3000 words 1 on the perspective of consumer psychology and marketing management.
With the rapid and orderly development of Socialism with Chinese characteristics's market economy system, the marketing management level of modern enterprises in China has gradually attracted widespread attention. Under the historical background of China grassroots people's increasingly open and diverse cognition of basic ideas, the influence of consumer psychology on the final marketing efficiency of enterprises has gradually attracted widespread attention. This paper briefly analyzes the relationship between consumer psychology and marketing management.
Keywords: consumer psychology; Marketing; Management; Analysis and discussion
With the smooth progress of China's modern national economic and social construction and the increasingly fierce competition in the international commodity market environment, the actual market intensity faced by China's existing product production and sales enterprises is also constantly developing and upgrading. In recent years, under the historical background that China's modern national economic construction has maintained a rapid and stable growth trend, the contribution effect of basic consumption behavior to national economic growth and development has gradually attracted widespread attention. With the continuous improvement of the openness and diversity of the basic ideology of grassroots people in China, the marketing effect of consumer psychological factors on consumer behavior decision-making and marketing activities has gradually attracted extensive and close attention. In view of this, this paper will briefly elaborate and analyze the relationship between consumer psychological perspective and marketing management.
First, the basic connotation and specific types of consumer psychology
(A) the basic connotation of consumer psychology
The so-called consumer psychology refers to a series of internal psychological activities produced and experienced by independent consumers in the process of physical goods, selection, comparison, careful analysis, purchase decision and practice, specific application, application effect, subjective feeling evaluation and other practical activities. Consumer psychology profoundly affects consumers' final decision on consumption behavior, and it is the basic decision-making factor that ultimately determines whether consumers will purchase a specific commodity object. For example, Figure 1 is a schematic diagram of the appearance of magic basketball shoes. The differences in consumers' subjective psychological feelings caused by their design features have a profound impact on the actual decision-making results of consumer activities.
(B) the specific types of consumer psychology
According to the performance characteristics of individual consumers' actual consumption behavior, the consumer psychology actually formed and expressed can usually be divided into four types:
First, conformity psychology usually refers to the traditional perspective of consumer psychology? Do as the Romans do? Psychology, that is, on the basis of seeing people around them start to buy certain types of goods, they will follow suit, so this consumption psychology has a certain degree of convergence characteristics.
Second, the psychology of comparison Driven by the psychology of comparison, independent consumers often do not pay attention to the practical application value and use function of products in the process of making specific decisions on commodity consumption behavior, but their main psychological focus is the comparison with other people's commodity purchase behavior.
Thirdly, realistic psychology, the so-called realistic consumer psychology, is in sharp opposition in basic connotation and performance characteristics. Its concrete basic connotation lies in that consumers pay attention to the practicality of commodities and the satisfaction of their actual consumption needs in the process of actually making decisions on commodity consumption behavior, and realize full attention to the comprehensive efficiency level of commodity consumption behavior, which has relatively full rational performance characteristics.
Fourth, the psychology of seeking differences, the so-called heterosexual consumption psychology, refers to consumers in the process of commodity purchase and consumption decision-making, simply pursuing the differences between their own purchases and those of others, effectively satisfying their own subjective psychological desires for innovation and novelty, and ignoring the influence of other factors on the efficiency level of final consumption activities in the specific consumption behavior process, thus leading to a certain degree of blindness and unscientific consumption psychology.
Second, consumer psychological analysis of enterprise marketing management issues specific ideas
At present, Socialism with Chinese characteristics's market economy system still shows a certain degree of severity in the specific development process. Traditionally, the seller is the dominant player. Seller's market? Form, is gradually being? Consumer groups? Replaced by the dominant seller's market, all kinds of product-producing enterprise entities and labor export-oriented enterprise entities in China are facing a series of market-oriented business development challenges.
