摘要
各种自然的、社会的、文化的因素及消费者的收入状况、消费者心理状况都制约和影响着消费行为。消费行为既是一种有形行为,又是一种无形行为。而社会消费活动又是微观孤立活动和宏观联系活动的统一。因此,应把有形行为、无形行为、微观孤立活动和宏观联系活动结合起来对消费性质进行分析。文章从二维的角度对消费属性进行了全面、深入地划分,这种新划分对政府制定消费政策,对企业制定营销策略都具有重要的指导意义。如对政府而言,要引导消费,扩大消费需求,不仅要提高居民的收入水平,还要改变人们的心理、态度等主观因素;对企业而言,认识消费的文化属性,就要赋予产品、品牌等文化内涵。
The income condition, consumer mental state condition between every kind of natural, social and cultural factor and consumer all makes roughly with affect the consumption behavior. Consume behavior since is not only a kind of visible behavior but also a kind of invisible behavior again. Meanwhile the society consumes activity is microcosmic isolated activity unifies with the macroscopic activity, therefore, we should contact visible behavior, invisible behavior, microcosmic isolated activity with macroscopic the movable knot puts together to proceed the analysis to the consumption kind. Article from two - dimensional to the consumption the sex proceeds to divide the line completely and thoroughly, this kind of new demarcation consumes the policy to the government establishment, establishing the marketing strategy to all have the important leading meaning to the business enterprise. Such as to government, toes guide the consumption, extend the consumption requires with, not only increases the income level of the resident, but also changes people subjective factor in mental state, attitude., etc. After recognizing the culture consume attribute, the business enterprises will give the product, brand., etc. culture content.
出处
《科学．经济．社会》
CSSCI
2006年第1期19-22,共4页
Science Economy Society
关键词
消费属性
消费引导
营销策略
Consume attribute
Consume leading
Marketing strategy
