基于消费者分析的企业市场营销策略
本文首先分析了消费者行为的特点，消费心理以及影响消费者购买商品的个人因素，在此基础上结合现代企业的市场营销，探讨了具体的营销策略，即目标市场定位，产品组合与品牌策略、销售服务策略、国际化策略等方面。
引言:随着经济的不断发展，人们的生活逐渐转变，消费者心理与购买行为发生了根本性改变，消费者的变化对企业的市场营销策略必然产生重大的影响，研究与了解消费者的购买行为并根据其需求及行为特点设计与开发产品，确定目标市场，并根据此采取有针对性的营销策略，对现代企业来讲显得尤为重要。
一、现代消费者呈现的新特点和成因
经济的发展，消费者的收入不断增加，生活质量的日益提高，促使消费者在心理和购买行为上都发生了重大变化，出现了新的特点：
1、追求个性化的消费。现代的消费者更多的追求消费过程的人性化和产品的独特化，出现了“我的地盘我做主”，“我就是我”之类的标语。人们通过自己购买的商品去寻找、表达、确认自己特殊的感觉。
2、消费过程的变化。体现在消费者主动参与消费过程。消费者不再满足被动的接受销售主体单方面所确定的商品感念，而是开始主动介入商品的生产和营销活动，依靠自身的消费行为和观点展示对企业的营销活动进行积极干预，引导企业重视起消费者，选择的新趋势。
3、品牌消费行为的趋势明显。由于消费水平的提高，中高收入消费群的扩大，消费者不仅考虑产品或服务的功能，还追求其附加价值，追求其知名度。但消费者也追求品牌的质量和档次，强调物有所值，不会盲目的追求。
4、消费方式的多样化，随着科技和互联网的普及，消费者购物的选择空间越来越广阔，网上购物具有便利性和经济性，受到越来越多的人欢迎；各种新的生活方式和消费群体的出现，消费多元化的发展趋势越来越显著；多种零售业态的出现，人们的消费行为也随之类型化。
二、消费者个人特征因素，包括年龄、性别、文化程度以及家庭月收入
(1) 年龄。从理论上说, 年龄对生态消费行为的影响的指向并不明确。消费者年龄越大, 信息接受能力较差, 对生态消费的认知程度可能较低, 因而其选择生态消费的意愿可能越低; 也有的消费者年龄越大, 积累的经验越丰富, 社会责任感更
强, 选择生态消费的意愿可能也更强。
(2) 性别。一般情况下, 男性接受教育和与外界接触的机会要较女性多, 男性风险承受能力、信息接受能力和决策能力要较女性强。因此, 性别差异在消费者选择生态消费行为的意愿上会有所差异。
(3) 文化程度。通常情况下, 文化程度越高, 接受新事务和新知识的速度就越快, 其视野也更为开阔, 社会责任感也越强烈。因此, 文化程度对于消费者选择生态消费行为的意愿会有所影响。
(4) 家庭月收入。一般来说, 收入高的家庭, 其家庭成员对价格较高的生态环保型商品的支付能力也高。但其是否有支付意愿还不能确定, 但家庭月收入应该对消费者选择生态消费行为的意愿会有影响。
三、消费者的购买动机和购买行为的实现方式
不同的购买动机是由各种心理需求交织在一起构成的,有了购买动机才能实现购买行为。直接支配和影响消费者购买行为的因素是多种多样的。一般内在影响因素包括消费者的职业、文化水平、个性和爱好、消费习惯、消费水平等;外在影响因素包括商品质量、品种花色、价格、服务水平和销售环境等,这些制约因素概括起来就是经济因素、社会因素和心理因素三个方面。
习俗心理。由于消费者所处的自然及社会环境不同及观念上的差异,形成了习俗性的心理需求。从众心理。受社会因素的影响,消费者在消费时心理需求往往产生欲求与群体特性同步的情况。这种从众心理需求在消费者中普遍存在,长期以来,在商品经济发展初期尤为突出,随着经济发展,社会进步,这种心理需求比例在逐步减少。时尚心理。消费者购买商品时,往往趋向于时鲜、外形美、品质好、价格优的商品。这是消费层次较高消费者的心理需求。便利心理。消费者在购买商品时,总希望能得到热情、快捷的服务,并要求商品销售包装规格严整,携带方便,还能减少买回去后的处理时间。惠顾心理。不少消费者由于长期习惯或对某个商场、超市产生特殊的好感,基于服务态度、商品质量、营业环境、交通状况等,在购买商品时往往不加思索习惯地到自己信赖的场所去购买。偏好心理。有些消费者由于受个人爱好、学识修养、职业特点、生活环境等因素的影响,会产生对某种商品的偏爱,形成偏好的心理需求。猎奇心理。有些消费者喜爱食用名、特、优、稀商品,购买时好奇心占主导地位。选购时主要想买没有体验过的商品,这就是猎奇心理需求。四、基于消费者行为的企业营销策略
