基于消费者行为的营销策略分析(Analysis of marketing strategy based on consu

基于消费者行为的营销策略分析（

Analysis

of

marketing

strategy

based on consumer behavior

）

The marketing strategy based on consumer behavior analysis

Source:

China

paper

Download

Center

[10-02-22

14:14:00]

author:

Zhu Yuanhong editor: studa20

Abstract:

textile

product

consumption

and

consumer

psychology

are closely linked, the first of Nanjing down factory will

charge down the

the basis of the combination of psychological personality and

consumer culture, put forward the concept of marketing

participation,

making

a

definition

of

its

connotation,

and

from

product strategy, price strategy, promotion strategy and

channel strategy four aspects introduced the application in

marketing in marketing.

Keywords: participation in marketing; marketing; consumer

psychology; personalized design

1 case analysis

As

the

saying

goes,

the

department

welcomes

hundred

guests,

and

at the Wangfujing in Beijing is the

Nanjing

eider

down

factory

workshop

into

the

mall,

as

expected,

flying

down

by

the

daily

sales

rose

from

3000

yuan

to

10000

yuan.

This site filling workshop 15m, through the fully enclosed

Aluminum

Alloy

glass

wall,

3

workers

called

cashmere,

cashmere

filling, sewing the customers at a glance every act and every

move. With the volume down 50%, 70%, 90%3, weight may be less

than, high density anti velvet bag with 7 colors and patterns

to

choose

from.

surrounded

by

the

customer

to

stop.

Compared

with

other

textile

products,

a

duvet

is

a

new

product

in recent years began to appear in the market, many consumers

have not experienced, so there is a considerable uncertainty

in purchasing behavior, this uncertainty is the purchasing

behavior

of

consumers

perceived

risk

of

middle

students.

In

the

case of the Wangfujing department store will be filling the

Nanjing down factory workshop

design and sales to consumers to participate in the products,

on

the

one hand,

to

enable

consumers to

witness

the

process

of

manufacturing

the

duvet, increased

consumer

confidence

in

the

quality of products, reduce the consumers in the buy process

perceived risks. On the other hand, consumers as a result of

life

experience,

education

level,

personality

characteristics,

aesthetic pursuit

is

different

and

have different

personality

pursuit,

the

pursuit

of

individuality

often

through

the

living

environment

and

the

contemporary aesthetic performance

out of

home

textiles.

The

mall

offers

high

density

anti

velvet

bag

for

consumers to choose 7 kinds of colors and patterns, and down

by the weight according to the demand of the consumers may be

less

than,

the

price

of

high

and

low,

fully

meet

the

individual

needs of consumers.

2 participate in marketing overview

2.1 of humanity

Participate in marketing is to give full consideration to the

consumer

demands

of

human

nature,

meet

people's

dignity,

value,

personality, identity, status, emotion, aesthetic, fashion,

custom and tradition by participation of human nature on the

level of psychological needs, with the distinctive feature of

humanity.

2.2 cooperation

Participate in marketing to highlight the

Consumers

to

participate

in

the

whole

process

of

product

design,

manufacturing, sales and service, through participation and

cooperation, not only get psychological satisfaction and

recognition of the product, but also keep the advantages and

disadvantages of product feedback to the enterprise so that

enterprises have the production and marketing of information

in a timely manner, to further adjust their products and

marketing mix, to achieve customer satisfaction enterprise.

2.3 integration

The enterprises involved in marketing mode, not to provide

customers with a product or a service, but by the tangible

products and intangible service by the integration of the

enterprises to provide material products and pre-sale, sale,

customer

service

and

customer

service,

active

participation

of

products the innovation and self service.

2.4 innovation

Participate in the marketing requirements for enterprise

innovation

and

customer

innovation,

left

the

room,

so

charming.

It requires enterprises in product design, manufacturing,

sales and service of traditional Chinese medicine skillfully

for

consumers

to

leave

vacancies,

for

part

of

the

creation

and

activities for consumers, which requires enterprises in the

whole process of product and service should have innovative

ideas and innovative ideas.

3 participate in the marketing application

Participate in marketing marketing activities can greatly

improve

the pertinence,

mobilize the enthusiasm of consumers,

and

for

their

true

satisfaction

and

loyalty,

is

bound

to

promote

enterprise and customer win-win.

3.1 participate in product strategy

(1) to participate in product design. In the product

development stage, customer is involved in the research and

design

of

new

products

to

make

a

start

to

implement

the

maximum

to create customer satisfaction products in customer demand

creation.

Consumers

may

not

understand

the

specific

design,

but

remember that they are in the use of their products, existing

products

or

samples

of

appreciation

or

dissatisfaction

than

the

designers have more sensitive, more practical.

(2) personalized design. In the information age, mass

production

and

batch

operation

is

under

strong

impact.

In

order

to win the market, enterprises must see the differences of

consumer demand, is tailored to meet their individual needs.

Such

as

DELL

carefully

constructed

website

allows

customers

to