费者头脑中的印象，产生记忆开展多种形式的促销活动，会提高产品的销售量，促进和消费者的“沟通”。具体而言可以开展以价值促销为主题的多种促销组合，通过价值促销活动提高消费者的自身知识，留下“商家是在为消费者考虑”的

9、好印象，该销售企业必会成为其今后购物的首选。4、 强化服务理念，提供完善的服务，让消费者满意商品。企业应将服务贯穿于消费者的整个消费过程，不仅包括购物过程中的关键时刻，也包括购物之前和购物之后的售后服务。另外，企业每个部门的人都应该树立服务的理念。 对企业员工进行培训。企业要提高顾客满意度，建立稳定的消费群，最关键的是提升服务理念。从普通的员工到企业的经营者都需要“以客户为中心”的现代营销知识的全面培训，以便为顾客提供优质的服务。完善的服务内容。消费者到企业购物，除了购物外，更是为了获得更多心理上的和精神上满足的感性消费。对企业而言，需要不断了解消费者的心理需要变化，完善和创新服务内容。如提供

10、“订货服务、咨询服务、金融服务、包装服务、租赁服务、幼儿托管服务、引导服务、定制服务”等。建立消费者数据库系统。消费者数据库系统是通过对每一个客户详细资料的记载形成一个客户的综合数据系统，利用这个数据系统进行各种产品的销售。通过消费者数据库的建设，可以自觉地强化对顾客服务的内容和深度。5、 实施国际化经营，在经济和市场日益全球化的今天，企业一定要转变经营理念，积极引进外资，引进国外先进的管理营销经验，积极拓展国外市场。如联想集团，海尔集团的大胆走出去战略，都取得了良好的效益，开拓了广阔的国外市场。五、 基于知识时代的市场营销战略1、创新战略.创新是知识经济时代的灵魂。知识经济时代为企业创新提供

11、了极好的外部环境。创新作为企业营销的基本战略，主要包括以下几个方面。观念创新。知识经济对人类旧的传统观念是一种挑战，也对现代营销观念进行着挑战。为了适应新的经济时代，使创新战略卓有成效，必须树立新观念，即以观念创新为先导，带动其它各项创新齐头并进。首先要正确认识和理解知识的价值。知识不仅是企业不可缺少的资源，也是企业发展的真正动力源。同时，在市场经济条件下，知识本身又是商品，也具有价值。其次，要有强烈的创新意识，自觉地提高创新能力。不创新，只能是山穷水尽，走绝路；创新是提高企业市场营销竞争力的最根本最有效的手段。营销创新不是企业个别人的个别行为，而是涉及企业全体员工的有组织的整体活动。组织创新

12、。组织创新包括企业的组织形式、管理体制、机构设置、规章制度等广泛的内容，它是营销创新战略的保证。这方面要做的工作还十分艰巨，例如，组织形式上，许多企业还没有完成现代公司制的改造，旧的组织形式在某种程度上成为企业创新的缰绊。机构设置的不合理，分工过细，都不利于创新。技术产品创新。随着科技进步的加快，新技术不断涌现，技术的寿命期趋于缩短，技术创新是企业营销创新的核心。一般地说，大中型企业都要有自己的研究开发机构。要不断开发新技术，满足顾客的新需求，即使传统产品，也要增加其技术含量。技术创新最后要落实到产品创新上，所以产品创新是关键。由于技术创新频率加快，所以新产品的市场寿命期也越来越短。市场创新。

13、市场是复杂多变的。消费者未满足的需求是客观存在的。营销者要善于捕捉市场机会，发现消费者新的需求，寻求最佳的目标市场。我国现在有许多企业不注重市场细分，看不到消费者需求的差异性，把全国各地都看成是自己的市场，因而在市场创新中缺乏针对性，导致营销效果和竞争力的降低。在市场创新中，要在科学的细分市场的基础上，从对消费者不同需求的差异中找出创新点，这是至关重要的。2、人才战略。创新是知识经济时代的灵魂和核心。但创新要高素质的人才才能创新。知识经济时代的竞争，其实质是人与人、人的群体与个人高科技知识、智力、智能的竞争；是人的创新能力、应变能力、管理能力与技巧的综合素质的竞争。人才战略主要包括以下几个方面

14、。人本智源观念。营销者要牢固树立人才本位思想。知识经济时代，知识和能力是主要资源。知识和能力的生命载体是人。有人才，就能发财。北京大学方正集团就是极好的例子。10年来方正资产增长7000倍。方正集团的负责人王选说得好，他们靠的就是解决才和财的关系。他们是用才发财，发了财，增长知识再发财。他们把学者的学术抱负和利润追求结合起来，形成了才和财的良性循环，这是一种真正的知识产业，高技术产业。3、文化战略。企业文化包括企业经营观念、企业精神、价值观念、行为准则、道德规范、企业形象以及全体员工对企业的责任感、荣誉感等。它不仅是提高企业凝聚力的重要手段，同时，它又以企业精神为核心，把企业成员的思想和行为引

