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消费者心理及行为与企业的市场营销活动之间有着极为密切的内在联系,二者相互影响,相互作用。市场营销既是适应消费者心理的过程,同时又是对消费者心理加以诱导,促成消费行为实现的过程。因此,研究消费者的消费心理需求、购买动机的产生以及最终消费行为的实现,是现代企业开展市场营销活动、提高产品市场占有率、实现企业经营目标的首要课题。
There is a very close relationship between consumer psychology and behavior and the marketing activities of the enterprises, both of which influence each other and interact with each other. Marketing is not only the process of adapting to consumer psychology, but also the process of inducing consumer psychology and promoting the realization of consumer behavior. Therefore, to study consumer psychology needs, purchase motivation and ultimate consumer behavior is the most important task for modern enterprises to carry out marketing activities, increase product market share and achieve their business objectives.