基于绿色消费者购买行为的营销战略

Purchasing Behavioural Marketing Strategy Based on Green Consumer

随着商品经济的不断发展,我国消费者在心理和行为上发生了根本性的变化。掌握和分析消费者的心理和行为是使企业立于不败之地的根本保证。因此,企业要根据消费者的需求和特点,实施有针对性的市场营销策略。在现实生活中,每一位消费者的购买行为都存在着多多少少的不同。有的是按自己的个性去购买自己所需的产品,有的是因社会地位不同而购买行为不同,有的则是因为外界环境的变化而购买行为不同等等。企业只有急消费者所急,想消费者所想,一切为消费者着想,才能使自己的产品立于不败之地。绿色的消费行为受消费者个人因素、社会文化因素、参考群体因素、企业营销因素等多重影响,应立足于对消费者行为的分析,提出相应的绿色营销策略。

With the perpetual development of goods economy,the consumers in our country have a radical change in psychology and behavior.Knowing and analyzing the psychology and behavior of consumers is the radical guarantee for businesses and makes them stand up successfully.Therefore,enterprises should implement targeted marketing strategies according to consumers＇ needs and characteristics.In real life,every consumer＇s buying behavior has a lot of differences.Some people buy their own products according to their own personality;Some of them have different social status and different buying behaviors;Some of them are due to changes in the external environment and different buying behaviors,etc.Only in this way can we reach the requirement need of consumers and thinking of consumers,all for the condition of consumers,so that making their products invincible.Green consumption behavior by consumers personal factors,social and cultural factors,reference groups,such as multiple enterprise marketing factors,this article is based on the analysis of consumer behavior,puts forward the corresponding green marketing strategy.