1 summary of theoretical research and development of consumer psychology
At the beginning of the 20th century, American psychologist Walter D. Scott published the article "Advertising Psychology", which applied psychology to advertising activities for the first time, opening a precedent for the study of consumer psychology. In the later period, many American psychologists actively engaged in psychological research and experiments on various consumption problems according to the needs of the economic situation at that time. From 65438 to 0908, Social Psychology published by Ross opened up the research field of group consumer psychology. 1938, Ernest Diest put forward the experimental research results of consumption motivation theory. These studies, as well as business psychology, industrial psychology and management psychology, all discuss the related issues of consumer psychology from different aspects and are the main bodies of consumer psychology.
The system provides prerequisites. The birth of consumer psychology as an independent discipline is marked by the formal establishment of a branch of consumer psychology by the American Psychological Association. Since then, Advertising Research and Market Research have been published one after another, which has promoted the research results of consumer psychology.
The spread of; Some American universities and graduate schools offer courses on consumer psychology and consumer behavior, which has established and strengthened the position of consumer psychology in psychology and other academic fields. Since 1970s, the research of this theory has entered a stage of all-round development, and an independent discipline system of consumer psychology has begun to take shape. Many large enterprises have attached research institutions, specializing in the study of consumers' psychology and behavior. For example, in order to comply with the rise of consumer rights movement, consumers began to pay attention to the study of consumer psychology from the perspective of consumer interests, so that consumers can improve their spending power and protect their rights and interests from damage; The research factors have also shifted from the previous age, gender, occupation and family income. Research on social factors such as demand, motivation, personality and group social norms. At the same time, this study also
From qualitative analysis to quantitative analysis, the establishment of analytical model and the application of quantitative analysis methods have promoted the research in this field to a new level. The research in this field started late in China, and it was not until the mid-1980s that the theory was systematically studied, mostly by introducing and introducing foreign research results. Although there are some related researches on the characteristics of China market, on the whole, the research is still in its infancy and needs further research and development.
2 the performance of consumer psychology in marketing activities
2. 1 The expression of demand and motivation in marketing activities is the basic subject of psychological research. Maslow, an American psychologist, divides various needs into five levels according to their importance and order: physiology, safety, socialization, respect and self-realization. According to Maslow's point of view, a person has multiple needs at the same time, and everyone will first seek to meet his most important and urgent needs, that is, explicit needs, and the driving force for the formation of this demand is his behavioral motivation. According to the analysis and statistics of psychologists, there are about 600 different purchase motives at present, and the common ones are: practical motives for pursuing practical use value, novel motives for pursuing commodities, aesthetic motives for pursuing commodity appreciation value and artistic value, and aesthetic pursuit.
The motivation of seeking good quality and low price, the motivation of following the crowd with imitation and synchronization as the core, and the motivation of seeking fame to show personal status and fame. Only by accurately controlling consumers' different purchasing motives and guiding their consumption in marketing activities can enterprises effectively increase their market share and win the favor of consumers in the fierce competition.
2.2 Sensory perception and other perceptual knowledge in marketing activities. Sensory perception is the primary stage of cognitive activities, including not only the feelings of sensory organs such as color, temperature, light, smell and skin sensation, but also the feelings that are linked, synthesized and comprehensively reflected. Consumers judge a commodity from their feelings. Just because the color of the same product is slightly different, consumers may buy it at a glance or ignore it at a glance. This is the psychological function of feeling in the first impression. Therefore, in marketing activities, manufacturers and marketers should use various means to increase the stimulation of goods to customers. For example, in product design or commodity display, they can use the sensory contrast effect to attract consumers' attention, so as to achieve the purpose of commodity sales. Consumers' perception is subjective and selective, and they will only buy or pay attention to goods or information that are beneficial to consumers and make them feel interested and loved. Therefore, in marketing activities, enterprises should focus on the performance and use of goods, increase the stimulation of goods to consumers, make consumers perceive the products of enterprises quickly and preferentially, so as to achieve the purpose of promotion, and at the same time, make use of consumers' recognition of the brand and image of enterprises, increase the publicity of other goods of enterprises, urge them to buy again and again, and establish and strengthen their loyalty to the products of enterprises.
2.3 The performance of rational knowledge such as memory, learning, belief and attitude in marketing activities Memory is an extremely important psychological element in the process of consumer cognition. In the practice of consumption, advertisements, second-hand goods and shops visited by consumers can be reproduced under certain conditions. The clarity of consumers' memory is directly related to the success of the second sale of goods. For example, the design and packaging of goods should be convenient for consumers' image memory, and the service attitude of marketers should induce consumers' emotional memory as much as possible. Only by effectively arousing consumers' purchasing memory can we promote and strengthen the completion of consumers' repurchase behavior. Learning refers to the process that consumers consciously or unconsciously gain acquisition experience from various channels and ways. For example, once consumers form a preference for a brand, they will try their best to seek the brand when necessary, which has high brand loyalty. Psychologists believe that this kind of customer loyalty or repeated purchase is mainly due to the experience gained, that is, learning reinforcement. Attitudes and beliefs are consumers' evaluations, reactions and opinions on the persistence and consistency of something. If an individual's attitude of "smoking is harmful to health" determines that a certain brand of cigarettes is unattractive or rarely attractive to consumers, then individuals should not be classified as cigarette consumers, and enterprises should also invest little or no energy.
