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购买行为就是人们在购买活动中各环节的总和。作为营销人员,都很想知道每个人在购买时的心理活动。一般说来,尽管顾客千差万别,但就其基本过程是一致的,都要经过以下几个过程:1.需求的发现(产生意识);2.寻求目标(了解);3.需求的决定(确信);4.购买(行为);5.评价。每个过程都不是一瞬间形成的,是一段时间深思熟虑的积累。举个例子:某单位一辆BJ212车身锈得不能再用了(需求的发现)。该单位领导说:“实在不能用就换个新的吧。”于是
Buying behavior is the sum of people in the purchase activities in all aspects. As a marketer, I really want to know everyone’s psychological activity at the time of purchase. In general, although customers vary widely, their basic processes are consistent and go through the following processes: 1. Finding needs (generating awareness); 2. Finding goals (understanding); 3. Demanding decisions ); 4. Purchase (behavior); 5. Evaluation. Each process is not formed in an instant, is deliberate accumulation for some time. For example: a unit of a body rust BJ212 can not be reused (the discovery of the demand). The unit leader said: “It is impossible to use a new one.” So