消費(fèi)者行為學(xué)之影響消費(fèi)者行為的文化因素(編輯修改稿)
2025-01-31 14:03 本頁面
【文章內(nèi)容簡介】 e allowed to act on their preferences. v3）文化影響個(gè)人決策 Culture influences individual’s decisionmakingvCulture, along with other elements of the environment, affects all stages of consumer decision making. 2023/1/21 19Ma Guo, CEBA, Teaching Notes of Consumer BehaviorHow do core values influence marketingv 什么是核心價(jià)值觀？ What’s about core value? ? 核心價(jià)值觀 是一個(gè)社會(huì)的主流價(jià)值觀， 是社會(huì)成員對(duì)事物和行為的基本的信念。? It refers the main stream values, and the basic beliefs held by the members of a society toward behaviors and the world. ? 核心價(jià)值觀決定產(chǎn)品在社會(huì)中的使用? Core value define how products are used in a society.2023/1/21 20Ma Guo, CEBA, Teaching Notes of Consumer Behavior? 核心價(jià)值觀對(duì)品牌和溝通的影響? The core values of a nation provide positive and negative valence for brands and for munication programs. ? . 核心價(jià)值觀定義一個(gè)社會(huì)可接受的市場關(guān)系? The core values of a nation also define acceptable market relationships2023/1/21 21Ma Guo, CEBA, Teaching Notes of Consumer Behavior中國傳統(tǒng)文化的核心價(jià)值觀? 中國文化的核心價(jià)值觀，就是中華民族在一定歷史時(shí)期內(nèi)形成并被廣泛持有的與主導(dǎo)地位的一些基本的價(jià)值觀念。? 中國文化的核心價(jià)值觀是通過對(duì)天人、群己、義利、理欲等關(guān)系的規(guī)定展示出來的。? 在中國文化中居于主導(dǎo)地位的觀念有：人道主義、先義后利、理性優(yōu)先、誠信知報(bào)、貴和尚中、修己內(nèi)圣、自強(qiáng)不息、求實(shí)務(wù)實(shí)等。2023/1/21 22Ma Guo, CEBA, Teaching Notes of Consumer Behavior中國傳統(tǒng)文化的特點(diǎn)v 勤儉的品質(zhì) Austerityv 中庸之道 Golden meanv 注重人倫 Emphasizing on human being and ethicsv 重面子 Emphasizing on “face” v 先義后利 Humanity first, benefit second orientationv 誠信理念 Being Integrityv 以和為貴的理念 Believe of Harmony 2023/1/21 23Ma Guo, CEBA, Teaching Notes of Consumer Behaviorv （ 2）中國傳統(tǒng)文化對(duì)消費(fèi)者行為的影響Traditional Chinese culture influence on consumer behaviorsv消費(fèi)者行為大眾化 Consumer behaviors tend to in a popular stylev“人情 ” 消費(fèi)比重大 Larger consumption proportions of “favor “ v以家庭為主的購買準(zhǔn)則 Buying rules tend to family center. v品牌意識(shí)比較強(qiáng) Strong brand awarenessv注重直覺判斷的購買決策方式 Emphasis on intuitional judgment and buyingvdecisionmaking2023/1/21 24Ma Guo, CEBA, Teaching Notes of Consumer Behavior1） North American core values : their influences on consumer behaviors 北美人的價(jià)值觀與消費(fèi)者行為vSeeking Material enjoyment 追求物質(zhì)享受vUphold individual achievement and successes 崇尚成就和成功vWorking is more important than playing 工作比玩更重要vTime is money 時(shí)間就是金錢vEndeavor, enjoyment, and entrepreneurship 努力、樂觀主義和創(chuàng)業(yè)精神vControl to the natures 對(duì)自然的控制vEqualities 平等主義vPhilanthropism 博愛主義2023/1/21 25Ma Guo, CEBA, Teaching Notes of Consumer Behavior專題材料：v 聚焦中國：消費(fèi)者行為的主要差異點(diǎn) ? —— 以購買環(huán)境中的中美比較為例v1。中國
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