| Under the condition of modern market economy, social productivity is developed at full speed, the goods are supplied abundantly, consumer's choice increases, the consumption demand is complicated and changeable, form the buyer's market for overly asking, the competition between enterprises is aggravated, and it is difficult for the goods to sell day by day. Enterprises must investigate the information of the consumption demand, study consumers' behavior and psychology, research influences consumers to buy various kinds of factors of the behavior, develop the products which accord with the consumption demand pointedly, make the corresponding marketing tactics, so that the enterprises could improve the competitiveness in this way, expand the products to sell, and improve managerial skill.Our country study and introduce consumer behaviouristics in1920's. The research of consumer behavior starts relatively late, count and cut off once every ten years in the process. After reform and opening-up, with the swift and violent development of economy, the aggravation of enterprise's competition, it seems extremely urgent and important of the research and application of the consumer behavior. This subject attempts to study and draw lessons from basic theories of consumer behavior study, through the study and reach of the feeling , consciousness to consumers , consumers' memory , imagination and thinking, mood emotion process and will process of consumer, individual psychological characteristics ,etc. and the basic theories of consuming psychological study, analyze further the inherent factor that influences the consumer behavior , and on this basis bring in a theory not known by compatriot so deeply by now about drawing the consumer behavior and studying –Means - end chain theory, and try to apply it to the analyze of automobile products purchase behavior of product, expecting to benefit our country to some extent in the planning and marketing of the automobile products.Means - end chain theory put forward by Gutman in 1982, it is a theory to probe into consumer behavior and personal value theory of relation. Its main concept is, consumers regard the attribute of the products as "method" to reach "purpose "," purpose "can reflect the value orientation, and produce the interests through the attribute of the products. The Means - end chain is one products network of association combined by the knowledge consisted by attribute of products, the consumption result brought of attribute , and personal value that strengthened by consumption result.It can learn through research of subject, this Means - end chain about consumer behavior and personal value discussion of relation theory, it analyzes and researches consumer behavior , helps enterprises know consumers' inherent demand effectively, establishes suitable products make a reservation , and makes rational effective product on sale throughout the tactics, winning the market, promoting the development of enterprise. So it has very important theory meaning , higher actual using value and good effectiveness, worth the academia and business circles' putting forth effort to study, and use and develop in practice.As our country enters WTO and the constant improvement of national living standard, automobile which is high-grade good within sight but beyond reach in the past, has already entered the common people's life faster and faster.. The competition of the Chinese automobile market becomes fiercer and fiercer too. In the domestic home automobile market with so fierce competition, it is a key point that automobile industry practices must pay high attention to: how to brand offers the product attribute to meet the needs of consumer competition, how adopt suitable value demand and corresponding products plan in order to draw the consumer's attentions. In order to solve this problem, this subject uses the Means - end chain theory of the method on the basis of investigating and analyzing; have set up the purpose chain by way of automobile products of...
|
PDF Full Text Request