15、导到企业的确定的发展目标上来，它又通过对企业所形成的价值观念、行为准则、道德规范等以文字或社会心理方式对企业成员的思想、行为施加影响、控制。价值观是企业文化的基石。许多企业的成功，是由于全体员工能够接受并执行组织的价值观。4、形象战略。在信息爆炸的知识经济时代，产品广告、销售信息等很难引起消费者注意和识别，更谈不到留下什么深刻印象。在此情形下，企业间竞争必然集中到形象竞争上。形象竞争，企业现在已经在应用，但很多企业并没有足够的重视。在知识经济时代，广告宣传也随之进入印象时代，企业用各种广告宣传和促销手段，不断提高企业声誉，创立名牌产品，使消费者根据企业的名声和印象选购产品。正如广告专家大卫奥格

16、威所说：广告是对品牌印象的长期投资 。结论:在当今竞争日益激烈的时代。企业要想在竞争中获得优势，就必须密切结合消费者的新特点，改变自己的营销模式，明确自己的市场定位，树立自身的企业品牌，给消费者提供完美的销售服务，同时实施国际化战略。在策略实施的过程中，密切关注新形势，定能获得消费者对企业的信赖与认可，从而获得更好的发展。附件2：外文原文 Analysis of the enterprise market based on consumer marketing strategy原文出处：Philip Kotler, Gary Armstrong, Principles of Marketing

17、 M. qinghua university press, 2007.2(11). In this article first, i will analyzes the characteristics of consumer behavior, consumer psychology and influence consumers to buy commodities, personal factors, in this based on the combination of a modern enterprise marketing, to explore a specific market

18、ing strategy, that is the target market positioning, product portfolio and brand strategy sales service strategy, international strategy and so on.IntroductionAs the economy continues to develop, peoples lives to change gradually, mental and buying behavior of consumers has undergone a fundamental c

19、hange, changes in consumer-to-business marketing strategy must have a significant impact, research and understand consumer buying behavior andaccording to their needs and behavioral characteristics of the design and development of products, target market, and based on this to take a targeted marketi

20、ng strategy, which is particularly important in terms of the modern enterprise.First,presented the new features of modern consumers and reasonsEconomic development, increasing the income of consumers, increasing the quality of life, prompting consumers to purchase on the psychological and significan

21、t changes have taken place in the emergence of new features:The pursuit of personal consumption.The pursuit of modern consumers with more consumption of the process and product of the unique human-oriented, there has been my site I call the shots, I am myself sort of slogans.People buy goods through

22、 their own to find, expression, to confirm its own special feeling.Consumption process changes.Consumer spending is reflected in active participation in the process.Consumers no longer satisfied with passively accept the sales of goods determined by the principal unilaterally gratitude, but it began

23、 actively involved in commodity production and marketing activities, relying on its own point of view of consumer behavior and marketing activities of enterprises show positive intervention, and guide enterprises to pay attentionfrom consumers, the choice of a new trend.Branded consumer behavior was

24、 evident. As the consumption level of the increase in high-income consumer base expands, consumers not only consider the product or service features, but also to pursue their added value, the pursuit of its visibility. But consumers are also seeking the quality and grade of the brand, emphasizing va

25、lue for money, do not blindly pursuing.The diversification of consumption patterns, with the technology and the popularity of the Internet, consumers are increasingly shopping choice and broad-line shopping with the convenience and economy, more and more people are welcomed; a variety of new lifesty

26、les and The emergence of consumer groups, consumer and diversified development trend of more and more obvious; the emergence of a variety of retail formats, peoples consumption behavior also will be typed.Second,Personal characteristics of consumers of factors, including age, sex, education and fami

27、ly monthly incomeAge.In theory, the age on the ecological impact of consumer behavior point is not clear. Older consumers, the information received less capable, the ecological awareness of consumption may be low, so their choice will be more eco-consumption is low; also, some consumers older, riche

28、r experience, sense of social responsibility stronger will to choose eco-consumption may also be stronger.Gender.Under normal circumstances, men of education and the chance of contact with the outside world more than that of women, men, risk-bearing capacity, information and decision-making capacity

29、 to accept more women to be strong. Thus, gender differences in consumer choice, the will of the eco-consumer behavior will vary.Literacy.Under normal circumstances, the higher level of education, acceptance of new services and new knowledge faster, its vision and more open, the more a strong sense