消费者行为的变化，使企业营销过程中面临许多的问题，如居民消费行为的多元化直接导致了零售业态多元化，出现了大卖场、超级市场、便利店、专卖店、以及发展迅猛的电话销售、网络商城、邮购等，这些新的销售方式给传统的企业营销带来了前所未有的冲击。企业要获得新的发展，在市场竞争中获得胜利，就需要根据消费者行为的新特点，来制造完善自己的营销策略。
1、明确企业自身的市场定位，企业要获得竞争优势，关键在于企业要明白自己的产品时以哪个阶层的消费者为目标，在明确整体的定位后，应对市场进一步细分，将目标定位在特定的消费群体，满足某一特定类型的消费者的需要。
2、实施品牌战略，创立自己的品牌，树立品牌形象。品牌是企业文化集中体现，是企业的形象，是企业核心竞争力的总和。在很大程度上，品牌影响着消费者的行为倾向。
3、让消费者理解产品。消费者的理解注意包括产品的招牌和价格两个方面，最有效的方式就是通过广告宣传和价格促销。产品知识的广告宣传，会加强品牌在消费者头脑中的印象，产生记忆开展多种形式的促销活动，会提高产品的销售量，促进和消费者的“沟通”。具体而言可以开展以价值促销为主题的多种促销组合，通过价值促销活动提高消费者的自身知识，留下“商家是在为消费者考虑”的好印象，该销售企业必会成为其今后购物的首选。
4、强化服务理念，提供完善的服务，让消费者满意商品。企业应将服务贯穿于消费者的整个消费过程，不仅包括购物过程中的关键时刻，也包括购物之前和购物之后的售后服务。另外，企业每个部门的人都应该树立服务的理念。
对企业员工进行培训。企业要提高顾客满意度，建立稳定的消费群，最关键的是提升服务理念。从普通的员工到企业的经营者都需要“以客户为中心”的现代营销知识的全面培训，以便为顾客提供优质的服务。完善的服务内容。消费者到企业购物，除了购物外，更是为了获得更多心理上的和精神上满足的感性消费。对企业而言，需要不断了解消费者的心理需要变化，完善和创新服务内容。如提供“订货服务、咨询服务、金融服务、包装服务、租赁服务、幼儿托管服务、引导服务、定制服务”等。建立消费者数据库系统。消费者数据库系统是通过对每一个客户详细资料的记载形成一个客户的综合数据系统，利用这个数据系统进行各种产品的销售。通过消费者数据库的建设，可以自觉地强化对顾客服务的内容和深度。
5、实施国际化经营，在经济和市场日益全球化的今天，企业一定要转变经营理念，
积极引进外资，引进国外先进的管理营销经验，积极拓展国外市场。如联想集团，海尔集团的大胆走出去战略，都取得了良好的效益，开拓了广阔的国外市场。
五、基于知识时代的市场营销战略
1、创新战略.创新是知识经济时代的灵魂。知识经济时代为企业创新提供了极好的外部环境。创新作为企业营销的基本战略，主要包括以下几个方面。
观念创新。知识经济对人类旧的传统观念是一种挑战，也对现代营销观念进行着挑战。为了适应新的经济时代，使创新战略卓有成效，必须树立新观念，即以观念创新为先导，带动其它各项创新齐头并进。首先要正确认识和理解知识的价值。知识不仅是企业不可缺少的资源，也是企业发展的真正动力源。同时，在市场经济条件下，知识本身又是商品，也具有价值。其次，要有强烈的创新意识，自觉地提高创新能力。不创新，只能是山穷水尽，走绝路；创新是提高企业市场营销竞争力的最根本最有效的手段。营销创新不是企业个别人的个别行为，而是涉及企业全体员工的有组织的整体活动。
组织创新。组织创新包括企业的组织形式、管理体制、机构设置、规章制度等广泛的内容，它是营销创新战略的保证。这方面要做的工作还十分艰巨，例如，组织形式上，许多企业还没有完成现代公司制的改造，旧的组织形式在某种程度上成为企业创新的缰绊。机构设置的不合理，分工过细，都不利于创新。
