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随着我国经济体制和社会的转型,我国城镇居民承受的心理压力越来越大。在众多减压途径中,城镇居民通过消费来缓解心理压力变得越来越流行。企业在为顾客提供产品和服务时,不仅要使顾客在其使用价值上感到满意,更重要的是要使顾客在自我心理上感到愉悦。本文通过构建心理压力——消费者行为模型,解释了城镇居民心理压力与其消费行为的关系,并初步讨论了心理压力——消费者行为模型的营销意义。
With the transformation of our economic system and society, the psychological pressure on our urban residents is increasing. Among the many ways to reduce stress, urban residents have become more and more popular through the use of consumption to relieve psychological pressure. Enterprises in providing products and services to customers, not only to make customers satisfied with the value of their use, more importantly, to make customers feel self-psychological pleasure. This paper constructs the psychological pressure - consumer behavior model, explains the relationship between urban residents’ psychological pressure and their consumer behavior, and initially discusses the marketing pressure of psychological pressure-consumer behavior model.