有趣的消费心理.pptVIP

The Chinese consumer psychology Content Face psychology Chinas consumers have very strong face complex,driven by the face psychology, Chinese consumption will surpass even far more than their ability to pay or buy. 中国的消费者有很强的面子情结，在面子心理的驱动下，中国人的消费会超过甚至大大超过自己的购买或者支付能力。 Marketers can take advantage of the consumers’face psychology, to find market, obtain premium and achieve the sales. 营销人员可以利用消费者的这种面子心理，找到市场、获取溢价、达成销售。 Face psychology In those years , TCL inlaid precious stones on the phone, obtained the position in high-end mobile phone market, so as to obtained high profits; 当年的TCL凭借在手机上镶嵌宝石，在高端手机市场获取了一席之地，从而获取了高利润。 Group psychology Group psychology refers to a phenomenon that individuals ideas and behaviors due to the groups’ guidance or pressure, and tend to be consistent with most people . On many purchase decisions, consumers will show conformity tendency. 从众心理指个人的观念与行为由于受群体的引导或压力，而趋向于与大多数人相一致的现象。消费者在很多购买决策上，会表现出从众倾向。 In practical work , we can also take the initiative to take advantage of people‘s herd mentality. 在实际工作中，我们还可以主动利用人们的从众心理. Group psychology When shopping, people like to go to shops where have a lot of people. When choosing brands, they favor the high market share of brand ; When choosing tourist spots, they prefer choose hot spots and tourism hot-line . 购物时喜欢到人多的商店;在品牌选择时,偏向那些市场占有率高的品牌;在选择旅游点时，偏向热点城市和热点线路。 In computer stores, shop assistants often said today they has already sold a lot of computers according to some kind of price and some configuration, so as to spur consumers to make marketing decisions as soon as possible. 电脑卖场中，店员往往通过说某种价位以及某种配置今天已经卖出了好多套，从而促使消费者尽快做出销售决策 Group psychology Now, in the supermarket, clerks deliberately leave some space when they display products , thus gives the impression of the products sell well. 现在超市中，业务员在产品陈列时故意留有空位，从而给人以该产品畅销的印象。 Bargain Mentality Chinese often speak cheap and fine ,in fact, the real cheap and fine goods almost dont exist, ju