技术产品创新。随着科技进步的加快，新技术不断涌现，技术的寿命期趋于缩短，技术创新是企业营销创新的核心。一般地说，大中型企业都要有自己的研究开发机构。要不断开发新技术，满足顾客的新需求，即使传统产品，也要增加其技术含量。技术创新最后要落实到产品创新上，所以产品创新是关键。由于技术创新频率加快，所以新产品的市场寿命期也越来越短。
市场创新。市场是复杂多变的。消费者未满足的需求是客观存在的。营销者要善于捕捉市场机会，发现消费者新的需求，寻求最佳的目标市场。我国现在有许多企业不注重市场细分，看不到消费者需求的差异性，把全国各地都看成是自己的市场，因而在市场创新中缺乏针对性，导致营销效果和竞争力的降低。在市场创新中，要在科学的细分市场的基础上，从对消费者不同需求的差异中找出创新点，这是至关重要的。
2、人才战略。创新是知识经济时代的灵魂和核心。但创新要高素质的人才才能创新。知识经济时代的竞争，其实质是人与人、人的群体与个人高科技知识、智力、智能的竞争；是人的创新能力、应变能力、管理能力与技巧的综合素质的竞争。人才战略主要包括以下几个方面。
人本智源观念。营销者要牢固树立人才本位思想。知识经济时代，知识和能力是主要资源。知识和能力的生命载体是人。有人才，就能发财。北京大学方正集团就是极好的例子。10年来方正资产增长7000倍。方正集团的负责人王选说得好，他们靠的就是解决"才和财"的关系。他们是用才发财，发了财，增长知识再发财。他们把学者的学术抱负和利润追求结合起来，形成了才和财的良性循环，这是一种真正的知识产业，高技术产业。
3、文化战略。企业文化包括企业经营观念、企业精神、价值观念、行为准则、道德规范、企业形象以及全体员工对企业的责任感、荣誉感等。它不仅是提高企业凝聚力的重要手段，同时，它又以企业精神为核心，把企业成员的思想和行为引导到企业的确定的发展目标上来，它又通过对企业所形成的价值观念、行为准则、道德规范等以文字或社会心理方式对企业成员的思想、行为施加影响、控制。价值观是企业文化的基石。许多企业的成功，是由于全体员工能够接受并执行组织的价值观。
4、形象战略。在信息爆炸的知识经济时代，产品广告、销售信息等很难引起消费者注意和识别，更谈不到留下什么深刻印象。在此情形下，企业间竞争必然集中到形象竞争上。形象竞争，企业现在已经在应用，但很多企业并没有足够的重视。在知识经济时代，广告宣传也随之进入"印象时代"，企业用各种广告宣传和促销手段，不断提高企业声誉，创立名牌产品，使消费者根据企业的"名声"和"印象"选购产品。正如广告专家大卫奥格威所说："广告是对品牌印象的长期投资 "。
结论:在当今竞争日益激烈的时代。企业要想在竞争中获得优势，就必须密切结合消费者的新特点，改变自己的营销模式，明确自己的市场定位，树立自身的企业品牌，给消费者提供完美的销售服务，同时实施国际化战略。在策略实施的过程中，密切关注新形势，定能获得消费者对企业的信赖与认可，从而获得更好的发展。
附件2：外文原文
Analysis of the enterprise market based on
consumer marketing strategy
原文出处：Philip Kotler, Gary Armstrong, Principles of Marketing [M]. qinghua university press, 2007.2(11).
In this article first, i will analyzes the characteristics of consumer behavior, consumer psychology and influence consumers to buy commodities, personal factors, in this based on the combination of a modern enterprise marketing, to explore a specific marketing strategy, that is the target market positioning, product portfolio and brand strategy sales service strategy, international strategy and so on.
