用社会学理论来理解市场营销(英语2000字论文)..docVIP

The consumer is a hot topic in modern society. As an ordinary people, how do we understand consumers? what methods should we use to understand the consumer? It is a serious question. Today, I will illustrate my own way about understanding consumers. I think the sociology can help us to understand ourselves as consumers. This essay aims to illustrate the relationship between to sociology and consumers. And discuss the sociology as a way can help us to understand ourselves as consumers. Everyone has his social attributes. So human behaviors are influenced by society. Consumption is also a kind of behaviors, it is also influenced by society. So we can study sociology to understand consumers. Some great sociologists, for example like Veblen, Simmel, Bourdieu and Baudrillard. Their sociological theories about consumption can let us better understand consumers and their behaviors. What is the consumer? What is the consumption? A great sociologist, Jean Baudrillard (1929-2007) thought consumption is not a material practice, and it is also not a phenomenology of “ affluence”. He thought consumption is the virtual totality of total projects and information presently formed in a more or less consistent discourse. As a Chinese student, I think consumption is a basic behavior for humans. The consumer is a executor of the consumption. Every man is a consumer . And every man must have his social impact. If we want to know the consumers and consumption , we can research humans’ social impact. So we must study sociology. People’s most important reason of consumption is their psychology. And their psychology must have social impact. Take me for example, Thorstein Veblen (1857-1929) introduced an interesting phenomenon “ conspicuous consumption” in the 19th century. His book The Theory of the Leisure Class (1899) came up with this new and special consumption. This consumption usually refers to the wealthy upper class through the necessary items beyond the practical and survival