消费行为学中英文翻译

1、一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里 活动特征和行为规律的科学。A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers behavio

2、ral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1， the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior

3、 research principles mainly include:理论联系实际原则The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活 动中加以检验，这样才能更好的指导企业的营销策划。Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the mar

4、keting activity to examine, in order to better guide enterprises marketing planning.发展的原则Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。 这就要求在研究的过程中也要坚持发展性的原则，不断地把这门科学向前推进，以便更符合 消费者的变化。All things are changing, only the same is change itself, so consumer psychology and behavior is no e

5、xception. This requires the research process we must adhere to the principle of developmental continuously, and put forward the science, so that more accord with the consumer of change.全面性原则Overall principle消费者在消费过程中，会有各种各样的因素影响他们的购买决定，如需求、动机、态度等， 这些因素既是相互联系，也是相互制约的。所以，消费者行为学的研究必须坚持全面性的原 则。除了要了解消费者行

6、为学的研究原则，还应该了解一定的消费者行为学的研究方法，熟 悉这些，对于更好的了解顾客以及采用更好的策略是非常有益的。The consumer process, there will be all kinds of factors affecting their purchasing decisions, such as demand, motivation, attitude, etc, these factors is mutual connection, but also that restricts each other. Therefore, the study of consume

7、r behavior must adhere to the principle of comprehensive.In addition to understand the principle of consumer behavior, should also understand certain of consumer behavior research method, familiar with this, for better understanding of customers and using better strategy is very beneficial.消费者行为学的研究

8、方法主要包括：Consumer behavior research methods mainly include:观察法。这种方法是指，在日常生活中通过观察消费者的外在行为探究其心理活动的方 法。如到购物场所实地观察顾客的购买行为。这个方法的特点是简单易行，成本低，有一定 程度的可信度。The observation. This method is to point to, in daily life through the observation consumer external behaviors probe into its psychological activity method.

9、 As to shopping sites field observation customer purchasing behavior. This method is characteristic of simple, low cost, with a certain degree of credibility.实验法。这个方法是心理学研究中应用最广且成效也最大的一种方法，包括实验室实验 法和自然实验法两种。实验室实验法是指在专门的实验室内，借助仪器、设备等进行心理测 试和分析的方法。这种方法因借助仪器会得到比较科学的结果，但是存在无法测定比较复杂 的个性心理活动的缺点。自然实验法是指在企业

10、通过适当地控制和创造某些条件，刺激和诱 导消费者的心理，或者是利用一定的实验对象对某个心理问题进行试验，最终记录下消费者 的各种心理表现。这种方法具有主动性、系统性的特点，因此，被广泛使用。Experimental method. This method is the most widely applied psychology research and achievements in the largest also one method, including laboratory experiment method and the natural cut-and-try method tw

11、o kinds. Laboratory experiment method refers to the special laboratory, with the aid of the instrument, the equipment etc undertake psychological test and analysis method. This method for using instrument will get better results, but there cannot measure complex psychological activity faults. The na

12、tural cut-and-try method is to point to in business through appropriately control and create certain conditions, stimulate and induction of consumer psychology, or is the use of certain subjects to a psychological problems test, final record consumer variety of psychological performance. This method

13、 with initiative, systemic characteristics, therefore, it is widely used.问卷法。又称填表法，即调查机构或部门将他们希望了解的内容列在纸上，然后发给消 费者，让他们填写。这种方法因为可以同时调查多个人，又简单，收效显著，所以也被广泛 应用。Questionnaire. Also called filling method, i.e. survey agencies or department will they hope to understand the contents listed in the paper, the

14、n to consumers and let them to fill out. This method can also investigating because many people, and simple, effective, so also has been widely used.交谈法。这种方法是指调查的双方通过交谈的方式完成要调查的内容。一个调查者可以 和多个被调查者同时交谈，简单易操作，效果也很好。值得各行各业使用。Conversation method. This method refers to survey of both parties through the w

15、ay of talking finish to investigate the content. A inestigators can and multiple respondents talking at the same time, simple, easy to operate, the effect is very good also. Worthy of all walks of life to use.模型法。消费者行为学之所以在今天新兴的学科里占据重要的一席，就是因为它是建立 在一系列有影响力的模型分析的基础上的，而不是主观的猜测基础上。Model method. Consume

16、r behavior is the new discipline in today holds significant one banquet is because it is based on a series of influential model based on the analysis of, not subjective speculation basis.很多企业会综合使用以上的方法，这样可以更科学、更准确的判断消费者的心理变化。另外， 随着社会的不断发展，消费者行为的研究方法必将不断完善。Many enterprises will be comprehensive use t

17、he above methods, it is more scientific and more accurate judgment of consumer psychology changes. In addition, with the continuous development of society, the consumers behavior research methods will continuously improved.三、消费者行为学研究的发展历程Three, the consumer behavior of the development of research 1、

18、萌芽时期(1930年以前)sprout period (1930 before)始于19世纪末20世纪初，美社会学家凡勃伦有闲阶级伦(Theory of the Leisure Class) (1899)提出了炫耀性消费及其社会涵义Began in late 19 th and early 20 th century, beauty sociologists who Bob Aaron the Leisure Class Aaron “(guys of the Leisure scale-up)(1899)presented a conspicuous consumption and its