Introduction
As the economy continues to develop, people's lives to change gradually, mental and buying behavior of consumers has undergone a fundamental change, changes in consumer-to-business marketing strategy must have a significant impact, research and understand consumer buying behavior andaccording to their needs and behavioral characteristics of the design and development of products, target market, and based on this to take a targeted marketing strategy, which is particularly important in terms of the modern enterprise.
First,presented the new features of modern consumers and r easons
Economic development, increasing the income of consumers, increasing the quality of life, prompting consumers to purchase on the psychological and significant changes have taken place in the emergence of new features:
The pursuit of personal consumption.The pursuit of modern consumers with more
consumption of the process and product of the unique human-oriented, there has been "my site I call the shots", "I am myself" sort of slogans.People buy goods through their own to find, expression, to confirm its own special feeling.
Consumption process changes.Consumer spending is reflected in active participation in the process.Consumers no longer satisfied with passively accept the sales of goods determined by the principal unilaterally gratitude, but it began actively involved in commodity production and marketing activities, relying on its own point of view of consumer behavior and marketing activities of enterprises show positive intervention, and guide enterprises to pay attentionfrom consumers, the choice of a new trend.
Branded consumer behavior was evident. As the consumption level of the increase in high-income consumer base expands, consumers not only consider the product or service features, but also to pursue their added value, the pursuit of its visibility. But consumers are also seeking the quality and grade of the brand, emphasizing value for money, do not blindly pursuing.
The diversification of consumption patterns, with the technology and the popularity of the Internet, consumers are increasingly shopping choice and broad-line shopping with the convenience and economy, more and more people are welcomed; a variety of new lifestyles and The emergence of consumer groups, consumer and diversified development trend of more and more obvious; the emergence of a variety of retail formats, people's consumption behavior also will be typed.
Second,Personal characteristics of consumers of factors, including age, sex, education and family monthly income
Age.In theory, the age on the ecological impact of consumer behavior point is not clear. Older consumers, the information received less capable, the ecological awareness of consumption may be low, so their choice will be more eco-consumption is low; also, some consumers older, richer experience, sense of social responsibility stronger will to choose eco-consumption may also be stronger.
Gender.Under normal circumstances, men of education and the chance of contact with the outside world more than that of women, men, risk-bearing capacity, information and decision-making capacity to accept more women to be strong. Thus, gender differences in consumer choice, the will of the eco-consumer behavior will vary.
Literacy.Under normal circumstances, the higher level of education, acceptance of new services and new knowledge faster, its vision and more open, the more a strong sense of social responsibility. Therefore, education for consumers to choose eco-consumer behavior will have an impact on the will.
Monthly family income.Generally speaking, high income families, their family members, the higher the price the ecological environment-friendly products capacity to pay is also high. But whether there is willingness to pay can not be determined, but the family monthly income should be consumer choice, the will of the ecological consumer behavior would be affected
Third,consumers buying motives and buying behavior are implemented
Different buying motivation is intertwined by a variety of psychological needs that pose, with the purchase of motivation to achieve purchasing behavior. Direct control, and the factors that influence consumer purchase behavior are varied. General internal factors, including consumer occupation, educational level, personality and preferences, consumer habits, consumption level, etc.; external factors including product quality, variety of colors, price, service levels and sales environment, these constraints can be summed up economic factors, social factors and psychological factors in three aspects.
Practice psychology. As consumers of natural and social environment in which different and conceptual differences in the formation of a customary nature of psychological needs. Herd mentality. By social factors, when the psychological needs of consumers in the consumer desires with the group identity tend to produce synchronized situation. This herd mentality prevalent in the consumer demand for a long time, the commodity economy in the early stages of development are particularly prominent, with the
economic development, social progress, and psychological needs of this proportion has gradually declined. Fashion psychology. Consumers to buy goods, they often tend to be seasonal, shape the United States, good quality, excellent price goods. This is the consumption of higher-level psychological needs of consumers. To facilitate the psychological. When consumers buy goods, people always want to have a warm, efficient service, and requested merchandise sales packaging specifications rigorous, and easy to carry, but also reduce the processing time to buy back later. Patronage psychology. Many consumers due to the long habit or on a certain shopping malls, supermarkets have a special favor, based on service attitude, product quality, operating environment, traffic condition, etc., in the purchase of goods, often without thinking habit to their own trusted place to buy . Psychological preferences. Some consumers due to personal preference, knowledge attainment, occupational characteristics, living environment and other factors, will have a preference for certain goods to form a preference psychological needs. Searching for psychology. Some consumers love to eat the famous, special, excellent, rare commodity, the time of purchase curiosity dominant. When you purchase your principal to buy the goods have not experienced before, and this is Searching for a psychological need.
