消费者行为学50年:演化与颠覆

50 Years of Consumer Behavior:Evolution and Overthrow

21世纪数字化、智能化正在颠覆商业和社会基础结构,消费者的改变是变化之根本原因。消费者行为学作为营销学、营销管理、品牌管理、战略管理的基础,经历了半个世纪的发展,正面临重大的挑战。本文主要分为两大部分,首先简要回顾和评论了消费者行为学50年的演化,再集中勾画了处在突变中的消费者行为学——数字化消费者行为学的轮廓。最后,文章进行了扼要的展望。

In 2 l st century, the basic structures of business and society have been overthrown by digitization and intellectualization. Changes in consumers are the primary cause of these changes. As the basis of marketing, marketing management, brand management, and strategic management, consumer behavior is facing a big challenge after half century development. There are two main parts in this paper. The first part reviews the evolution of consumer behavior in 50 years, and then the second part gives the sketch of digital consumer behavior which reflects the mutation of consumer behavior. At the end, it makes simple prospects.