Judging from the empirical research data obtained at present, under the existing historical development background, China's consumer terminal market has not yet reached a saturated development state, and a sufficient number of consumer behavior practice spaces can still be developed and created in the subsequent consumer behavior practice process. For independent enterprise organizations at this stage, how to combine the actual characteristics of consumer psychological activities and consumer practices of target consumer groups to formulate and effectively formulate targeted marketing management programs is the primary development problem faced by modern enterprises in China under the existing market environment.
The layout of modern enterprises in China must rely on scientific and reasonable marketing work to formulate and implement plans, constantly expand market coverage and coverage in the process of enterprise product sales and labor service project management practice, and optimize and expand the development space of target consumers' consumption practice behavior. In the research field of the basic theory of marketing management, the so-called consumer terminal problem actually refers to the psychological feelings that consumers get in the process of using the commodity or service purchase object on the basis of completing the purchase activities for the specific commodity or service object elements. Under the condition that consumers get a good psychological feeling, they often fully accept the specific purchase and consumption of goods and services, and guide other consumers to implement similar consumption behaviors, thus building supporting conditions for the practical improvement of the marketing efficiency level of specific enterprises.
Third, the conclusion
In view of the relationship between the perspective of consumer psychology and marketing management, this paper briefly analyzes the basic connotation and specific types of consumer psychology and the specific thinking of consumer psychology in analyzing enterprise marketing management, in order to provide reference for researchers in related fields.
References:
Xu Yina Wan Pinwei. Marketing Management from the Perspective of Consumer Psychology [J]. Modern Marketing: Next Issue, 20 15( 12).
[2] Guo Junhua. Consumer psychology perspective and marketing management analysis [J]. Daily Chemical Science, 2009( 12).
[3] Zhang Zheng. Consumer Psychology and Marketing Management [J]. Modern Economic Information, 20 14(7).
[4] Liu Yang. Analysis of the psychological characteristics of consumers in clothing marketing [J]. Modern Marketing: next issue, 20 14( 1 1).
[5] Xu Qin. Discussion on the course construction method of "Consumer Psychoanalysis" for marketing major in higher vocational colleges [J]. Learning Theory, 20 10(3 1).
Marketing Graduation Thesis 3000 Words 2 Book Marketing Planning Analysis
Firstly, it combs out the supporting factors that need to be provided for setting up marketing experience planning scheme for readers at present.
Ensuring the operation of new book resources in bookstores at this stage is only the initial standard requirement. The more important task is to make the audience understand the significance of book publishing and the related connotation mechanism. The book distribution port has a very high response performance after widely stimulating readers' desire to buy. During this period, because readers have a high preference for a certain kind of book products, it can increase the supply of goods invisibly for the majority of booksellers, which can be said to be a better interactive association. Today, with the all-round development of information technology, the number of terminal readers is difficult to understand, and the presentation methods of internal book reviews, book abstracts and new book introductions must be comprehensively adjusted. At this point, a brand-new publishing planning system has been established. At present, this behavior pattern has become a necessary way to adapt to the transformation of traditional book marketing scheme in China.
1. Mobile book marketing experience unit.
Relevant planners can consider quickly transferring related book products in the latest stage to emerging media terminals such as mobile phones. With its inherent intelligent mobile communication platform and corresponding reading instruction program, internal users can accurately collect and interpret a series of illustrated electronic audio-visual books, thus gaining unprecedented visual sensory enjoyment. Then, all the benefits and coupons of book promotion activities are announced through mobile phone transmission to ensure the expansion of profit channels of new book products.
2. Book the online blog marketing experience unit.
This framework mainly combines the fixed ideas and behavior habits of book authors and readers as supporting clues, and at the same time cooperates with the behavior mode of in-depth research on diversified blog articles to ensure that readers are fully interested in related books and are willing to spend money on their own initiative. Now the recognized book blog network in China belongs to Douban. Its core idea is to absorb the reading preference information of various users with the help of the comment unit, and then the author of the dating books will review it, so as to ensure that the works and products can be transferred to the needs of consumers layer by layer in the future, and stabilize the number of website visits and the number of books actually purchased.
