基于消费者心理因素与行为模式的品牌选择模型研究

由国内外理论研究与实践成果以及消费者剩余相关理论得出,消费者心理是品牌选择的决定因素;通过对消费者的心理因素进行分析,得出消费者的个性、动机、自我概念、需要这些心理因素的内在联系以及与品牌选择之间的关联性,并提出消费者品牌选择的心理模式。该心理模式表明,消费者购买品牌产品最终目的是为了满足自身的心理需求,而消费者品牌选择的依据是获得最大的主观效用;并根据该心理模式建立消费者品牌心理需求效用模型加以验证,且在此基础上有针对性地提出相应的品牌策略,供企业在营销实践中借鉴。

By the theoretical research and practical achievements both at home and abroad and the related theory of consumer surplus, it can be concluded that consumer psychology is the decisive factor in brand choice. The article also analyzes the psycho- logical factors of consumers and the result can tell us the intrinsic connection among these psychological factors like con- sumer personality, motivation, self-concept and need and their correlation with brand choice. Based on this, it puts for- ward the psychological model of consumer brand choice. The mental model shows that the ultimate goal of consumers to buy brand products is to meet their psychological needs, while the consumer brand choice is based on obtaining maximum sub- jective utility. And on the basis of the psychological model, it establishes a utility model of consumer brand psychological needs for verification and advances the corresponding brand strategies which can provide reference for the enterprise in the marketing practice.