消费者行为与产品再定位关系的研究

A Study on the Relationship between Consumer Behavior and Product Re-positioning

消费者行为是企业与消费者建立和长期发展的交换关系,而产品再定位是一种创造性活动,就是把现有产品的款式、质量、包装等进行重新定位。首先阐述消费者行为和产品再定位的涵义,其次用扩散理论对消费者行为与产品再定位的关系进行分析,最后基于消费者行为对产品再定位策略实施提出建议。为企业在进行产品再定位时充分考虑消费者行为因素提供参考作用。

Consumer behavior is an exchange between businesses and consumers to establish long-term development. Product re-positioning is a creative activity, which position in existing products, style, quality, packaging again. This paper describes the meaning of consumer behavior and product re-positioning first, followed by the relationship between the diffusion theory of consumer behavior and product repositioning, and give recommendations for implementation of product re-positioning strategy based on consumer behavior in the end. This paper provides reference for enterprises in product re-positioning to take full account of consumer behavior factors.