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循环购买决策模型及对企业营销的启示

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摘要 传统营销中的"漏斗式"购买决策认为,消费者的选择范围是逐渐缩小的,而"循环式"购买决策理论则意味着企业在消费者决策的每个阶段都有机会。本文建立了循环式购买决策模型,分析了决策历程中消费者行为的深刻变化,帮助企业识别应当加强营销力度的阶段,并从投资开支、宣传定制、营销整合等方面提出了可供借鉴的措施。
作者 邓玫 王素凤
出处 《中国商贸》 北大核心 2011年第2期33-34,共2页 China Business & Trade
基金 2010年安徽省高校省级优秀青年人才基金项目(2010SQRW069)
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