消费行为学中英文翻译.doc

一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。 A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science 二、消费者行为学研究的意义，原则及研究方法： Second, consumers behavioral research significance, principles and methods: 1、企业营销活动的市场基础与决策依据； 1，the enterprise markrting activities of market foundation and decision making basis, 2、消费者科学消费的前提条件； 2, consumer scientific consumption precondition, 3、国家宏观经济政策制定的依据。 3, national macroeconcmic policy basis. 消费者行为学的研究原则主要包括： Consumer behavior research principles mainly include: 理论联系实际原则 1. The theory with practice principle 消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。 Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprises marketing planning. 发展的原则 2. Development principles 一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。这就要求在研究的过程中也要坚持发展性的原则，不断地把这门科学向前推进，以便更符合消费者的变化。 All things are changing, only the same is change itself, so consumer psychology and behavior is no exception. This requires the research process we must adhere to the principle of developmental continuously, and put forward the science, so that more accord with the consumer of change. 全面性原则 3. Overall principle 消费者在消费过程中，会有各种各样的因素影响他们的购买决定，如需求、动机、态度等，这些因素既是相互联系，也是相互制约的。所以，消费者行为学的研究必须坚持全面性的原则。除了要了解消费者行为学的研究原则，还应该了解一定的消费者行为学的研究方法，熟悉这些，对于更好的了解顾客以及采用更好的策略是非常有益的。 The consumer process, there will be all kinds of factors affecting their purchasing decisions, such as demand, motivation, attitude, etc, these factors is mutual connection, but also that restricts each other. Therefore, the study of consumer behavior must adhere to the principle of comprehensive. In addition to understand the principle of consumer behavior, should also understand certain of consumer behavio