消费者行为学第七章

1、消费者行为学第七章2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior2学习要点Key studying points文化与消费者行为Culture and consumer behaviors亚文化的影响Influences of sub-culture跨文化营销Cross-cultural marketing2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior37.1社会文化影响对消费者行为的影响Social-cultural influences on cons

2、umer behavior7.1.1什么是文化？What is culture? 文化是一系列有助于社会成员之间的沟通，阐释和评价价值观、思想、艺术和其他有意义的事物的象征符号。Culture refers to a set of values, ideas, arts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate such things as members of society.文化是体现出一个社会或一个社会群体特点的那些精神的、物质的、理智的和感情的特

3、征的完整复合物。Culture refers the complete compound of a society or a social group in term of mental, material, perceptive and emotional characteristics 文化是人类知识、信仰、艺术、道德、法律、美学、习俗、语言文字以及人作为社会成员所获得的其他能力和习惯的总称。Culture is an overall appellation of knowledge, beliefs, arts, moral, laws, aesthetics, consuetude,

4、languages, and other abilities and customs as social members of human being. 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior4文化一般有两部分组成：Two parts of a culture第一，全体社会成员共同的基本核心文化；First, the core basic culture which hold by all the members of a society. 第二，具有不同价值观、生活方式及风俗习惯的亚文化。 Second, the

5、sub-cultures characterized by different values, lifestyles and customs. 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior52022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior62022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior7文化的特点文化是后天习得的。文化的影响是无形的。社会文化既有稳定性， 又有可变性。社会文化是共享的。社

6、会文化的规范性。2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior82022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior9一些受文化影响的重要的态度和行为（10个方面）Some of important attitudes and behaviors influenced by culture are the following:Senses of self and space 自我和空间意识Communication and language 沟通和语言Dress

7、 and appearance 装束和外表Food and feeding habits 食物和饮食习惯Time and time consciousness 时间与时间观念Relationships (family, organizations, government, and so on 关系（家庭、组织、政府）Values and norms 价值观与标准Beliefs and attitudes 看法和态度Mental processes and learning 思维过程与学习方式Work habits and practices 工作习惯与实践2022/7/27Ma Guo, CE

8、BA, Teaching Notes of Consumer Behavior107.1.2什么是价值观？What is value ? 价值观是人们共享的信念或个人内在化的群体标准Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications. 标准是持有同一信念的群体对其成员的行为的规范。Norms refers the behavior standards that are held by the group members with s

9、ame beliefs. 价值观是关于理想的最终状态和行为方式的持久信念，是指人们对客观事物的主观评价，它是文化的基本内涵。不同的文化决定着人们不同的价值观念与价值取向。2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior112022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior12价值观在决定需要认知中起重要作用，它也会影消费者决策的其他阶段。Value plays an important role in perception of need identificat

10、ion, and it can influences other stage of consumer decision-making .7.1.2 Where and how do people obtain their values? 人们的价值观是如何获得的？1) Socialization 在社会化过程中获得The process by which people develop their value, motivations, and habitual activity is called socialization, the process of absorbing a cultur

11、e. 所谓社会化过程，是指人们产生和形成他们的价值观、动机和习惯性活动的过程。也即是吸取文化的过程。2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior132022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior142）Values are learned 通过学习获得价值观3）Culture values are inculcated 通过反复灌输获得价值观 4) Culture values are adaptive 价值观是可以改变的（辅助材料：7-1 美国文化价值

12、观的演变）2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior15Intergenerational Transmission of valuesValues of societyFamilyReligious InstitutionsSchoolPeerIndividual InternalizedvaluesEarly lifetimeExperiencesCultural inculcated organizationsOrganizations2022/7/27Ma Guo, CEBA, Teaching Notes of

13、 Consumer Behavior16价值观在代际之间的传承社会文化价值观家庭宗教机构学校同族人个人内化的价值观人生早期经历文化价值观灌输机构组织2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior177.1.3文化对消费者行为的影响The influences of culture on consumer behaviors1）人们为什么购买商品？Why people buy products ? 为了获得功能、形式和意义。Consumers buy product to obtain function, for m, and

14、 meaning. 文化背景决定消费者对产品质量和功能赋予的意义。The culture context of the consumer defines the meaning of quality in the function of the product. 关于产品概念2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior18核心产品（利益、解决方案）形式产品（性能、特征、形式、质量、品牌等）延伸产品（服务、保修、安装、支付方式、交付等）2）文化影响消费结构culture influences the structure of

15、 consumptionThrough the legal and governmental system, a nations culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences. 3）文化影响个人决策Culture influences individuals decision-makingCulture, along with other elem

