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最近愈发感觉很多在全世界通行的理论却在国内水土不服,譬如马斯洛关于人类需求层次的划分。马斯洛在1943年《人类激励理论》一书中将人类需求像阶梯一样从低到高分为五种,分别是:生理需求、安全需求、社交需求、尊重需求和自我实现需求。将最基本的生存与安全排在阶梯底端,而尊重需求和自我实现这种在满足诸多基本需求后的高端需要则排在阶梯最顶端。但实际上这一理论在国内尤其是汽车消费行为当中完全站不住脚。
Recently, there has been a growing feeling that many theories circulating throughout the world are not acclimatized in the country, such as Maslow’s division of human needs. Maslow in 1943, “Human Incentive Theory,” a book of human needs from the lowest to the highest level is divided into five categories are: physical needs, security needs, social needs, respect and self-actualization needs. The most basic survival and safety are at the bottom of the ladder, while respect for demand and self-realization, which meet the basic needs of many high-end needs at the top of the ladder. In fact, this theory is totally untenable in the domestic market, especially in automobile consumption.