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3. Enterprise marketing strategy based on consumer psychology
3. 1 product innovation should conform to consumers' psychological marketing activities, and ultimately the transaction between enterprise products and consumers' monetary resources or other resources should be completed. In order to promote the smooth completion of this activity, enterprises must first work hard on product innovation.
Product innovation includes product design, naming, trademark and packaging innovation.
3. 1. 1 product design. It is necessary to conform to the development trend of "multi-function, automation, green and health" and other consumption concepts, and to reflect the aesthetic effect and personality characteristics of consumers, as well as the trend of the times and fashion trends in product design. In the promotion of new products, we should adopt various ways and means to publicize the performance and characteristics of new products and the superiority and scientificity of consumption habits and patterns formed after use, so as to eliminate consumers' safety concerns.
3. 1.2 product naming. According to the psychological characteristics of consumers, which are easy to remember, worthy of the name, conspicuous and taboo, the products are named according to their main functions or components, origin, name, shape, mascot, beautiful things or meanings, foreign language transliteration, etc. , thus stimulating consumers' desire to buy and realizing their buying behavior.
3. 1.3 trademark design. Enterprises can adopt the following strategies to improve their reputation and promotion: distinctive personality, rich characteristics, beautiful shape, concise words, with the flavor of the times, and adapt to the psychological habits of different countries, regions, nationalities or religions.
3. 1.4 packaging. Implement strategies such as quantity difference packaging, convenient packaging, supporting packaging, bonus packaging and grade packaging. And adopt different packaging strategies according to consumers of different ages and genders.
3.2 Price setting is aimed at consumers' psychological goals. Price is the key factor to the success of the transaction, and it is also the most sensitive factor to communicate with consumers. Therefore, when making a price strategy, enterprises should not only make consumers accept it, but also bring high profits to enterprises. When pricing, we should adopt different pricing strategies according to the different psychology of consumers. For example, the mantissa pricing method can take advantage of consumers' perception of commodity prices, that is, set a price with a fraction, so that the last digit of the price is odd or close to zero, such as 98. 99. In different regions or countries, different prices are set by using consumption habits such as sensitivity to special figures. During the price adjustment, we should also consider the psychological reaction of consumers and attach them in time when necessary.
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3.3 The choice of marketing environment and channels should fully consider the psychological habits of consumers. The completion of consumers' shopping activities is closely related to the comfort of the shopping environment, the reasonable layout and the decent appearance of business people. A good shopping environment will leave a good first impression on consumers, trigger their desire to buy, and then affect their buying behavior. In recent years, western-style fast food restaurants are very popular in the fast food consumer goods market in China. The fundamental reason is that the shopping environment of similar fast food restaurants is comfortable and convenient for consumers, and the service attitude of business personnel is pleasant. Consumers appreciate and are willing to spend in such a comfortable and comfortable environment, which is worth learning from domestic fast food restaurants and even other commercial enterprises. In terms of channel selection, we should also choose shops with convenient shopping and sell different products in different periods or regions according to consumers' shopping habits, so that consumers can buy the right products at the right time and place, improve consumers' satisfaction after purchase and stimulate them to buy again.
3.4 Various means to comprehensively carry out promotional activities are an important part of marketing activities, which undertake the function of arousing and stimulating consumer demand, and can be divided into advertising, personnel promotion, business promotion, public relations, etc. Modern marketing activities must effectively use all kinds of promotional means to carry out activities in all directions. Successful advertising must start with the psychological analysis of consumers, highlight the distinctive characteristics that goods meet consumers' psychological needs, establish the position of goods in the competition, and the advertising design should conform to consumers' aesthetics, strive to attract the senses such as vision and hearing, and then stimulate consumers' potential desire to buy; Advertising content must be true and credible. Only in this way can we establish a good attitude of customers towards enterprises and products and win.
Trust for a long time. In personnel promotion, enterprises must strengthen the training and study of sales personnel, so that they can master customer psychology, be good at observation and analysis, break through marketing obstacles, strengthen after-sales service of sold goods and improve customer satisfaction. In terms of business promotion, enterprises can start with consumers' concerns about product safety, eliminate consumers' doubts through free tasting and trial, take advantage of consumers' fluky psychology, stimulate consumers' desire to buy by means of prize sales, or stimulate repeated purchases by means of discounts, trade-in and shopping points. News, outdoor advertising, public welfare activities and emergencies can all be used in public-private interests.
Affirmation and other means to enhance corporate image and brand awareness.
refer to
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