管理消费者预期的6种策略（6 strategies for managing consumer expectations）.doc

管理消费者预期的6种策略（6 strategies for managing consumer expectations） Wang Yuanyuan Hubei University School of business The consumer is in a certain psychological expectations under the guidance of purchase behavior, in addition to the improvement of product itself can significantly affect consumer expectations, but may be thankless, the enterprise can also through other more convenient way to manage the expectations of consumers. 1 xianyihouyang: increase consumer expectations Customer satisfaction and actual satisfaction degree is proportional to the expected degree of satisfaction is inversely proportional to. Therefore, to reduce the expectations of consumers satisfaction, enhance actual satisfaction, it will greatly enhance consumer satisfaction, and then promote the repeat purchase behavior of consumers, enterprises can get a long-term healthy development. The following story is to illustrate the applicability of this method: American music company holds more than $3 billion in assets of vice president Alisha? Barron, at the age of 20, worked as a candy store clerk. To store special love her, she is always looking for service. Someone asked Alisha: why customers love for you, and do not find another waiter, you give so much? Alisha shook his head and said: I dont have much to them, just another waiter said sugar, first take a lot, then a bit from the scale to take. I have to take less, then a bit to add, I love a customer for their sugar said. Look at the real life in Advertising: any shampoo, hair dressed, spokesman must be very beautiful; all health care products, functional positioning of the promotional content and products are very similar, almost all disease treatment, fitness, equal to anything; all household appliances, must have perfect function, easy to operate...... But after buying? After using the hair shampoo or old appearance; health care products after eating old habits or buy a home appliance unchanged; not only is not easy to operate, manual written