培训广告的消费心理分析--0520.docVIP

本科生毕业论文 论文 题 目 姓名 指导教师姓名 名称 2009级应用心理学 论文提交日期  培训广告的消费心理广告的投放了解特点， 本研究通过文本分析和问卷调查的方法分析当前我国培训广告的特点和在选择培训机构时的心理，发现消费者对培训选择的因素主要包含因素传递渠道、消费者的消费经验以及其他感知性因素，因此广告应该针对其细分市场的消费者特点确定广告宣传的侧重点，并增加广告传播的媒介，多样化的渠道为消费者营造“高峰体验”，并通过多种丰富消费者的感知，为消费者对培训机构的直观认识。，消费心理， Consumptive Analysis on Training Advertisement Abstract With the rapid development of education and economic, Degree education cannot meet the people’s ever-increasing needs of learning. Then non-academic education including kindergarten education to the elderly tentacles to all aspects of social strata, and satisfy the needs of different stages of life education services. Along with the fierce market competition, consumer consumer behavior is more rational, the training ad delivery must understand the characteristics of the consumer, to grasp the consumer psychology. In this study, the method of text analysis and survey analysis of the current features of our training advertising and consumers select the training institutions of the consumer psychology, the study found the factors of influence consumer choice of training institutions consists mainly of economic factors, information transmission channels, consumer consumption of those with experience and perception factors, training advertising should be targeted segments of the market characteristics determine the focus of advertising and to increase advertising communication media, through a variety of channels for consumers to create a peak-experience” and rich consumer perception through a variety of channels to provide consumers with the right training institutions intuitive understanding. Keywords：Training；Consumptive Psychology；Advertisement 目 录 前 言 1 1 文献综述 1 1.1 概念界定 1 1.1.1 培训 1 1.1.2 培训广告 2 1.1.3 消费心理 2 1.2 国内外对培训广告的消费心理分析 2 1.2.1培训产品消费者的消费动机 3 1.2.2影响消费者选择培训产品选择的因素 3 1.3 问题提出 4 1.3.1研究意义 4 1.3.2研究思路和研究方法 4 2 当前培训广告的内容分析 5 2.1培训广告分类 5 2.2培训广告的关键词分析 5 2.3不同类型培训广告的关键词分析 6 3 培训消费者的消费心理调查 6 3.1消费者的特征和需求 7 3.2教育培训市场消费者的信息需求 8 3.3不同培训消费者的消费心理差异比较 9