消费购买和工业采购决策理论分析和案例研究.pdfVIP

消费购买和工业采购的决策理论分析和案例研究 摘 要 本文选择了消费购买和工业采购这两个相关领域作为研究对象,重 点在于对其决策行为的考察 由于这两个领域虽然在本质上有内在关 联,但在具体行为表现模式又有很大差异,为了更清楚地发掘两者各 自的本质,本文将上述两个领域一起纳入了一个统一的研究思路架构 中分别进行研究,利用相同的研究思路总结出了两个领域各自的主要 问题及其核心实质,并对照性地提出了相对应的解决方案 本研究流程的理论方面包括相关理论分析及其更新,实践上包 括购买主体需要进行决策的项目及其决策空间,并通过理论结合实 践提出了用于决策的判断标准或分析模型 从而探讨了决策的优化 解决方案,最后再将两者结合到一个实例进行了验证. 对于消费者购买决策 研究了消费者购买行为发生的前提条件, 推出了消费者的最优决策机制,完成了经济学需求曲线的理论证明, 并举例分析了日常商品营销中存在数量折扣的理论原因. 对于工业采购 总结了工业市场中的典型行为和相关理论 归纳 了出采购决策的主要问题及其解决方案,并根据作者公司的工作实践详 细分析了采购策略,验证了实际应用情况. 关键字 消费购买 效用分析, 工业采购 决策 THE DECISION MAKING RESEARCH AND CASE STUDY OF CONSUMER BUYING AND INDUSTRIAL PURCHASING ABSTRACT In this thesis two related fields: consumer buying and industrial purchasing have been studied with a focus on the decision making behaviors. Although these two fields have some common links, the specific behaviors pattern of them are still largely differed. In order to clearly find the root essence, they have been put into a unified study flow chart framework for a respectively research, therefore the main issues and the related solutions have been worked out by using the same study procedure finally. In theoretical aspect, the study flow chart has included the related theory and its update according to specific application ; In practice, it has included some practice issue , such as what decisions the purchaser need to make, what’s the possible solutions, then by combing the theory and practice together, some judgment rule or analyses model have been built up. Based on them, the optimized solutions have been discussed. Finally a typical case have been analyzed for testifying the above work. In the consumer purchasing field, the precondition of any purchasing behavior happen is studied , optimization mechanism is deduced and a theoretical testifying of t