在商业经济活动中,任何营销策略,其预期目的不外是促进消费者采取购买行动。然而要达到这一目的,必先明了激励购买行动的原因,才可事半功倍。本讲仅浅析消费者的购买需求与购买动机,以揭示消费者采取购买行动的原因,为制定营销策略提供一点商业心理学理论依据。 In a business economic activity, any marketing strategy whose intended purpose is nothing other than to promote consumer purchases. However, in order to achieve this goal, we must first understand the reasons for inspiring purchase action before we can do more with less. This lecture only analyzes the consumers’ purchase needs and purchase motivations to reveal the reasons why consumers take purchase actions and provide a little theoretical basis for commercial psychology in formulating marketing strategies.