消费者两阶段选择行为模型研究

An overview of consumers' two-stage choice behavior model

综述了消费者两阶段选择行为模型的相关文献,介绍了消费者两阶段选择的理论,探讨了在产品品牌营销与收益管理中消费者两阶段选择行为模型的主要研究内容与方法,总结了其学术贡献与局限,提出了未来研究方向。

This article surveys the research works on consumer two-stage choice behavior models. It introduces the theory, and discusses the main research contents as well as methods of these models in the context of brand marketing and revenue management. It also summarizes the main contributions and limitations of current researches. Finally it proposes some promising areas for future studies.