（毕业学术论文设计）-企业营销策略与消费者行为的关系及应用研究.docVIP

精品毕业论文 PAGE 3 企业营销策略与消费者行为的关系及应用研究 摘要 现代市场经济条件下，社会生产力飞速发展，商品供应丰富，消费需求复杂多变，形成了供过于求的买方市场，商品销售日益困难，企业之间的竞争加剧。同时现代消费者的消费行为与传统的消费行为相比，呈现出新的特征。因此，企业必须从研究消费行为的含义出发，审视现代消费者消费行为的变化，研究现代消费者的消费特点和影响消费者购买行为的各种因素，有针对性的制定相应的营销策略，以需定产，才能提高竞争力，扩大产品销售，改善经营管理水平，企业才能获得长远发展。本文通过对现代消费者的消费特点和影响因素的分析与研究，分析企业营销策略与消费者行为的关系，再从产品策略、定价策略、渠道策略、促销策略四个方面，有针对性地提出针对现代消费者的营销策略。 关键词：现代消费者，消费者行为，营销策略 ABSTRACT Under the condition of modern market economy, the rapid development of social productivity, supply of goods is rich, consumptive demand is complex and changeful, forming a pile up in excess of requirement of buyers market, commodity sale increasingly difficult, intensified competition among enterprises. At the same time, the modern consumer behavior and the traditional consumer behavior compared, present a new feature. Therefore, the enterprise must from the study of consumer behavior meaning sets out, examine the modern consumer behavior changes, the study of modern consumer consumption characteristics and influence consumer buying behavior of the various factors, targeted to formulate appropriate marketing strategy, in order to be set to produce, in order to improve the competitiveness, expand product sales, to improve the management level, enterprise in order to obtain long-term development. This article through to the modern consumer consumption characteristics and influencing factors analysis and research, analysis of the enterprise marketing strategy and consumer behavior, from product strategy, pricing strategy, channel strategy, promotion strategy four aspects, put forward in the light of modern consumer marketing strategy. Keywords: The modern consumer，Consumer behavior，Marketing strategy 目录 1．消费者行为的概述………………………………………………1 1.1消费则行为的含义 ………………………………………………………1 1.2 目前对消费者行为的研究………………………………………………1 1.3 研究消费者行为的意义…………………………………………………2 2．现代消费行为的特点和影响因素 …………………………………4 2.1现代消费行为的特点……………………………………………………4 2.2影响消费行为的因素………………………………………………………5 3．营销策略的概述 ………………………………………………………7 3.1 消费策略的定义…………………………………………………