蔬菜市场调研.doc

Analysis of the enterprise market based on consumer marketing strategyIn 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 marketing 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 change, 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 marketing 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 significant 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 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 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 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 value 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 lifestyles 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 family 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, richer 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 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 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 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 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, 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 natural 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 situation. 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. Consumers 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, and 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 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 factors, 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 experienced 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 retail 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.Enterprises 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 their 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 brands, 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 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, will 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 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 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 most 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, need to constantly understand the psychological needs of consumers change, improve and innovate services. Such as provision of ordering services, consulting services, financial services, packaging services, leasing services, child care services, guide services, custom services. Building consumer database system. Consumer database system is through detailed information on each customer record of the formation of a clients integrated data system, using this data system for a variety of products. Through consumer database, and could be consciously strengthen the content and depth of customer service.The implementation of international operations, in the increasing globalization of the economy and markets today, companies must change our philosophy, and actively introducing foreign investment, introduce advanced foreign management of marketing experience, and actively expand foreign markets. Such as Lenovo Group, Haier Groups bold strategy of going out, we have achieved good efficiency, has opened up vast foreign markets.Fifth, the era of knowledge-based marketing strategyFirst,Innovation strategy. Innovation is the soul of the era of knowledge economy. Era of knowledge economy for business innovation provides an excellent external environment. Innovation as the basic strategy for corporate marketing, mainly including the following areas.The concept of innovation. Knowledge economy the traditional concept of human old is a challenge also for ideas for modern marketing challenges. In order to adapt to the new economic era, so that effective innovation strategy, we must establish new concepts, namely, the concept of innovation as the guide, led the innovation in other go hand in hand. First, we must correctly understand and comprehend the value of knowledge. Knowledge is not only an indispensable resource companies, but also the real source of power for enterprise development. Meanwhile, in a market economy, knowledge itself is a commodity, is also of value. Secondly, there must be a strong sense of innovation, and consciously improve the innovative capacity. Is not innovation, and can only be a dead end, take the road to ruin; innovation is to improve the competitiveness of companies marketing the most fundamental of the most effective means. Marketing innovation is not individual acts of individual enterprise, but all the staff involved in business activities of an organized whole.Organizational innovation. Organizational innovation, including corporate forms of organization, management system, institutional settings, rules and regulations a wide range of content, it is the marketing of innovative strategies guaranteed. Work to be done in this respect is also very difficult, for example, organizational form, many companies have not yet completed the transformation of the modern corporate system, the old form of organization to some extent the reins of corporate innovation and stumbling. Institutions set up unreasonable, division of labor too small, not conducive to innovationTechnological product innovation. With the acceleration of scientific and technological progress, new technologies emerging, technology tends to shorten the life span of period, technological innovation is the core of enterprise marketing innovation. In general, medium-sized enterprises should have their own research and development institutions. To continue to develop new technologies to meet the new demands of customers, even if the traditional products, but also increase its technical content. Finally, the implementation of technological innovation to product innovation, so the product innovation is the key. As the frequency of accelerating technological innovation, the new products in the market is also becoming shorter and shorter lifetimeMarket innovation. Market is complex and changeable. Unmet needs of consumers is an objective reality. Marketers must be good at capturing market opportunities, and found that the new demands of consumers seeking the best target market. China now there are many enterprises do not pay attention to market segmentation, consumer demand can not see the difference, turning all over the country as their own market, and thus a lack of innovation in the market targeted, resulting in marketing effectiveness and competitiveness of the lower. Innovation in the market, to the scientific basis of market segments, from the different needs of different consumers find innovative point, this is crucial.Second,Human resources strategy. Innovation is the soul and core of knowledge-based economy. But the innovation of high-quality personnel to be innovative. Competitive era of knowledge economy, and its essence is people, peoples groups and individual high-tech knowledge, intelligence, intelligent competition; is human creativity, resilience, management capacity and skills of the overall quality of competition. Talent strategy include the following aspects.The intellectual source of the concept of people. Marketers to firmly establish the people-based thinking. Era of knowledge economy, knowledge and ability is the main resource. Knowledge and ability of the carrier is human life. Talents can make a fortune. Peking University Founder Group, is a perfect example. 10 years, Founder 7000-fold increase in assets. Wang Xuan, head of Founder Group, said well, they rely on is the solution before and financial relationship. They are using them rich, made a fortune, an increase of knowledge and then make a fortune. They scholars to pursue academic ambitions and profit together, forming a virtuous circle of talent and Finance, which is a true knowledge-based industries, high-tech industries.Third,culture strategy. Corporate culture, including business ideas, entrepreneurial spirit, values, codes of conduct, ethics, corporate image, as well as all the staff-to-business sense of responsibility, sense of honor and so on. It is not only an important means to improve corporate cohesion, while it in the spirit of enterprise as the core members of the corporate thinking and be