3. Digital marketing experience unit.
From an objective point of view, books, as a special type of knowledge products, are rich in digital analysis elements, including tourist attractions, cultural customs and other characteristics, which can be used to derive a new marketing material. With the extensive derivation of brand-new digital terminals and innovative marketing functions, digital book marketing activities once began to be fully launched, which had a profound traction on the later book communication methods. I believe this marketing method will be transformed into a brand-new pattern of book marketing in China in a short time.
4. Theme marketing experience unit.
In fact, it is to create a certain stunt effect for the later book sales activities, ensure that the theme of internal promotion activities is in line with the connotation of books, implement targeted promotion control indicators, and ensure that the potential reading needs of readers at different levels expand rapidly, thus providing inexhaustible support for the vast space of the book market. In the whole control system of theme marketing activities, the planning subject needs to coordinate with relevant functional units in advance to ensure that all social welfare activities, signing parties and authors-readers get due support; Then through theme book reviews, reading essays, etc., it adds a unique deductive light to the sales performance of popular books.
It should be noted that another means of theme sales mode is to set the specifications of theme bookstores or set up theme exchange areas in fixed stores, because the internal customer base is relatively stable, and with the gradual strengthening of the pertinence of books provided to readers, the book classification pattern has been refined for some time. In the final analysis, this kind of theme area is a special sales exchange place, which advocates combining the reading needs of readers at different levels, involving the classification of internal book resources, covering the traditional theme classification system in an all-round way, instilling all modern fashion and leisure concepts into books and theme exchange activities, thus locking in a fixed readership.
Combined with previous practical experience, the theme bookstore and exchange area are set in the golden place of economic exchange, among which there are many hot spots that readers pay attention to, the cultural atmosphere is personalized enough, the purchase conditions are extremely convenient, and the emotional contact results are lasting, which makes the theme bookshelf marketing model unbeaten in the established competitive field for a long time.
Secondly, the coordination strategy analysis of publishing brands in the book marketing planning system.
Based on the actual investigation experience in the past, there are essential differences between the names of publishing brands and a class of publishing houses, in which the names always retain the recognition of the functions of specific things and will not be clearly presented according to their specific personalities. In other words, this kind of brand always retains the personality of books and the high-quality recognition effect of readers, and is a combination of symbols such as name, logo and packaging to distinguish it from traditional book products.
Some surveys show that some readers prefer books from a publishing house when buying books with similar contents; Some people like the works of writers or editors; Some people are interested in the whole series of books because they like one of them. This is actually the brand effect at work. A good brand is the reader's recognition and trust in its products. Brand planning is actually the process of creating famous brands, and the purpose of promotion is achieved through people's worship of famous brand products. Today, with the gradual maturity of market consumption psychology and readers' rational purchase of books, publishers and responsible editors should have a strong brand awareness in the production and marketing planning of each new book. Understand and master readers' reading taste, purchasing psychology and actual needs, establish a sense of responsibility to readers, closely link book brand naming with shaping publishing house brand, and create and maintain it. This is a systematic project handed down from generation to generation, which needs long-term planning and careful planning.
Third, the conclusion
To sum up, there are many elements in book marketing planning in China today, which are related to the improvement of people's quality of life and personalized reading needs. As the corresponding subject of sales planning, we must ensure that the standard marketing planning concept is established at all times, and treat this marketing activity as a high-tech normative system when necessary, so as to ensure that the subjective initiative of heterogeneous normative subjects can be fully exerted. Especially for publishing houses, they must be able to complete the task of changing marketing concepts in stages from a long-term strategic height, and at the same time fully introduce and improve the latest modern book marketing theories and methods; Then cultivate and maintain the strength of its own marketing planning team, and finally lay a deep adaptive foundation for the sustainable expansion of China book sales business space.
