论文部分内容阅读
分析构建崇洋心理刻板印象与购买本土品牌产品顾客盈利能力关系的数学模型,探讨该数学模型的函数性质,得出两者之间并非是单调递减关系,而是其中存在阈值的结论。同时发现,只有当顾客购买心理成本固定不变时,购买本土品牌产品顾客盈利能力才随着崇洋心理刻板印象单调递减。当顾客购买心理成本随顾客崇洋心理刻板印象的增大而减小时,顾客崇洋心理刻板印象率存在阈值γ*i,使得本土品牌产品盈利能力在(0,γ*i]区间内随顾客崇洋心理刻板印象率增大而增大,在(γ*i,1)区间内随顾客崇洋心理刻板印象率增大而减小。随后讨论了崇洋心理刻板印象对购买本土品牌产品顾客流失影响率、崇洋心理刻板印象对购买本土品牌产品顾客购买影响率、顾客平均每次购买金额及顾客变动心理成本率对γ*i的影响。最后,依据研究结论,提出相应的营销管理建议。
This paper analyzes the mathematical model of building the relationship between the psychological stereotype of Chongyang and the profitability of customers purchasing local brand products and discusses the functional nature of the mathematical model. It concludes that there is not a monotone decreasing relationship between the two, but a conclusion that there exists a threshold. At the same time, it is found that the profitability of customers purchasing local brand products decreases monotonously with the psychological stereotype of Chongyang only when the psychological costs of customers purchase are fixed. When the psychological cost of customer purchase decreases with the increase of the customer’s stereotypical psychological stereotype, there exists a threshold γ * i for the psychological impression stereotype rate of the customer, so that the profitability of the domestic brand products varies with (0, γ * i] (Γ * i, 1) decreases with the increase of customer’s stereotyped stereotypes, and then discusses the impact of the psychological stereotype of Chongyang on the loss of customers when buying local brand products, The effect of psychological stereotypes on the influence of customer purchasing local brand purchase, the average purchase amount of each customer and the psychological cost rate of customer change are discussed.Finally, according to the conclusion of the study, the corresponding marketing management suggestions are proposed.