25064165 Consumer Behavior Models and Consumer Behavior in Tourism
Marketing _ X gen consumer behavior
Transcript of Marketing _ X gen consumer behavior
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消费者行为 2.0 北大文理学院 营销案例
分析
Qian Qian, Guanghua School of Management, Peking University
Consumer Behavior Analysis
钱茜
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引子
•衣
•食• 住• 行
人们对待食物的消费习惯的变化
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Shift to ThriftRedefining Value
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Eating ‘Out’ at HomeEvolving Home Delivery Model
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The Food ‘Connect’Use of Social Media
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Eco ConsciousA light shade of green
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Small WondersSmall Perk Me Up Products
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花更少的钱在家吃饭喜爱打折
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What does this mean for food companies?
• Deepen Understanding of Consumer
•Offer Greater Value
•Offer Convenience• Move to a Dialogue, as opposed to a Monologue
• Product & Packaging Innovation
• POP Emphasis
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消费者信心跌至 5 年来最低谷
溢价购物趋势放缓
消费者的成熟度提高
持续从品牌转向价值
更精明地购物
选择更便宜的渠道
引子
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引子
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Model of Buyer Behavior
消费者行为总体模型
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一个人的角色多种多样受到不同环境下各种因素的影响
消费者仅仅是其扮演的一种角色
一个人作为单纯的个体,接
触的世界也是多维度多渠道的。
消费者行为的影响因素?
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Factors Influencing Consumer Behavior
影响消费者行为的因素
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参照群体
谁是意见领袖?
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1931 年可口可乐公司专聘画家 HaddonH . Sundblom 创造的。
文化
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Toyota caters to family buying influences.
来自家庭的影响
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亚文化
• X 一代 60 70 后
• Y 一代80 后
• Z 一代90 后
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80 后是未来的消费大军,正如如今的美国的婴儿潮一代,这一代人的特点又是怎样?
有两个生活:电脑 VS 真实世界
信息爆炸,很难捕捉到其注意力
网络:鱼儿与水
前消费时代、后消费时代
网络产生了部落部落中生活着这样一群人…
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• 理性消费
• 多种购买渠道 • 更加便利• 移动媒体战略
• 社会化行为 / 可持续发展
• 社区意见部
落
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The Buyer Decision Process
Hungry yet?
激发需要
• 高 VS 低 消费者参与
• 成本 VS 收益
询问意见领袖
马斯洛层次需要理论 (后页)
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Maslow’s Hierarchy of Needs
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网页的设计 色彩的影响
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捕捉视觉注意力
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周末愉快!