基于消费心理学的企业营销策略浅析

Study on the Marketing Tactics Based on the Consumption Psychology

企业作为市场主体,若想在竞争中取胜,先得征服消费者;欲要征服消费者,先得征服消费者的心。因此,研究消费者心理对企业的营销决策乃至生存和发展都至关重要。在综合国内外这一领域发展里程和现有成果的基础上,针对心理学在营销活动中的表现,创造性地提出了一些具体措施和建议,以期对企业经营决策和良性循环有所裨益。

As the main body of marketplace, enterprises must conquer the consumer if wanting to win in competition, and wanting to conquer a consumer first should get the heart of the consumer.Therefore, the study on the consumer mentality is very important in decision-marketing even the survival and development of the enterprises. In this text the mentality performance in the marketing activity was discussed and some innovative suggestions and countermeasures based on the developing mileage and present achievement in this field were put forward,which hoped to be beneficial to enterprise managerial decision-making and tire virtuous circle.