The Utilization And Exploitation Of Consumption Knowledge Gap

Consumer education research first began in the 30's of the 20th century, the purpose of establishing consumers education institutions and research institute is to safeguard the interests of consumers and to help consumers to reach reasonable consumption. These education institutions founded by the government, social groups and nongovernmental organizations. As the improvement of productivity and the development of scientific and technological, consumer demand and knowledge literacy is subsequently enhances unceasingly. Consumer educator is not confined to social organizations, some enterprises and producers began using their product information and consumer knowledge, to guide and educate the target consumers and potential consumer. For the ultimate goal of education is promoting the product sales and setting up the enterprise image, so it is both public and commercial. Enterprise with targets and plans of education activity called consumer education marketing.Consumer education marketing is the product of consumer society development. We all know that the two main social subject of economic is the enterprise and the consumer. The activities of enterprise education not only meet the requirement about consumers find products rapidly, accurately, and satisfy the enterprise apart from competitors and obstacles, establishing stable and faithful customers. Consumer education is a communication bridge of the enterprise and the consumers. It is enriched and completed the modern marketing, and the only way which must be passed.Based on consumer education generation as the breakthrough point, this paper analyzed consumer education is how to be enterprise application to the marketing activity and play a unique role. Due to different social division of labor, information of specialization increasingly between industries. The knowledge interchange between different industries produced the restriction. Enterprise as producers and sellers to their products, necessarily familiar than consumers. This is the premise between buyers and sellers of asymmetric information generated. Because of information asymmetry, the consumers'information is limited, that means consumers'knowledge is not comprehensive and existing gap, we call this gap consumer knowledge gap. People's knowledge gap is objective existence, this gap is also can be fill. Enterprises emphasize certain knowledge, make people perceive consumption knowledge gap, then they throw problems which may made consumers curious. After that the enterprises make its produce specific information to fill the gap, in order to meet consumers' vacancy of curiosity and thirst for knowledge. The consumers will generate purchase intention. The gap is consumer education marketing theory of the application process. This is the application process that consumer education marketing to the theory of gaps. Chinese consumer overall quality of education is at a low level, the consumers didn't get enough attention. It is so there will often appear consumers buying blindly, irrationally or be cheated by illegal businessmen cheat. Because consumers didn't get enough education, made the market out of order, fake and inferior products with them. So consumer education marketing should be get more extensive attention. Enterprise leaders should realized consumers education marketing not only for itself to create a good market environment but also provide more profits. Consumer education, with its unique advantages, will become the mainstream of the future marketing.