Fourth,consumer behavior-based marketing strategy of enterprises
Changes in consumer behavior, so that the process of corporate marketing faces many problems, such as a diversified consumer behavior directly led to the diversification of retail formats, there has been hypermarkets, supermarkets, convenience stores, specialty shops, as well as the rapid development of the telephonesales, online shopping mall, mail order and so on, these new marketing methods to the traditional corporate marketing has brought an unprecedented impact.Enterprises to obtain a new development in the market competition to win, we need the new features based on consumer behavior, to make perfect its marketing strategy.
First,clear that the enterprise's own market positioning, enterprises to gain a competitive advantage lies in enterprises to understand their own products to which class of
consumers as a target of a clear positioning of the whole, the response to further market segmentation would be targeting a specific consumer groups to meet a particular type of consumer needs.
Second,the implementation of brand strategy, the creation of their own brands, build brand image. Brand is the concentrated expression of corporate culture, is the enterprise's image, is the core competitiveness of enterprises combined. To a large extent, the brand influences consumer behavioral tendencies.
Third,consumers understand the product. Understand the attention of consumers, including product and price are two signs, the most effective way is through advertising and price promotions. Product knowledge of the advertising, would enhance the brand impression in the minds of consumers, resulting in memory to carry out various forms of promotional activities, will increase product sales, promotion and consumer "communication." In particular, the value could be undertaken in order to promote the theme of a variety of promotional mix, promotional activities to increase value to consumers through self-knowledge, leaving the "business is for consumers to consider" a good impression, the marketing enterprise, it will become their future shopping choice.
Fourth,strengthen the service concept, to provide better services so that customer satisfaction products. Services to consumers throughout the enterprise should be spending the whole process, including not only shopping in the critical moment, but also shopping and shopping until after the after-sales service. In addition, the business person in each department should establish a service concept.
Of employees for training. Business to raise customer satisfaction and establish a stable consumer group, the most critical is to upgrade the service concept. From general staff to the business operators need to "customer-centric" knowledge of modern marketing, comprehensive training in order to provide customers with quality services. Comprehensive services. Consumer to business shopping, apart from shopping, but also to get more psychological and spiritual sensibility to meet the consumer. For enterprises,
need to constantly understand the psychological needs of consumers change, improve and innovate services. Such as provision of "ordering services, consulting services, financial services, packaging services, leasing services, child care services, guide services, custom services". Building consumer database system. Consumer database system is through detailed information on each customer record of the formation of a client's integrated data system, using this data system for a variety of products. Through consumer database, and could be consciously strengthen the content and depth of customer service.
The implementation of international operations, in the increasing globalization of the economy and markets today, companies must change our philosophy, and actively introducing foreign investment, introduce advanced foreign management of marketing experience, and actively expand foreign markets. Such as Lenovo Group, Haier Group's bold strategy of going out, we have achieved good efficiency, has opened up vast foreign markets.
Fifth, the era of knowledge-based marketing strategy
First,Innovation strategy. Innovation is the soul of the era of knowledge economy. Era of knowledge economy for business innovation provides an excellent external environment. Innovation as the basic strategy for corporate marketing, mainly including the following areas.
The concept of innovation. Knowledge economy the traditional concept of human old is a challenge also for ideas for modern marketing challenges. In order to adapt to the new economic era, so that effective innovation strategy, we must establish new concepts, namely, the concept of innovation as the guide, led the innovation in other go hand in hand. First, we must correctly understand and comprehend the value of knowledge. Knowledge is not only an indispensable resource companies, but also the real source of power for enterprise development. Meanwhile, in a market economy, knowledge itself is a commodity, is also of value. Secondly, there must be a strong sense of innovation, and
consciously improve the innovative capacity. Is not innovation, and can only be a dead end, take the road to ruin; innovation is to improve the competitiveness of companies marketing the most fundamental of the most effective means. Marketing innovation is not individual acts of individual enterprise, but all the staff involved in business activities of an organized whole.
