基于消费者自我约束问题的企业市场策略研究——一个行为经济学视角的中期报告.docxVIP

基于消费者自我约束问题的企业市场策略研究——一个行为经济学视角的中期报告 摘要： 消费者在购买决策中存在自我约束问题，即能够意识到自己的欲望或行为可能会对未来造成不利影响，因此采取一定的自我控制措施，以减少或避免不良后果。这种自我约束问题使得企业在制定市场策略时面临着许多挑战。本文基于行为经济学视角，通过文献综述和实证研究，探讨消费者自我约束问题对企业市场策略的影响，并提出相应的建议。 首先，介绍了消费者自我约束问题的定义、原因、表现形式和影响因素，并探讨了与之相关的心理机制和经济模型。其次，分析了消费者自我约束问题对企业市场策略的影响，包括影响市场形成、影响消费者行为和影响企业竞争优势等方面。最后，提出了解决消费者自我约束问题的策略建议，包括引导消费者进行长期规划、提高信息透明度、推广自我约束产品和服务等。 关键词：自我约束问题；企业市场策略；行为经济学；消费者行为；竞争优势 Abstract: Consumers have self-control problems in their purchasing decisions, that is, they can recognize that their desires or behaviors may have adverse effects on the future, so they take some self-control measures to reduce or avoid adverse consequences. This self-control problem makes it difficult for companies to formulate market strategies. Based on the perspective of behavioral economics, this paper explores the impact of self-control problems on enterprise market strategies through literature review and empirical research, and proposes corresponding recommendations. First, the definition, reasons, manifestations and influencing factors of consumer self-control problems were introduced, and the related psychological mechanisms and economic models were discussed. Second, the impact of consumer self-control problems on enterprise market strategies was analyzed, including the impact on market formation, consumer behavior and enterprise competitive advantages. Finally, suggestions were made to address consumer self-control problems, including guiding consumers to plan for the long term, improving information transparency, promoting self-control products and services, etc. Keywords: self-control problem; enterprise market strategy; behavioral economics; consumer behavior; competitive advantage