16、ents of the environment, affects all stages of consumer decision making. 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior192022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior207.1.4核心价值观对市场营销的影响How do core values influence marketing什么是核心价值观？Whats about core value? 核心价值观是一个社会的主流价值观，

17、是社会成员对事物和行为的基本的信念。It refers the main stream values, and the basic beliefs held by the members of a society toward behaviors and the world. 核心价值观决定产品在社会中的使用Core value define how products are used in a society.2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior21核心价值观对品牌和沟通的影响The core values of

18、 a nation provide positive and negative valence for brands and for communication programs. . 核心价值观定义一个社会可接受的市场关系The core values of a nation also define acceptable market relationships中国传统文化的核心价值观中国文化的核心价值观，就是中华民族在一定历史时期内形成并被广泛持有的与主导地位的一些基本的价值观念。中国文化的核心价值观是通过对天人、群己、义利、理欲等关系的规定展示出来的。在中国文化中居于主导地位的观念有：人

19、道主义、先义后利、理性优先、诚信知报、贵和尚中、修己内圣、自强不息、求实务实等。2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior22中国传统文化的特点勤俭的品质 Austerity中庸之道 Golden mean注重人伦 Emphasizing on human being and ethics重面子 Emphasizing on “face” 先义后利 Humanity first, benefit second orientation诚信理念Being Integrity以和为贵的理念 Believe of Harmony

20、 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior232022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior24（2）中国传统文化对消费者行为的影响Traditional Chinese culture influence on consumer behaviors消费者行为大众化Consumer behaviors tend to in a popular style“人情” 消费比重大Larger consumption proportions of “favo

21、r “ 以家庭为主的购买准则Buying rules tend to family center. 品牌意识比较强Strong brand awareness注重直觉判断的购买决策方式Emphasis on intuitional judgment and buyingdecision-making2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior251）North American core values : their influences on consumer behaviors 北美人的价值观与消费者行为Seeking

22、 Material enjoyment 追求物质享受Uphold individual achievement and successes 崇尚成就和成功Working is more important than playing 工作比玩更重要Time is money 时间就是金钱Endeavor, enjoyment, and entrepreneurship 努力、乐观主义和创业精神Control to the natures 对自然的控制Equalities 平等主义Philanthropism 博爱主义2022/7/27Ma Guo, CEBA, Teaching Notes of

23、 Consumer Behavior26专题材料：聚焦中国：消费者行为的主要差异点 以购买环境中的中美比较为例1。中国消费者行为与美国的差异表现在：对未来的防范与花钱的保守；购买决策比西方人谨慎得多；产品的象征意义不同价格敏感度强；购买者与使用者更大分离2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior272 中国特色的消费者行为面子消费：送礼、礼品消费关系消费：公款消费等“根”消费：维系血缘、家族、民族的动因所致女性消费：从奉献到自我角度的转变2022/7/27Ma Guo, CEBA, Teaching Notes of C

24、onsumer Behavior283 中国消费者行为内部结构的差异中国消费者世代差异和区域差异从空间上，中国区域消费差异明显。从时间上，中国世代消费差异明显。辅助材料7-2：中国消费者行为的变化（卢泰宏）2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior294。中国存在特有的消费群体中国转型社会老年人群到2025年将占到1/5，中国特定历史孕育了中产阶层（富人）群体，尤其是中国独生带是特殊和独一无二的。独生代人数在城镇约1亿人，最大的30岁，正在成为中国的主力消费群体，可能极大地改变中国消费者形象。补充材料：中国奢侈消费群八成

25、小于45岁 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior307.2亚文化的影响Sub-cultural influences7.2.1什么是亚文化？what is sub-culture? 亚文化是在一定范围内具有自己独特的价值观念和风俗习惯等的文化。指某一文化群体所属次级群体的成员共有的独特信念、价值观和生活习惯。The culture in certain extent has its own unique values and traditional customs.在亚文化内部，人们的态度、价值观和购买决策方面比更

26、大的文化内部要更加相似。Within a sub-culture, peoples attitudes, values and buying decision-making are more similar than those in a larger culture. 2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior317.2.2 The often used classifications of sub-cultures 常用的亚文化分类Regional sub-culture 区域亚文化Race sub-culture

27、种族亚文化Sex sub-culture 性别亚文化Age sub-culture 年龄亚文化Occupation sub-culture 职业亚文化亚文化的特点亚文化具有独特性。A sub culture has uniqueness.亚文化具有同一性。A sub culture has identity.亚文化具有排他性。A sub-culture has Excludability.2022/7/27Ma Guo, CEBA, Teaching Notes of Consumer Behavior32亚文化对消费者行为的影响每个国家或民族都有自己的文化背景和价值观念。每个国家或民族都有自己的禁忌。处于某个特定年龄段的个体在购买决策上有许多共同之处,并表现出一些不同于其它年龄亚