30、of social responsibility. Therefore, education for consumers to choose eco-consumer behavior will have an impact on the will.Monthly family income.Generally speaking, high income families, their family members, the higher the price the ecological environment-friendly products capacity to pay is also

31、 high. But whether there is willingness to pay can not be determined, but the family monthly income should be consumer choice, the will of the ecological consumer behavior would be affectedThird,consumers buying motives and buying behavior are implementedDifferent buying motivation is intertwined by

32、 a variety of psychological needs that pose, with the purchase of motivation to achieve purchasing behavior. Direct control, and the factors that influence consumer purchase behavior are varied. General internal factors, including consumer occupation, educational level, personality and preferences,

33、consumer habits, consumption level, etc.; external factors including product quality, variety of colors, price, service levels and sales environment, these constraints can be summed up economic factors, social factors and psychological factors in three aspects.Practice psychology. As consumers of na

34、tural and social environment in which different and conceptual differences in the formation of a customary nature of psychological needs. Herd mentality. By social factors, when the psychological needs of consumers in the consumer desires with the group identity tend to produce synchronized situatio

35、n. This herd mentality prevalent in the consumer demand for a long time, the commodity economy in the early stages of development are particularly prominent, with the economic development, social progress, and psychological needs of this proportion has gradually declined. Fashion psychology. Consume

36、rs to buy goods, they often tend to be seasonal, shape the United States, good quality, excellent price goods. This is the consumption of higher-level psychological needs of consumers. To facilitate the psychological. When consumers buy goods, people always want to have a warm, efficient service, an

37、d requested merchandise sales packaging specifications rigorous, and easy to carry, but also reduce the processing time to buy back later. Patronage psychology. Many consumers due to the long habit or on a certain shopping malls, supermarkets have a special favor, based on service attitude, product

38、quality, operating environment, traffic condition, etc., in the purchase of goods, often without thinking habit to their own trusted place to buy . Psychological preferences. Some consumers due to personal preference, knowledge attainment, occupational characteristics, living environment and other f

39、actors, will have a preference for certain goods to form a preference psychological needs. Searching for psychology. Some consumers love to eat the famous, special, excellent, rare commodity, the time of purchase curiosity dominant. When you purchase your principal to buy the goods have not experien

40、ced before, and this is Searching for a psychological need.Fourth,consumer behavior-based marketing strategy of enterprisesChanges in consumer behavior, so that the process of corporate marketing faces many problems, such as a diversified consumer behavior directly led to the diversification of reta

41、il formats, there has been hypermarkets, supermarkets, convenience stores, specialty shops, as well as the rapid development of the telephonesales, online shopping mall, mail order and so on, these new marketing methods to the traditional corporate marketing has brought an unprecedented impact.Enter

42、prises to obtain a new development in the market competition to win, we need the new features based on consumer behavior, to make perfect its marketing strategy.First,clear that the enterprises own market positioning, enterprises to gain a competitive advantage lies in enterprises to understand thei

43、r own products to which class of consumers as a target of a clear positioning of the whole, the response to further market segmentation would be targeting a specific consumer groups to meet a particular type of consumer needs.Second,the implementation of brand strategy, the creation of their own bra

44、nds, build brand image. Brand is the concentrated expression of corporate culture, is the enterprises image, is the core competitiveness of enterprises combined. To a large extent, the brand influences consumer behavioral tendencies.Third,consumers understand the product. Understand the attention of

45、 consumers, including product and price are two signs, the most effective way is through advertising and price promotions. Product knowledge of the advertising, would enhance the brand impression in the minds of consumers, resulting in memory to carry out various forms of promotional activities, wil

46、l increase product sales, promotion and consumer communication. In particular, the value could be undertaken in order to promote the theme of a variety of promotional mix, promotional activities to increase value to consumers through self-knowledge, leaving the business is for consumers to consider

47、a good impression, the marketing enterprise, it will become their future shopping choice.Fourth,strengthen the service concept, to provide better services so that customer satisfaction products. Services to consumers throughout the enterprise should be spending the whole process, including not only

48、shopping in the critical moment, but also shopping and shopping until after the after-sales service. In addition, the business person in each department should establish a service concept.Of employees for training. Business to raise customer satisfaction and establish a stable consumer group, the mo

49、st critical is to upgrade the service concept. From general staff to the business operators need to customer-centric knowledge of modern marketing, comprehensive training in order to provide customers with quality services. Comprehensive services. Consumer to business shopping, apart from shopping, but also to get more psychological and spiritual sensibility to meet the consumer. For enterprises,