Research On Consumer-product Goal Forming And Guidance Strategy

Since China's accession to the WTO, the competition that enterprises face was no longer at home, but in the world. Competition among enterprises can be seen as competing for customers, so through the analysis of consumer-product goals forming process and the related influencing factor, establishing a set of complete system that the enterprise carries on the consuming guide for customer and cultivates loyal customer appears more and more important.This thesis is divided into two main parts: the first part is the theory research about consumer behavior, namely research for consumer behavior path from the need to evaluation after purchasing, for consumer's information processing as well as for the corresponding behavior path aroused from the evaluation of satisfaction and dissatisfaction. According to consumer's behavior path, the thesis proposed the corresponding product goals forming process model for analysis of consumer's behavior, simultaneously determined influencing factor in the product goals forming process, with the aim of provide the theory basis for developing the strategy of guiding the consumer behavior. The second part is the strategy research to guide the consumer behavior. On the base of theoretical research in the first part, in view of the characteristics of different types of consumers as well as the corresponding influencing factors, using different strategies makes target products become consumer's specific-product goal.This study mainly used a qualitative analysis and normative analysis to make comprehensive analysis to the formation of consumer-product goals and the evaluation process after purchasing. In the thesis, the innovation lies in the recycling guide for customers, which is in order to cultivate loyal customers rather than obtain new customers for a one-time consumption. The result of research is the guidance strategy for cultivating loyal customer on the basis of the analysis of consumer behavior. Hope that research results can provide reference for other related studies and play a guiding role in the practice.