Organizational innovation. Organizational innovation, including corporate forms of organization, management system, institutional settings, rules and regulations a wide range of content, it is the marketing of innovative strategies guaranteed. Work to be done in this respect is also very difficult, for example, organizational form, many companies have not yet completed the transformation of the modern corporate system, the old form of organization to some extent the reins of corporate innovation and stumbling. Institutions set up unreasonable, division of labor too small, not conducive to innovation
Technological product innovation. With the acceleration of scientific and technological progress, new technologies emerging, technology tends to shorten the life span of period, technological innovation is the core of enterprise marketing innovation. In general, medium-sized enterprises should have their own research and development institutions. To continue to develop new technologies to meet the new demands of customers, even if the traditional products, but also increase its technical content. Finally, the implementation of technological innovation to product innovation, so the product innovation is the key. As the frequency of accelerating technological innovation, the new products in the market is also becoming shorter and shorter lifetime
Market innovation. Market is complex and changeable. Unmet needs of consumers is an objective reality. Marketers must be good at capturing market opportunities, and found that the new demands of consumers seeking the best target market. China now there are many enterprises do not pay attention to market segmentation, consumer demand can not see the difference, turning all over the country as their own market, and thus a lack of innovation in the market targeted, resulting in marketing effectiveness and competitiveness of the lower. Innovation in the market, to the scientific basis of market
segments, from the different needs of different consumers find innovative point, this is crucial.
Second,Human resources strategy. Innovation is the soul and core of knowledge-based economy. But the innovation of high-quality personnel to be innovative. Competitive era of knowledge economy, and its essence is people, people's groups and individual high-tech knowledge, intelligence, intelligent competition; is human creativity, resilience, management capacity and skills of the overall quality of competition. Talent strategy include the following aspects.
The intellectual source of the concept of people. Marketers to firmly establish the people-based thinking. Era of knowledge economy, knowledge and ability is the main resource. Knowledge and ability of the carrier is human life. Talents can make a fortune. Peking University Founder Group, is a perfect example. 10 years, Founder 7000-fold increase in assets. Wang Xuan, head of Founder Group, said well, they rely on is the solution "before and financial" relationship. They are using them rich, made a fortune, an increase of knowledge and then make a fortune. They scholars to pursue academic ambitions and profit together, forming a virtuous circle of talent and Finance, which is a true knowledge-based industries, high-tech industries.
Third,culture strategy. Corporate culture, including business ideas, entrepreneurial spirit, values, codes of conduct, ethics, corporate image, as well as all the staff-to-business sense of responsibility, sense of honor and so on. It is not only an important means to improve corporate cohesion, while it in the spirit of enterprise as the core members of the corporate thinking and behavior guidance to enterprise development goals set up, it also formed through the corporate values, codes of conduct , ethics and other social psychological approach to text or a member of the corporate thinking and behavior influence and control. Values are the cornerstone of corporate culture. The success of many enterprises is due to all the employees to accept and implement the organization's values.
Last,Image strategy. Knowledge-based economy in the era of information explosion, product advertising, marketing information, and other hard to attract consumer attention and recognition, let alone leave behind a deep impression. In this case, competition among enterprises must focus on the image of the competition. Image of the competition, companies are now in the application, but many enterprises and not enough attention. In the knowledge economy era, advertising has followed them into the "impression of age", companies with a variety of advertising and promotions, and constantly enhance their reputation, the creation of brand-name products, so consumers under the company's "reputation" and "impression" shopping products. As advertising expert David Ogilvy said: "Advertising is the brand image long-term investment."
Conclusion
In today's increasingly competitive era. For companies to gain advantage in the competition, they must be closely integrated with new consumer features, to change their marketing model, clear understanding of their market position and establish its own brand, to provide consumers with the perfect sales and service, while the implementation of international strategy. In the policy implementation process, pay close attention to the new situation, consumers will be able to obtain the trust and recognition of enterprises to gain better development.
