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在以顾客为导向的市场营销过程中,理解和把握顾客的消费心理与购买行为是企业有效地制定营销战略和开展推广活动的重要前提,对于服务产品来说,由于其自身的特征而使顾客的购买行为不同于有形产品购买者的行为。我们将在比较和分析二者差异的基础上描述服务产品市场上消费者的购买行为。(一)评价所依据的特征消费者在购买产品之前,首先要搜集有关的产品资料并对产品进行评估。由于服务产品具有不可感知性的特征,顾客的评价过程显得相对比较复杂和困
In the customer-oriented marketing process, understanding and grasping the customer’s consumer psychology and purchasing behavior is an important prerequisite for companies to effectively formulate marketing strategies and carry out promotional activities. For service products, due to their own characteristics, The buying behavior is different from the behavior of the tangible product buyer. We will describe the purchase behavior of consumers in the service product market based on the comparison and analysis of the differences. (I) The characteristics on which the evaluation is based Consumers must first collect related product information and evaluate the product before purchasing the product. Because of the unperceivable characteristics of service products, the customer’s evaluation process appears to be relatively complicated and