Marketing graduation thesis 3000 words 3 on the marketing strategy of shipbuilding heavy industry enterprises
After China's entry into WTO, with the increasing liberalization of the international shipping market, China's shipping enterprises are facing unprecedented severe challenges. Then, in order to improve the international competitiveness of China's shipbuilding enterprises and promote the continuous improvement of China's shipbuilding capacity and ship export output, shipbuilding enterprises must strictly follow the modern marketing theory? The relationship between enterprises and customers? Scientific integration of marketing elements is the core content, and on the basis of fully combining marketing strategies, scientific, targeted and feasible marketing strategies are formulated to seek survival and greater development in adversity.
First, the problems in the marketing management of shipbuilding heavy industry enterprises
(A) outdated marketing methods
First of all, there is a lack of image marketing awareness. Image-building is a marketing link that modern enterprises attach great importance to [1], but from the current actual situation, some shipbuilding heavy industry enterprises have not fully integrated corporate image with marketing work, and have not established a relationship of mutual trust between enterprises, customers and other stakeholders. Secondly, there is a lack of overall marketing awareness. As a systematic project, modern marketing needs cooperation from all sides, including service providers, suppliers, finance companies, shipowners, employees, competitors, allies, news media, government and the general public. However, at present, some shipbuilding enterprises in China have not established the concept of cooperative marketing, and the work of public-private relations is not in place, making it difficult to form a joint marketing force.
(B) the marketing channel is relatively single
First of all, the length structure is single. Some shipbuilding heavy industry enterprises pay too much attention to zero-level channels in the actual marketing process, and do not adopt targeted marketing strategies according to different services, which directly leads to the current situation that the sales staff of shipbuilding heavy industry enterprises are under too much pressure and the sales efficiency and quality are low. Secondly, the width structure is single. In the actual marketing, some shipbuilding heavy industry enterprises pay too much attention to the channels with strong emotional relationship, and fail to broaden the distribution channels strictly according to the distribution strategy, product characteristics, market characteristics, service nature and user distribution, resulting in poor sales coverage and outstanding performance. Third, the breadth structure is single. The sales of shipbuilding heavy industry enterprises not only failed to make diversified choices, but also failed to strictly follow the mixed channel model (that is, the combination of multiple channels).
(C) poor level of marketing team
At present, the fundamental reason why many marketing teams of shipbuilding heavy industry enterprises lack combat effectiveness is that these shipbuilding heavy industry enterprises do not pay attention to the complementarity and collocation of talent age, gender, knowledge structure and temperament in the process of recruiting marketing personnel. At the same time, some shipbuilding heavy industry enterprises have long had an unhealthy employment mechanism. For example, some leaders are crony, absorbing many incompetent people who lack enthusiasm for work, and unreasonable use of excellent sales staff with strong ability. In addition, the lack of a sound assessment and incentive mechanism, too much attention to the R&D investment of ship supporting equipment, and a serious shortage of marketing funds directly pushed the enthusiasm of these excellent sales personnel to be hit, which eventually led to a continuous decline in marketing performance.
Second, the marketing management strategy of shipbuilding heavy industry enterprises
(A) to explore new marketing channels
Marketing channel, as a key factor to realize the marketing goal of an enterprise, will undoubtedly directly affect whether the marketing strategy of an enterprise can be implemented smoothly and the effect of implementation. Therefore, for shipbuilding heavy industry enterprises, when choosing marketing channels in the early stage of market research, we should fully consider the factors of customer demand and choose and design marketing channels according to the ways and habits of different target customer groups to obtain information. However, looking at China's shipbuilding heavy industry enterprises, they basically adopt direct sales, with relatively few marketing channels and limited customer groups. Based on this, shipbuilding heavy industry enterprises should make full use of their own advantages (such as alliance enterprises and ship repairing agents) and modern information technologies (such as Weibo and WeChat). ) Open up new marketing channels and further increase marketing efforts, so as to effectively expand the influence on target customers and attract more target customers.