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
品牌营销战略参考文献和英文文献翻译 目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4) 2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4) 3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6) 3.3 遵循品牌设计规律注重品牌形
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
基于消费者分析的企业市场营销策略 本文首先分析了消费者行为的特点，消费心理以及影响消费者购买商品的个人因素，在此基础上结合现代企业的市场营销，探讨了具体的营销策略，即目标市场定位，产品组合与品牌策略、销售服务策略、国际化策略等方面。 引言:随着经济的不断发展，人们的生活逐渐转变，消费者心理与购买行为发生了根本性改变，消费者的变化对企业的市场营销策略必然产生重大的影响，研究与了解消费者的购买行为并根据其需求及行为特点设计与开发产品，确定目标市场，并根据此采取有针对性的营销策略，对现代企业来讲显得尤为重要。 一、现代消费者呈现的新特点和成因 经济的发展，消费者的收入不断增加，生活质量的日益提高，促使消费者在心理和购买行为上都发生了重大变化，出现了新的特点： 1、追求个性化的消费。现代的消费者更多的追求消费过程的人性化和产品的独特化，出现了“我的地盘我做主”，“我就是我”之类的标语。人们通过自己购买的商品去寻找、表达、确认自己特殊的感觉。 2、消费过程的变化。体现在消费者主动参与消费过程。消费者不再满足被动的接受销售主体单方面所确定的商品感念，而是开始主动介入商品的生产和营销活动，依靠自身的消费行为和观点展示对企业的营销活动进行积极干预，引导企业重视起消费者，选择的新趋势。 3、品牌消费行为的趋势明显。由于消费水平的提高，中高收入消费群的扩大，消费者不仅考虑产品或服务的功能，还追求其附加价值，追求其知名度。但消费者也追求品牌的质量和档次，强调物有所值，不会盲目的追求。 4、消费方式的多样化，随着科技和互联网的普及，消费者购物的选择空间越来越广阔，网上购物具有便利性和经济性，受到越来越多的人欢迎；各种新的生活方式和消费群体的出现，消费多元化的发展趋势越来越显著；多种零售业态的出现，人们的消费行为也随之类型化。 二、消费者个人特征因素，包括年龄、性别、文化程度以及家庭月收入 (1) 年龄。从理论上说, 年龄对生态消费行为的影响的指向并不明确。消费者年龄越大, 信息接受能力较差, 对生态消费的认知程度可能较低, 因而其选择生态消费的意愿可能越低; 也有的消费者年龄越大, 积累的经验越丰富, 社会责任感更
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
毕业设计附件 外文文献翻译：原文+译文 文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132. The research of enterprise service marketing strategy Mender G Abstract Any business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer. Keywords: service marketing, marketing mix, the SWOT analysis 1 Introduction The changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rational
中英文翻译 中文翻译： 顾客满意策略与顾客满意营销 自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝 随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时
代,到今天也逐步迈进情感消费时代。在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标,自己满意为经营理念,而是以顾客满意,赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主,而是以争取顾客满意为经营理念。因此,营销策略的重心不再放在竞争对手身上而是放在顾客身上,放在顾客现实的、潜在的需求上。当企业提供的产品和服务达
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译) 原文： Brand Strategy Research Kapferer,J.H Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of
competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.
中英文外文翻译文献 消费者行为与市场营销战略 消费者行为学是研究个体,群体和组织为满足其需要而如何选择,获取,使用,处置产品,服务,体验和想法以及由此对消费者和社会产生的影响.传统上,消费者行为研究侧重于购买前和购买后的有关活动.关于消费者行为学的界定较之传统观点更广泛,它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对买卖双方的各种后果.为了在竞争激烈的环境中求得生存,企业必须比竞争者更多地为目标客户提供价值.顾客价值是顾客从整体产品中获得的各项利益扣除各种获取费用后的余额. 1.市场营销战略 对每一选取的目标市场,都应分别制定营销战略.选择目标市场的关键性标准或依据是企业是否有能力提供较竞争品高的消费者价值.消费者价值很大程度上是由营销战略决定,所以公司在评估潜在目标市场时,应当发展一般的营销战略.
