品牌经济时代,所有的关注焦点都指向了消费者。消费者成为市场中真正的上帝,然而上帝们的内心却难以揣度。企业在制定营销决策时倾向于以市场调查报告为依据,通过消费者在问卷中给出的答案,循规蹈矩地展开营销活动。但在市场营销活动的实际执行过程中,却发现市场现状与调研结果大相径庭。消费者表述的消费理念与实际消费行为背离,使得企业精心制定的商品或服务的整体决策出现严重偏差,消费者言行不一的真正根源是什么? Brand economy era, all the focus of attention to consumers. Consumers become true God in the market, yet God's heart is hard to speculate. Enterprises in the development of marketing decisions tend to be based on market research reports, consumers answer the questions given in the questionnaire, in full compliance with the marketing activities. However, in the actual implementation of marketing activities, they found that the market situation and the survey results are very different. The discrepancy between the consumer's expressed concept of consumption and the actual consumption behavior makes the overall decision of the well-formulated goods or services of the enterprise deviate seriously. What is the real source of the different words and deeds of consumers?