(B) the establishment of a scientific marketing management mechanism
Specifically, it is necessary to establish a performance appraisal scheme that directly links marketing performance with the actual salary of marketers, because this fair and scientific mechanism can not only fully reflect the value of employees, satisfy their sense of accomplishment and honor, but also enable employees to enjoy spiritual benefits on the basis of satisfying their economic interests, and at the same time stimulate their fighting spirit to challenge high salaries. Therefore, in the process of implementing marketing strategy, it is very necessary to feedback the marketing effect in time. Only in this way can we adjust and improve the problems and loopholes of marketing strategy in time. Based on this, for shipbuilding heavy industry enterprises, whether marketers, marketers or personnel of other relevant departments should know the effect of marketing strategy implementation in time, and then feedback the actual situation to the management of the enterprise at the first time, and then the management will conduct in-depth analysis and research, and finally formulate a scientific, targeted and feasible marketing strategy adjustment plan in time, effectively improve the marketing strategy, and finally enhance the marketing effect.
(C) to strengthen the management of the marketing team
1. Develop a scientific sales planning system. Shipbuilding heavy industry enterprises should first accurately understand the ship market situation and the relevant information of shipowners' companies, and make sales targets on the basis of fully mastering these information. It should be noted here that the formulation of sales targets should not only pay attention to concreteness, quantification and operability, but also be strictly decomposed according to domestic and foreign markets, title ship projects and the scale of shipowners' companies, so as to implement specific projects and indicators to specific departments and personnel. Of course, in addition to setting the target figures, we should also work out the implementation plan with the sales staff, and have a clear market development plan to ensure that the quotation, market development, production arrangement, operation and after-sales service of ships and accessories are carried out in an orderly manner.
2. Establish a sales process management system. No doubt? Only pay attention to the results and seriously ignore the process? This is a common problem in many shipbuilding enterprises at present, but if the effectiveness of marketing strategy is fully reflected, it will undoubtedly play a decisive role in the management of sales process [2]. Based on this, shipbuilding heavy industry enterprises should establish the management system of sales process, such as? 3E- China? System, through the work log, to build an automatic feedback mechanism, so that marketers can actively and timely feedback their work status, while the relevant management will feedback their progress and achievements in real time according to the work log of marketers, and assign tasks strictly according to the daily work fullness of marketers. At the same time, the existence of the work log is also conducive to the management to grasp the implementation status of everything in real time, which can help the management to find problems and solve them in time.
3. Establish a scientific and reasonable performance appraisal system. As mentioned above, at present, some shipbuilding heavy industry enterprises in China obviously lack a reasonable performance appraisal system in their daily production and operation, which will not only affect the enthusiasm of employees, but also directly affect the final marketing effect of enterprises. Then, in order to change this situation, shipbuilding heavy industry enterprises must establish a system that can regularly assess the sales performance of marketing personnel qualitatively and quantitatively as soon as possible, in which the assessment indicators mainly include work enthusiasm, cooperation spirit, domestic and foreign market share, quotation times, profit rate, total output value of a single ship, number of new customers developed, shipowner evaluation, the proportion of salesman expenses to total sales, quarterly average visits, work responsibility and loyalty to the company.
Third, the conclusion
Marketing directly determines the future survival and development of enterprises. Therefore, domestic shipbuilding heavy industry enterprises must fully realize the importance of marketing activities and formulate scientific and reasonable marketing strategies. At present, there are some newly established shipbuilding heavy industry enterprises in China. Due to the constraints of external economic conditions in recent years, there have been problems such as the reduction of orders, the decline of output value and the decline of enterprise competitiveness. Therefore, we must conduct an all-round investigation and study on the market, and make an in-depth analysis at the same time, and then combine the specific situation of the enterprise to realize the optimal allocation of various resources. Through the formulation of scientific and perfect marketing strategy, the realization of enterprise management objectives is finally guaranteed.
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