19、social implication1901年12月心理学家斯各特(W.D.Scott)在美西北大学作报告时指出，心理学可以在销售 和广告中发挥重要作用1901 December psychologist Scott (W.D.S cott) in the northwestern university, a report that, while can psychology in sales and advertising plays an important role科普兰(M.T.Copeland)于1923年提出将消费物品分为便利品、选购品和专门品的分类方 法部分建立在对三个方面的消费

20、者行为的分析之上Copeland (M.T.C opeland) in 1923 put forward the consumption items into conveniences, choose and buy products and special product classification methods sections based on three aspects of consumer behavior of the above analyses2、应用时期(1930-1960年)application period (1930-1960)背景环境：20世纪30年代的经济大

21、危机、第二次世界大战Background: the 1930s big economic crisis, the second world war 20世纪40-50年代 消费者行为动机的研究The 20th century 40-50 in the consumer behavior motivation research 1950年，梅森海尔(Mason Haire)主持速溶咖啡的研究In 1950, Mason haier Mason Haire) (hosted instant coffee美学者盖斯特(L.Cuest)和布朗(George H.Brown)于50年代初开始研究消费者对

22、品牌的 忠诚问题，以便找到促使消费者重复选择某一品牌的有效途径American scholar cover sandhust (L.C uest) and brown (George H.B rown) in the 1950s begins in early studies of consumer of brand loyalty, in order to find the prompt consumers to repeat selection of a particular brand in an effective way谢里夫(M.Sherif)、凯利(Harlod H.Kelley

23、)和谢把托尼(Shibutoni)等人开展了对参照群 体的研究Sharif (herif M.S, kelly (H.K) Harlod elley) and thanks to Tony (Shibutoni), conducted for reference group马斯洛的需求层次理论Maslows hierarchy theory of needs3、变革与发展时期(1960年至今)innovation and development period (since 1960.1960年，美国心理学会中成立了消费者心理学分会，这是消费者行为学开始确立其学科地 位的前奏。In 1960,

24、American consumer psychology established church psychology branch, this is consumer behavior began to establish its the prelude of subject status.1968年，第一部消费者行为学教材消费者行为学由俄亥俄州立大学的恩格尔(JamesEngel)、科拉特(David Kollat)和布莱克维尔(Roger Blackwell)合作出版。In 1968, the first of consumer behavior textbook the consumer

25、 ethology from Ohio state university Engel (James Engel), coras (David Kollat) and Blackwell (Roger Blackwell) co-operative publication.1969年，美国的消费者研究协会(Association for Consumer Research)正式成立。In 1969, the American Consumer Research Association (Consumer Association for true) formally established.197

26、4年，消费者研究杂志(JCR)创刊。In 1974, consumer research magazine (JCR) was first published.1960年，哈佛大学的鲍尔(Raymond Bauer)的一篇论文对改变假定消费者的理性程度比较 低的观念起了重要的作用，他认为，消费者的任何行动都将产生他不能完全肯定的结果。In 1960, Harvard Universitys Bauer (Raymond Bauer) of an essay to alter the assumption consumers rational degree low concepts play a

27、n important role, he thinks, consumer from any action will produce he cant fully positive results.罗杰斯(Everet M.Rogers)关于创新采用与扩散的研究。Mr Rogers (Everet M.R ogers) about innovation adopted and diffusion of research.拉维吉(F.J.Lavidge)和斯坦勒(G.A.Steiner)关于广告效果的研究。Ravi ji (F.J.L avidge) and stamler (G.A.S tein

28、er) about the advertisement effect of research.费希本(Matin Fishbein)等人关于组织行为的研究。FeiXi this (Matin Fishbein), about organizational behavior research.谢恩(J.N.Sheth)等人关于组织购买行为的研究和关于消费者权益保护问题的研究。Shane (J.N.S heth), about organizational buying behavior research and about the protection of consumers rights i

29、ssues of research科克斯(Donald F.Cox)和罗斯留斯(T.Roselisus)等人关于如何应付知觉风险的研究。Cox (Donald F.C ox) and Ross leave yunus (T.R oselisus), about how to cope with the perceived risk of research.4、发展趋向development trend研究角度趋向多元化：从宏观经济、自然资源保护、消费者利益、生活方式等多角度研究。Study Angle more diverse: from the macro economic and natu

30、ral resources protection, consumer interest, lifestyle sts.420j research.研究参数趋向多样化：心理因素、社会心理因素、文化、历史、地域、民族、到底传统、价 值观念、信息化程度等一系列变量。Research parameters trend diversified: psychological factors, social psychological factors, cultural, historical and geographical, national, exactly traditional, values,

31、informationization level and so on a series of variables.研究方法趋向于定量化：运用统计分析技术、信息处理技术以及运筹学、动态分析等现代科 学方法和技术手段，揭示各变量之间的联系。Research methods tend to quantitative: using statistical analysis technology, information processing technology and operations research, dynamic analysis and other modern scientific

32、methods and techniques, reveal the connection between the variables.研究国界的突破全球化Study the breakthrough of globalization borders四、消费者行为学在我国的应用Four, consumer behavior of application in China消费者行为学是20世纪80年代中期从西方引入我国的，经过将近二十年的发展，实践证明， 在我国发展社会主义市场经济的过程中，深入开展消费者心理与行为的研究具有极其重要的 现实意义：Consumer behavior is the middle of 1980s introduced into China from