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Jingdong book

消费心理学

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Books Psychology Applied Psychology

Jingdong book

消费心理学

Name: 消费心理学
Brand: Jingdong book
SKU: 3116027231
Price: 19.31 USD
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Content Description

《消费心理学》可作为高等院校心理学、营销、管理等专业教材，同时对从事这些方面实践活动的企事业单位也有一定的借鉴意义。
消费心理学研究厂家、商家为达到双赢的目的，如何做好自己的生产、供销工作，了解消费者的心理，以取得持久高效的收益。赵慧敏、李晖主编的《消费心理学》共有11章，分别是绪论、新产品开发与设计心理、品牌心理、包装设计心理、价格心理、广告心理、营销方法与心理、门店设计与管理心理、消费需求市场分析、消费者的行为及决策、消费时尚与消费风格。

Catalogue

第1章绪论
1.1 消费心理学的研究对象
1.2 消费心理学的研究内容
1.3 消费心理学的研究方法
1.4 消费心理学的历史与发展
第2章新产品开发与设计心理
2.1 产品生命周期
2.2 新产品开发战略
2.3 新产品的推广扩散心理
第3章品牌心理
3.1 品牌心理概述
3.2 产品命名心理
3.3 商标设计心理
3.4 品牌管理心理
第4章包装设计心理
4.1 产品包装的意义
4.2 产品包装设计的心理要求
4.3 产品包装设计的心理策略
4.4 包装材料
第5章价格心理
5.1 价格的心理功能
5.2 消费者价格心理特征与价格认知
5.3 定价方法及心理定价策略
5.4 调价心理策略
第6章广告心理
6.1 广告心理概述
6.2 广告对象和广告目标的确定
6.3 广告表现的心理依据
6.4 广告元素与广告媒体
第7章营销方法与心理
7.1 关系营销与心理
7.2 体验营销与心理
7.3 绿色营销与心理
7.4 网络营销与心理
7.5 数据库营销与心理
7.6 交叉营销与心理
第8章门店设计与管理心理
8.1 门店设计
8.2 信息管理
8.3 销售中的语言技巧
8.4 大单项目型销售技巧
第9章消费需求市场分析
9.1 消费需求市场分析概述
9.2 消费市场分类
9.3 消费群体市场分类
9.4 市场需求的预测方法
第10章消费者的行为及决策
10.1 消费行为研究
10.2 消费者购买决策过程
第11章消费时尚与消费风俗
11.1 消费时尚
11.2 消费风俗
参考文献

Book Abstract

第1章绪论
国富民强依靠经济发展，社会地位提高依靠经济实力，随着全球经济一体化、信息化和现代化的到来，特别是在中国强大的市场经济崛起和发展的时期，我们需要研究提升经济实力的各种因素，其中对消费的研究是不可或缺的重要组成部分。当今消费者的心理和行为发生了很大的变化，现代消费心理学引起社会各界的关注。企业作为市场主体，若要在市场竞争中取胜，首先得征服消费者；欲征服消费者，先得征服消费者的心理。
消费心理学是心理学的一个重要分支，是一门新兴学科，它研究消费者在消费活动中的心理现象和行为规律，目的是研究人们在消费过程中，在日常购买行为中的心理活动规律以及个性心理特征。虽然这门学科的历史不长，但是自从出现社会分工、出现交换这一社会现象之后，学科的萌芽就存在了，我们需要仔细研究中外有关消费心理的优秀成果，如我国古代被称为商业鼻祖的计然，他还是被称为儒商鼻祖的范蠡的老师，他的不少成功案例至今仍然闪耀着智慧的光芒。还有从明清开始我国形成了十大商帮，其中代表性的有山西晋商和安徽徽商。西方各国在工业革命之后，随着机器化大生产的发展，贸易量骤增，对消费的研究不断增多。人们不断思考的內容都是供需双方行为的特点、变化及各种规律。研究的方法不断深入，由质化到量化，由宏观到微观，由行为研究到心理研究。人们希望满足别人需要的同时也能够满足自己的需要。
研究消费心理，对于消费者来说，有助于实现消费者的消费需求，提高自己的素质，科学进行个人的消费决策，增加满意度，同时促进经济增长；对于经营者来说，有助于迅速组织货源，有效促进销售，提高宣传效果，提高服务水平，提供优质的售前售后服务，增加社会效益和经济效益；对于生产者来说，有助于迅速地按需生产、开发畅销和生命周期长的产品，有益于开拓国际市场、增强企业的国际竞争力、提高宏观经济决策水平、促进国民经济的发展。
1．1 消费心理学的研究对象
消费心理学的研究对象为消费者的心理现象。
1．1．1 消费者的心理现象
1．1．1．1 消费
消费是消费主体出于延续和发展自身的目的，消耗物质生活资料和精神产品的行为。广义的消费包括生产消费和个人消费两类。生产消费是指生产过程中对工具、原材料、燃料、人力等生产资料和劳动力的消耗。它包含在生产过程之中，是维持生产过程连续进行的基本条件。个人消费是指人们为满足自身需要而对各种生活资料、劳务和精神产品的消耗。个人消费是一种最终消费。通常“消费”一词在狭义上专指个人消费。
1．1．1．2 消费者
所谓“消费者”是指在不同时间和空间范围内参与消费活动的个人或集团，泛指现实生活中的人们。具体有以下几种分类方式。
（1）从消费过程角度分类，消费者可以分为需求者、购买者和使用者。三者有时是统一的，有时是不统一的，如购买者不一定是需求者或使用者。
（2）从消费品的角度分类，消费者可以分为现实消费者和潜在消费者。现实消费者是指已对某种消费有了需求并且发生实际消费行为的消费者。潜在消费者是指对某种消费产生了需求，现实未有实际的购买行动，但在未来的某一时期内很有可能产生消费行为的消费者。现实消费者和潜在消费者又可划分为未使用者、少量使用者、平均使用者和大量使用者。
（3）从消费的目的角度分类，消费者可以分为最终消费者和产业消费者。最终消费者是指为了满足个人、家庭需求而购买、消费某种产品或劳务的个体或家庭。产业消费者是指在非最终用户市场中，购买用户制造的其他产品或提供的其他劳务以及进行转卖等经营活动的消费者。产业消费者是组织化的消费者，但最终还是以个体的形式出现。（4）从消费单位的角度分类，消费者可以分为个体消费者、家庭消费者和集团消费者。（5）从不同的生活方式角度分类，消费者可以分为物质型消费者、情感生活型消费者、文化生活型消费者。个体的生活方式是由一个人过去的经历、个性特征以及当前的情境所决定的，体现了消费者对产品需求、兴趣的不同，体现着消费个体需求与兴趣上的差异，而这种差异使消费者对不同产品产生不同的涉人程度。（6）现实生活中，消费者又有多种分类方式。如按从事的职业分类，消费者分为农民消费者、工人消费者、知识分子消费者，等等；按地域分类，消费者分为沿海地区消费者、内地消费者、南方消费者与北方消费者，等等；按民族分类，消费者分为汉族消费者、回族消费者、蒙古族消费者、维吾尔族消费者、壮族消费者、藏族消费者，等等；按性别不同分类，消费者分为男性消费者和女性消费者。
……

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