1.1 产品 产品是消费者获得和用于满足其需要的任何东西.消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性. 1.2 传播 营销传播包括广告,人员分销,公共关系,包装以及企业提供的关于它自身及其产品的其他信号. 1.3 定价 价格是消费者为获得拥有,使用产品的权利而必须支付的金钱数量.消 费者可以拥有一件产品,也可以仅仅拥有产品的使用权. 1.4 分销 分销实际上是让顾客在需要的时候能买到产品,它对企业的经营成败至关重要.绝大多数情况下,消费者不愿为获得某一特定品牌而伤身费力.很明显,有效地渠道决策应即建立在掌握消费者在何处购买的知识的基础上. 2.市场分析 市场分析要求全面深入地了解企业自身能力,现在和潜在竞争者的实力,潜在消费者的消费过程以及经济的,物质的和技术的环境. 2.1 消费者 不了解消费者,就无法预测其需要与欲望,也无法对其需要做出恰当的 反映.发现消费者现在需要什么是一个复杂的过程,但一般来说,可以通过直接的营销调研予以实现 2.2 公司 每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价 公司的各个方面,如财务状况,一般管理技巧,研究和开发能力,技术装
品牌营销策略外文翻译参考文献(文档含中英文对照即英文原文和中文翻译) 翻译： 个性、顾客品牌偏好和品牌社群： 关于顾客、品牌和品牌社群的实证研究 1 引言 目前，学术界有关品牌社群的研究非常多，如苹果电脑Mac、哈雷摩托车和大众汽车的高性能两箱小车Golf GTI品牌社群的研究，还有乐于购买科幻小说的社群。这些研究都证实了学术界对品牌社群有着巨大兴趣，应用到营销类的文献并论证了它们之间实际的相关
性。品牌社群是指“一种专门的、不受地理区域限制的社群，它建立在使用某品牌的消费者之间一整套社会关系的基础上”。 研究表明，品牌社群可以影响社员的感知和行为，并且它作为谈论品牌的场所，是想法和创新的来源。品牌社群内的顾客会相互影响彼此，同时通过人际交流的过程，他们进而可以影响其他顾客。最重要的是，顾客与中心品牌的关系的塑造和深化根本上受品牌社群成员之间的社交的影响。 品牌社群与市场营销经理有密切关系至少有三个原因。第一，它们是市场信息的重要来源。通常，社群成员拥有大量的产品知识，他们不仅讨论新产品的介绍、产品的功能和市场营销活动，而且他们甚至会对新产品的发展有好点子；第二，品牌社群通常被认为可以实施特定的营销策略的截然不同的细分市场；第三，品牌社群在培养品牌关系方面有着重要作用，因为品牌社群成员有着很强的品牌承诺和品牌忠诚。尽管品牌社群的形成机理和作用的研究已经很有一定深度，但是对于个人层面的品牌参与动机的理解还不够充足。 品牌社群之中有三种主要的关系影响着顾客的行为：顾客与品牌、顾客与顾客和顾客与社群之间的关系。在最新的研究中，我们关注其中的两种关系：顾客与品牌之间的关系（特别是顾客的产品依恋）和顾客与社群之间的关系（特别是社员对品牌社群的认同）。在接下来的文献回顾中，我们大概地讨论了顾客与品牌的关系，特别是在品牌社群的环境下。之后，我们回顾了第二种关系（在顾客与社群自身之间）方面的文献。接着，本文进行了实证研究，并结合数据分析。根据这些发现并经过讨论，我们得到一些结论和这些发现对品牌和产品的管理的意义，同时，我们也承认本次研究存在一些局限之处。 2 品牌社群中顾客与产品之间的关系 人们不仅仅是因为产品的功能性而产生购买行为。产品和品牌不仅有功能性价值，它们也因被看作有着社交意义的标志而被理解和使用。研究表明顾客有目的性地根据产品的含义选择购买的产品，这是因为其他人会将这种含义与消费者联系起来。当消费者或使用者在使用和展示某个物体，包括有品牌的产品，它的含义会转移到使用者或消费者身上。维布伦的关于显著性消费的创造性研究说明了这样一个事实，拥有者购买或展示了某种产品是因为这些产品标志了他们的地位。 顾客使用产品也是为了表达他们自己的个性和标识出他们的个性，也就是说，表达和巩固他们的辨识度和独特性。某些消费品可以供顾客用来定义和维持他们自己的个性，与此同