消费行为与广告心理ppt档案1

1、Mei-chiung Chin什麼是消費行為n消費行為知識的應用n正確思考消費者n消費行為研究發展過程 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。分類AnCustomernConsumernUltimate Consumer分類BnInstitutional/nOrganizational ConsumernPersonal ConsumernInitiatornInfluencernDecidernBuyernUsern心理學n社會學n社會心理學n人類學n行銷學nConsumer InfluencenHolistic/PostmodernnIntercultur

2、aln消費行為與行銷策略n消費行為與社會行銷n消費行為與逆行銷n消費行為與政府決策n消費行為與消費者教育（一）行銷觀念（二）增進行銷效力 MOA Target Market Marketing Mixn滿足社會需求服務的市場n尋求社會支持募捐的市場ConservationConsumptionn政府服務n立法保謢消費者n如何偵察不實陷阱？n如何尋求補救賠償？n如何進一步省錢？nModern? Postmodern?nIn the early 1980snHolbrook: use consumer research to understand consumption behavior with

3、out any intent of influencing it.nA focus on ownership and consumptionnThe purchase decision and buying processes are of far less importance than consumptionnConsumption experience - sensation seeking, emotional arousal, & fantasizingnBasic needs are universalnYouth in Taipei, Tokyo,New York.nWh

4、en cultural boundaries are crossednThe Consumer is SovereignnUnderstanding Consumer Motivation and Behavior Through Research.nSkillful Marketing can Affect Consumer if The Productservice offered is designed to meet consumer needs.nSocial Legitimacy of consumer Influence When Shaped by a Proper Ethic

5、al SensitivitynThe Right to SafetynThe Right to be InformednThe Right to ChoosenThe Right to be Heard(Redress)nThe Right to Enjoy a Clean and Healthful EnvironmentnThe Right of the Poor and Other Minorities to Have Their Interests ProtectednSince late 1950s and early 1960snEconomic theory- Marketing

6、nGeneral considerations: 1)Content- Production-driven to marketing driven 2)Methodology-Behavioral sciences sophisticationn產品服務供過於求n與遠端消費者迅速正確傳播n迅速經濟鋪貨，以增盈收n獲通路配合支持整體行銷策略n國內及全球經濟成長nPre-World War II EranPost-World War II EranThe Contemporary Scenen 1. 求過於供，生產成為最大挑戰n 2. 拜廣播之賜，得以廣告作遠距傳播n 3. 通路多半規模小且屬地方

7、性質n 4. 賣方竭力說服經銷商販賣商品， 尤其在廣告刺激需求時n 5. 經濟成長直至二次大戰幾無色n 1. 成長及影響力些微n 2. 理論多於實證 直至本時期尾聲，研究方興nJohn B. WatsonnFounder of BehaviorismnTodays emphasis on repetition of brand name rests on his foundation.n 1. 產能超越需求，行銷觀念誕生n 2. 大眾傳播力量突顯（TV )n 3. 通路革新，購買更加便利輕鬆n 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n 5. 經濟成長急速n 1. 物理

8、科學的成長， 引發對人類潛能的重視n 2. 加速應用行為科學 以了解人類行為與潛能n 3. 研究領域突破擴充n差異化為新產品發展重心n廣告（電視或其他大眾宣傳）有助銷售n大眾行銷力量拉引商品,通路聽命供應商n不斷研發產品+大眾廣告品牌忠誠n專注於國內市場即已豐足nPsychoanalysis found its way to the marketplace.nMotivation research aimed to uncover hidden motivations.nAdvertising jumped on this band-wagon.nConsumer research became the “in thing” in the schools of business.nContributions of our writers: -courses -association - journals 造成行銷挑戰的環境因素n 1. 持續、穩定的經濟成長不再n 2. 供遠過於求n 3. 消費動機與行為趨向低關心度n 4. 大眾市場消聲匿跡n 5. 通路勢力高漲n1. Getting Close to the Consumern2. Individualized Marketingn3. Customer