随着现代企业技术水平的提高和企业产品更新速度的加快,消费者对于产品的需求也越来越高。面对日趋饱和的产品市场,企业该如何在激烈的市场竞争中求得发展就显得尤为重要。本文旨在针对消费者的消费行为及其对市场营销的影响因素进行探究,为企业基于消费者视角下的市场营销策略提出相关应对措施,以期促进企业在市场竞争中的良好发展。 With the improvement of the technological level of modern enterprises and the acceleration of the renewal of enterprise products, the demand of consumers for products is also getting higher and higher. In the face of increasingly saturated product market, how to seek development in the fierce market competition is particularly important. The purpose of this paper is to explore consumer behavior and its impact on marketing factors, and to propose relevant countermeasures for enterprises based on marketing strategy from the perspective of consumers, in order to promote the good development of enterprises in market competition.